Trust Factors for Strategic Digital Marketing

One of the biggest challenges that organizations face in today’s digital environment is how to drive traffic to their website and convert those visitors into leads or paying customers.

Digital marketing can be a powerful tool for building an audience and getting your message out there, but it’s important to remember that the end goal of any digital marketing campaign is increasing trust with your target audience and turning them into brand advocates who will share your content with others in their network and eventually buy your products or services.

The 5 trust factors are listed below, along with strategic digital marketing strategies that support each one of them.

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Personal Recommendations

It’s important to be authentic and your customers will appreciate it. When appropriate, offer up personal recommendations, preferably with a link.

If you’re an avid cyclist and notice that your reader seems to love that sport, consider pitching a bike as a gift idea.

If you try out a new restaurant, write about how great it is—and provide a link so they can see where it is on Google Maps.

A quick Google search will reveal many trusted reviewers who do just that: You know their reviews are unbiased since they don’t have an incentive or relationship with any company.

This trust factor makes them much more influential in their readers’ eyes than traditional advertising ever could be.

The key here is that you’re still giving them a healthy dose of information, so your goal is still to be helpful and informative.

Reviews and Testimonials

One of the most important trust factors in digital marketing is reviews and testimonials. Studies have shown that 90% of consumers prefer to do business with a company that has customer reviews available online.

Word-of-mouth advertising is also one of our oldest forms of marketing, but it’s also one of our most powerful.

This trust factor relies heavily on satisfied customers to not only speak about your business but to also leave positive ratings and reviews when they are happy with their experience.

Building a positive reputation from repeat customers through positive word-of-mouth advertising is vital in getting new clients because even if you target new leads, at some point, you’ll need others to trust in your products or services enough to give them a try based on what they know from others.

The second trust factor of strategic digital marketing is testimonials. When customers have found success with your product or service, they will be eager to talk about it.

Better Business Bureau

When you’re looking to build a business online, establishing trust is essential. Build trust through BBB accreditation by being held accountable to high standards—including transparent pricing and free complaint handling.

If there’s ever an issue with your services, BBB provides a platform for good companies to resolve complaints quickly and easily.

BBB is backed by a $1 million guarantee so businesses can pay only if customers are satisfied. Plus, almost every single country has its own independent chapter of BBB—so people are already familiar with it.

Customers are more likely to trust businesses that have been accredited by BBB. Because of that, BBB accreditation leads to increased sales and increased customer retention.

Certifications and Listings

Making sure your business is listed in all of the right places can seem like a daunting task. For example, you might be asking yourself: Does my business need to have a DBA? or Do I need to file for an S Corp election?

And let’s not forget about things like Google My Business (GMB) and Yelp! Local. While it can be difficult to tell which activities you actually need to perform, there are a few tips that will help guide you through these small but important tasks.

First, ask yourself if completing these tasks is required by law. Next, consider whether or not you have a compelling reason for performing them beyond being told to do so.

If you answer yes to both of these questions, then you should proceed. But if not, consider paying a trusted digital marketing agency to help you complete these tasks on your behalf.

An experienced company like Likeable Media can provide recommendations on how to get listed in GMB and Yelp.

Local as well as how to create an effective Google Analytics account or WordPress website in order to make sure that every online presence matters when it comes to digital marketing strategy.

Press Mentions and Social Proof

The first thing your potential clients want to know is how you can help them, and social proof from credible sources is one of the best ways to prove your credibility.

If a respected blogger or businessperson mentions your product, service, or brand, include a link to that mention in your content.

Press releases are another great way to establish trust in what you have to say; if you’ve been mentioned by or quoted in an online publication, cite it! (Make sure you keep track of these mentions—you might be able to use them later.)

You could also add testimonials on your website from people who have had positive experiences with your business; just be sure that their comments aren’t too vague and don’t overpromise results.


Building trust online is a challenging and ongoing process, but it is possible to establish trust that will make your site visitors more likely to buy from you.

The five factors described above are just a few of many such strategies that you can adopt. How do you build trust with potential customers?

What techniques have proven most effective in practice? Share your experiences and thoughts in the comments below.

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Categories: Reviews

Chris A.

Chris is a profound internet and Digital marketer who loves to find solutions for all your queries and doubts on tech and marketing likewise.


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