Building Trust through B2B Digital Marketing

Written by Nick Stamoulis

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As a B2B, one of the biggest challenges with digital marketing is truly standing out to your audience amongst a sea of competitors. This is especially true if you are a newer player in your industry, but it’s also important even if you’ve been in business for years. You need to find a way to build trust with your audience before they will even take you seriously.

Luckily, digital marketing can be used to help build this trust. Here are some thoughts as to how you can do that:

Make Sure Your Content Is Authentic

In many ways, the content you put out there online is the foundation of your digital marketing. Content can be used for a variety of purposes and it enhances just about every aspect of your digital marketing. For example, content can help increase the likelihood that your website will be found in the search engines. It can also improve your social media.

It is also a huge trust builder with your audience, especially if you make sure your content is authentic. Most people in your audience will be able to tell if your content is fake. Be genuine in your writing style and helpful in your content. Make sure people can feel that your motive is to help them. You don’t need to use your content to overtly sell, but if they like what you’re writing, they may become paying customers.

Your content is the first chance you have at making a positive impact in your audience’s perceptions, and helps you build a long-standing relationship of trust.

Be Transparent in Your Communications

Transparency is an important part of trust. If people don’t think you are being transparent, you will lose any trust you’ve built, and you also might not build the trust in the first place. This concept is closely tied to honesty because people perceive those who are transparent as honest and therefore trustworthy.

How do you achieve transparency? Here are some ideas:

  • Be upfront about what your product or service is.
  • Make sure customers know your mission and values.
  • When possible, be transparent about your pricing.
  • Set realistic expectations with your audience.
  • Let people know who you are and what you do.

The main goal is to make your audience feel like you’ve laid everything out on the table and that there are no secrets.

Showcase Social Proof Whenever Possible

Testimonials, reviews, and other forms of social proof are instant trust builders. However, sometimes securing these is easier said than done. First of all, your business might be too new to have any. On the flip side, if your social proof is too old, it can also be negative. It can also be difficult getting people to leave reviews, write testimonials, be part of case studies, and more unless they’ve been incentivized. If you had to give someone a perk, this doesn’t make it a trustworthy review anymore.

You want your social proof to be naturally obtained. If you want someone to leave a review, though, sometimes all you need to do is ask. These are instant trust builders, especially when your audience can tell it was natural.

It is worth it to take these extra steps to build trust for B2B digital marketing. It will you build your audience in the long run.

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