This process is the most appropriate. But it has a problem. Data analysis tends to take us away from reality, causing us to gradually lose perspective. We stop seeing things in context. We get so close to the tree that we stop seeing the forest .
When working with metrics, it's easy to forget that we're communicating with people, factors external to our marketing activity, and intangibles that directly affect our results.
Customer trust is an issue that is equally korean girl whatsapp number or more important than CTR, conversion rate, traffic received, acquisition costs, etc. and not so easy to manage. I am talking about:
Audience profile : Have we correctly defined our Buyer persona ? Do we know our audience well? Are we clear about who we are targeting and what motivates their purchase?
Value proposition : Is our product or service what our customer is looking for? Do its features respond to what they really need?
Positioning and Branding : Do we have the right positioning? Does our communication focus on what we do best and what our audience is looking for? Is it different from our competition? Does our brand strategy adequately reflect this? What segment are we in (top 5, medium, low)? How does this affect the generation of trust?
Market : What is happening with our competition? Are they stronger than us? Are they getting better at capturing our audience's interest?
Marketing strategy : is our strategy the most appropriate to accompany our audience in the purchasing process?
Web : and a fundamental part, is our website capable of transmitting our message and positioning? A bad online experience ends a commercial opportunity.
I could go on listing factors, such as customer service, communication, etc., but these are the most important ones. What I want to highlight is that:
The explanation for the results of marketing campaigns often lies beyond the data we manage.
If we continue to analyse along these lines, what are we trying to achieve with our marketing activity? Influencing the purchasing decision. And beyond the objective factors (functionality, price, etc.), what do we have to work on to get people to buy from us? What is the ultimate factor that makes our audience decide? Trust as a business value.
All the factors I have just mentioned are part of the methodology for defining a marketing strategy, and they directly influence how to generate customer trust.
Customer trust is a key factor in sales to end customers (B2C) , but even more so in sales between professionals or companies (B2B), where the purchasing process is much more thoughtful and subject to professional criteria.
B2B buyers are clear that if their trust value in a company is not sufficient, or they do not trust us, they will not hire us. In addition to risking their professional prestige, they are putting the future of the company at risk.
Marketing strategies to build customer trust
As we have just seen, the value of trust in a company and the consequent generation of trust is the sum of many details. From marketing we can work to give them visibility , but customer trust and trust as a business value is something that must be breathed into the company's culture.
What is the best way to build trust in B2B? What do we need to prove to our future customers? Knowledge and experience .
We have to show them that we know how to do it and that we have done it before.
Without this basis the factors mentioned at the beginning of the article would not hold.
If we go to the field of marketing, and assuming that we have worked on these factors, how do we translate this need to know how to generate customer trust into specific marketing actions that transmit it?
Before I begin with my proposals, we must take into account an important consideration.
The size of the target population in B2B is usually quite small (and even more so when compared to B2C), so in the balance between quantity and quality, we must prioritize quality. We have very few opportunities to capture their attention and we cannot risk giving a bad impression.