How to use digital ads to build trust
Building trust with your target audience is incredibly important. Trusted brands experience more loyalty and engagement, and are generally better at attracting new customers. So, how can you use digital ads to build trust?
Be authentic
First and foremost, you need to be genuine. Consumers not only expect and demand authenticity, but they can be quick to call out brands who are not being sincere. Although it may be tempting, do not exaggerate or make false claims. Be careful if you make comparisons with competitors, and always make sure any claims you make are genuine and can be easily backed up. Taking a clear and honest approach is best.
Harness the power of social proof
Positive customer testimonials can be just as good as getting a recommendation from a friend. So, if you have any great customer reviews be sure to use them in your advertising. You can even use user-generated content (images and videos created by your customers) in ads to improve engagement and click-through rates.
Offer value
People can be turned off if ads are too sales-y, especially if they are not actively wanting to buy. So a different approach which can be really effective is providing something of value for free or in exchange for signing up to your emails. It could be a guide, an event or a free trial. This can help your brand be discovered by new people and make them want to find out more.
Overcome objections
You can take inspiration from frequently asked questions or comments on social media to formulate ads which address concerns stopping people from making a purchase. It could be things like a no quibble returns guarantee or offering free delivery. Highlight these in ads to show you genuinely care about your customers.
Highlight expertise
If you have any accreditations or awards you can feature them in ads to demonstrate your expertise and commitment to quality products and customer service. Or you may lean into a partnership you have with an expert who your audience trusts, perhaps you can name drop them or feature a quote.
Engage with your audience
Show a more human-side of your brand by actively engaging with your audience to build a connection. Always respond to comments on social media ads, utilise interactive ad formats such as quizzes, and perhaps you can let your audience have a peek behind the scenes on Stories. Social media ads can be particularly effective in helping you engage with your audience.
Create high quality ads
The quality of your ads has a huge impact on how your brand will be perceived, especially by new potential customers. Always make sure there are no spelling or grammatical errors in ad copy, as even the smallest mistake can give people the ick and prevent them from buying. Use sharp, high resolution imagery and videos to really show off your product, and only use images and videos which you own or have permission to use.
By utilising these strategies you can create ads which will attract new leads and convert them into paying customers. Need a helping hand with your digital advertising? Get in touch today
