Brand Buzzword of the Week: Trust

A couple new studies have surfaced regarding consumer trust in brands. The first set of research from Crowdtap and Ipsos found that millennials almost always trust user-generated content (UGC) over that of professionals. Placeable, a location-based marketing platform, conducted a survey and reports that 73% of respondents lose trust in brands due to inaccurate local business listings. In this article, we’ll give you an overview of each company’s findings and some related steps you can take to bolster consumer trust in your brand.

Crowdtap has created this lovely infographic to sum up its report statistics. Take a look:


For millennials, UGC is more memorable, more trusted and more influential over purchase decisions than traditional advertising. So what can you, as a brand, do about it?

“Smart marketers are inspiring their consumers to create and share more content about the brands they love, influencing social conversations and winning the hearts and minds of consumers. This is social influence,” Crowdtap states in its report.

So how can you inspire consumers to create and share content about your product and/or brand?

Option 1: Have an awesome product

Yes, this step is easier said than done and yes, this may have been an excuse to bring up one of the greatest utilizers of UGC: GoPro. This company’s YouTube channel is chock-full of amazing footage captured on GoPro devices that has racked up millions of views online.

Option 2: Host a contest

In October of last year, Disney launched its official Vine account. To complement its social media campaign “Show Your Disney Side,” the company launched “Vine Your Disney Side,” a contest prompting Vine users to create mini films highlighting their own unique and exciting experiences at the parks. Since its creation, the Disney Park’s Vine account has attracted 63.6K followers. The winning Vine and some weekly winners are included below!

Option 3: Offer Rewards

Malibu Strings and Wicked Weasel, two bikini-makers, encouraged women to submit photos and videos of themselves wearing the company’s bikinis in exchange for free swimsuits. Wicked Weasel’s UGC attracted so many site visitors that the company created a social media network specifically for bikini fans, wearers and watchers.

Engaging in social media conversations, reaching out to field testers and asking for product reviews are a few additional ways brands can attain content from passionate users. To build trust amongst the millennial audience, brands should consider marketing strategies that incorporate UGC.

Next up, Placeable’s location-based marketing insights. When an online listing for a business is incorrect, 73% of people say they lose trust in that business. Almost 67% feel the same way if they get lost due to faulty location information.

“It is vital that multi-location businesses preserve customer trust by ensuring absolute accuracy in their online location information. Anything less makes the business vulnerable to a constant, ongoing erosion of its brand,” Placeable said in its report. “Brands that fail to ensure the accuracy of search engine location data run the risk of not only missing out on new customers, but jeopardizing their relationships with existing customers as well.”

The report included a couple more related stats: when directories like Yelp or Yellow Pages have incorrect information, 69% of people blame the directory, while 31% blame the business. Seventy-one percent of survey respondents look up and confirm the location of a local business before going to it for the first time (which is why an accurate listing is so important).

Here are some action steps you can take to ensure your location information is correct:

  • Keep your information updated. Obviously, if you move locations you’ll need to update your address. If you happen to have directions listed on your site, these may need to be monitored a little more closely. Not everyone uses a GPS and if certain roads you mention are closed or your directions are confusing, potential customers may give up.
  • Similarly, monitor your address across multiple listings—it may be correct when your business appears on Google, but what about sites like Yelp and Yellow Pages? If your audience tends to find your business through partner sites, make sure your location information is consistent and up-to-date across the Web.
  • The Internet is not the end all be all source for location information. A majority of your target market may be tech-savvy, but for your customers that aren’t you should provide physical resources. For example, if you have a direct mailing list, include any location/operation changes in your marketing materials. Ultimately, cover your bases—whether it’s updating information online or revising information on physical resources, ensuring accuracy when it comes to your location is imperative in building and retaining customers’ trust.

With so much competition in the marketplace today, no business can afford to lose trust over something as simple as location details. Though it may not be a top priority for your business, keeping your location information up-to-date is an easy way to maintain credibility and effective searchability.

About Hannah Brenzel

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