Trust is important in business. In fact, trust and reputation are the two things that consumers consistently look for when they’re choosing a product or service. This idea holds true across almost any industry you can think of. For example, RenovationFind.com conducted a survey during the 2019 Canadian Home and Garden Show. The construction company found that 78.6% of people attending the show chose contractors based on reputation and referrals from a trusted friend. Another industry where trust is vital is online betting and gaming. Like all industries where money exchanges hands, consumers visiting an online casino want to know that their funds are safe.
Not only that, because they’re playing the odds, they want to know that the games are fair. The leading brands do a good job of fostering a sense of trust by using security software, recognized payment processors, and by showing proof they have a gaming license (i.e. that they’re regulated and legal). However, what consumers in this industry can also do is look at reviews. For example, time2play.com provides impartial breakdowns of popular US casino sites. As well as giving general feedback on things such as software and gaming options, the reviewers look at the company’s regulatory status, its terms and conditions, and who owns it.
Related: How to Make Money from Posting Online Casino Reviews
Basically, these reviews help separate the reputable from the not-so reputable and, in turn, help consumers choose a trusted place to play. This is an important dynamic within the gaming industry and something we can use to guide a broader discussion about trust and how to develop it. Regardless of the industry you’re in and the type of customers you’re aiming to attract, we can build a foundation of trust by focusing on things such as security, licensing, and terms and conditions. So, with that being said, here are three ways you can build a trusted business brand, whatever industry you’re in.
1. Prove that You’re Safe and Secure
We’ve said that security is a major component within the trust equation, but how do you prove that you offer a safe product or service? Certificates are the first thing you can do. If you’re running an online service, make sure you have SSL encryption software built into your platform. Once you’ve done that, show it. For example, if you use SSL encryption from thawte.com, but the certificate on your website.
Something else you can do is establish a reputation for safety and security over a long period of time. Yes, this won’t happen overnight. However, if you can prevent data breaches, respond to security glitches as quickly as possible, and not fall victim to common scams within your chosen industry, you’ll eventually be seen as a safe operator.
2. Transparency: Be Open and Clear
One of the reasons casino review sites focus on terms and conditions is because consumers want to know exactly what they’re getting. A site can offer new customers $1,000 in bonus cash but the terms and conditions might be so restrictive that it’s virtually impossible to unlock it. What’s more, full disclosure of a promotion’s terms and conditions is a regulatory requirement. The same principles can be applied across the board.
Yes, you should always follow the best marketing practices and focus on SEO and PPC as stated by entrepreneurshipinabox.com. However, don’t make overly bold claims when you’re promoting a product. If you offer something, tell people exactly what it is. It doesn’t matter if it’s a welcome offer or a new service, just make sure that you publish the terms and conditions. Make every nuance clear. Don’t bury things within the small print. Few things irk consumers more than not getting what they expect.
3. Tell Your Story
People tend to trust things they know. This is often why faceless corporations are viewed with an air of suspicion while small businesses are afforded a greater sense of respect. This isn’t just an idea, it’s something that’s backed up by psychological studies. Roderick Kramer’s examination of trust on hbr.org references research by psychologist Lisa DeBruine. Her study found that we tend to trust people who look similar to us.
From this, we can say that knowing the person we’re dealing with creates a sense of trust. If we know the person who started the company and they look like us, we’re more likely to trust them. Indeed, this plays into the idea of a company having a human face. As such, you need to tell your story. Make sure consumers know why the company was founded and what your values are. Then, put a face to the story. If you can do that and keep in mind the other points raised in this article, you should be well on your way to developing trust among your customers.
