introduction
The purpose of this article is to explore how marketing helps establish trust and authority, which are the currencies of effective marketing that will influence purchase decisions and customer loyalty, as well as the development of customer advocates.
If you were given the choice between two brands—both selling the same product (e.g., the same model of a car) at the same price—but one had a well-designed and functional website, valuable content that helps you understand their product offerings, and consistently communicated messages across all marketing channels, while the other had flashy advertisements with little information—you would likely choose the first brand.
Consumers today have been conditioned to be skeptical of most marketing messages due to the overwhelming number of marketing messages vying for their attention, and they are also becoming more distrustful of companies and businesses who make outlandish claims; therefore, the currencies of today’s marketplace—in terms of establishing trust and authority—are actually based on the trust and authority established by businesses through their marketing efforts.
In this article, we will discuss three core strategies that businesses can utilise to establish trust and authority through marketing: (1) develop consistent value-based messaging, (2) provide expertise through content and evidence of expertise, and (3) build authentic relationships with your audience.
Deliver Establish:SetThePoint Messaging
The various ways that businesses are marketing today makes it impossible for consumers to trust brands. Therefore, if companies do not deliver consistent, value-driven messaging to consumers, they will not earn consumer trust.
As stated above, when consumers consistently receive value from a brand, they have a better understanding of the brand. They are more likely to trust the brand’s message. That trust gives consumers confidence in what the brand stands for and what it has to offer.
How To Make Consistent Value-Driven Marketing Work
Creating a consistent value-driven marketing strategy is an exercise in building trust. Below are three things businesses should focus on when developing their marketing.
1) Consistency Builds Consumer Trust
Consumers value trust, and when consumers have consistent experiences with a brand, they will have a greater degree of trust. According to research on branding, presenting a brand consistently increases revenue by as much as 20 percent. The consistency of tone, visuals, messaging, and values across channels provides recognition and reliability to consumers.
2) Establish Trust Through The Use Of Expertise And Proof
When businesses create a consistent value-driven marketing strategy, they can establish trust through their use of expertise and proof.
Consumers prefer to deal with brands that are perceived as having a high degree of expertise. Creating and distributing content that provides evidence of a company’s knowledge and expertise will help establish trust with consumers. Also, providing proof of a company’s claims can establish a sense of credibility with consumers.
A Real-World Example
As an example of value-in-marketing, a B2B software vendor consistently provides practical resources such as tutorials, pricing models, and information on how to best engage their customers with relevant messaging, that gradually establish them as a trustworthy partner. When prospects engage with this vendor, they are already established as trustworthy before any sales conversations.
How Value-In-Marketing Differs From Traditional Marketing
While traditional marketing tends to focus first on persuasion through emphasising features, discounts, and urgency/value, value-in-marketing is the opposite; marketing focuses first on helping before selling and prioritises the establishment of long term credibility and trustworthiness over immediate, short-term conversion.
Brands that focus on the creation of long-term relationships by providing quality information rather than just marketing hype build their authority through the utility/value of their products/services.
Value-In-Marketing Develops Authority with Content and Proof
A brand establishes its authority by educating the target audience through creating educational content (blogging, white papers, video, case studies), in addition to evidence in support of its messages.
How-To guides/Explanations, original research/data-backed analysis, thought leadership/articles on emerging industry trends are the most effective forms of authority-generating information.
Search engine optimisation (SEO)-friendly content also allows a user to easily find a brand beleived to be trustworthy and can thereby provide consumers with many ways to find, identify and trust a brand without using paid media.
The Importance of Social Proof in Building Authority
When other people substantiate your business’s claims about being trustworthy, you achieve a higher level of trustworthiness with consumers. The use of social proof in your marketing allows consumers to get the confirmation they need from outside sources that will give credibility to what you say about your company.
Types of Proof of Trustworthiness in Marketing:
Customer Testimonial/Reviews
Case Studies with Quantifiable Results
Industry Certification, Awards, or Partnerships
For instance, a marketing agency that provides potential clients with thorough case studies demonstrating increased revenue from its clients stands out from other similar agencies that only provide vague promises.
Building Authority Through Social Proof vs. Self-Promotion
Numerous brands assert they have an authority position by making bold assertions stating they are “the best.” An authority-based marketing strategy uses evidence and not hyperbole and takes time to build trust and confidence through education and proof.
This type of marketing strategy is consistent with the growing consumer demand for brands to be more transparent and human-like.
Building Authentic Relationships and Engagement
The more you interact with your consumers, the more you earn their trust. Marketing that promotes a two-way conversation and makes a human connection helps create a deeper emotional relationship between consumers and brands; therefore creating a longer-lasting authoritative relationship.
Authenticity is an Advantage in Marketing
Consumers want to connect with a brand that feels human. Authentic marketing is characterized by acknowledging a mistake; providing open communication, rather than hiding behind corporate jargon; and being receptive to constructive criticism.
Examples of Building Authentic Relationships include:
Responding to consumer feedback/platforms by taking a thoughtful approach.
Providing in-depth information or stories about your brand to give your consumers a glimpse into your business.
Community-Based Marketing and Relationship Built Marketing
Brands are viewed as an authority when they are integrated into their customers’ community, rather than simply being viewed as a vendor.
Some ways to implement relationship-based marketing include:
Q&A sessions, webinars, and workshops
Online communities / forums
Partnerships with recognized influencers or industry experts
A brand that actively engages with their audience becomes a trusted source of information, vs a company who “sells” products.
The differences between Transactional Marketing and Relationship Based Marketing
Whereas transactional marketing focuses on achieving quick, immediate results (e.g. clicks, leads, and/or sales), relationship-based marketing is more challenging in that it focuses on building a long term relationship of trust and value between the customer and the brand.
Some examples of those differences would be:
Long-term engagement vs one-time (short-term) campaigns
Listening to (and adapting based on) the audience vs broadcasting
An emotional connection to the brand and a rational appeal to purchase.
calculation
In order to create a sense of authority and trustworthiness through marketing, there needs to be more than just visibility – there has to be consistent, credible messaging and connection to customers. First, you need to communicate a consistent message of value in order to create trust and clarity with prospective customers. Establishing trust is crucial in building a relationship with a customer that leads them to becoming a loyal customer. In addition, you need to show example of your expertise through content and proof that positions your brand as an trustworthy expert. Finally, by developing meaningful relationships, consumers become loyal supporters of your brand.
Trust-based marketing will become more significant as consumers continue to become more discerning and educated regarding the products they purchase. Companies that demonstrate trust through transparency and spending time educating their customers will be much more successful than those who promote aggressively or do not develop relationships with their customers.
The call to action
review your existing marketing plan to determine if it is designed to build trust, or just gain attention. Focus your marketing plan on providing value, proof, and authenticity, and that you want to be seen as a brand that people can believe in.