They expect you as a service provider to add value because you translate your expertise to their personal situation. Consumer questions and wishes have therefore become much more specific: they seek help in making the right choice or confirmation in their choice. The consumer has to trust you. influences the way consumers choose a service provider. Where it used to be especially important to get into the consumer's picture, for example through advertisements, commercials and leaflets or posters, it is now much more valuable to come into the picture in the customer's orientation process as a party they can turn to with questions that they can no longer answer online.
Trust' plays a role in this, to a much greater extent than name recognition. And consumers are getting less and less of that trust from traditional marketing tools and sales sessions Singapore phone number list you strategies, according to research: Traditional marketing no longer works | Bureau Bright How to gain trust The strategy of software supplier HubSpot is therefore: “Sales must transform into trusted advisors.” How do you do that? You can help your potential customers in their search by providing them with reliable content that actually helps them: information of value that profiles you as an expert and content that inspires trust.
HubSpot distinguishes between two types of content. On the one hand, the content that you create yourself and, on the other hand, the content that can be found about your company or service: “Make sure that the content you create is based on what your customer needs, even if it does not directly result in paying customers. And show as much as possible how your company is doing compared to the competition by, for example, referring to a review website where your customers tell you what they thought of your services. Consumers will find this content anyway. Why not make it available yourself to generate some goodwill.