I don’t think trust has ever been more important in marketing.
Customers have more choice than ever, more information than ever and, unfortunately, more reasons to be sceptical than ever.
A few years ago, having a decent product and a competitive price could take you a long way. Today, that’s often just the starting point.
In many industries, customers are comparing multiple businesses offering something very similar. At the same time, they’re being exposed to endless marketing messages, AI-generated content and businesses they’ve never heard of before.
It’s becoming harder to stand out and harder for customers to know who to trust
I’ve seen this particularly in healthcare, where competition has increased significantly over the last few years. Customers aren’t just comparing prices. They’re deciding who they feel comfortable buying from, especially when the product or service will impact their health.
That’s why I think trust is becoming a competitive advantage in its own right.
It’s no longer enough to simply get people onto your website
You also need to give them confidence in the business behind it.
Trust can be built in lots of different ways:
- Customer reviews and testimonials
- Showing the people behind the business
- Expert-led content that helps customers make informed decisions
- Clear information about who you are and what customers can expect
None of those things are particularly new. What’s changed is how important they’ve become.
Customers are more aware of scams than they used to be. They’re more cautious about where they spend their money. And they’re often researching businesses long before they’re ready to make a purchase.
The brands that build trust early are in a much stronger position when that buying decision eventually happens.
Because in increasingly crowded markets, trust isn’t just supporting the sale anymore, it’s helping drive it.