Marketing is Trust

People do business with people they know, like, and trust.

I’ve been in Florida for about 7 weeks, and as I become accustomed to life here in the South, I’ve noticed a trend.  Companies here are marketing like it is 1980.  I’ve written about this before (Don’t Market Like its 2006), but I’ve never seen (or heard) anything like this before.  While listening to a local radio station, almost every commercial break has an ad for an attorney, where they are sometimes singing (or rapping), and telling people to call them when they are in an accident.

Really?  Does anyone still think that those types of ads are going to afford me the kind of trust you would need for me to do business with you?  There have been some extreme versions of these ads on YouTube, but every ad here in South Florida has a jingle.

Who chooses their attorney based on who has the best jingle?  Or YouTube ad? No one.  People do business with people they know, like, and trust.

In addition, it can take up to 10 “touches” for a person to trust you enough to do business with you.  A jingle certainly doesn’t count as a touch.  It doesn’t help me.  It doesn’t engender trust.  I don’t need my personal injury attorney to sing.  I need him to do his job.  How do the two relate?

They don’t.

If you want people to trust you, you need to help them.  You need to offer them something that will make their work or life better.  Even this blog, for example, will help build trust.  So, how can you build trust with your audience?

Here are 3 things that you can do, right now, to help build trust:

  1.  Start a newsletter.

Sending a monthly newsletter to your audience, offering informative articles, allows you to touch them on a frequent basis.  But, don’t sell.  People don’t want to be sold to.  Help.  This is the age of the helping economy.

  1.  Post interesting and helpful articles to social media.

Posting to Facebook, at least 3 times per week, helpful articles and information to your audience allows them to see your company and associate it with helpful information.  On Twitter, try and post and re-tweet at least 6 times per day.  Pinterest?  Post and re-pin other people’s stuff.

  1.  Blog

Yes, writing a blog is one of the best ways to build trust (and it’s great for search engine optimization).  Content is the way to build trust.  Help your audience.  Kraft attains a higher ROI on their content than their ads (Advertising Age, Kraft Says it Gets Four Times Better ROI from Content Than Ads).

Over time, these things will help you build trust. Why? Because they help customers get to know you.