Vendors are in a position of providing hope for buyers caught in the whirlwind of everyday noise and helping them navigate any new dynamics the industry is facing. If you can prove your proficiency before the deal, clearly discuss your expertise, give hope to a buyer, and communicate your vision of their future, you can help build trust.
This is where thought leadership comes in. In another recent Edelman survey of more than 1,300 U.S. business decision-makers and C-suite executives, 89% said that thought leadership enhances their perception of an organization (including increased respect and trust).
But don’t simply add to the noise. Create thought leadership content with:
- A clear point of view: Your content should do be more than simply provide facts; it must take a stand and present a clear point of view. Your opinion should be presented in a compelling way to move the buyer toward some defined place or action.
- A regular cadence: Your organization wants to unearth the critical thinking that is at the core of your organization. You want to elevate advice on a consistent basis in a way that proves your expertise. It’s not about having the answers all the time but demonstrating to buyers that you are dedicated to finding those answers.
- A road map for the future: Buyers are interested in what’s coming over the next five years, i.e., solving their problems. You can articulate a long-term vision, but keep the customer’s near-term priorities in mind with a plan to get there.
- Simplicity: Don’t talk over your buyer. If your offering is complex, you need to describe it in a simple, actionable way. Simplify the buying process to avoid paralyzing buyers with too much information. Empower buyers, not just your sales team.
Your marketing should focus on education and ideas, not just products and solutions.
Building trust doesn’t have to be difficult if you are sincere in your efforts. For more information on the importance of trust in B2B marketing, read our e-book created in partnership with Katie Martell, “Trust Me, B2B: Building and Keeping Trust in an Age of Skepticism and Noise.”