If asked for one marketing tip that can have a big impact on a company’s marketing today, my answer is trust signals.

Trust signals are marketing assets that move buyers to action. They include customer reviews, case studies, and other marketing that validates assumptions.

Fifty seven percent of all buying decisions happen before buyers contact a business. This is why marketers today are using trust signals to sneak inside the minds of buyers early in the process.

How often does your business attract interested buyers that disappear forever? It’s very likely they sniffed out something that broke their trust in your business.

The new reality is that buyers will rarely approach a business unless they have a relationship with a person in it. By creating trust signals that adapt to the buyer’s journey, a business can earn layers of trust.

You will discover that most trust signals are 3rd party validations. There are also a few you can create. They are all powerful reputation management tactics.

No. 1 — Short Form Video

People want to trust you. For that to happen they first have to get to know and like you. This is why you will be hearing a lot about video in 2019.

A recent study revealed short-form video is the best converting content for 53% of marketers. These are not studio quality videos. They are often impromptu videos made with a mobile device.

You can use video to show your personality to get closer to buyers that are making comparisons. You only need to communicate that core message that makes your business right for them.

No. 2 — Customer Reviews

Reputation management is evolving into a must-have marketing asset.

• 57 percent of buyers ignore businesses with less than 4 star Google Reviews
• 91 percent of millenials trust reviews as much as personal referrals
• 89 percent of consumers read the responses business make to reviews

This data should get your attention.

Commit to managing reviews on platforms like Yelp, Angie’s List and Google My Business. Also, sprinkle customers reviews across your high traffic website pages.

No. 3 — Local SEO

Google has tried and failed after repeated attempts to crack the social media code. Now it appears to be getting traction with Google My Business.

Google recently added a feature where people can follow a Google My Business page. These followers can comment by leaving reviews. This is starting to feel like another attempt at a social network.

We don’t yet know for sure, but we do know this is Google. These are social signals that influence buyers and can boost your SEO.

Did you know the landscaping industry ranks well below average for Google Reviews?

It’s time to get to work on this.

No. 4 — Social Media Comments

Earlier this year Facebook did a major algorithm refresh. One outcome was giving posts that earn meaningful comments priority in the Newsfeed.

Comments speak to the validity of the news. That collective voice of the community is what everyone is most interest in.

The bottom line is your social media doesn’t matter. What does is the response to it. Try using more video to earn engaging comments from your audience.

No. 5 — Community Involvement

Being active in Rotary or the local Chamber of Commerce is a great way to meet people and earn their trust.

Doing good work for the community signals the character of a business.

Involvement in these micro-communities extends to the larger community. If you earn the trust of a few people it will spread to their friends.

No. 6 — Case Studies

Research going back decades shows people do not trust institutions. This holds true for businesses, even small businesses like yours.

This is why case studies in which happy customers tell their story are so valuable.

Buyers relate to case studies that capture the authentic voice of a real customer.

If you are not a good interviewer you may wish to hire an outside expert to do this. He or she will know how to get the right information that will speak to buyers.

No. 7 — Industry Certifications

Industry certifications may not be as powerful as they were years ago. Yet they can often serve as tiebreakers.

It is likely buyers know little about the certifying organization. But they can see that you are keeping your training current, and that sets your business apart.