Business Blogging and Establishing Trust
Business blogging success can go a long way towards establishing confidence in your brand.Imagine having a sales person at your front door greeting every customer with proof that they will not get ‘mugged’ while shopping with you. Now imagine having staff assigned to roam your store continuously, reassuring your customers that their shopping experience will be safe, urging them to not abandon their shopping carts.
Business Blogging and Brand Integrity
A measure of trust is implied when a customer enters your brick and mortar store.They are already familiar with your brand through your local marketing efforts and word of mouth. Alternatively, your e-commerce customer has to be convinced of several things, quickly, from the moment a search lands them on your page. Online, your brand integrity has to go through a far more rigorous test.
Blog marketing goes far in establishing your brand’s credibility. What will establish your trustworthiness? How many conversions are lost because you failed to convince your customer that their experience with you would be safe, efficient, and valuable? What can you do to assure that your comparison shopper will return to purchase from you?
Conversion Depends on More Than Price
Eric Enge of SearchEngineWatch.com reviews the research data from Scan Alert who offers the HackerSafe Service, an auditing and certification service whose logo on your site is comparable to the “Good Housekeeping Seal of Approval”.
“ScanAlert’s data show that for those people requiring more than three days to buy (24 percent of all purchases measured), the HackerSafe logo resulted in a 34 percent lift in purchases, as compared to a 14 percent lift overall. What this suggests is that trust and safety are major factors in the behavior of these more hesitant shoppers. So price is not the only issue at hand.”
How to establish trust?
“…what does your ‘About Us’ page have on it? Will it frighten users away or convince them that you are the real deal? Nigel also suggests that offering users an option to provide you with an email address is a smart idea. Users who are not ready to buy may be willing to hear what you have to say, and may well provide you with the opportunity to get back to them. Following up with an email containing a special offer is an excellent way to increase that latent conversion rate.”
(Source)
Tags: Blog Marketing, blogging, brand_integrity, brick_and_mortar, business-blogging, comparison_shopper, conversion, e-commerce, local_marketing, security, shopping_carts