Using Blogs To Build Authority And Visitor Trust
Trust is the most important currency in the online world – without it, businesses cannot attract and keep customers, and or meet their sales and growth projections.
Diverse studies have shown that online consumers prefer doing business with brands they trust, and that even when they don’t know the brand personally, they will first read online reviews before making a purchase. In fact, a large percentage on internet users trust online reviews as much as they trust one-on-one recommendation from friends and family members.
This underscores the importance of building site authority and trust when running any venture online. Fortunately, achieving site authority and gaining the trust of web users is no longer as difficult as it used to be – thanks to blogging.
How does blogging build trust?
Everyone knows that having a website and strong social media presence is vital to the success of any business. But in the grand scheme of things, a blog plays a very vital role.
Blogging is very important to online businesses. It is one of the easiest and affordable ways to keep your customers in the loop about what is going on in your business, update content on your website, and demonstrate your expertise in your business niche. When done properly, blogging can complement your products and services and give people a reason to return to your website, even when they are not ready to make a buy decision.
This is because they have gotten to the point where they trust you and what you have to say because you have properly demonstrated your knowledge and shown yourself to be an authority in the field. All these they easily glean from your blog posts.
As a brand doing business on the internet or as website offering valuable information to a particular target audience, it is not enough to focus on attracting visitors and moving them down the conversion funnel. Sometimes, your visitors want to know more about your business and its offerings before making any decision. With a regular brick and mortar store, it is simply a point of walking up to you and getting the information they need in person. But this is not possible online.
Because of the impersonal system of the web, consumers cannot reach a website owner directly. This makes it difficult for visitors to trust your website, particularly if it is new and not well known. But by providing valuable, relevant and free information on your blog, you make it easy for visitors to connect with your message, and this builds the trust that you know what you are talking about and that you are in it for the long haul.
Blogging provides you with the opportunity to demonstrate your expertise, and to discuss relevant topics with your target audience, providing them with valuable information and insight that will build your brand awareness, authority, and trust.
To put this in perspective, studies have shown that more than 80% of online consumers trust advice and information from blogs. So whether you are blogging to provide solution to a specific problem, teaching people a new way to do things, or keeping them informed about a certain topic, the more you show your expertise via your blog posts, the more people will find your website credible.
So how can you start a blog that will help build authority and visitor trust?
Define your audience
It is difficult, if not impossible to have an effective blogging strategy when you have no idea who your target audience is. Before you even start blogging, you should have enough insight into who your target audience is and what makes the people in the group tick.
Defining your target audience will make it easy for you to create blog content that are relevant to their needs. For example, as an online retail store, you simply cannot start blogging on any topic that catches your fancy hoping that one will hit someone in the right place. This spray and pray method will not help you build authority and visitor trust. But when you create audience specific content, you will be able to easily demonstrate your knowledge of your chosen niche. Therefore, the first step is to define your target audience. Who are you creating blog content for?
Be an authority
Developing your brand as an authority in your industry is the fastest way to build trust with your visitors, but the dynamics of today’s world is such that no one can trust without reason, and you cannot be seen as an authority simply because you declare yourself as one. Web users are very suspicious people and will want you to prove that you are actually an authority before believing it.
One of the main benefits of blogging is that is establishes you as an authority in your industry. By creating and sharing information that is reliable, true, and relevant on your blog, you are demonstrating your knowledge to the people that matter to your business. Of course, achieving this will take some time, but the more relevant and reliable content you post, the easier it will be for people to see your website as a credible source of information.
Once you can make people believe what you publish on your blog, you will find it easy to convince your target audience to do business with you.
Take advantage of social influencers
Influencer marketing is increasingly becoming as important as social media marketing. This niche has grown in the past few years to become an effective tool for building brand awareness and trust.
A social influencer is someone people look up to as a role model in certain areas, and when someone like this mention your brand, it automatically attracts significant attention.
While you are using your blog and website to build visitor trust in your brand, engaging social influencers to share your blog content on their websites and social media pages will also influence brand awareness and credibility.
Engagement has been the heart of blogging since its inception. People not only want to read what you have to say, they also want to talk about it directly on your blog page, create a discussion around it, and get the opinion of other blog readers. This is also a great opportunity to show your knowledge of the topic.
While it is true that as your site grows you may not be able to respond to every comment on your blog, personally responding to a select few, such as the trending topics and comments will cement trust and goodwill, both in the people discussing the topic and any other person that will eventually see that content.
Having a blog that is regularly updated with relevant and reliable information is a good thing for your marketing efforts and SEO. But no amount of efforts will pay off if visitors to your site do not trust you.
A blog that is full of insightful, quality, and relevant content will help build the trust of your visitors because when you provide value to people, you make it easy for them to trust you. If you want to build authority and trust between your customers and your brand, find ways to enrich their lives via your blog.