On LinkedIn the other day, I saw a discussion that piqued my interest: Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today? Just one word. What would you choose?

The comments were many and varied. Some come to mind right away, like time, relevance, noise, profitability, measurement, value, and competition.

Here’s the word I’d choose: credibility. I think that’s a big one. It’s a challenge, and it’s essential.

Credibility is all about proving your company does what it says it will do. You stand behind your goods or services. You know what you’re talking about. You have a proven track record. Your clients will go to bat for you. You have a reputation for providing impeccable customer service.

What makes credibility so difficult to establish is that it doesn’t just happen overnight. It takes time and experience to develop. So you’re a credible organization. Does your social media marketing reflect that? In an age of fragmented, fast, and short communications, developing credibility is even more difficult. The basic tenets are the same though:

1. Be honest. Don’t promise more than you can do; don’t boast more than you’ve actually done.
2. Be personable. Jargon and canned responses make you sound like a robot. Have real conversations with your prospects and clients.
3. Be transparent. Let people see how you operate and freely offer information about your company, process, and history.
4. Be responsive. It’s vitally important to answer questions and reply to comments in a timely manner.
5. Be consistent. Your credibility will plummet if your messaging paints conflicting portraits of your company.

To win new clients, you have to earn their trust. It’s essential for every company to establish its credibility and reinforce it at every opportunity.