When deciding where customers will spend their money, trust is critical. This holds true across all purchases, from the groceries you buy to the dentist you use. In today’s marketplace, where consumers are presented with an almost unlimited number of choices, trust is the distinguishing factor that makes your organization stand out.

How Trust & Awareness Impact Your Growth

The traditional marketing funnel teaches us that potential customers will journey through three stages before they can become raving fans of your business. First, they get to know your organization and what you offer (awareness). Then, as they consider working with you, they’ll dive into a bit more research (consideration). And, finally, if they like what they see, they’ll make a decision (conversion).

In the consideration phase, trust takes the driver’s seat. Consideration isn’t just another touchpoint—it’s a journey involving time and research. This trust funnel includes four stages within the consideration period that customers navigate before trusting your business.

Two PHOS employees sitting in front of a desktop discussing work.

Your Business Must Be:

Competent

to meet the needs of your customers with excellence and innovation.

Credible

and uphold a great reputation among customers and the community.

Authentic

when making claims that prove to be genuine and honest.

Empathetic

to the customer that goes beyond just viewing them as a dollar sign.

When these factors are present, your conversion odds improve. But, if brand trust falters, so does your conversion rate. Additionally, neglecting online visibility (awareness) hinders customers from even considering your organization. If they’re unaware of your existence, they certainly won’t know to trust you.

Without trust, visibility is just noise. Without awareness, trust has no stage.

Trust Builders

These are the things that we do to build trust with prospective customers. These ultimately lead to conversion, loyalty, and brand advocacy. They help a customer feel more secure in their decision to choose your brand.

Examples:

  • Positive Reviews
  • Authentic Messaging
  • Captivating Photos and Videos
  • Strong Digital Presence
  • Transparent Policies
  • Brand Consistency

Trust Breakers

These are the things that erode trust with prospective customers. They ultimately lead to disengagement and the loss of business. Customers will question the brand’s integrity and be more likely to seek another organization.

Examples:

  • Poor Reviews/Lack of Responses
  • Grammatical and Spelling Errors
  • Brand Inconsistency
  • Low-Quality or No Photography
  • Broken Website Features
  • Unclear Pricing or Process
Two team members working on a laptop.

Growing Awareness in an Age of Distrust

Today, buying patterns have shifted, and customers first need to be convinced that your organization is one that they can trust and rely on. Dive into the ways you can invest in your brand’s trust to be a company customers readily and consistently rely on.

Download the Trust Funnel eBook

Our Proven Process

For over ten years, we have refined our process, leveraging the voice of our clients and the expertise of our team. We're able to provide clarity to an organization and then build a strong digital strategy to reach and exceed their business goals

PHOS employee working on MailChimp.

01

Trust & Awareness Audit

Every engagement will begin with a state of the union. On the trust and awareness scale, where does your organization currently stand? You’ll discover the parts of your brand that are building trust and uncover where you are directly (or indirectly) eroding trust. Our team will also outline where you are winning online and where your competitors are beating you out.

02

Brand Planning

After identifying our starting point, we can work together to create the plan to get you to where you need to be. Our Brand Plans are customized to your organization’s needs and goals. This includes:

  • Purpose Plan
  • Positioning Strategy
  • Messaging Strategy
  • Website Blueprint
  • Digital Marketing Blueprint
a hand holding a black and white card

03

Brand System Construction

With a blueprint in place, our team can begin building a brand system that will further communicate trust because it’s a brand worthy of bringing awareness to.

A women sitting at a desk with her laptop opened to Google Ads.

04

Marketing & Brand Activation

You’ve built your brand from the ground up. Now, it’s time to take it to market. Your team of marketers, designers, developers, and creative media specialists will create the right strategy to increase your visibility, improve your results, and grow your organization.

See Our Marketing Services

Client Success Stories

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The Cade Museum
A Mission with a Museum

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Big D Roofing
We’ll Care for Your Roof So You Can Focus on What’s Under It

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Oak Hall School
Empowering Students to Pursue Their Passions

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Advancing Native Missions
Reaching Every Nation with the Gospel

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Connect with Us to Become Trusted & Known in Your Industry

 

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