Traffic, sales, conversions: it’s certainly not news that these key elements of are the fundamental performance metrics of ecommerce. Even if you don’t sell products or services online, they matter more than anything else.
Focusing your strategy on improving and increasing these metrics is a tried and tested way to keep business coming through the door. But are the same customers coming back? And are your customers making a recommendation to a friend or family member? It’s one thing to get customers buying from your brand, but turning them into loyal returning customers is another.
According to Forrester, over half of US online adults say that getting ‘extra’ customer service and special treatment matters to them.
Long-term customers who help to grow your business through referrals and repeat purchases are worth more than a continuous stream of new customers.
By building brand trust, you can increase the amount of returning customers. Here’s how to increase it using Telligent Community.
Display transparency to your customers
With an online presence, an organization can choose one of two different paths. On the one hand, you can simply just be a digital representative of your logo and services. On the other, you can go far beyond a static image and open yourself (and your workforce) up to the digital sphere to offer some personality through social media, thought-piece blog articles and even video content.
The aim is to create a link between your brand name and the positive, authoritative and problem-solving advice you’re delivering through your blogs, post updates and content. Telligent Community is an all-in-one platform that creates the foundations for this content to be launched from, and through this content, you can help to create an emotional connection with your audience.
Be consistent in your branding and messages
In order to keep the momentum when building a strong following online, you’ll need to be consistent in your branding. Again, this reinforces the positive connection between your brand and the ‘reward’ your customers are receiving. This reward could be in the form of a solution to their problem, an offer or an informational article. Whichever it is – having your branding connected to it will help join the dots and build that all important brand trust.
One of Telligent Community’s strengths is its white label status. This status allows organizations and businesses using Community to completely add their own unrestricted, full brand experience to their discussion forums, blogs and communities. By modifying the CSS, or simply by creating widgets in the built-in widget studio, businesses can transform the user interface. Community is also API-first, and can be integrated with third-party applications via GitHub for further customization.
Create opportunities for interaction
Revisiting the idea of transparency, you can open up your brand to customers by offering interactive digital platforms, such as discussion forums, comment sections and polls.
Discussion forums instantly open up that space for members to join in conversations, or start their own threads based on experiences or questions. And it can result in a number of benefits beyond increased brand trust. One such benefit is cutting down on support costs, as some issues flagged on forums can be self-resolved by other members. Of course, there’s also the ability to intervene and be an active participant in your forum, which will only boost the amount of trust your brand is able to nurture (as long as your intervention yields positive outcomes.)
Speak to our experts today to find out more about how Telligent Community can increase your brand trust amongst customers and prospects.