If you are doing any marketing or sales at all, you are in the business of building trust.
But who or what do people trust?
The following data is from Forrester Research based on a survey of online consumers.
Not surprisingly, a friend or acquaintance who has used the product, service or company ranks highest – trusted by 83%.
Reviews in newspapers, magazines or on TV are next, trusted by 75%.
But here’s a surprise: The third most trusted source of information is a manufacturer’s website, at 69%. Now, perhaps that doesn’t translate fully to services sales, but it emphasizes the importance of having INFORMATION, lots of information on your website.
Expert reviews, consumer reviews, blogs and discussion boards all rank lower.
A word to the wise.