Earning Trust Online
August 7, 2008
Steven Van Yoder recently sent us an article which speaks about establishing trust and credibility online. While focused towards an online business, it is very relevant to a real estate agent seeking to plant their flag in an ever increasing Web 2.0 world and beyond.
Public relations isn’t something most people starting an online business think about. Why is it so important to someone in business?
I think too many people who run online businesses serious shortchange themselves by only concentrating only on online marketing channels and ignoring the broader offline world of their prospects. Why pursue PR? Because no other marketing method delivers so much impact for so little investment of time and money.
Should someone who is running an online business worry about building their reputation offline? Why?
Online marketers should consider PR for two simple reasons: to achieve visibility and to establish credibility. Regarding visibility, prospects are influenced by mediums other than the Internet. They read newspapers, magazines and listen to the radio. To reach your market niche comprehensively, you need to explore ways to reach your prospects beyond the Internet. It will help you drive traffic to your web site.
Establishing credibility and visitor trust is a real challenge for online businesses. As we all know, consumers are more skeptical than ever. You can’t just tell your visitors to trust you, you must show them you are trustworthy. PR can help you do that.
When you read about a business in the newspaper or hear about it on the radio, chances are you immediately elevate that business above its competitors. It has solidity and credibility. Anyone can publish an article online, for example, but not everyone can publish the same article in a magazine.
On the web, it’s hard to know who’s for real. Personally, I’m almost always more likely to spend my money with web sites that demonstrate credible links to the offline world. I immediately feel less skeptical when I see web sites that have been profiled in newspapers, or web site owners who publish articles in magazines and newspapers.
Ultimately, becoming slightly famous is about earning a place of trust and distinction in the minds of your best prospects. A total public relations mindset–that embraces not just online PR but offline channels as well–will help you build the “trust” factor into your business.
About the Author:
Steven Van Yoder is a recognized expert on public relations, executive branding and thought leadership marketing. Yoder has been featured in over 200 publications. Steven speaks regularly to business groups and his insights about marketing, branding and thought leadership marketing.
Get The Word Out Communications, his San Francisco-based marketing, branding and public relations firm, helps helped hundreds of companies become recognized authorities in their industries, reach their best customers, and develop a unique brand identity to attract more business with less effort.
Steven is based in San Francisco and can be reached at steven@getslightlyfamous.com or at www.getslightlyfamous.com.
Great article thank you for a reality check.
I’ve been more productive and more recognized by prospects and my peers with a good balance of online and off line marketing rather than heavy on one and not the other.
Excellent points on gaining credibility in the offline world first. It’s true - once people read about a site in print they are far more likely to trust it when they come across it next.
Cheers