In my struggle to convince companies of the need to define a marketing strategy to achieve better results, I have dealt with the subject from various points. To help understand the importance of the methodology to define it, its most important phases or deliverables, I like to give it closer approaches, more common sense. I think they are a much more effective way of making things understood. If we take two steps back, we realize that online marketing consists of doing the usual thing, but through digital channels. There are no secret formulas, shortcuts, or anything similar. We have to accompany our audience throughout the purchase decision process to try to convince them to become our customers. What are the bases of this accompaniment? What makes our audience end up opting for our offer? What motivates them to make the final purchase decision? If we approach it from common sense (out of all theory) what is the most important thing? The most logical things would be: The first thing is to have the right product or service, which fully or partially meets the needs of our audience.Knowing our audience will allow us to sell them better.Make our communication relevant to them. In other words, we know how to transmit at all times what the customer needs to hear to advance in the purchase decision. But what is it that makes them decide on our offer? The trust. The ultimate goal of the combination of everything we do (product, communication, customer service…) is to earn the trust of our customers to buy our products. Building trust is the key to Sell online in Ghana And how do we generate that trust so necessary to achieve the company's objectives? Just as the relevance of communication has to be part of any message we want to get across to our audience, trust has to be built at each point of contact, from beginning to end. The sum of many few causes trust to be generated; it is not a matter of a single factor. Five factors that help build trust If we go down to the tactical level, the list of factors that help build trust would be too long and would end up not adding value. Instead, I am going to group the factors into concepts that seem advisable to me. 1. Brand Although it should actually be the last factor, as it summarizes all the attributes that the company wants to convey, its importance is such that it should come first. The branding and brand positioning that sustains make, besides having a clear idea about the company, we have a better picture. A good brand strategy adds that extra to the motivation of the audience to buy our products, it is what makes them not mind paying an extra price in order to buy a product from our brand. 2. Consistency in communication Our audience receives different impacts through different channels and for these to be effective they must be consistent with each other and relevant to the audience. That is, we must not only maintain the same line of communication, but in each channel we must get the message , product , moment and audience profile right . 3. Good practices In this section we could include dozens of examples, but we can summarize it in doing things well, in thinking before acting. In avoiding things such as: excessive advertising pressure, low-value content, unfulfilled promises, spam in email marketing, publications with misleading headlines to generate clicks ( click baiting ), attempts to force engagement to achieve greater reach in social networks,… everything we know is badly done, but that many companies do continuously. All this has a very negative effect on the trust that our clients may have. 4 people I was going to talk about customer-centric organizations, etc. etc., but I think we can summarize it in that we must not forget that we talk to people, not numbers. It seems that, when implementing a marketing strategy, we forget that there are people like us on the other side. People who need time and real arguments to make their purchase decision, people who expect a personal treatment (if in their head they have an excellent image of your company and you treat them badly, how do you think that will affect their confidence?), etc. It is obvious that the greater the volume of customers, the greater the difficulty of maintaining the level of service. But, in addition to the fact that there are ways to improve it, we not only have to take it into account in customer service, but in the strategy itself (with many of the arguments I have made in the previous points). 5. Recommendations Meeting these four factors will revert to customer satisfaction and one of the most important trust builders, recommendations from happy customers. Read also: WHAT DO WE MEN BUY ON THE INTERNET?