Familiarity Breeds Trust

With the digital marketing frenzy, there is so much focus on 'lead generation' and 'conversion. One-point traditional marketers focus on, is frequency and reach.?This seems to be missed in the chaotic world of social media marketing by most.

Very few businesses build products or services that have the consumer / customer crawling over each other to have it.?

However, the more they hear about us and see us, they get familiar with us, when familiarity builds, so does trust and then conversion.

Every year, we see lists of the most trusted brands. Almost every brand there has a reason to be mistrusted. Be in obesity causing food and beverage, overpriced coffee, bill fudging telecom companies or even tech companies in pursuit of world domination. Yet, all of them can be spotted on that list. This is because they have become familiar over time and therefore build a 'perception' of trust.?

As marketers, focussing purely on lead generation and conversion will only lead to diminishing results over time. Building awareness and audience conversation, build the brand in the long run.

Conversation is the only way to scale conversions.?

Zig Ziglar, the famous sales guru disrupted cookware sales in the US. When other salesmen went from town to town quite literally selling their wares, Ziglar would take up a place and stay in one town for an extended period. This helped him connect with the locals and build trust as the go to man for everything regarding cookware. And when the time came to buy, who do you think they trusted more? The travelling salesman or the local cookware expert?

That ‘trust’ is the ‘brand’ when we understand Brands as marks of trust, built over time, we will focus on conversation over conversion.?

Focussing on introducing ourselves right, empathising and delivering value even before the purchase is done and that is our only sure shot way of scaling conversion.