Our two favorite statistics:
82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media. (BrandFog 2012 CEO, Social Media & Leadership Survey)
and this one:
Your buyers have completed 57% of their research before you even speak to them.(think with Google blog)
You’re selling something that requires the buyer to consider their purchase. This product might be accounting services, custom die cast parts, or a franchise. Your buyer is going to do their homework.
First thing they will do is sit down and Google general questions to help them identify their problem. In the die casting example, they may search for “reliable die casting companies”.
In this search, they might find a great article about “how different alloy properties impact design and cost.” You’ve been in one of these kind of search – you’ll bookmark that site and come back later.
As the buyer gets smarter, their searches become more and more specific: “Which alloy is best for lawnmower decks.” A smart article including keywords from long-tail searches like this will show up in the search results.
Once the buyer feels they know enough, they’ll build a shortlist of companies to research more. Each buyer and each purchase is different of course, but we can assume they’ll probably consider pricing, reputation, reliability, and trust. They want to be confident in their final decision.
Remember – they still have not even talked to you yet.
Seeing the About Us page gives them some insight into the business. From the stat above, we see where a leadership team showing active participation in the industry is valuable for building trust.
An SEO tip – Twitter, LinkedIn, Facebook, and Quora feeds are all indexed by Google – those posts regularly impact your search rankings.
You’ve been educating them through their buyer’s journey. You’ve shown them you’re a thought leader in your industry. You’ve let them know you are real people. You’ve given them reasons to trust you and your brand.
When they fill out your CTA to “Get a Quote” and the salesperson calls, they’re already leaning toward you over your competition.