Print industry predictions part 6: the need for online trust
How do you trust someone if you only meet them online?
This has been a struggle for big brands for a long, long time. Some have created a huge tribe of raving fans. Others have been rather less successful.
However, it has never really been an issue for printing companies. They have always had a friendly sales person or customer services member who should be able to build a trusting relationship with a customer. But, with the rise of online business, things are changing
Building online trust will be essential for printing companies
Online will have to be the primary presence for many printing companies. You can’t build trust with a prospect or customer by showing a picture of a printing press and a few lines of copy about your service and quality.
In order to build a tribe of loyal customers, printing companies will need:
- the right messaging
- the right UX (user experience)
- the right way of spreading information about themselves
Most importantly, they will also need to create an online brand that stands out from the competition. They will have to decide and share the values that make them stand out as a company. And these values will have to appeal to their audience.
Many printing companies sound exactly the same when you listen to their sales reps. It is going to be even harder to differentiate when you are online.
Printing companies will also need social proof that they have satisfied customers. They will need genuine testimonials, persuasive case studies and a good score on platforms such as Trustpilot, Google reviews and Feefo.
Sales staff and senior management will also need their own online personal brands
You may not have met me, but I hope you feel that you know a little bit about me when you have read some of my blogs. How well do your audience know you online? It is a lot easier to connect with someone you feel you know a little about rather than someone who sounds like they are trotting out a corporate identity.
You won’t have the opportunity to do this face-to-face in the future. You will have to do this online.
Trust takes time to build
It’s time to start building your brand and your trust now. Get going right away and you will be well ahead of the competition.
