81% of consumers trust their friends' and family's opinions and recommendations over any brand messaging. So how do you get your consumers to cheer you on and communicate your value? Building case studies, showcasing client testimonials, and truly introducing your audience to your capabilities is critical to business growth in 2025. Let's talk about why.
Building Trust
People need to trust you! As viewers, we need to visualize your achievements and the improvements to our lives that your brand or service is able to offer.
Think about Subaru for a moment. Their brand is constantly appealing to their audience by making themselves relatable. Showing passengers packing in with all their kids or going on an outdoor or off-road adventure. But what really drives their commercials home? Their awards and recognition. Check out this example. Yes, this commercial pulls on your emotions and helps you relate, but the reason they're able to make this believable is because of their expertise in safety. With "more IHS TOP SAFETY PICK+ awards than any other brand since 2013" Subaru boldly claims that they are more than capable of keeping their drivers and passengers safe.
Not only does this type of messaging showcase the features and benefits of their brand, but it establishes trust for viewers. Subaru showcases that they are the experts on safety. They're able to convince viewers that are concerned about safety, Subaru is the only brand you should trust on that topic.
Topic Authority
With that trust, comes topic and industry authority. Relating this back to cars, who would you say has the authority and experience to diagnose or work on vehicles that are having issues? Probably an auto mechanic. Who do you trust to diagnose or work on vehicles that are having issues? Also probably an auto mechanic, right? These two things go hand in hand. Showcasing to your audience that you have authority on a topic or on your industry, is going to come naturally with building their trust in you. Both of these things become important when your audience is seeking more information. They are looking for updates to keep them well informed and searching for someone who knows the most about your industry.
Social proof is huge! The more that your current audience trusts you, the more potential clients can gain confidence in what you provide. Being seen as the reputable brand that knows the most is only going to increase the potential for future clients to trust you just as much.
Attracting Your Audience
Attracting the right people is important for long-term success. Communicating who your perfect customer is, helps not only cut out those who wouldn't really fit in, but also helps confirm the pairing to potential customers that do fit in. Subaru would, of course, welcome any customers, but their offerings aren't going to be the best fit for Barbie & Ken who really need a pink, stylish convertible to take them from the pool to the mall. Resonating with people who are more likely to appreciate the value of your product or service is going to attract repeat customers, increasing your customers' lifetime value, and increasing your ROAS.
Start Now
Showcasing your work and using your current clients and customers as your cheerleaders can be crucial to growth, trust, and authority. If you're not doing this yet, start small! Choose one project to highlight this week and post about the results. If you found this blog to be valuable or you'd like to stay up to date with posts like these, please give us a follow on LinkedIn!
