If the leads are not coming through, there is a good chance the problem is one of three things:
A) You are not out there enough
B) You are sharing the wrong things so your content is not resonating
C) You are fearful of putting yourself out there in the first place
That last one is a big one.
It is uncomfortable to share online. Visibility can make you feel vulnerable. People might judge you. They might not agree with you. They might even ignore you.
But here is the question: Why are you not doing it?
The truth is, leads come when you create trust online. And trust only comes when you take up space online.
What Creates Trust in Digital Marketing?
In a recent conversation with my coaching group, we explored this question: What makes you trust someone online enough to work with them, or choose them over someone else?
We came up with a list, and your clients would probably say similar things:
- Consistent: Showing up regularly and always being there
- Clear: Making it obvious who they help and how
- Proven: Sharing testimonials, case studies, results and client logos
- Human: Using a real tone of voice, showing their face, sharing opinions
- Generous: Giving valuable, actionable content without asking for anything in return
- Transparent: Talking honestly about their process and their results
- Engaged: Responding to comments and messages, not just broadcasting
- Experienced: Demonstrating skills and knowledge in what they share
- Inspiring: Posting content that motivates and uplifts
- Provocative: Making people think differently and question their approach
- Idea-generators: Offering solutions and sparking new ways of doing things
- Honest: Owning the truth, even when it is not the popular answer
- Over-delivering: Giving more than expected
If that is what a representative group of business owners say builds trust, your audience is probably thinking the same.
What Breaks Trust in Digital Marketing?
It is just as important to know what erodes trust, because you might be doing some of these without realising:
- Generic, bland or copy-paste content
- Infrequent updates or out-of-date profiles
- No visible client proof or results
- All “sell” and no “value”
- Vague promises or unclear offers
- A tone that does not match how you are in real life
- No sense of the person behind the brand
- Obvious, unedited AI-generated content (where it is clear no human eye has been near it)
Your Trust Score
Now here is the big thing… given everything you’ve just read in terms of what creates and breaks trust, it’s time to rate yourself on your digital marketing and online presence. Are you creating the right amount of trust online?
On a scale of 1 to 10, how trustworthy do you think you appear online right now?
Be honest with yourself. Then ask:
What is one thing I could do this week to raise that score by just one point?
10 Things You Could Do to Build Trust Online
- Add a client testimonial to your homepage or social media
- Share a behind-the-scenes look at how you work
- Post a tip or quick win your audience can action immediately
- Record a short video introducing yourself and your work
- Update your “About” page or LinkedIn bio to be clear and human
- Ask for & publish a case study showing results you have achieved
- Share a story of a challenge you have faced and what you learned
- Post consistently for the next 30 days
- Respond personally to every comment or message
- Be bold and share an opinion you genuinely hold, even if it is not the “safe” answer
Pick one. Just one. And commit to doing it this week.
Trust does not build itself. When you create it intentionally, the leads will follow.
