Trust is the most valuable currency of the digital age. Every day, consumers are bombarded with marketing messages that are designed to make them want to buy.
The challenge for brands today is how to build trust online in a world where people are increasingly skeptical about what they on the internet. In this guide we bring you what you need to know and do to grow your online trust as a travel brand.
Lead with Authenticity – it’s more crucial than ever before
According to Forbes in their article ‘The Relationship Economy in 2017’, “as customers become more educated in their purchasing decisions, the importance of authenticity has continued to grow.
The need for companies to share their values and align them with customers is vital for success”.
This statement is especially true in the B2B world. If you want to build trust online with your audience, having an authentic voice is crucial.
There are many aspects of making your content authentic, including:
– Finding your voice (meaning what you stand for).
– Sharing your expertise.
– Delivering on you promise.
Find your voice – what do you stand for?
Most companies neglect to define a brand voice and instead rely on their employees to communicate.
If you don’t define your voice, you risk putting out content that doesn’t align with the company’s values.
Unless you define your brand voice, you won’t be able to create content that matches it.
When writing content for your website, blog or social media pages, ask yourself: What does this site represent? What do we stand for? Does what we say match who we are and what we believe in?
To build trust online, share your expertise
Travel companies make a lot of money by providing clients with information and resources to make their trip easier and more enjoyable.
Brands also use content marketing to attract new customers, increase their engagement rate and build trust.
Travel is a sector that connects with people on an emotional level. People use travel content to plan future trips, document past trips and share their experiences with others.
There is no better time than now for travel brands to create branded content for their target audience.
Deliver on your promise to build trust online
The travel industry is undergoing a major transformation. Customers are more informed than ever before; they expect more from the companies they do business with.
This means that, if you’re in the travel industry, you need to make sure your customers know what to expect from your company.
Part of providing an exceptional experience is delivering on your promises. If you promise something, then it needs to show up when your customer arrives.
You don’t want to give them any reason to think that you were lying to them about something important. That can cause them to lose trust in you and even leave bad reviews.
Brand Storytelling – build trust online by telling your story
Internet users are just like everyone else. They want to know that you’re reliable and they want to get to know you before they buy.
Consumers will get to know you just by reading your blog posts and listening to your podcasts, but they usually want more than that – which is why we recommend writing about the human aspect of the company.
Tell your story
Start by telling your story and explain how you got started and what motivated you to start the business. Blog about your team members and let their personalities shine through when they share their stories with your audience.
The more relatable you are, the more trust consumers will have towards your company.
Become a trusted resource – create a resource hub on your website
While most companies are worried about traffic, they should be worried about leads. The fact is that leads are the currency of business.
If you want to create a growing business, you need to create more leads than you can handle.
Create a resource hub
One of the greatest ways to do that is by creating a resource hub on your website that offers more in-depth information and creates a more personal relationship between you and your readership.
A resource hub allows you to share all sorts of valuable information with your readers. This content could include anything from industry data to downloadable checklists, templates, forms, calculators, videos and podcasts.
Conclusion: Building your online trust is a great way to bring in more customers and increase sales. In order to do so, you must be transparent, consistent, and genuine in all of your customer interactions. You can learn more about how to build trust online with our handy guide for travel companies!