It’s no secret that trust needs to be earned before bringing in new customers.
Kind of like that crumb cake sample at the Starbucks cash register. Yep. Something as simple as a sample can make an impression in how people perceive your brand.
When you offer samples, you showcase your knowledge and how you think. Here are a few ways that content builds trust:
1. Offer free, bite-sized pieces of information
An informative blog post or personable tweet builds trust. It’s an easily digestible nugget that can be picked up at leisure. You’re not forced to take a bite. But it’s there if you want to sample it.
Content is not meant to be shoved down the throats of customers.
That’s like Starbucks forcing you to consume a food sample before each order. Try this! Try that! The forced experience would be off-putting and unnecessary.
Dictating without regard for diet or desire leads to distrust.
2. Offer relationship and relevance
Like milk and cookies, or bread and butter. Some things just go better when together because they’re relevant to each other.
The best baristas know to build relationships so that you remain relevant as a customer. And they also know that a brimming cup pairs best with baked goods. It’s just what works.
Don’t offer content for the sake of content. That’s like offering food for the sake of food. Would you want sushi with your coffee? Didn’t think so. There’s no value-add to the experience (other than making your stomach turn).
If you’re going to create content, make it useful to your industry. Don’t just promote your product or your service.
Promote ideas and knowledge about your industry, or demonstrate the results that come from using your service.
3. Interact and connect
That little piece of crumb cake in the tiny white cup may seem insignificant. But it turns into a great talking point. Because it piques curiosity. If it looks remotely tempting, customers will want to know what it is and how it tastes.
Offering a sample can lead to the opting-in to a larger piece of content. Offer unobtrusive calls to action on your website, like an email signup form, ebook, or other ways to connect on social media.
A beautifully designed website is awesome. But it’s not enough if it doesn’t cause customers to interact.
4. Know that you can experiment
Just like with content, customers know when something is stale. Which is why you can whip up fresh ideas and test how they’re received on any given day. Content marketing is a science (see below). But it’s also an art.
Keep your content fresh with ideas always percolating. And know that you have the ability to change the recipe if the samples remain untouched.
Your customers may hate crumb cake. But how will you know? You need to measure your content on a regular basis. If the crumb cake doesn’t do well, create and promote other types of content. There may be a buttered croissant sample tomorrow, or a marshmallow dream bar the next. mmm….marshmallow.
Don’t assume that just because the twitterverse is exploding, your site is getting hits. Use Google Analytics or the heat map CrazyEgg to know what causes your customers to click.
Like my sample? Sign up to get my latest content.
See what I did there?