Have you ever participat in a trust fall exercise?
Whether at a corporate retreat or a leadership conference, many of us have seen and experienc that terrify sensation of fall backward into someone’s arms. The exercise is suppos to help you build trust with your partner so that you’re confident they will, quite literally. Catch you when you fall. The premise is that this translates to business, leadership, or interpersonal skills and shows you that it’s important to trust your team.
But we think that exercise is a horrible way to build trust. Here’s why:
You have absolutely no reason to believe that your partner will catch you. And, unless you’re at a corporate event for bodybuilders, chances your workplace counterpart has yet to prove to you that they physically able to catch the total weight of your body as you fall.
It’s more like a blind faith exercise than a trust exercise.
The unfortunate truth is that many. Companies don’t know how to build brand trust. They expect customers to put blind faith in them without prov why they can—and should—be trust.
Unfortunately, in 2024, companies work from a trust deficit.
Even if you the lead brand in your industry. The trust deficit that began in the last five years has impact every company and leader. This was only accelerat thanks to significant cultural shifts dur the pandemic.
With the rapid acceleration of digital
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transformation, includ the proliferation of AI, there infinitely more expectations about what a brand should be and how it should act in the modern business world. Consumers expect brands to have a presence on social mia, to respond to cultural issues or change, and to be transpnt. These elements essential for build trust with your customers. They proof that your brand is worth partner with.
Build trust with customers requires a multifacet approach. You don’t have to be an old, well-known business to earn trust. You just ne a strategy. Fortunately for you. We use a straightforward approach to help brands build trust. It’s call balanc brand resonance.
What is balanc brand resonance
We develop the concept of balanc brand resonance to help brands understand the omnichannel approach we take to build trust. Here’s how we break it down:
Paid mia includes advertisements. Paid influencer market, PPC (pay-per-click) content, and more.
Shd mia is anyth you sh online, whether your brand’s own content or the content you resh on your brand’s account.
Earn mia is what you would associate with typical public relations, like when your brand is mention in a newspaper article or featur in a magazine or digital publication. But earn mia goes further than traditional PR. Earn mia is any positive conversation about your brand by third-party sources that isn’t paid for. This can include influencers who cover your brand organically, invitations to speak on podcasts, or a blog write-up that was unprompt and unaffiliat with your brand.
Own mia includes everyth your company has full control over, like your website, blog, podcast, video stream sessions, and more.
All these market tactics come into play if you want to build consumer trust.
Use influencer market and PR to build brand trust
To build brand trust in 2024, you must show your consumers who you as a company. Noth demonstrates this more effectively than social proof—in particular. A healthy combination of digital market, PR, and brand strategy. The best strategy for build trust this year is to combine influencer market and PR.
That’s right, we said influencer market.
Don’t get lost in the stereotypical picture of influencer market of well-outfitt people pos for pictures with products or conveniently plac products in their video content. This is not what we’re referr to.
You can build brand trust through B2B Influencer market, which helps you win trust because it shows your exist and potential customers that trustworthy people use your products or services. When combin with a PR strategy, these efforts double in effectiveness because your brand’s reach is extend.
Influencer market won’t look the same for B2B tech companies as it looks for consumer brands. For example, you likely won’t be ask an influencer to pose with your tech platform pull up on their laptop (though, frankly, that wouldn’t hurt). In these more technical B2B fields, impactful influencers the industry thought leaders who sh your product or service with their community of like-mind individuals.
If you sell a tech platform, the best influencer
for you may be someone who gives tech reviews and recommendations for businesses. If you in a highly specific service niche, the best influencer for you would be someone in your unique market—perhaps a thought leader who speaks at conferences or events relat to your industry—who has an audience that trusts their recommendations.
You can leverage influencer market to build brand trust on social mia by associat your company with trust voices in your industry or sector. Just like you’re more likely to listen to a restaurant recommendation from a trust friend with good taste than someone you’ve never heard of, your customers more likely to trust the recommendations of a well-known influencer than your company’s email campaign.
Now, this doesn’t mean you throw out the entire strategy—you should definitely still do that email campaign—but you should consider how the components of your strategy work together.
Relat read: The Ultimate Guide to B2B Email Market
Brand awness that feels human and conveys authority
Consumers expect brands to show their human side. In 2024, this is what conveys authority to buyers.
Studies have even shown that consumers favor brands that take a stand on important issues, even further demonstrat that consumers and Email Digital Library businesses want to work with brands that c about their overall impact on the world—it’s a human approach.
So, even in the B2B sector, you have to
appeal to the humans behind the business. Work with influencers, creat social strategies that personal and personable, and showcas your success through strategic PR placement all strategies that facilitate trust with business decision-makers.
And once you gain that trust—keep go. Too many marketers think build trust is a short-term goal—once you access consumer trust, you’re set and ready to go. But that’s not how it works. Trust is built over time with continu efforts to win, and keep winn, the consumer’s loyalty.
An all-encompass strategy like our
balanc brand resonance approach is key to success. You can build trust piece by piece with paid, earn, shd, and own mia, work in tandem to reach your dy leads target decision-makers. Want to see how balanc brand resonance can help you earn real trust (not the trust fall kind)? Let’s talk.
