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Building Trust With Your Online Marketing

Today, one of, if not THE biggest challenges with online marketing, is creating trust with the prospect. Most inquiries from online marketing are fragile. Prospects from the Internet are wary and need reinforcement that you are who you say you are and will do what you say you will do. The missing ingredient at this point in the business relationship is creditability and trust.

What is the best and fastest way to build and trust? How do you communicate your creditability, expertise and goodwill to prospects online?

There are hundreds of websites and social media platforms in which you can participate to help build creditability. Angie’s List for example was created to help trade businesses build creditability. LinkedIn was supposed to be a networking platform for business.

The greatest asset of online marketing is in fact it’s greatest liability. The asset of the Internet, from your prospects point of view, is the vast scoop of places to buy what they need. The flip side of the coin is the vast number of your competitors they can buy from. The liability is anyone with $10 to buy a domain and owns a computer can start a webpage. Your prospect goes online to search for a service, which you provide, and on page one of the search results has 10 choices, not counting the banner ads. Who can he trust? Worse, are any of the search results scams with links once clicked on that will lock up their computer, or embed malware or viruses?

Prospects who come to you from the Internet naturally are skeptical and their reach for your service is fragile. The lead needs to be nurtured and brought along to the point of buying. What is the best way to do this, send them an email follow up? That is ok, but has limited effectiveness, due to spam filters and deliverability issues—email marketing is unreliable.

The most overlooked element to building creditability and nurturing leads along to becoming buying customers for your business is your use of and the quality of your printed marketing materials.

People know that anyone can easily throw up a website, but a business that sends them a follow up piece that is a printed brochure or booklet gains more trust and creditability. Because printed materials are tangible and can be touched and held, they make your business more real.

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    The additional benefit is that printed marketing materials do tend to hang around a lot longer than digital marketing, which is gone in a wisp.

    You need to do as much marketing as you possibly can including digital, social media and online marketing, but do not lose sight of the importance and effectiveness of putting something solid and tangible into the hands of your prospects.

    Digital printing has brought the cost of printed marketing materials way down. You can print in lower quantities for lower prices. A professionally design and printed brochure, booklet or catalog will help you sell more prospects. If you have made and are making an investment in having sales people, then it is even more vital for you to have professionally designed and printed marketing materials for closing tools and leave behinds.

    The second recommendation I can make is to work with a company like Wilson Print Marketing. We will take your ideas and turn them into highly effective promotional materials. There is tech to it. We have the tools and know how.

    Email Marketing For Business

    The last ten years email marketing for business has grown tremendously. Many people use email as a mainstay for marketing their business. You may be one of them. Why not use email to marketing your business, after all, it is cheap to do and is usually easy to get out.

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    Enter the last four years and particularly the last year and a half; malware, viruses, phishing schemes and ransom ware have made getting results from email marketing for business unreliable.

    The two main issues to get around to make your email marketing for your business more effective are:

    • What can you do to get around spam filters?
    • Once your email arrives, how do you get your customers or prospects to open it?

    Most of the old rules for email marketing, like using an opt-in list, do not make much of a difference right now. People are wary of inbound emails and web advertising. Have you ever clicked on a link or article on Facebook and have your phone or computer light up like a pinball machine?

    You want to create a flow of prospects coming to your business via inbound marketing techniques. Inbound marketing can be done using social media or by using proven, old school marketing techniques like direct mail.

    Direct mail to delivers your message directly into the hands of your prospects. The observable truths are that the majority of Americans have a mailbox, which is serviced by the United States Post Office, and people receive their mail on a regular basis. There are no spam filters to get through to get your postcard or letter delivered to your prospects door. There is absolutely no risk of your prospects computer catching a virus from direct mail. It gets delivered, its gets read period.

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    When you send out a direct mailer to your prospects they will get your mail piece. Now whether or not they respond to your offer depends on the offer you are giving, the design of the mail piece and the mailing list you use. Three things that’s it!

    Direct mail does cost money, yes. It is not free or cheap like email marketing. My question to you: is cheap or free marketing getting you to where you need to be?

    Direct mail still outperforms other forms of media in deliverability and results.

    We can help you improve the quality and volume of prospects coming in your door with a targeted direct mailer. Call us for more information.