,Audiences are skeptical and savvy. They don’t want to be taken in by marketing and they can smell a “campaign” a mile away. If the focus of your marketing moves away from convincing them to buy your product and towards helping them solve their problem in a trustworthy way, your odds of winning are much higher.
Of course, you’re well aware that this isn’t a quick and dirty strategy. It requires an investment and a commitment. But, if you’re not willing to be a company who invests in your customer base, maybe you’re focus is skewed?
The founder of Content Marketing Institute, Joe Pulizzi, a content marketing evangelist, recently released a book with his right-hand man, Robert Rose, an expert marketing consultant. It talks about a lot of things, but the one that struck me is how businesses need to build audiences first. If you don’t have anyone to listen to you, it doesn’t matter how loud you yell. If you’re producing content that people want to listen to, and you’re helping to solve their challenges, you’ve got a market that’s primed to buy from you. Why? Because they trust you.
Show the Market Why They Should Trust You
So, how do you build a marketing department or marketing program that builds trust and delivers leads that convert? Start with The Trust Triangle™.
Let's dive in!
Customer experience serves trust by delivering on what you promise. Whether it's product use, employee interactions, the way your website works or support; cynical customers will be waiting patiently for you to fall down on this job. Don’t.
Use the ten commandments of customer experience to ensure your customers walk away pleasantly surprised.
When your thought leaders demonstrate expertise, you do three things: show the customer that the company hires great people, shows the customer that there are real people behind the products, and shows the customer that those people understand my problems.
Sharing your thought leaders with the world gives depth and authenticity (are you sick of that word yet?) to your brand that generates trust. It shows that a company goes beyond good marketing and handy website. They really GET IT. And they hire people who GET IT. So, if you want your customers to fully understand your capabilities, build a thought leadership program:
You can broadcast or you can engage. Which do you think makes you more trustworthy? All of the ideas here are low costs ways to get your name out in the market in a way that will help you build trust with your audience.
Sum It Up
So, that’s it. You’re short on cash and have a great product or service, and I’m big on marketing ideas. That’s why we both do what we do.
I'm a veteran digital marketer whose career has grown up with the Internet.