Customers Are Checking Out Your Stance on Causes —and Its Not What You Think
Pop Quiz! 😮
Where do you think people go to verify if your brand is walking its talk on cause-related issues? Your social pages or your website?
If you are a marketer and you guessed social, you are in good company, but unfortunately, you are wrong.
Hey, no worries, pobody’s nerfect. 😌
Customers Trust Your Website More Than Your Social Channel Presence
A new study out by Trustpilot surveying marketers and consumers across 7 countries shows marketers’ preference for channels demonstrating stance on cause-related issues is - paid social 65%, social 40%, and website 52%.
Note: that’s PAID social, as in, costs money. 💸💸💸
Now here is the good news! Turns out that your fans are rolling up on your company website to check out if your company is the real deal. When asked “Which brand sources do you consult to help inform you about a brand’s stance?” consumers said website 62%, social channels 48%.
Note: Yes, that website you already pay for and invest in is getting some earnest traffic from fans looking for a place to put their loyalty and future spending. 🤔
My intuition tells me that this partly reflects social media fatigue and skepticism about social media trustworthiness nowadays. Not to mention the meta-mega-spammy experience the platforms are serving up now.
Is Your Customer Experience Fresh and Fine or an Afterthought?
Janet Balis said in the Harvard Business Review article 10 Truths About Marketing After the Pandemic:
Old truth: You are competing with your competitors.
New truth: You are competing with the last best experience your customer had.
So if you’ve been secretly dissing your website and blog as an old-school necessity, it might be time to lean in, take a fresh look at the user experience, and treat it as a high-quality trust-building machine.
Another interesting option is to start building experiences with Web3 tools, where you own the experience and client relationship, instead of forevermore paying social media platforms that currently own access to your fans.
@impactoverse, we can help you with that!
How did you do on the pop quiz?😲 😁