In marketing we often talk about the ‘know – like – trust’ progression. A prospective customer needs to know about you, then we work on getting to like us, and following that we build trust.
Knowing about you is the fairly easy bit, you can pay for exposure and make sure you are featuring in the places where your prospective customers hang out.
Liking you is slightly trickier – but if you put the time in to find out what they value, then you should be able to work on content to tell the stories around this that will warm prospective customers to your business.
But how do we do the trust bit?
We can’t just say – trust us with your financial or legal affairs for instance. I feel like the inner rebel in most of us still don’t want to do what we are told to do.
So, what if we see another customer talking about the service or whatever we are promoting. There may still be an element of ‘is this real?’ but I think we are more inclined to trust the opinion of someone who is not directly benefitting and who has been in a similar position to us.
What do you think? Still worthwhile doing the trustpilot and customer testimonials work?
In my opinion, this is so valuable as we can learn so much from what our clients say about us. If you feel weird or simply don’t have time, bring in a 3rd party (like me) to do the listening for you!
Do you have another good way to build trust in your business? I’d love to know.