Trust can either make or break your online business, your online teaching, or your online job search. How do YOU rate when it comes to credibility and trust online? In this 7 min video I am going to give you 5 tips that will help you build trust online and boost your credibility.
(click here if you cannot see the video)
#1 Reveal your Human Side
We often think that in order to look professional we need to incorporate stock photos or use super sophisticated language. However, eye movement research shows that we do not notice stock photos, but pay attention to real images; and that we connect much stronger when we participate in the online conversation that is real and simple. Therefore:
- Use real photos
- Create an about page that helps people learn more about you as a human, not just a title or a list of accomplishments
- Speak online like you do in real life
#2 Show care & concern
There are some interesting theories around building trust online. A noteworthy idea is presented by Graham Jones, who developed the credibility pyramid. It is worth noting that according to this pyramid your actual knowledge accounts for only 10% of your credibility, while care and concern account for 50%. It is curious because my personal research on DL shows that the #1 factor that contributes to students’ satisfaction online is the care and concern shown by their teacher…Coincidence? Hardly!
This means that no matter what you are trying to do online, whether you run a blog, sell a product, or even just hold a conversation on a social media platform such as Twitter or Facebook, showing that you care for your audience you will help build your credibility.
#3 Protect your customers’ privacy
Privacy of your readers should be your #1 concern, as when people trust you with their personal information (their email info, contact information, or a credit card), you need to protect these data at all costs. Display privacy statements on your site, and be sure to include these statements in your welcome emails. Reassure your readers that their private information will always stay private and that you would never do anything to jeopardize their trust.
#4 Show off with class
I grew up in Russia where modesty is a virtue. It is still very hard for me to publically brag about myself. However, if you keep quiet online, no one will ever know about the real you. You have to be able to show off your talents with class.
a. Create a “fame frame” either in the footer or on the side of your website. Add logos from the media that featured you, or from big companies that used your services. This shows that you’ve already been endorsed by bigger, well-known outlets, which lends credence to your credibility.
b. Collect rave reviews. Even if you are just starting a new business or are participating in a job search, you have likely worked with a lot of people in the past. Make a list of former colleagues, bosses, clients, customers, and professors (people who can rave about you), tell them what you are up to, and ask for their help in writing a recommendation for you.
For example, for my Teach and Prosper Boot Camp (http://www.teachandprosper.com) I collected video reviews from my former students that help my future customers understand the value of this course.
c. Capture positive comments.
Twitter feeds go fast and sometimes we overlook opportunities to capture what people are saying about us. Periodically look at you @mentions on Twitter. This will show you the list of people who are talking about you. Anytime you see a positive comment about your work on Facebook or in an email, take a screen shot. You can always add those to your website or sales page.
#5 Pay forward
A very famous business guru Guy Kawasaki believes that in order to be trustworthy, you need to be trusting first. Companies that understand this principle succeed. For example, Amazon allows you to read Kindle books for 5 days, and lets you return the book for your money back at any time during that 5 day period. You can easily read a book in 5 days, but Amazon is not worried about that. You must be willing to give what you want to receive. So step out of your scarcity mentality. The universe is an abundant place. Give trust, and you shall receive it back!
WHAT TO DO NOW:
In the comments below please share what makes YOU feel trusting towards a company or a person online?
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If you liked this post you might also enjoy the following:
http://effectiveonlineteaching.org/2012/09/19/how-to-stand-out-from-the-crowd-online/
Hi Marina, Very important topic that often times is forgotten when communicating online. I thoroughly enjoyed listening and learning from you.
Jan, thank you so much! I know it has a lot to do with communication- something that you specialize in; so it is even more exciting to see your comments. XOXO
Marina, spot on. Your tips outlined in the “How to Build Trust Online in 5 Steps?” video are valuable for business people of all levels. Thank you.
Thank you, Derek. So happy that you enjoyed it and found it useful
Hi Karina,
You ask what makes me trust someone online — when I know that my business or feedback is greatly appreciated. When I receive a thank you email from a company that I just ordered from – even if it is auto-generated. If it’s written as though it were a personal response, then I am impressed and feel that they are so glad I ordered from them. Also, when I have to call a 1-800 number for customer service about a product, and I am greeted warmly and sincerely – that earns my trust.
By the way, I liked your short video – you did a nice job. Have a Wonderful Day !!
Marlene,
Thank you so much for such a detailed comment. I TOTALLY agree with your ideas– customization, personal touch and warmth are very important for building trust! Have a lovely day. Marina
Great topic Marina!
Thank you, Beatriz!
This was very interesting, I can identify with “netiquette” and connecting with people as a human. Building trust has to be truthful, build a report and not be too focused on some obtainable goal, i.e. selling a product or getting people to a website. We are all bombarded with links to other sites and links to products, trust goes out the window in the first “follow my link” request. People working within an online environment should, as you state, ” we connect much stronger when we participate in the online conversation that is real and simple” Sometimes we as students, teachers, writers and those who use the internet to communicate tend to assume people are hearing and seeing our emotions. Online educators have to reach out to each individual and make sure that they are connecting with their lectures and study material. Students should dig deeper into their correspondence and communicate with vigor to engage each other. Team building and using all the tools available become a natural part of the online environment. Excellent topic Marina!, есть велlикий день
Dr. Henry, so glad to see you liked it!!!! Unfortunately, not everyone understands the importance of trust like you. Thank you for providing your suggestions. I see you truly believe in what you are saying. Now I know why I got a good feeling about you from your Linkedin Profile and your greeting message- Thanks for that!!!
Ways to build trust. Another nice article on this.
http://asknrj.com/what-are-the-different-ways-to-build-trust/
Thanks for sharing, Nikhil.
Well put! How often do you buy from someone you do not trust? And, taking it to the next level, will you buy again from someone who’s already betrayed your trust?
Thanks, David! Precisely the point!