We buy from the most trusted brands we can find. Every brand competes for our trust because it is our trust that translates into consumers and sales. If you want to get your consumers’ trust, you need to show up a bunch of times.
The person who is very trustworthy is a best friend. One of the reasons a best friend is very trustworthy is because you see that friend a lot. The more we see someone, the more we will trust in them. You are going to see your best friend a lot, and thus the trust you have in each other grows.
In order to create a trustworthy brand, people have to see your brand a lot. This is when people are quick to go to advertising. People will see who you are, but they’re forced to see who you are. Consumers can’t control which advertisements come up on a website or on a channel, and they’re preoccupied with something else: reading the article or watching the show.
Social media is a different kind of advertising that is very effective. However, people have to see you frequently in order for your social media strategy to be effective. You’ve been taught that posting on your social networks consistently is essential, but you weren’t given a reason why. This is the reason. By updating your social networks consistently, more people get to see you more often. As more people see you, they start to trust you. They take a look at your profile, and your posts, and your blog, and your blog posts, and your product.
All of this happens once you are seen frequently. Be seen so you can see the results come in abundance.
Mark, great hypothesis… have you any data to support?
Matthew, although I have no hard core numbers to support this, the most successful brands typically are the ones we see on TV and social media the most. Apple keeps on advertising its new iPhones, Samsung keeps on promoting their Galaxy phones, and Angry Birds utilizes social media very well. The more often we see something, the more tempted we are to buy it. I do not have any hard-core numbers for that as well, but I challenge you to see which brands are appearing the most in any form of advertising, and which of those brands are the ones that you and/or numerous people trust.
Fully agreed.Great post Marc.Thanks.
Marc, I was JUST thinking about this earlier today. You are so on the money – and this is something I am learning more and more.
This is something I’ve never really thought of before to be honest. Very true though, great blog.
My mentor(s) tell me this all of the time and rightly so. It just makes sense.