Building trust and connections is crucial for B2B brands. We’ve all been throwing around the word “authenticity.” Maybe the word should be “trustability.”
And whether or not your brand can achieve this begins with a question you—really, your company—has to ask yourself: Can you be trusted? Does your product do what it says it will do? Have you made an offer to the marketplace that accurately reflects the value of your product or service? Or does your offer overpromise to deliver something that’s still in development or early product viability?
Getting those basics locked in is a pretty obvious starting point if you want to have long-term viability in the market, especially as your product or service and competitors’ offerings mature. Trust in the product and trust in your brand will only last as long as the value of your offer does. Fast starters are only strong finishers if the product backs up the claim.
Now that we have that out of the way, here are three strategies you can use going forward:
First, consistency is key.
Ensure your messaging, branding, and service quality are aligned and consistent across all touchpoints. Consistency builds reliability, and reliability fosters trust. Every piece of content you put into every channel has to fit into an ecosystem that is ultimately supported by the product itself. And every sale made, and every piece of content published represent an opportunity to make a new connection and build more trust.
Second, engage–like a human–with your human audience.
Use the social media and other content marketing I referred to above to share valuable insights and industry knowledge. Show that you understand your prospects’ pain points and are dedicated to providing solutions, not just selling products. Outwardly demonstrate that you are actively living in the “world” of your client, experiencing the challenges that your solution is designed to solve.
Third, gather and create testimonials and case studies.
Nothing builds trust like social proof. Share success stories from satisfied clients to demonstrate your credibility and the real-world impact of your solutions. Show that your brand and solutions are part of a larger community of users who, hopefully, are also believers. This real-world proof has to be there.
To wrap it up: be consistent, engage like a human, and highlight your shared success stories. These steps will help your B2B brand build strong, trust-based connections with your audience.