How to Build Trust Online With Customers (Facebook Ads and Website)
Facebook Ads and online purchases have been around for quite some time, but it can still be hard for consumers to imagine that their money isn’t just disappearing into some scammer’s pockets. With all of the horror stories they’ve heard about never receiving their package, or needing to cancel their credit card after they realized the company wasn’t legitimate, I don’t blame them.
In this article, you’ll learn how to make your brand trustworthy to help with your Facebook advertising. It includes tips and tricks to improve your ads, website, and social media to tell your target audience “Yes, we are a real brand… not a scam!”
If you follow these tips (and some common sense) your customers will never wonder “Is this company trustworthy?” or “Is this a scam?” (…unless you’re a scammer!).
How to Run Trustworthy Facebook Ads
Your ads are the front-facing view of your entire brand for any “cold” audience. It’s going to be the most important thing when it comes to getting results. But there are some do’s and don’ts to make sure your social media marketing is trustworthy.
The Do’s For a Trustworthy Facebook Ads
A solid creative. If you are looking for ads that seal user interest and trust, do some research on Facebook ad creatives that convert.
Videos and images that contain real people, real customers, and testimonials are great ways to gain trust. Even better is user-generated content.
Copy, meaning the caption on your ad, should include the benefits and testimonials to help gain trust.
Share the process
Show your potential customers where, and how the product was made, what it’s made of, and how it impacts the environment. Be completely transparent about these things to help gain trust.
The Don’ts For A Trustworthy Facebook Ads
NO fabricated information. With Google just a click away, users can check to see if your ad contains false information. It’s good to show expertise, but even better to show honesty. Not only should you not lie, but do not twist the truth.
NO promises for more than you know you can give. Even if your intentions are good and your odds are too, be honest. Never promise anything your product cannot do. Never guarantee anything if it’s not true.
NO plagiarism or copying of similar brands. Never take images, articles, or posts from other brands, especially for Facebook ads. Facebook has seen many scammers do this to sell items, only to send a cheaper, poorly made version to customers.
NO spelling or grammar mistakes. You’re only human, everyone makes mistakes. Be sure to run them by other humans who can correct any mistakes.
NO catfishing. Make sure your products look the same in the images. You will lose customer trust and they may even make a meme about it! As funny as that sounds, your brand will become blacklisted and joked about.
How does Facebook measure an advertiser’s credibility?
Between October and December 2020, Facebook banned 1.3 billion accounts that were deemed to post “fake” and “harmful” content (Forbes). If you want to use Facebook, make sure to check out Facebook’s advertising policies.
Here are the metrics Facebook uses to detect a fake account:
Facebook measures the amount of time it takes for you to respond to user messages, so turn notifications on. According to a survey of social media users by the joint Nielsen-McKinsey venture NM Incite, 33% say they’d recommend a brand that provided a quick but ineffective response.
Users who have come across your company through an ad are asked to give it a rating between one and five stars. Ideally, you’ll want a rating of at least three.
Likes, followers, and comments help Facebook determine if you are a credible brand–as well as your trustworthiness. They cannot be purchased using bots or bribed users. Focus on slowly growing your presence instead.
Users have the option to report their profile, posts, and ads if anything rubs them the wrong way.
Hear From Industry Experts
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How to Build a Reputable Social Media Presence
When a user first sees your ad across social media channels, they might be skeptical. Before they even click the link (because they think they’ll get a virus), they will most likely check out your Facebook page and see if your online business can be trusted. You’ll need the following things to appear as trustworthy as you are.
Many scammers hide behind a screen and just make themselves look like the real thing. Show your potential new customers that you are real by providing all the ways they can contact you. Do this by heading over to your Facebook page settings and adding in your contact information.
Post “Stories” Daily
You can use things like polls and question stickers to interact with your audience. This shows you’re actually an active user and further shows that you are real people with a real brand.
Stay active for those who need just a bit more time to decide if they want to buy. Assuming you have a retargeting campaign set up and are including your social media followers, they will continue to see your ads and organic posts. Just a few more strategic touchpoints should help first-time buyers make their decision.
Post consistently across social media platforms to let users know that the company is still alive, well, and reliable.
Verify your Facebook page by following Facebook’s instructions. There’s nothing quite like seeing the blue checkmark to signify reputably. Not all brands get verified, but it’s extremely useful and worth a shot. If you can do it, you definitely should.
Build Trust Through Content Creation
Be helpful. Create content for your blog and social media that is useful, authentic, and/or entertaining to users. If you specialize in a service like a car repair, you could create a blog post on how to change your oil. If you sell makeup, try posting tutorials on social media. This will help show your audience you really do know what you’re talking about.
This tells the user that you are not there to sell but to solve, and solving problems is something you can sell.
In the Zendesk Customer Experience Trends Report 2020 high performing companies are 76% more likely to offer self-service options such as a knowledge base, help center, and/or FAQ.
“Behind the scenes” content such as “Prepare an Order With Me” or “How it’s Made” can be entertaining and builds trust in the user.
Take a look at some of the examples in this compilation. Transparency also includes honesty about the process you use. Read more on this in the “Transparency” section.
How to Make Your Website More Trustworthy
Here is a list of the elements you should have on your website that will help you build trust with customers who may be skeptical about buying from a Facebook Ad. After seeing your ad on Facebook, website visitors will look for these things:
“About Us” Page
This showcases your team members, your mission, your story, and your goals. This familiarizes the user to you.
You can even share headquarter locations and images to prove that it’s the real deal. If you don’t have a specific location, focus more on the other aspects of the About Us page listed in this point.
Sixty-four percent of users say that they want to see contact information before trusting a brand. Include your email, phone number, live chat, and links to your social media so that users can get a 360 view of your brand.
A live chat that the customer can open for support is located on the bottom corner of their screen, so they can trust you are there to help. According to Salesforce, 64% of customers prefer to shop with businesses that can help them in real-time, so make sure response time isn’t too long.
If the live chat is not an option for your company or you lack the resources, don’t fret! Start a Facebook group. Read more on this in the Facebook Page section of this article.
An SSL secure website is a tell-tale sign of a trustworthy company. Imagine you click the “Shop Now” button on a Facebook ad and you see a warning that the website is not secure. You know what I think? VIRUS.
Users will often not feel safe on a website if they can’t see a lock icon next to the URL. It also helps keep your data secure, and trustworthy to Google as well.
This is where the real leap of faith happens. Facebook will even measure how trustworthy your brand is based on the page users are brought to when they click on your ads. Here are some things that improve customer trust during online purchases:
Be transparent about what personal information you are collecting and why giving them the option to refuse.
Social proof is approval from a trusted person such as a brand ambassador, an influencer, or a customer. Be sure to include the following in your website to gain social proof:
A Customer Review Section
Make sure to include each product with images. Companies like Shein do a great job of this to help sell items with too-good-to-be-true prices. It also doesn’t hurt to have a mix of good and bad reviews.
More than 65% of people trust a company with both, so don’t fret if you don’t have a five-star rating. But it’s important to always respond to bad reviews.
You can even contact and hire micro-influencers (less than 10k followers) or macro-influencers in your niche to help your audience trust you, even more, and overcome objections your audience may have.
This can be very useful, especially for more expensive items. If your product is that great, you won’t lose money on returning items, and instead, you’ll get buyers to be more confident with their decision because it has no-risk protection.
Certain customers trust different payment methods more than others. Try to have a variety of methods to tailor to everyone.
Show your potential customers how their order would be tracked and indicate their tracking number at the end of the purchase. This will help gain their trust since they will be confident their order will arrive.
A clear shipping and return policy that includes information on defective or damaged products, gift returns, personalized products, etc. So if something doesn’t turn out the way they expected, they are confident something can be done about it.
Amazon’s Return Policy is a great example to follow.
You should also include contact information that is specifically designed to help customers with returns or any problems they have with their order. This will help them trust you when buying from a Facebook ad.
Don’t forget to inform the customer of what must be done on their end by answering these questions.
How much time do they have to return?
What condition should the product be in in order to qualify for a return?
Do they have to pay for shipping?
How can they ship things back?
Trust Building Pays Off
There are a lot of bad companies out there who will stop at nothing to make money, even if that means hurting the consumer. If you don’t fall into this category, make sure your customers know! If you are a dishonest company, give it a rest! In the long run, you’ll be more successful by being trustworthy… TRUST ME!