Finding the right opportunities to build trust and connection with consumers who don’t know you yet, but who are thinking of engaging with someone like you, is the perennial marketing challenge.

But where are those opportunities to do it well, and differently, for today’s professional?

It is helpful to be quite clear about what the objectives of effective marketing are to begin with. Basically they remain the same as they’ve always been, and that is:

To find ideal prospective customers for your service or product Engage them with you and your brand Build trust in you and your brand Have them choose you when they are ready to transact

We know that consumers overwhelmingly trust the recommendations and actions of their friends and family, and as a second choice they trust in the shared experience of other consumers like themselves.  Online reviews are immensely powerful in making (or breaking!) trust in a brand.

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