Episode #007: Building Trust on Your Website, CSR, and Changes For Instagram Influencers

Duration: 9 min, 58 sec.

Summary:

 • “4 Simple Ways To Build Trust and Improve Website Conversions in 2021”

 • Why Companies Should Consider Starting a Corporate Responsibility Program

 • Changes Coming to Instagram and How it Impacts Influencers

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Links from this episode:

 • 4 Simple Ways to Build Trust & Improve Website Conversions (quickanddirtytips.com)

 • Flywheel’s New Growth Suite: The Full Package for Growing Your Inbound Agency : 46ALPHA

 • Why Companies Should Consider Starting a Corporate Social Responsibility Program : 46ALPHA

 • Its Game Over for ‘Traditional’ Instagram Influencers | by Katie Jgln | Jul, 2021 | An Injustice! (aninjusticemag.com)

Rough Transcript:

Thank you for listening.

Today I’ve got an article from Kate Noether on how to build trust and improve website conversions in 2021.

Why companies should consider starting a Corporate Social Responsibility program.

And big changes coming to Instagram, how is it going to impact all the Instagram influencers out there?

The date is Monday, July 12, 2021. The time is 8  a.m., and you’re listening to Episode #7 of Communicate For Effect.

Segment 1

There was a lot going on this weekend.

Italy beat England to win Euro 2020 – that’s European football, or soccer, for all of you in the U.S.

It’s the NBA finals and the Bucks came back to beat the Suns last night putting that series now with the Suns up 2 games to 1.

CPAC was all weekend, held in Dallas, and lots of strange soundbites coming out of that pushing the outrage industry, speakers trying to make the news cycle with anything and everything.

And more importantly, it was my wife and I’s anniversary so we took an evening and spent it down in Old Town Alexandria which if you haven’t been there before is a nice, waterfront kind of place.

Kate Noether has an article titled, “4 Simple Ways To Build Trust and Improve Conversions in 2021.”

In it, she explains that you generally only have a few seconds to make a good first impression for someone coming to your website.

She writes, “Consumers want to know that products are safe to use and that businesses are charging a fair price for them.

People also want to feel safe and to know that they can count on companies to care about their needs.”

She also talks about cyberthreat, keeping your information like credit card numbers, and other personal information safe.

How do you make a good first impression and establish some initial trust?

Professional looking website. which she describes as having clean lines, easy to navigate, loads quickly, no broken links.

Your calls-to-action should be clear so the customer knows what’s required of them and what they are getting in return.

And highlight the security and privacy on your site and SSL encryption.

This can be done with links in your footer.

The second thing she recommends is protecting your online reputation.

You do this by quote, “leveraging social proof by requesting customer reviews and referrals. Don’t ignore negative comments – address them as soon and as professionally as possible.”

I think I have a post in draft on reputation management, that should be up in the next week or two.

Choose a reliable hosting company.

Yes!

When I re-published this site I went right back to GoDaddy and was immediately fighting tons of hackers.

They find ways to create pages with SPAM on them or redirect your homepage or other pages on your site to Viagra ads or whatever.

I switched to FlyWheel and have had zero problems.

I wrote an article about FlyWheel the other day, I’ll put a link to that in the show notes as well.

Finally, she says to create an online community.

You do this by engaging your audience on social media, being authentic, use compelling stories, and requesting user-generated content.

I will add that you need to be a trustworthy business, to begin with.

If you are not trustworthy, no amount of content will hide that.

Your words need to match your deeds, so make sure you are ethical, honest, and trustworthy to begin with, and then I would say utilize what she has said to make sure that comes across to everyone online.

Segment 2

On July 7th, I wrote an article titled, “Why Companies Should Consider Starting a Corporate Social Responsibility Program.”

Corporate Social Responsibility is a business practice where companies take on ethical, social, economic, or environmental issues.

It has been shown to provide many benefits for companies like increased employee morale, better public relations, increased innovation.

The key is finding common issues that fit your company, its employees and fits your target audience – your customers.

Don’t do it just to check the box and do it.

“I have to be socially responsible so let’s pick a random topic, throw a little money at it, and bam…we’re done.”

That’s not genuine, and I wouldn’t recommend doing it because you can typically tell when a person, or a company, is genuinely doing something because they want to vs doing it because they feel they have to.

I’ve got two examples of CSR programs.

One of those examples is USAA and its Military Family Relief Initiative.

USAA contributed $30 million dollars in contributions to 24 nonprofit organizations to assist the military community during the COVID-19 pandemic.

The military community is USAA’s primary customer and many of its employees are connected to the military community, so this is an initiative that supports its customers, employees, and the overall mission of USAA.

I’ve got some additional information in the article.

If it’s something you are considering, take a good look at yourself and your customer.

Find the common areas of interest between the company and your customers, something that has a positive impact on the community and society.

And remember, there is no “right” way to do CSR.

A good CSR program has a number of benefits for your employees, the customers, the company and provides some valuable content for your communication efforts as well.

Segment 3

Finally, Instagram has made some big changes lately.

In early July, its CEO declared that Instagram is no longer a photo-sharing app.

They’re moving into video obviously with the competition from TikTok and other platforms.

Kate – I don’t know how to say her last name – Jgln – says in her article that, “What was once a fun photo-sharing app turned into a bizarre marketplace full of InstaCelebrities, InstaModels, and other InstaFame chasing influencers. The platform stopped being genuine, user-friendly, and, most importantly — fun.”

And now, it’s going to get even worse as they start chasing TikTok.

How does it impact the influencers?

She says many of us are exhausted by the influencers – over-filtered selfies, inspirational quotes, yes yes yes. Everyone wants to be an inspiration to others, everyone wants to be a travel vlogger, blah blah blah.

But this is where I got confused because she thinks people want more authenticity, which I agree with, and she thinks TikTok has it – authenticity – which I’m not sure I agree with.

So traditional influencers on Instagram will have to adapt their methods to the way people influence on TikTok.

I’m not sure influence is a good word either for this.

People become popular and gain likes and comments because of funny videos, outrageous whatevers, but influencers?

Don’t know.

Until you make the leap of influencing someone to buy something, do something, go somewhere, it’s just playing the algorithm and feeding the ego.

So, I’ll have a link to her article as well.

Wrap Up

And that’s it for number seven. 

It was a shorter one. I think I’ve been averaging about 10 min.

If you have any questions or comments for me, just go to 46alpha.com and shoot me a note.

And I will see you next week.

 

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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