How much do people trust businesses? How much trust do they give to whom? A study conducted by Nielsen involved 40,000 individuals from around the world, which found that “89% of people most trust recommendations from people they know.” Honestly, if we have the option of listening to someone we already know rather than an advertisement on our computer or phone, we choose someone we trust. Of course, as business owners, we can’t always meet people in person, so how can we improve our marketing to get people’s trust?  Last time, we discussed the tools to use. This time, let’s talk about how you use them to let your audience know you, trust you, and feel connected.

1. The Human Factor in Digital Marketing

People tend to trust those they can see and get to know, which is a natural inclination. Why is this? In an article by the University of Texas, it said, ‘Albert Mehrabian, a researcher of body language… found that communication is 55% nonverbal, 38% vocal, and 7% words only.’ When we speak with others, we mostly pay attention to their body language. This means we primarily focus on body language when we communicate. In the online world, video calls allow tone and body language to come through, while social media uses expressions, photos, and emojis to convey personality.

 Branding is also important; it shapes how others perceive you, and it communicates your purpose. This includes the way you express yourself and the words that you use that make you unique. Being authentic in your branding helps build trust, allowing people to see you as a real person who understands their needs, rather than just another page trying to sell something.

2. Letting People See the Person Behind the Logo 

So, how do you improve your branding and marketing skills? Well, you can start by sharing your story or journey. Share your ups and downs. What was easy and what was not? People want to know they can achieve their goals too. These stories build trust by showing you’ve walked the same path your audience is on. Also, you can use your newsletters, blogs, and especially your social media to keep your audience updated on your successes and your hardships. 

You can also use these tools to show some behind-the-scenes work. Many people don’t trust businesses because they feel they are being lied to and believe everything is sketchy. This is why this is another way of showing your relatability. Your clients want to know how you work. Should they buy from you? How authentic and relatable are you?

3. Building Trust Through Consistent Visibility

These techniques work only if you stay consistent, as consistency builds trust. When forming a genuine friendship, you regularly spend time together and share personal details, which fosters comfort and trust. The same applies to sharing your life online.

Stay true to your personality—don’t change it for the internet! Be open about your work, likes and dislikes, and values while maintaining a consistent tone and style across your platforms. Over time, people will recognize you not just for what you sell, but for who you are.

4. Using Core Values to Attract the Right Audience

Your customers want to know about you, and everything that defines who you are comes down to your values. Sharing your values is one of the most important things you can do when introducing yourself. Why is this important? When you clearly state your core values, people immediately understand whether they align with you.

Your values speak to the “why” behind your work, and you set the tone for what it’s like to collaborate with you. For example, if a business highlights transparency and fairness, it attracts clients who also value honesty, and it discourages those who expect shortcuts or hidden deals.  People want to belong to communities that reflect their worldview, and by sharing your values, you can help the right audience feel included. Meanwhile, the “wrong” audience naturally disengages, which is beneficial because it keeps your community authentic and strong. So, weave your values into your stories, captions, or website “About” page to connect with the right people.

5. Tools That Humanize Your Marketing

Just like we saw in our blog “Digital Marketing: What Every Business Needs to Know,” we have so many tools for you to build your branding and marketing in order to connect with your customers. You have newsletters, blogs, and social media. You can show video content and live Q&A sessions. All of these are to help be the person behind the brand. Someone they can connect to and talk to with comfort, so dont forget to use them! 

Conclusion

In conclusion,  your tools are only as effective as the person your audience sees behind them. Start showing up for who you are, and not just your brand name. The more people know you for who you are and your values, the more loyalty you’ll gain. You can also gain referrals, and this can mean more people who can become loyal customers. Remember, not everyone is going to agree with your values, and that’s ok because it keeps your community authentic and strong. The more consistent you are, the more probable you are to find them. This week, post one behind-the-scenes photo or write one short story about your journey. Start small and stay consistent!