Buyers want to know they can depend on the product.

Social media makes it possible for potential customers to find information about a product from other sources than the company that produces it.

What can companies do to build trust?

• Post testimonials that include the customer’s name and business.

• Provide third-party evaluations or even a trial version of your product or service.

• Generate case studies of clients who have used your company’s product or service.

Case studies that step a potential customer through the decision-making process can be especially helpful. Business owners are sometimes not sure of what they need or even if they need what you have to offer. Bringing them along in an authentic way often builds trust.

Data from the Alternative Board indicates that up to 62% of small business owners decide not to buy a product because the marketing is too sales oriented.

Sales-centric marketing can stifle your efforts.