What do we mean by trust, and why is trust important in today’s business climate?

I think it really boils down to believing a company will do what it says it’s going to do, deliver the product it guarantees, live up to its promises. In B2B relationships, trust is credibility, integrity, and competence all wrapped up into one concept.

So trust basically means that a prospect believes your company can and will do what you offer. Why is this trust so vital for success?

Wider playing field

The business climate today is exceedingly competitive. The Internet allows customers to cast a wide net to search for a product or service provider. A company doesn’t have to be geographically close to be a viable vendor, so the competition is not just in your town or region — the competition is everywhere and anywhere. With all of the possibilities available, if a prospect decides to go with your company, it’s likely because they trust you.

But how do you earn that trust? You earn trust through what you say, and what you do. Prospects and customers pay attention to how you behave in every aspect of your business.

When you share quality content, you build trust.

Because your content marketing program is the face of your business, prospects form opinions about your company from those communications. They see that you attend to your corporate blog consistently, that you monitor your reputation on social media sites, that you regularly engage in industry-wide discussions, that you have recent testimonials from satisfied clients. It’s the consistent activity that you do that builds trust in your organization.

It can be difficult to make your company stand out from the competition. Being consistent with your online presence is a basic way to get noticed and to build your reputation. Remember, proving your trustworthiness starts with regular, frequent attention to your online reputation and content marketing.