Remember when there was no internet? No Facebook? No Twitter? Can you remember how businesses used to market their product or service? It was mainly done through channels such as TV, print, radio and word of mouth. These channels are still around of course but a new paradigm has emerged known as Trust based marketing.
A lot of small businesses put up a website and wait for customers to come to them. Unless you’re on the first page of Google, this method is ineffective and unproductive (ie it’s costing time which equals money).
Trust marketing is mainly used by businesses if they have an online presence and is the preferred and proven effective online marketing technique compared to traditional marketing strategies.
But what is trust marketing:
Trust marketing involves:
Building relationships with an audience
If you have a look at Twitter you will see Trust marketing playing out everywhere by small businesses and entrepreneurs. They are not flogging a product or service but rather using social media to promote their credibility and knowledge of an area related to their product or service. This therefore showcases that they have industry currency. Wouldn’t you want to do business with someone who knows what’s happening in their industry?
Sharing knowledge
Are you more likely to trust someone if they share their knowledge with you? This is what trust based marketing is all about. Small businesses that are online should be sharing their knowledge of industry trends and issues. This again establishes industry credibility and generosity.
Be an expert
Would you rather buy from an expert in their field or someone who just has a product or service? Small business can use a variety of online marketing strategies to showcase their expertise. Of course there is Facebook, Twitter and online article writing. But there is also using newsletters and public speaking engagements to show people your expertise.
Gain trust gradually
This all about patience and shows to your potential client/customer that you aren’t just wanting their money. You are using time to gain their trust which hopefully in turn should lead to a sales conversion. But remember, trust is fragile.
Get to know the needs of your potential customer
Facebook and Twitter are great tools to quickly find out what subscribers are after. This can be done through their comments on your posts. Blogs are also a great way of finding out what people want and tailoring your online marketing accordingly.
In summary every small business, in fact every business that is online must be using trust based marketing to promote their business using the principles I’ve outlined. Of course these principles can be expanded upon depending on your knowledge of social media and other online marketing techniques. The best way to find out these powerful online strategies is to inform yourself.
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