4 Ways to Build B2B Brand Credibility Online

Many of our clients have been in business for years, and they could benefit from improving their content to strengthen their position in the market to grow faster. Building brand credibility with your clients and your audience is one of the easiest ways to do this.

Did you know that users are more critical of a B2B website than a B2C website? In fact, B2B businesses have a 61.04% bounce rate vs. the 54.24% bounce rate for B2C businesses (Brafton, 2017). Non-relevant content and a bad website design significantly affect this bounce rate. Ultimately, B2B websites have a higher standard to meet when it comes to user expectations. The more brand credibility you have, the more likely you will be perceived as a leader in your industry.

Our favourite 4 content assets to increase brand credibility are:

  1. White papers and research reports
  2. About us/Team bios
  3. Client lists/Testimonials
  4. Case study examples

Keep reading to learn how to implement these content asset types into your website!

Digital Marketing White Papers and Research Reports

Digital marketing white papers and research reports include data that support your product or service. An independent party usually conducts the research. Conducting a research report helps potential clients determine whether you can help them solve their specific challenges. For example, your business can conduct research and surveys like customer satisfaction studies, concept testing, and price testing. These tests will provide your business with relevant and valuable data that you can use in digital marketing white papers and reports.

According to a report by Demand Gen, 31% of respondents consult white papers while researching B2B products. Sharing digital marketing white papers and research reports with your audience will make your audience perceive your business as responsible and trustworthy and can help you build brand credibility. Additionally, your business would benefit from making your product testing process transparent to the public. Conducting research on focus groups about the usability of your product and services can give you solid data and insights that you can use to support your product and services.

About Us Page

An About Us page includes the bios of key team members and showcases your organization’s collective experience. Also, it presents the expertise that your company brings to the table. Sharing information about your team communicates a collaborative office culture and helps potential clients relate to your organization, experience, and values.

TIP: check out Pace Creative’s About Us page to get an idea of what you can include to make your brand credibility stand out. The information we included is as follows:

  • A short description of Pace Creative’s goal as an award-winning full-service marketing communications agency
  • Our philosophy
  • Our corporate values
  • Our team
  • Why Pace Creative?

User expectations are another reason to have a clear and detailed About Us page on your website. According to 2 studies conducted over 5 years by the Nielsen Norman Group, “the user’s subjective satisfaction with About Us sections decreased from 5.2 to 4.6 (on a 1-7 scale)”. A lack of basic information reflects unprofessionalism as users expect to find at least some information about the owner or CEO, key people, company history, and the solutions offered by the company on the About Us page. Thus, you can quickly build brand credibility around your company by featuring the people behind it.

H2 Client Testimonials

Sharing client testimonials is a crucial tactic to showcase your successes on your website. Sharing real-life examples of work you have done in specific industries address the challenges your company is equipped to overcome. It also presents the potential benefits clients can expect.

According to Demand Gen, 46% of B2B buyers prefer to ask their colleagues and peers for advice when looking for products. Similarly, Bright Local’s research determined that 88% of consumers read online customer reviews when evaluating a business’s value. To ensure the best value for their money, a skeptic customer will put more trust in the reviews of fellow buyers as opposed to claims made by the company itself.

H2 Case Study Research

Case study examples are a great way to present your work while guiding prospective clients through your process. Taking a step-by-step approach helps clients understand how you tackle projects from concept to completion, as well as the many details considered along the way.

Further research conducted by Demand Gen found that 47% of buyers cite case study examples as an essential resource for research, followed by webinars at 39%. 41% of respondents said they read 3 to 5 pieces of content before interacting with the company or a sales representative.

You can outdo your competition by providing your prospects with examples of case studies, webinars, and other content that will help them conduct their research for B2B products more efficiently and build brand credibility around your product or service.

These content assets and articles, videos, infographics, and social media will improve your website’s B2B brand awareness and build its brand credibility. Prospects will be more likely to buy from you if you provide the authenticity and peace of mind that comes with trustworthiness.

TIP: if you are looking for more information on how to increase your B2B brand strategy and brand awareness; check out these two blog posts:

  1. How to Use Digital Marketing for Brand Awareness
  2. How to Use B2B Strategy to Increase Brand Awareness

Concluding Section

Is your website effective at building credibility? Check your content to see if it includes any of the 4 elements in a way that adds value for readers. Our team here at Pace Creative can help you edit or develop content to build brand credibility on the channels you use to target your B2B audiences. We would be happy to help improve your conversion rate as well! 😊

About Pace Creative

Pace Creative is an award-winning full-service marketing communications agency with offices in Vancouver, Calgary, and London. Our goal is to exceed our client’s expectations by building custom growth marketing strategies to meet specific business goals consistently.

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