Tue, 3 June 2014
Increase Trust via Online Communication
Find additional resources mentioned in today's show at the show notes page.
If you’re listening to my podcast, you likely have some online presence. You likely are seeking to use communication to increase the effectiveness of your business, raise awareness for your brand or to make direct sales.
There are both advantages and disadvantages to doing business online. The advantage is that your audience, and potential customers is much greater when eliminating geographical barriers to reaching new customers. There is also an advantage in cost - where working remotely, or working with workers living in less expensive cities - or even opening yourself up to a large hiring pool - can save you lots of money.
There is also disadvantages. One that we will discuss today is the difficulty of establishing trust online, and what you can do to counteract that disadvantage to the best of your ability.
Study after study (see show notes for specifics) has shown that people trust other online less than in face to face interactions - bad news if you are an online business owner, or even if you aren’t a business owner but communicate via text or email with others regularly - so basically everyone.
As the owner of two online businesses, I have experience dealing with online communication in a number of ways. For one, I’ve met a lot of people online that I know well enough now to ask for help, call or send a text. I feel as though I know them, despite the fact that we’ve never actually met. This is becoming more and more common as technology continues to develop.
I also work with others that are not located in my city, state and occasionally, country. Some are contract workers that I only deal with once a month, or once a quarter. Others are a regular part of my team and I speak with them almost every day.
I also make sales online. In my ecommerce store, most of my communication with customers is indirectly - through the website.
Yet, in all of these situations, it is important that I establish trust with those that are important to my business - my peers, co-workers and customers.
But is it possible to establish the same level of trust online that it is in the traditional face to face method of doing business? And if so, how?
Today, we’ll compare the common channels of communication - text, audio and video - to face to face interactions as we’ll discuss how we can improve our chances of others trusting us, and therefore doing business with us, when working with others online.
Check out past episodes of The Clearly Influential Podcast here.