For the CMO

The CMO’s Guide to Building Brand Trust

When you’re at the helm of a brand that lacks market trust, your ability to develop effective marketing strategies is hampered. Here’s a CMO’s 3-step guide for turning it around.

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Content builds relationships. Relationships are built on trust. Trust drives revenue. The formula is quite simple: zero customer trust equals zero sales. There’s no way you’ll be able to establish a business that’s going to stand the test of time if you fail to earn your customers’ trust and keep it.

In a fast-paced society where web visitors tend to click away in a matter of three to four seconds, establishing trust between businesses and customers has become exceedingly challenging. If you’re in a marketing leadership role and your brand is struggling to build trust, here are three ways to connect with your audience.

Highlight Products Sold and Brands Served

Think about the flagship brands in a particular field. For example, a leading beverage company might highlight that it has sold one billion cans of its leading product. A creative agency might showcase the logos of the blue chips brands it’s developed campaigns for. Showing how many products you’ve sold, dollars in revenue you’ve generated through services, or the brands you’re associated with can quickly establish you as a trustworthy brand in your industry.

Social proof in this format helps build trust and sends signals to prospective buyers that they’re making good investments. You can also use other elements aside from the number of items sold on your website. You can show the number of shares, likes, or comments (among others) on your social activity. Most importantly, your counter should show a figure that makes your prospects feel comfortable buying your services or products. Evaluate what numbers, logos, and other social proof points you can leverage.

Showcase Established Trust Symbols that Underscore Your Business Practices

Another way you can build trust with audiences is by highlighting the things that show how you do business. These might include options like:

  • The Trust Pilot logo
  • The logos of partners that process payments
  • Symbols that show you accept trusted payment systems such as Visa, MasterCard, or PayPal
  • Noting partnerships with organizations such as the Better Business Bureau

Whenever possible, consider adding these in a visual format. The fact that the elements are image based (and not text based) also helps since the human brain can process images 60,000 times faster than it does texts. Help visitors to your website or viewers of your marketing material quickly recognize that you do business with the support of an established and trustworthy infrastructure.

Gather Testimonials and Reviews

Customer reviews and testimonials help show that your business or products have valuable benefits. Whether they’re at Amazon.com, on a Facebook business page, or even on a regular business website, customers are quickly becoming accustomed to seeing these critical elements. Build a strategy around developing well-thought-out testimonials, case studies, and reviews to show the impact your products and services have on long-term relationships.

Invest in building your audience’s trust, and you’ll surely generate more revenue from your business. This can take your business to the next level and make it easier to find success with your long-term marketing plans.