Why Trust Is the New Marketing Currency
By Alex Jasin
Image Credit: Shutterstock.com
When it comes to connecting with potential customers, there are few things more valuable than trust. Trust is an essential factor in every business relationship.
Imagine you’re headed to a jewelry store to purchase a Rolex watch. Maybe you can’t really afford one, but just imagine: On your way to the store, you see a man on the street. He sidles up to you, rolls up his sleeve and shows you his arm, strapped with watches up to his elbow.
“Hey man, want to buy a Rolex?” he mutters.
Unless you’re temporarily insane, you won’t bite. Why? Because you don’t trust the guy. There is no way those Rolexes are real.
This may seem like an odd example, but many digital marketers today are the equivalent of the watch salesman. They connect with a potential prospect through social media or email and immediately begin pushing their products, without taking any time to develop a relationship of trust.
This is a mistake of critical proportions. Today, more than ever, it’s essential for digital marketers to create trust with potential clients. Only after trust has been built can services or products be sold. And one of the best ways to establish trust between you and potential customers is to create amazing content they can’t find anywhere else. Here’s how to do that.
Why you must build trust
In the bygone days of advertising, companies built trust by calling on the “experts.” Tobacco companies would boast of the fact that 9 out of 10 doctors recommended their smokes. Check out the Lucky Strike ad below, for instance. This sounds crazy now, but it was a legitimate advertising strategy that actually worked.
Image Credit: Lucky Strike
No longer. More and more research is showing that trying to push products on customers doesn’t work the way it used to. A recent survey by Hubspot showed that only 3 percent of people surveyed said they considered marketers and salespeople trustworthy. The implication was that marketers are actually at a disadvantage when it comes to selling and must invest extra effort in creating trust with potential customers.
Millennials in particular can be even more challenging to reach. As marketing strategist Matthew Tyson wrote: “Millennials don’t trust advertisements. Only about 1 percent of millennials claim that a compelling ad influences them. The rest are almost naturally skeptical of advertising. They think it’s all spin, so they don’t bother paying attention.”
In short, it’s not enough to just get your product out there. It’s not enough to simply get eyeballs on what you’re selling. Trust, not exposure, is the currency of today. Of course, this raises one critical question: how do you build trust?
Four steps for building content that creates trust
Once you’ve recognized the importance of building trust, you need a specific plan for creating content that creates trust. Here are four steps to help you create amazing content that generates a huge amount of trust.
1. Define your target audience.
Before you create any content, Go to the full article.