Article

Gal Borenstein
Gal Borenstein 31 August 2021

Strategic Steps to Building Digital Brand Trust for B2B Enterprise Markets in 2021 and Beyond

In the age of digital marketing, the single most important factor in accelerating a sales cycle is TRUST. The faster you get there, the faster your conversion will be a win. And since trust isn’t given, it is earned online by challenging your own assumptions to ensure they’ve been verified, validated, and communicated effectively with the right ROI metrics.

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  1. Are you self-aware of your brand’s definition? Introspect on what makes your product or service better than the rest.
  2. Establish proof points. Find and articulate evidence-based facts about your brand promise to the market.
  3. Ask customers. Why do they like your product or service? What needs improvement?
  4. Synchronize internal and external perceptions of your brand. Identify and validate if your promise to market is the SAME reason that clients buy from your brand.
  5. Find a nemesis. Analyze and compare your competitors’ messaging and if there aren’t any, use sheer ignorance as a faux antagonist to build a persuasive argument. Your differentiation must include “Unlike the Nemesis, we do it better, faster, cheaper (insert your unique value).”
  6. Learn on the fly and stay agile. If your marketing campaign assumptions are flawed, change the game strategy.
  7. Benchmark and measure success. Analytics tells you what’s working and what’s not. Test and compare new strategies.
  8. Identify the right sucess metrics for your marketing and sales enterprise. Key in on the analytics that matter to your clients; not the vanity metrics of a software program promoting their data visualization as a ‘given’. What’s right for you, isn’t always right for everyone.

About the Author: Mr. Gal Borenstein is CEO of The Borenstein Group, a leading B2B and B2G digital branding agency. Learn more at https:/www.BorensteinGroup.com.

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