to build brand trust in SaaS marketing

You need to build brand trust if you want to be successful in your market. In these modern times, the trust between consumers and companies is a rarity. Why? Businesses haven’t shown much respect for their audience. As technology has advanced, this trust has been eroded further.

Jascha Kakas-Wolff was recently invited to speak on our Best Story Wins Podcast about how brands must evolve. This topic was still fresh in his mind.

Kaykas Wolff: “We have a huge deficit of trust in the business world.” This is due to a number of factors. Many businesses claim to be working in the best interests of their customers, but their actions show otherwise. Kaykas Wolff says that the evidence for this is all around us.

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  The collection of data without consent.
  
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  The creation of content that is tailored to the brand message and not the audience needs.
  
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  Unsolicited email in your inbox.
  
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  The homepage of a brand is often a mess, with a clunky UX.
  

Most brands are unaware that they’re actively putting their customers off by doing these things.

It’s a problem that is especially pertinent in SaaS, since you don’t only target one buyer.

According Gartner’s researchspan size=”font-weight 400 ;”>,, the average number stakeholders who influence a B2B purchasing decision is 11.

Lack of trust can affect any of these decision makers at any point in the process, and cause your business millions of dollars of lost deals.

There are many things that you can do in order to build your credibility, trust and long-lasting relationships.

How SaaS marketers can build brand trust

It takes time to build trust. It is built up over time, using many different touchpoints. These tips will help you build trust one piece of content and tweak your approach.

1. Adopt a client-centric approach.

Kaykas Wolff claims that, although most companies claim to be customer-centric in their approach, they don’t always act this way. Instead of focusing their attention on the benefits that the brand can provide to the customer, they focus on the things customers can do for themselves or how they can get customers to do certain things. It is nearly impossible to create trust and community. You need to concentrate on your audience if you want to develop a content strategy that is customer-centric.

Use marketing personas and empathy to develop content that your audience can relate to. These brands have created content with empathy that is truly engaging.

2) Create an experience that is consistent with your brand.

Consistency is comforting to people. Brands must be there for customers throughout their buying journey, and do so every time. From product quality to customer service to website design, there are many factors that can contribute to a consistent experience. One of the best ways for SaaS marketers to create a consistent brand experience is by building a strong identity.

• You can use strong messaging to tell a consistent narrative throughout your content.
• Create a strong visual identity to help your brand stand out and be instantly recognizable by your audience.
• Define the personality and voice of your brand . By following clear guidelines you can make sure that everything, from your tweets to home page copy, is consistent and on-brand.
• Reiterate your brand positioning throughout the buyer’s journey.

Tip: Our free toolkit will help you create a brand identity and make it easier for you to create content that is on-brand every time.

Content is the best way to build credibility.

You need to produce the right content on the right channels if you want to create a brand that is centered around the customer. You need to tell stories that your audience needs and wants to hear, in a professional way. There are now more ways than ever to tell stories that your audience wants and needs to hear.

• Data storytelling is a great way to tell stories. Use your data to discover interesting and relevant stories. Also, you can dig up public data. It’s a great way to increase brand trust, because numbers aren’t lies. You can expand your reach by using data-based content that is appealing to media outlets.
• Think about offering thought leadership in industry publications. This is an excellent way to demonstrate your expertise and build your brand.
• Extend your partnerships and endorsements. Work with brands or influencers who share your values. Credible endorsements and partnerships can increase your brand’s trustworthiness and credibility.
• Create content together with publications. You can boost your credibility through co-creation of content with publications. It’s a win-win situation. Your expertise benefits the publication, and your brand gains from their reach.

Check out our tips for creating publication-tailored material with your preferred publications.

4) Customize your content.

Content bombards your audience all day. The more you humanize your audience, and show that you care about them, the easier it will be to connect with them.

• Personalize your marketing messages to the unique needs and pain points of your target audience.
• Use humor to establish brand trust. Inside jokes are a great way to show your audience that you understand their challenges and can relate to them. It’s important to create content that’s not boring and is fun. Check out our tips for creating SaaS content without. )
• Analyze data to better understand your customers’ preferences, behaviors, and needs. This insight allows you to tailor your messaging, formats and channels.

Copy is a great way to get attention. Use these tips to emotionally engage your audience through your message.

Share your values.

Transparency and honesty are essential if you wish to gain the trust of your audience. You need to be honest and transparent not only about your pricing, policies, or business practices but also your values.

It’s not just about accountability (although it is important). You will attract more people who share your values if you make it known who you are and what you stand for.

• Participate in community initiatives and support social causes aligned with your brand’s values. Demonstrating that you are committed to making a positive difference will help build trust with customers.
• Share your culture. People want to see what goes on behind the four walls of your business. Social media is a great tool for revealing the truth. See more tips on how to showcase your culture in social media. )

You can share your values in many ways through content. Take inspiration from these smart brands who have done well.

6) Provide social proof.

You need to show proof that others have worked with you and trusted you. This is particularly true in SaaS Marketing, where buyers spend large budgets on the product and must get multiple people’s buy-in before they can close the deal.

92% of B2B purchasers are more likely than not to make a purchase after reading an honest review.

G2 and Heinz Marketing

It is important to keep social proof at the forefront of your buyer’s journey.

• Encourage customers to leave reviews. Encourage customer reviews.
• Share marketing stories that show the success you’ve had with your clients. Find out, for example, about how we helped Happy Money to reach millions of people through social media.
• Share user-generated content to welcome customers into your story. People are more likely trust you when they see others engaging with your brand.
• Make sure to highlight your best case studies. You can also make them visible on your website.

Use our guide to create powerful customer success stories.

Gather feedback from them.

You can’t have a one-way discussion with your customers if you want to develop strong and healthy relationships. At every contact point, you need to show that you value your customers and engage them regularly.

• Interact with your friends on social media. Respond to questions, comments, etc.
• Use social polls, emails surveys, etc. to get feedback. This is a great opportunity to get feedback.

Email marketing can be a great way to build a relationship with your audience. Check out our tips to help SaaS marketing professionals improve their email campaigns.

Remember Value as the key to brand trust.

To maintain and grow a relationship with your audience, you must first provide value. Create content that is relevant to your audience’s needs. Show that you care about the things that they are interested in. Promoting the values that you both share is a great way to start. Look for ways to improve your relationship with each other.

Subscribe to the Best Story Wins Podcast and listen to Jascha’s Kaykas Wolff episode. He will show you how to cultivate trust and empathy with your audience.

The article How SaaS marketers can build brand trust first appeared on column five.

Author: Katy French