Win over more customers by building brand trust

Before your company can persuade a new customer to purchase its products or services, it has a significant hurdle to cross — convincing your target audiences that your business stands behind its promises and values. A company’s need to prioritize brand trust looks different than it did several years ago now that we are in the world of easy information via websites, social media and online reviews

Customers’ trust in businesses has been on the decline for several years now. Only 42 percent of customers said they trust businesses to do the right thing, according to Edelman’s 2018 Trust Barometer.

Whether this brand distrust has emerged from an environment of fake reviews, unsubstantiated brand promises or simply too many unfamiliar brands competing for their attention, customers need a compelling reason to identify your company as trustworthy.

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How to build a content strategy that covers all stages of the buyer journey

More than likely, the buyer you were targeting last year already has evolved. Buyer behavior continues to change, largely as a result of technology, research habits, stakeholder profiles and information overload.

According to a 2019 Gartner report, changes among B2B buyers include:

  • An increasing number of Millennial decision-makers, many of whom are distrustful of sales reps.
  • Buyer indecision brought on by information overload. About 88 percent of B2B customers said it was daunting to have so much high quality information available..
  • More stakeholders involved in the buying process, resulting in a more complex target audience.

As customers continue to evolve, content remains a powerful influence as part of their conversions. However, to be effective, it must be the right message delivered to the right customer at the right moment of the buyer journey. Otherwise, there’s an increasing possibility that it will be designated as part of the buyer’s content overload problem.

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