Trust is the holy grail of any successful business.
If customers don’t believe they can rely on you to deliver a positive, professional experience, they’re not going to interact with your company. That’s true whether you’re appealing to B2C or B2B buyers.
The good news is that in today’s digital world, companies can do a variety of things to make themselves more credible and trustworthy.
Some of these activities are simple, like including the right content on your website to demonstrate your authority.
Other strategies require a little more work, like pursuing your existing customers for testimonials and reviews that highlight your excellent service.
If you’re trying to improve your chances of collecting leads for your B2B writing service, you need an action plan covering some of the following points.
1. Include testimonials on your site
There’s nothing more valuable to your business than reviews from happy customers. The average shopper reads around 10 reviews before making a purchasing decision.
Researching previous happy clients is particularly important for B2B buyers. Remember, these customers often need to convince their bosses and stakeholders that you’re the right choice.
Adding testimonials to your website is an easy way to accelerate your credibility. You can place reviews on service pages to convince customers when they’re on the fence about a buying choice.
Use discounts on service renewals and other perks to encourage your existing customers to leave reviews after they’ve bought something from you.
Remember to make your testimonials as believable as possible with pictures of the person who left them, and links back to their social pages. Reviews that are as detailed as possible are also more believable.
2. Use social media
Many B2B business owners seem to think that social media is a solution for B2C clients and no one else.
However, social media is essential for all brands. Using social media helps you get your message out to a wider selection of people.
As a B2B company, your best bet for earning more attention is to post valuable content on LinkedIn. Try posting articles on your profile and join dedicated LinkedIn groups committed to writing.
This will allow you to network with people in your industry and showcase your thought leadership.
Remember to respond to content and messages posted by other authorities in your industry too. That way, you can showcase what you know and improve your chances of reaching new clients who might not have heard of you yet.
3. Minimize business downtime
There’s nothing worse for a growing business than unexpected downtime. If your website suddenly stops working and you can no longer connect with your audience, you’re missing out on potential sales.
At the same time, downtime looks extremely unprofessional for your brand. It indicates that you haven’t put enough time and effort into ensuring your site works properly.
While you might not be able to prevent all disasters from happening, you can at least take steps to reduce downtime.
Make sure you have the right hosting for your site and use regular maintenance checks to ensure that everything is working properly.
It’s also worth having a good plan for recovery in case of disasters. This strategy will help you to bounce back a lot faster if anything does go wrong.
Disaster recovery management plans can include everything from insights into where you’re going to store backups of your files to keep them safe and retrieve them if necessary, to information on how to connect with customers if you have an outage.
4. Be willing to answer questions
With a little luck, you’re already creating content for your website that answers some crucial questions your clients might have about what you do.
However, it’s important to ensure you’re listening to your customers and responding to their concerns more consistently too.
Check out what messages your clients are sending you on social media and other channels. You want to provide all the necessary information to keep your customers informed.
Remember, leaving your customers in the dark — even unintentionally — looks suspicious and unprofessional.
If you see any trending questions that seem to show up a lot for your audience, you can create a more in-depth guide for your website. Blogs and videos designed to educate your customers are extremely valuable.
Pay attention to the formats your customers prefer to use to get information from you. Some of your clients might like to read the answers to their questions in articles, while others like to stick with video.
5. Create case studies
Finally, we’ve already discussed how testimonials and reviews are amazing for generating social proof and encouraging your audience to trust you.
However, you can go even more in-depth with case studies. These are stories that highlight the things you’ve done for your clients to help them reach their goals.
A case study can provide a fantastic insight into what your writing can do for your customers. Remember to include lots of statistics, such as information about your bounce rate, or your conversion rates.
Case studies give B2B clients an insight into what they can expect if they decide to hand over their money and go into business with you. This often makes it easier to sell your services to the whole team, including any business leaders and stakeholders who may be uncertain about hiring a writer.
Showcase Your Credibility
There’s more to having a successful B2B writing company than generating amazing content. You also need to make sure you have the right system to attract new clients whenever you can.
Learning how to demonstrate your authority, trustworthiness, and credibility will give you a higher chance of connecting with more customers. At the same time, it also improves your SEO and online reputation.
Don’t underestimate the power of generating trust for your business, particularly in the B2B world.
About the author:
Ashley Wilson is a content creator, writing about business and tech. She has been known to reference movies in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can get in touch with Ashley via Twitter.