When people think of marketing, they think of the some of the most basic things. Things like the website, the traffic, social profiles, advertisements, videos, and emails. Those are all obvious, and it is absolutely recommended that you nail down all of those aspects for your marketing campaign. But at the heart of almost any successful, long-lasting marketing campaign is this: Credibility + Trust.
Trust is what makes people comfortable enough to buy from you. Credibility is what builds trust. The more credible you are, the more people will be ready to buy. The obstacles become less powerful, and the time it takes to close a new lead decreases. Every element of your marketing should be building credibility.
You may be wondering how to build credibility. It’s easy to say “build your credibility”, but if you don’t know how it’s done, then you will never form a connection with your customers. We’re going to cover how a company can build credibility and trust. Trust-focused marketing is not built overnight, but when it is established, you will see long-lasting results and benefits from it.
- Build your authority
What’s an authority? It’s a business or expert within a market that clearly knows and understands what it is doing, and has successful results to back it up. When someone first finds your business, they need a reason to stick around. Your entire web presence needs to be authoritative. Your website, your social media, your place on the search engines should all work to help you. If you have a website that looks like a relic from the late 90’s era, then you will seem less credible. If you have a very weak social media following, then you have no social proof. If you’re not ranking on the first page for relevant search terms, then you are nearly invisible.
Your status as an authority is a direct correlation to the amount of credibility that you will acquire. The more people that see your business as an authority, the more it makes sense for new customers to believe in your company.
You should be looking at your business from the perspective of a prospect that has never heard of you before. If there are any gaps in your web presence, plug them. If people don’t know why they should trust your business, give them a legitimate reason to.
- Make your company transparent
Consumers are generally distrusting of cold, faceless organizations. They don’t want the corporate touch. They like to interact and engage with companies that have a human, natural feel. The best way to achieve this is to make your company transparent, and to stick to your promises.
Nothing should ever be misrepresented. If you say that your product will accomplish xxx, they you will need to back that up with data, case studies, reviews or testimonials.
Any company can make any wild claim on the internet. The way to get people to believe in you is to actually justify your declarations with real proof.
Show what’s behind the curtain. Feature the members of your team. And, if possible, show how your products get made and what goes into creating them.
Keep any promises that you have made. If you’ve made a promise to your customers, stick to it, or you will seem disingenuous.
Transparency shows that you have nothing to hide. It shows that your products and services are the real deal, and that you and your team members can be trusted to solve whatever problem or setback that the customer is facing.
- Encourage referrals
The best customer is the one that gets referred to you. It’s the easiest sale. If a trusted friend, family member or colleague recommends your product, then credibility and trust has been established. The hard work has already been done for you.
Encourage your existing customers to give testimonials and honest reviews. If they are happy with your business, then you should also encourage them to spread the word, either offline or online. Tell them to post about their experience using your company on their social media profiles, and to recommend your service to people in their day-to-day lives.
Start the process on building trust today
Trust-based marketing is not something that you can expect to see results on day one. But once your credibility has been established, you will start to see more people flock to your business, and they will be ready to buy.
Start questioning each aspect of your marketing, and ask if it is actively building your credibility in the market. If not, take the steps recommended in this article.
Want more digital strategy advice and insights?
Sign up for our newsletter.
January 19, 2020/Joseph Riviello/Uncategorized Want more digital strategy advice and insights? Sign up for our newsletter. Your Name ! Your Email ! Sign up Something went wrong. Please check your entries and try again. Joseph Riviello Comments More Posts By Our Services Post navigation ← 5 Secrets of Successful Content Marketing Companies
Facebook is at it again, innovating the social media landscape … this time with its uber-popular platform, Instagram. In a March 19th press release, the company unveiled the new Instagram Checkout feature, an e-commerce extension of the app. Since it’s currently in beta with only 25 companies, not much is known about it, and businesses…
According to a study published by the U.S. Census Bureau’s Department of Commerce, total e-commerce sales in the United States were estimated at $513.6 billion in 2018, a 14.2% increase from 2017. This data has been on an upward trend since 2009. Future projections globally cement e-commerce as the primary shopping method. Now, more than…
The most exciting part of doing business in this day in age is how much technology is available. This elevates the potential of what you can do with your marketing since it opens up a world of opportunities. While technology won’t be the magic button that will fix all of your problems, it helps accelerate…
Sales are the lifeblood of any business. Without a steady stream of sales, you don’t have revenue. And without revenue, you don’t have a thriving business. In today’s post, we’re going to look at the three tenets of lead generation, and how you can use them to exponentially grow your business. Tenet 1: You Must…
Zen Agency has earned the Sharpspring Silver Partner Certification from Sharpspring, a leading marketing automation platform. Why Does Marketing Automation Matter? The marketing automation tools provided by Zen Agency as a Sharpspring Silver Partner allows you to deliver the right message to the right leads. Track your content, who is seeing it, and craft an…
If you were to go back 20 years, you would see that law firm marketing was starkly different than it is today. You would see more billboards, late-night infomercials, neighborhood flyers, and newspaper ads. These days, we have websites, SEO, pay-per-click ads, and social media marketing. The options available to lawyers today give them countless…
Almost every successful website has one thing in common: Great content. You can have an extremely beautiful website with all the bells and whistles, but if you don’t have content, your web presence is woefully incomplete. You must learn how to start content marketing the proper way. There are no shortcuts: You need good content.…
Many businesses jump straight into marketing without a plan. This is a big mistake. Going into battle without a strategy will leave you with a poorly spent marketing budget and lackluster results. Often enough, the difference between companies who dominate the marketplace and companies who fail to get off the ground is simple: A clear,…
If I were to ask you, “what’s the #1 search engine?”, you would automatically say, “Google”, and you’d be right. But what if I were to ask you to state the #2 search engine? Some would say Bing or Yahoo, but the truth is that Youtube is the second largest search engine in the world.…