The COVID pandemic upended education as we know it. School closings affected 1.5 billion students globally, demand for virtual learning surged, and new concerns emerged around teacher shortages. Last month marked the “official” end of the COVID-19 global health emergency, however there are no signs to indicate that the education sector will return to its pre-pandemic sense of “normalcy.”
At Pearson Online Learning Services, the pandemic served as an industry wide lesson with new opportunities showcased for digital innovation and online learning. Gen Z poses new, exciting education marketing challenges as the digital-native generation gains spending power. And, as generative AI technologies proliferate, companies will need to pair newfound efficiencies with human-centric strategies to foster meaningful, long-term consumer relationships.
I had the pleasure of joining WillowTree’s?Billie Loewen?and?Billy Fischer?on the Room for Growth Podcast last month. We covered a wide array of topics including what’s ahead within?Marketing and the new opportunities opening up digital?innovation. We also took a deep dive into one area that I believe deserves more time and attention: the importance of building trust with your customers. I believe this is the key to success for Education Marketing now and moving forward.
Simon Sinek once said, “The responsibility of a company is to serve the customer. The responsibility of leadership is to serve their people so that their people may better serve the customer. If leaders fail to serve their people first, both customer and company will suffer.”
Trust serves as a critical element that enables cooperation, effective communication, and collaboration between individuals, teams, and organizations. Here’s how it can make a big impact in your marketing efforts.
- Customer Relationships: Trust is fundamental in establishing and nurturing strong relationships with customers. When customers trust a business, they are more likely to engage in repeat transactions, refer others, and remain loyal over the long term. Trustworthy businesses prioritize delivering quality products or services, being transparent in their dealings, and honoring their commitments. Remember that you must meet your audience where they are, engaging with them on the platforms they prefer. Our team at Pearson Online Learning Services has built a complete engagement strategy based on repeatable engagement, not just the first time we reach you, but all the time. The more your brand can connect with your audience, the more you’ll be able to build loyalty and trust. You can then turn customers into brand advocates and deepen your customer relationships.
- Employee Engagement: Trust is vital for fostering a positive work environment and promoting employee engagement. When employees trust their leaders and colleagues, they feel empowered, supported, and motivated to contribute their best efforts. Trust encourages open communication, teamwork, and the sharing of ideas, leading to increased productivity and job satisfaction. I’ve discussed the importance of Organizational Culture previously and as the war on talent still rages, a positive culture can be a differentiating factor when it comes to talent recruitment and retainment. Employees want to work in an environment where they feel supported, valued, and respected. In fact, 78% of employees are looking for a more supportive work culture, according to Adobe’s Future of Time report. Showing prospective and existing employees that you share the same values and are invested in their long-term growth and development can go a long way in boosting employee engagement.
- Collaboration and Partnerships: Trust is crucial when collaborating with other businesses, suppliers, or partners. Building trust between organizations fosters effective collaboration, cooperation, and the ability to achieve common goals. Trust enables the sharing of resources, knowledge, and expertise, resulting in mutually beneficial outcomes. Our goal within the online learning services at Pearson is to work closely with our university partners to ensure that students graduate. To do so, we collaborate to ensure our messages are tailored properly. We’ve also been focused on bundling organic leads and keeping in mind things like flexibility for full-time parents and other considerations. We recognize that there are a lot of choices now for students and clear and honest communication has been an important part of creating a foundation of trust with our partners.
- Reputation and Branding: Trust plays a pivotal role in shaping a company's reputation and brand image. A business that consistently demonstrates trustworthiness in its actions and interactions builds a positive reputation among its stakeholders. A strong reputation for trustworthiness enhances brand loyalty, attracts new customers, and differentiates the business from competitors. Additionally, the use of authentic voices to build credibility is important. ?Institutions may benefit from creating opportunities for current and former students to communicate the value of their programs to the broader public. Successful students take great pride in their accomplishments and are often happy to share their experiences within digital environments.?They’re able to reach a wider audience and the pandemic showed that those who can promote user-generated content can go a long way toward driving interest and enrollment growth.
- Innovation and Creativity: Trust fosters an environment where innovation and creativity can flourish. When employees trust their superiors, they are more inclined to take risks, share innovative ideas, and engage in constructive dialogue. Trust encourages a culture of learning, experimentation, and continuous improvement.
- Customer Confidence: Trust is a key driver of customer confidence. Customers feel more confident when they trust a business to handle their data securely, protect their interests, and provide reliable products or services. Trust also enhances the overall customer experience and contributes to customer satisfaction and loyalty.?My team works to ensure trust is at the center of all our relationships.?As a leader I believe in management, motivation and leveraging the right channel and tools to empower my team and ensure that translates into business results.?
Trust takes time to build, so stay patient through the process. That is why it is crucial for businesses to prioritize trust-building efforts and consistently demonstrate supportive behaviors across all interactions. Treat your customers the same way you treat your team—with trust and respect—and prepare to reap the rewards of a stronger and more enduring relationship.
