William Joseph Communications

Gaining Customers' Trust in the Age of Millennials

Trust is a shrinking commodity. One might think that with the propagation of exhibitionist social media and an overflow of un-gated information we would feel we know more about each other and our businesses. This supposedly overt transparency is actually making us less trusting. We’ve seen more and more that most institutions and people, from the pillars of our society—big banks and government—to local businesses, athletes, and professionals, are not entirely genuine or upfront about their actions and intentions. People have always known this, but never have we been inundated with examples of people’s duplicity, professionally and personally, so frequently.

Several studies over the past few years (by Pew and others) have found that younger generations are far less trusting than their elders. Of Millennials—defined by Pew as people born after 1980—only 19% believe that most people can be trusted. For them, trust is not assumed. It must be earned.

Millennials are more skeptical of companies’ promises about their services, products, and operations. As the most populous generation, Millennials now dominate B2B and B2C markets. They’re the ones buying your consumer products and making purchasing decisions at companies however they’re even more distrustful of authorities and established entities. This presents a challenge for businesses targeting individual consumers and businesses, but it’s also an opportunity for those able to make a more authentic connection with them and prove they are worthy of trust.

Companies must build a trusting relationship throughout the consumer pathway if they’re to connect with these customers and earn their loyalty. If a customer begins to question a company’s authenticity, capabilities, or promise at any touch point, trust can be irreparably harmed.

In the B2B buying space, this is even more important. In this space, customers are often signing high-value contracts for goods or services that have a significant effect on their company’s bottom line. Often, they are purchasing services or customized products. Service-focused companies or those offering customized products rely on trust and credibility more than any other because the customer is buying something that has yet to be created. Unlike with a product, such as a physical item or piece of software, the customer cannot evaluate a service or customized product before purchase. It takes a great deal of trust to purchase something that doesn’t exist yet.

Here are a few key points to help you establish and protect trust with your customers:

  1. Poor design and copywriting can damage your credibility and a customer’s trust in your product or abilities. Ensure all your marketing assets, from your website to your business card authentically demonstrate your brand, your value, and your professionalism and attention to detail. If your marketing isn’t in order, people will wonder what else isn’t in order.
  2. Social media can make a company more transparent and prove its authenticity. Use social media to give customers a sense of your character and personality. Millennials don’t like to meet sales people face-to-face as much, but you can still help them know you, on their terms.
  3. Offer value with no strings attached. Publish content that informs, educates and presents your perspective. This content is an outreached hand with a true offer of value, not a masked sales pitch. If it’s strong content that is relevant to your customers and your business, they’ll have more trust in your abilities and appreciate your help.
  4. Feature testimonials and customer stories. The second most trusted form of information after recommendations from personal connections is consumer opinions posted online. Seventy per cent of people trust these reviews completely or somewhat (Nielson Global Trust in Advertising Survey 2015). Featuring testimonials on your website or in your other marketing initiatives allows prospective customers evaluating your trustworthiness to see that others have had a positive experience. They’ll trust your credibility, capabilities, and integrity more after reading recommendations from others.
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Thursday, April 18th, 2019 at 2:37pm
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Tuesday, April 16th, 2019 at 2:58pm
Curious if social media is relevant for your B2B business?

Here's the top 3 reasons why it is:
1) It positions you as a thought leader
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3) You connect directly with your target market

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Tonight's the night!

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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsThursday, April 18th, 2019 at 5:35pm
If you love your furry friends as much as we do please keep reading...

One of our office dogs, Odin, has recently torn a ligament and needs an expensive emergency surgery.

This came as a shock to Odin's mom who's facing the staggering expense of this surgery which is scheduled for this upcoming Wednesday.

Every little bit helps.

Please visit https://www.gofundme.com/let039s-help-odin to contribute.
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William Joseph CommunicationsTuesday, April 16th, 2019 at 6:00pm
Have you ever wondered if social media is relevant for your B2B business?

Of course it's great for connecting with consumers in the B2C world but there's also plenty of benefits for B2B businesses too.

Here's the top 3 reasons why:
1) It positions you as a thought leader
2) Helps you get to know your audience
3) Allows you to connect directly with your target market

Still not convinced?

If so, read this: https://www.williamjoseph.com/blog/social-media-right-b2b-business/
William Joseph Communications
William Joseph CommunicationsFriday, April 12th, 2019 at 4:38pm
Tonight's the night!

Congratulations to everyone who was nominated for this year's #SABEX Awards presented by Greater Saskatoon Chamber of Commerce in #YXE.

The purpose of this evening's festivities is to recognize exceptional businesses within the #Saskatoon region.

Sounds like a fun event.
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William Joseph CommunicationsThursday, April 11th, 2019 at 4:51pm
Happy #NationalPetDay!!

Would you say you're more of a dog or a cat person?

Though we love all critters it seems that we're heavily in favour of dogs around the WJ office (with the exception of Mark and his collection of snakes).

Here's a few of the team's 4-legged friends.
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William Joseph CommunicationsSaturday, April 6th, 2019 at 1:31pm
Today is one year since the Humboldt Broncos tragedy. Our thoughts and prayers are with the players, families, friends and community.

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