When considering what we can do with website content, customer service, and marketing to engender trust, there is a whole bunch of things people are typically looking for to determine whether we are building trust at scale (ordered from most trustworthy to least trustworthy):
- Information from a services/customer service group
- Information from a marketing group
- Information from a sales group
- Information from a PR group
- Information from an advertising group
This data is interchangeable and will ultimately shift based on your buyer personas and how they perceive your business.
Generic Doesn’t Cut It
One of the big things that we know across the board is generic “one-size-fits-most” messaging simply is not going to cut it anymore for the modern buyer.
When the practice of blogging initially began, there was so much less competition for people’s attention; the challenges laid in convincing prospects of a business's’ value and asking them to embrace a new medium.
Today, it is the opposite scenario. People are multitasking like crazy; it’s incredibly difficult to catch their attention.
The modern buyer is used to personalization.
Companies like Netflix, Amazon, and Sirius Radio have made personalization the norm because these companies learn what their clients like. In their business model, there is a tremendous amount of reporting, predictive behavior, and tracking (what you are viewing/listening to and purchasing), and then they offer suggestions based on your likes and interests.
Not only does this help keep their clients, influencers, and decision-makers engaged with their products/services, but it also nurtures them, stemming customer retention (they keep coming back and are not canceling their services).
Is your business personalizing content to generate trust among prospects and clients? Let us know in the Comments below.
To learn more about optimizing your website, content, and building trust amongst your various audiences, download our eBook, "How South Florida Directors Develop Scalable, Predictable Revenue Growth."