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The Power of Content, Branding & Friendship

Confession: I am a self-declared makeup junkie. It’s challenging to resist a new eyeshadow palette or a (ridiculously overpriced) face mask, but when I do cave to temptation, you’ll know. Because if I love a new product, I won’t shut up about it, and I’m determined to convert all my friends into believers.

And you know what? Most of the time, they love it too.

It’s easy to love something when someone you trust loves it – or at the very least, it’s easier to put your hard-earned money toward trying it.

My friends are in the majority. 83 percent of consumers trust the recommendations of friends and family, and 85 percent trust online reviews just as much. Consumers choose brands that develop honest friendships with their clients. In fact, 94 percent of people are likely to be loyal to a brand offering complete transparency and will even brand hop because of it!

Big numbers.

So how exactly do you make them work in your favor?

Three things: reviews, interaction, and content.

Just last year, consumers read an average of seven reviews before trusting a business. Customers coming from a referral are an impressive 400 percent more likely to refer future customers.

The stepping stone for positive reviews is to make the process easy for the consumer. Provide direct links in follow-up emails, hold monthly giveaways where one randomly selected reviewer receives a small prize, and make sure you thank each reviewer.

Believe it or not, a 5-star review holds little power. A rating between 4.2 and 4.5 is the most influential and most believable, as negative reviews instill trust in their legitimacy.

Negative reviews are the perfect opportunity for you to shine.

Interact with customers. Listen to what they’re saying and respond appropriately. If there are negative reviews, don’t let the chance to make a second first impression go to waste. Take steps toward creating loyal customers by responding with immediacy, kindness, authenticity, and professionalism. Focus on staying transparent, and building trust and friendship.

So with millions of people scouring the web for reviews, product info, and transparent, likable brands, how do you stand out?

You stand out by offering compelling, kickass content.

84 percent of consumers expect brands to produce entertaining content that tells stories and provides solutions, but they also feel that 60 percent of created content isn’t accurate.

This is your moment.

You can shape your brand with original content that tells a story, connects with your audience, and offers valuable resources. Establish your company as thought leaders. Work toward building trust and strengthening relationships with your target market.

This isn’t the time for spammy, in-your-face cries of, “Buy it. Come on, just buy it.” This is the time for telling people, “We’re experts, and we know what we’re talking about. We understand you and we know what you want. You can trust us.”

This is the time for you to stand out.

Diving into the world of thrilling, storytelling content may be your key to transparency and strong relationships with loyal customers. If you’re looking to refresh your content marketing strategy, give us a call at 1-866-998-6886 or contact us here. We’re awesome, we promise.

On Target is an Orlando based Digital Marketing Agency that helps brands stand out and rise above the noise. Through great storytelling, On Target turns companies into thought leaders. Founded in 2005 as a search engine marketing (SEO) firm, we’ve evolved into Orlando’s only agency that specializes in creating remarkable online content. If you’re looking to refresh your marketing strategy, contact us today.

About the Author:

Elaina graduated from the University of Central Florida and works at On Target as a Content Lead. When she’s not editing, Elaina enjoys going to the gym, hanging out at the beach, and spending time with her fiancé, Jake.