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, December 13th, 2018 at 12:19pm
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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, December 13th, 2018 at 3:15pm
Our incredible client Excel Health Calgary was on CTV Morning Live Calgary today to talk about how to protect yourself against this year's nasty flu!

Check out the link for some tips, and be sure to check Excel Health if you're looking for a new clinic!

https://calgary.ctvnews.ca/video?clipId=1563847&binId=1.1201941&playlistPageNum=1
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William Joseph CommunicationsWednesday, December 12th, 2018 at 3:37pm
Have you seen our Christmas card yet?!

We sent them out to as many friends as possible, but in case one didn’t reach you (sorry!), we still want to wish you and yours a very merry season!

Happy Holidays! - The WJ fam!
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William Joseph CommunicationsTuesday, December 11th, 2018 at 6:25pm
If content is king, then font is queen – they are strong on their own, but stronger together.

Check out our new blog about how your choice in font and typography can affect your marketing efforts!
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William Joseph CommunicationsMonday, December 10th, 2018 at 12:00pm
In the spirit of the holiday season, we ask you to support our client, the Central Alberta Child Advocacy Centre, and participate in this year's Dream Home Lottery.

The proceeds from this event will go to support the Centre and its mission to empower children and families impacted but abuse.

We're so incredibly humbled to work with such a wonderful organization and are proud of the brand we were able to create for them!
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We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! Check out Preston and Monique from the YXE office dropping off flowers to the team at Jim Pattison Children's Hospital Foundation!

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