Hot Take: Trust > Ad Spend

The Problem With The Hare-Approach: Why Ad Spend Isn’t Enough

We can all fall into the trap of knee-jerk reactions and looking for a quick fix. If I overeat at Christmas, I’m ready to undertake a 72-hour intermittent fast during New Year’s after stepping on the scale.

If your competition lands a fantastic client, you might think, “I need to spend more on ads!” or “I’ll just offer a massive discount and get them in the door.” 

It doesn’t take long in the business world to know that knee-jerk tactics are often doomed to fail because they’re reactive, short-sighted, and almost guaranteed to backfire.

If you promise roses and deliver dandelions, your flashy advertisements will only amplify the disappointment. Business history is full of companies with generous advertising budgets and stunning optics, yet who fail to deliver the product or quality they promised.

Theranos lied, the Fyre Festival became a health and safety crisis, and does anyone remember purchasing a Pebble? 

The extensive coverage of examples like these has made customers savvier. The public can spot a deceptive ad from a mile away. In the modern age, they’re also quick to share their negative experiences online. One terrible review from an unhappy patron can erase the impact of thousands of dollars in marketing. 

There is a brutal honesty in the digital age that feels new, but the timeless truth remains: 

The truth always comes out. 

Credibility building is a marathon, not a sprint. It’s about consistently showing up and delivering on your promises, even when inconvenient. It’s the small, often unseen details that matter most.

How a Marketing Consultant Can Help Build Trust

So, what role can a marketing agency (like us!) play if business can’t buy trust?

A great agency isn’t just there to sell flashy ads; they can help you tell your story authentically and create systems that foster loyalty and credibility. 

Think of a marketing agency like your marathon-training coach. 

Here are five ways a great marketing company can help a business build trust with its customers and the public:

 

1. Crafting an Authentic Brand Story: 

A marketing consultant helps you define and articulate what makes your business unique. “Unique” goes beyond a simple logo or slogan. It involves identifying your brand’s core values, mission, and human story. Customers who connect with your “why” are more likely to trust you. 

It’s about showing the human heart of your business, not just the product you sell.

 

2. Developing a Proactive Content Strategy:  

Consistent performance over time builds trust. A marketing consultant can help you create a content calendar that regularly provides value to your audience. 

Value-adding might include blog posts that answer common customer questions, case studies that showcase your successes, or social media content that shares behind-the-scenes looks at your process.

By providing helpful, non-salesy content, you position yourself as a trusted authority.

 

3. Managing Online Reputation and Reviews: 

In the digital age, your reputation is in the hands of the public. A marketing company can monitor online reviews, social media mentions, and forum discussions to track what people say about you. 

They can also develop a strategy for responding to positive and negative feedback sincerely and professionally. A public and gracious response to a negative review shows that you care and are willing to make things right, which is a powerful way to build credibility.

 

4. Facilitating Customer Testimonials and Case Studies: 

Word of mouth is the most potent marketing form; a consultant can help you capture and amplify it. They can create a systematic way to collect customer testimonials, conduct interviews for detailed case studies, and feature user-generated content. 

Highlighting the positive experiences of your existing returning customers provides social proof that you are a business worth trusting.

 

5. Advising on Ethical Advertising and Transparency: 

A good marketing consultant will not let you fall into the trap of deceptive marketing. They’ll help you create honest and transparent advertisements focusing on your product or service’s benefits. 

They’ll also advise on being transparent about pricing, terms of service, and product limitations, ensuring that your public-facing materials are always truthful and ethical.

 

A great goal is never to need to spend a fortune on good public relations because your customers become your PR department. Every happy customer is a walking, talking advertisement for your brand. This authentic, organic reach is more powerful and effective than any paid campaign.

Embracing The Tortoise: Take Time To Build Trust

So let’s get back to the idea of long-term goals. Building a business takes time. A series of small, consistent actions creates a strong reputation. Think about creating a legacy instead of focusing on a quick cash grab. 

Ask yourself, “What kind of business do I want to have/be known for in five to 10 years?”

A business built on trust is a business built to last. It’s resilient, respected, and better able to withstand the market’s ups and downs. Patience and integrity can be your most powerful assets for long-term sustainability.

So, the next time you feel pressured to compete with a flashy rival, take a deep breath. 

Focus on your customers. Deliver on your promises. Think of trust-building strategies for your business.

Be the slow and steady tortoise. 

Because in the end, nothing sells better than trust.