When Buyers Don’t Know You, They Don’t Choose You.

When a buyer decides to purchase from your competitor instead of you, your gut instinct might be to reevaluate your messaging, audience or offer.

But there’s another common reason buyers aren’t choosing you.

They don’t know or trust your brand.

There’s a lot on the line every time a business makes a purchasing decision. So B2B buyers have to trust the company they’re looking to buy from, believe in their products and services and be able to justify the investment (and risk) to other decision makers.

The path to building buyer trust.

Today's buyers aren't interested in talking to your sales team—at least not right away.

Instead, they’re sharing intriguing social content in online chats, requesting recommendations from peers and asking questions in industry communities.

Buyers place more trust in the companies their peers and colleagues are talking about, making it critical that your company works its way into those behind-the-scenes groups and conversations.

To do that, you want to create content that’s inherently valuable so your buyers and their network see it, appreciate it and gradually start circulating it within their communities.

Create share-worthy content and resources.

Content is more likely to be shared when it focuses less on your brand and more on your buyers.

Consider buyers' current challenges, how they’re trying to overcome them and the guidance and knowledge your company can provide.

Make sure you’re offering fresh takes that don’t just recycle and rehash the points other thought leaders or companies have already made.

You want buyers to look to your company for unique, insightful perspectives that spark conversations with others and help them make decisions for their company.

Because when you provide genuine value upfront, you show buyers why they should trust you.

But don’t stop there.

While it’s critical to develop buzzworthy content, you must also be active on the various platforms buyers engage with.

Most likely, there are a few channels you’re currently underutilizing. But you don’t need to develop and maintain a consistent presence on each one to broaden your brand’s reach.

Instead, you can expand the channels your company is on by collaborating with people your audience already trusts: thought leaders and influencers.

When you link your company to someone in your buyers’ circle, they’re more likely to trust you—and think of you when considering their next purchase.

For more sales and marketing insights, subscribe to our newsletter or follow us on LinkedIn.

?