One of the most important aspects of marketing is building trust with your audience. Without wishing to gain trust, there really is no reason to go any further with a marketing campaign – because who would buy from you?
So why would you want to waste money on marketing your products or services if your prospective customers don’t believe you can deliver?
In all the years that I have been developing content marketing campaigns for clients, I have found that nothing is as effective and important as developing a sense of trust in what their businesses have to offer.
Today’s consumer is much more aware of who they choose to deal with. They are wary of buying from unknown brands because they have learned the hard way that not all companies and products always do what they say they can.
Establishing a reputation with your content
Yes, we can get traffic to your website with catchy headlines and with well-written content but I also know that this is not enough to convert today’s consumer. In order to buy from you, I know that prospective customers need to believe that you are a reputable business, have a strong sense of ethics and provide products or services that are exactly what you say they are.
With online marketing, this takes a lot of work because they cannot see you, hear your voice or get non-verbal messages when communicating with you. I believe that if you give them something of substance, something they can learn from, then you can quickly establish yourself as a person of authority and that is someone they can trust.
Website Content must Resonate with Readers
This influences the type of content and messages that you should include on your website. It needs to go deeper into the minds of your visitor and resonate with them. This is of much more value to your web visitor than merely talking about your products or services.
I suggest you write about how you would address certain issues or problems they might be having and then illustrate how you helped one of your customers solve that particular issue. Once you ‘prove’ that you know what you are talking about and can offer them rock solid proof that you have helped others, they will begin to understand that you can do what you say you can.
If you can create a sense of trust in the fact that you know what you are talking about, I believe those visitors to your site will begin to trust in you. Remember, trust is the ultimate motivator for today’s buyer so that is what you need to focus on. If they trust you, they will decide to buy from you.
It’s really that simple.