In times of uncertainty and change, trust is more important than ever: in people, products and services. Trust is needed to build and strengthen relationships. This also applies to B2B online marketing measures. We explain what makes trust a strategic pillar of B2B communication.
Trust is an important cornerstone of interpersonal relationships
- In B2B online marketing, trust is a of B2B communication prerequisite for marketing measures
- Trust marketing is based on reputation capital, basic trust & advance trust
- Uncertain times particularly afghanistan number data require trusting cooperation
Without trust, no relationships can be built. Neither on a private nor on a business level. Because trust is the basis of all interpersonal relationships: Does the person keep their promises? Does the company fulfill the commitments it made in the contract? Will the product promise meet the expectations of the company’s customer? Rachel Botsmann puts it this way: “First we have to trust the idea, then the company, and finally we have to trust the other person.”
So how do you create trust in a B2B brand?
- What reputation does your company have on the market?
- What reputation capital does it have with existing and potential new customers?
- Do customers give you the benefit of the doubt?
Various factors play an important role in building trust. However,
these can vary from person to person. Your company’s communication is also crucial to generating trust. Data protection and security are of B2B communication particularly important for digital communication. According to the Adobe independence from b2b email marketing study “Digital Trends 2020”, investments in these topics are almost two-thirds more likely to lead to customers perceiving the brand more positively. So before a B2B customer even considers the product or service, a basic level of trust must be present.
The reputational capital of a B2B brand, the advance of trust and the basic trust are central pillars of trust marketing.
Jens Stolze, creative360
This basic trust is a guarantee that users stay on the website and are really interested in your product or service. It is not without reason that online shops have been working with so-called trust signals for years. These are signals that are intended to of B2B communication gain the trust of users. The main aim here is to prevent purchases from being line data abandoned in the shopping cart. Trust signals are also important for classic B2B websites without a shop. Trust signals are diverse: These can be customer statements, certificates, company reviews or seals.
It is crucial to know what the target group needs in order to build trust in the B2B brand. Information on the use of cookies and the data collected in forms is also crucial. GDPR rules must be observed, as must user needs. The way in which a B2B website or an online shop for B2B companies generates trust must be conceptually worked out from the start. This should also be incorporated into the structuring, design and text creation of websites from the outset.