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In the latest installment of our Behind the Sign webinar series, content guru Robert Rose shared how small business owners can build trust with customers by revving up their content game. The marketing coach, consultant, author, and educator left us with a host of takeaways, including some that doubled down on the importance of trust, data, and the need to set yourself apart with your digital content.
Rose emphasized that successful marketing is driven by relationships. Whatever our business size, we need to expand our relationships with customers:
In a marketplace inundated with options, your content can thrive if you treat it as an extension of your offerings – a product that sets businesses apart:
Rose highlighted the importance of prioritizing trust-building initiatives across all touchpoints of the customer journey. From the initial discovery phase to post-purchase interactions, businesses must deliver consistent and reliable experiences to nurture long-term relationships. Doing so creates loyalty and advocacy among customers, thereby driving sustainable growth.
Trust level: How trustworthy your website, your blog, your emails? When customers first discover your business, what is the level of trust? If you’re asking for their personal information, have you already gained their trust?
Is it too new? Are your content experiences too cutting edge? In other words, is there a relatability factor for new content ideas that would make sense to introduce to your customers? If your ideas veer into uncharted territory that has nothing to do with your business, you might lose their trust.
Consistency: How consistent are your content experiences over the course of your mapped customer journey? Does it resonate with the same audience every time? Ensuring it is focused and consistent will increase trust with the audience it’s intended for.
By diagnosing these trust touchpoints – even just your website homepage – can identify areas for improvement and inform more meaningful connections with your audience.
Rose emphasized the need to look at your data to understand customer needs and preferences so you can deliver personalized experiences. By analyzing data effectively, small businesses can tailor their marketing efforts to resonate with their target audience.
Do an experience audit
Review your customer journey. Evaluate how customers discover, consider, and buy and refine your marketing strategies to deliver engaging experiences. From website usability to post-purchase support, each touchpoint presents an opportunity to build trust and foster meaningful connections.
Map your ideas into story packages
Rose advocated for a storytelling approach to content creation. By developing a central narrative and breaking it down into smaller, interconnected content pieces, businesses can create engaging and compelling experiences for their audience.
Audit your content
As a step beyond the experience audit, look at your content and how it builds trust. From a potential customer discovering your brand to the point of conversion and beyond, touchpoints should reinforce trust and credibility. Align content with expectations and values to create authentic connections.
Do an audience audit
Understanding your audience is key to crafting effective marketing strategies. Some who discover your content might not have any intent to buy from your business. Rose labeled 3 zones of audiences: those in "indifference” (apathetic), “unintended” (fake email, competitors) or “opposition” (trolls).
Re-define what a customer is
By understanding our audience, we can become smarter. We need to know what’s valuable to them to convert them into evangelists.
With these insights from Robert Rose, small business owners have the opportunity to navigate the complexities of modern marketing with confidence and creativity, unlocking new opportunities for content success. By prioritizing relationships, fostering trust, and leveraging insights informed by data, businesses can create authentic and compelling experiences that resonate with their audience.
Ready to revolutionize your business? Watch webinars at Behind the Sign of a Better Business and stay ahead in the ever-evolving world of digital marketing.
As a coach, Robert works with marketing leaders and practitioners to help them navigate the new complexities of modern marketing and digital content. Robert’s training curriculum is the official education to become certified by the American Marketing Association as a content marketing leader.
BBB Great West + Pacific
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