Gaining Consumer Trust

The best way for any business to reduce the resistance of its customers is simply by building trust.

There are different strategies that companies can utilize to get to that point, but the main focus of any business should be to align with the right individuals and build a community around them.


One of the key differentiators between companies these days is the purpose.

That’s because most consumers prefer to spend their money with businesses that share the same values as themselves, which means companies have to start defining and broadcasting their values in a way that matters and following them as well.

One of the best ways that companies can showcase their values in a meaningful way is through influencer marketing campaigns, especially if a business decides to work with an influencer that’s very passionate about a purpose that is similar to the company’s own.

When a company is able to give passionate people a platform for the cause they’re supporting, it ends up expressing its own purpose and values without the business ever needing to say a single thing on its own.


If a company works with the same handful of social media influencers over a long period of time, all those people can start to get to know each other alongside the business, and all those relationships can easily become mutually beneficial.

The company can put all the influencers in conversation together, and allow them to brainstorm, share ideas with each other, create content together, and innovate as well.

That way, by allowing all the influencers to build a community together, the business is helping them meet one another and network, as well as create great new content for themselves, as well as for the target audience of the business.

Then, the business can put its group of trusted influencers that have created a small community in front of the target audience through a channel that’s owned by the business, and when the audience starts following that type of content, the business will end up building trust with the influencers and the audience, and vice versa.


Once a company understands how it can work with influencers to amplify its messages and its content, it’s time for businesses to start doing the same to the influencers they’re working with – and even to those they’re not too familiar with.

That’s why every company needs to focus on inclusion and diversity as a key element of its values, especially in terms of anyone that belongs to a historically marginalized or oppressed community.

Aside from businesses working with people that have large numbers of followers on their social media accounts, a company can show its consumers that it cares about everyone and that it’s committed to inclusion by working with up-and-coming influencers and helping get their voices heard too.

CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer PR Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.