7 Ways to Build Trust around Your Wellness Brand (and Products)
How to tap into what your audience needs.
It’s 2020 and needless to say, consumers are smart. (Dare I say “woke?”) They know what they’re looking for, and are able to sniff out a sketchy or dishonest brand from a mile away. Getting your wellness brand out there may seem easier than ever before with social media, but you won’t make the sale without trust.
The wellness industry is crowded and continues to surge in value.
In 2017, the wellness market was valued at $4.2 trillion.
To get in on that, you’ll need to not only fit in but stand out. Consumers are consistently let down and are weary to give their trust (and money) to new companies until they prove themselves.
So you’re going to need more than the obvious eye-catching photos and impressive influencer partnerships.
So how do you build trust around your wellness brand?
Be a part of the solution
Your product and brand as a whole need to be a part of the solution. Now more than ever consumers are looking for alternatives to stay on the right side of history.
Is your product eco-friendly? 48% of U.S. buyers would “probably” or “definitely” alter their buying habits in order to reduce environmental impact.
Are you partnering with BIPOC influencers? Approximately 69% of Gen Z and millennials say it’s positive for brands to feature diverse models in an ad.
Do you give back? In 2018, Mintel found that a company’s charitable giving affects three-quarters (73%) of Americans’ purchase decisions.
Be accessible
We’re talking accessibility for all.
98% of homepages across 1 million popular websites failed to meet legal accessibility standards in early 2019. That’s simply unacceptable.
Creating an accessible brand means using inclusive color, font, design, and navigation.
Once you’ve confirmed your website and social media is accessible to all, you’ll want to focus on accessibility for your audience to learn about you, ask you questions, and give you feedback. You will stand out if you provide easy ways to communicate and reply in a timely manner.
The more professional and convenient it is to contact you, the more trust your customer will have in you and your ability to help them.
Be personal
It’s simple, you’re more likely to trust a brand that shows it’s face instead of one who hides behind text and product photos.
Studies show a remarkable increase in conversions when a graphic is changed to a personal photo.
Think of your brand as it’s own identity, and give it life. The trust will come when you bring human traits, and a face to your brand via socials.
If you need more reason, studies show your audience is more likely to remember a face than a name. That means you can have cool, interesting content but you might not be remembered and returned to if you’re not showing a face.
Testimonials
Positive reviews are key. Research has shown 50 or more reviews per product can mean a 4.6% conversation rate. Plus, 63% of customers are more likely to make a purchase from a site with reviews.
How can you get testimonials for your brand?
Here are 3 tips for getting and showcasing testimonials:
- Ask right away, and provide a quick and easy form to write it.
- Ask for a photo to put with it, and their credentials.
- Ask specific questions so their testimonial is more meaningful and detailed.
Once you get those testimonials, show them off on your website and socials to build credibility and trust.
Discuss pain points
Knowing your customer's pain points is a must, so when your audience can tell you “get it” through your content, they are going to trust you to have the solution.
With that said, it’s not enough to just know the pain points, your products needs to be the answer to that pain point.
Post about your audience’s pain point and show why your product is a no-brainer to solve it.
For example, don’t just reel in your audience by saying “Busy college students don’t have time to meal prep,” and leaving them hanging. Always pair the pain point with your product or service. That might look like “busy college students don't have time to meal prep, [brand name] stocks your refrigerator with 10 meals per week to grab and go!”
Be consistent
Consistency is one of the 3 elements of trust. As described by Harvard Business Review, consistency means walking the talk and honoring commitments and promises. In short, be there for your audience.
Maintain consistency wherever you show up for your audience, so they can count on you to be there, providing value.
Your blog should be regularly updated, addressing timely and evergreen topics. Your social media platforms should be updated consistently as well!
Go above and beyond
The final way to build trust around your wellness brand is to go above and beyond. Showing up isn’t enough, you need to continually give your audience what they need and more.
Going above and beyond shows your customer you’re willing to do what it takes to provide the answer to their problem.
Ways to go above and beyond every day:
- Allocate time to interact with followers on Instagram, and have a meaningful conversation.
2. Listen to feedback and implement changes as needed.
It comes down to showing you care. Take a note from Wegmans, who has gone above and beyond during the COVID-19 pandemic by installing handwashing sinks, plastic shields, and other safeguards, doubling sanitizer stations, and helped at-risk employees get time off.
Trust is earned—and your brand needs it
Gaining trust is hard. Keep in mind these seven ways to gain trust and you’re well on your way to a trusted and successful wellness brand.
When all else fails, turn to your audience for what they want and need, and deliver.
