Today’s consumers are overwhelmed with choice and are skeptical (with good reason) of advertising and promotional campaigns. Online reviews, follower counts, likes, and even comments have at one time or another been proven to be fake. In such a world, who can we rely upon for trusted information?
When consumers in your industry search for solutions to their problems, they seek out trusted sources–major publications, news and review sites, and influencers, to name a few. This is because these outlets are seen by most as being both authoritative and trustworthy.
As a business selling products or services, the bar you must reach is the same; it is essential to establish trust and authority in the minds of potential customers–particularly those visiting your website for the first time. Trust and authority are what all businesses sell first; before we buy, we must believe a particular business is great at what it does and can be trusted to meet our expectations.
Here are a few ways your business can establish trust and authority, easing the path to purchase:
Contribute unique perspectives to conversations in your industry (and beyond) as a thought leader.
- Use your expertise to provide value in the form of information. What expert knowledge do you possess that can aid your target audience? What burning questions can you help potential customers answer? How is your point of view unique? What topics can you “own”? Remember first and foremost to provide value to the audience and the rest will fall into place.
Earn recognition from established (trusted) sources.
- It remains hard to beat the third-person credibility that results when an authoritative media outlet, journalist, or trusted industry influencer mentions your product/service/business in positive terms. Establishing these relationships takes time and must be built upon giving, not taking. The key is to consistently provide distinct value in the form of relevant and timely information, expert commentary, and the most compelling / creative story angles. Bonus: these angles also make for great content across owned and shared channels.
Support employee advocates
- Tell their stories and celebrate their individuality and achievements. Show the human side of your company and why it’s a great place to work. Not only will this help you recruit and retain top talent, it will also make customers feel good about doing business with you.
Trust and authority can work for–or dramatically against–your business. There are concrete steps every business can take to establish and maintain them, developing a meaningful brand.