Think about your digital marketing strategy. Will Instagram still be a key channel for your business in 25 years? What about TikTok or YouTube Shorts?
There’s no way to know. Just 25 years ago, none of those platforms even existed. With the pace of change today, it’s hard to predict what channels will be relevant in five years, let alone 25.
But here’s what you can count on: In 25 years, digital marketing trust will still be essential to your business.
Trends evolve. Platforms rise and fall. But principles endure. And trust is one of the most enduring principles in business.
No matter the tools or tactics, buyers will always need to trust the companies they choose to work with. Trust is what turns traffic into leads, leads into customers, and customers into advocates.
That’s why trust has to be the foundation your entire strategy should be built on.
Editors Note: The Endless Customers System™ is our proven framework for helping businesses earn trust, attract better-fit buyers, and drive sustainable growth in the age of AI. Talk to us about how to apply it to your sales and marketing so you can turn trust into a competitive advantage.
Why buyers don’t trust your business
Even the most well-meaning companies start at a disadvantage: buyers don’t trust you.
Not yet.
Before they ever land on your website or talk to a sales rep, today’s buyers bring a healthy dose of skepticism to every interaction. They’ve been burned by overpromises. They’ve seen too many sales pitches dressed up as helpful advice. And they’ve learned to question the fine print.
This isn’t necessarily your fault, or even your industry’s. It’s just the reality of the modern buying landscape.
Buyers default to distrust because they’ve been taught to protect themselves. They assume you’re hiding something. They wonder if your pricing is inflated, if your product will underdeliver, or if your advice is really just a pitch in disguise.
That’s why digital marketing trust is so essential. You’re competing on credibility. And the brands that win are the ones that earn trust through honesty, transparency, and consistency.
Lead with honesty to earn digital marketing trust
When buyers land on your website, they expect bias. They expect a pitch. That’s why you stand out by doing the opposite.
Digital marketing trust begins when you lead with honesty, especially when it’s uncomfortable. Your content should prioritize being:
- Neutral instead of promotional Informative instead of salesy Transparent, even when the truth is tough
This means shifting your mindset from how do we sell this? to how do we help someone make a smart decision?
Your buyers are searching for answers. Surprise them by offering clarity rather than persuasion. Focus on their problems, not your solutions. Focus on building trust, not forcing conversion.
This is how great digital marketing earns attention: by educating, empowering, and being brave enough to tell the truth.
Your buyers have questions.
So, let's surprise them by answering with honesty and transparency. Here's how.
5 ways to build trust with your buyers
Trust is the product of consistency and action. Ready to do the real work of building digital marketing trust? Here’s how you and your team can get started:
1. Obsess over your buyers’ questions
Companies that become the most trusted in their industry don’t shy away from the tough questions.
They lean in.
Questions about price, comparisons, limitations, and problems? That’s exactly what your buyers want to know.
When you openly answer those questions on your website, your content becomes a trust-building tool. Potential customers begin to trust you before they ever speak with someone on your team.
Some businesses hold off, thinking, “Shouldn’t we wait to cover this in the sales process?” But by then, your buyer has already made judgments. When you’re proactive, you control the narrative. And when you’re honest (especially about things most companies avoid), you earn trust faster and more consistently.
2. Teach how your buyers want to learn
If you want to build digital marketing trust, you need to meet your buyers on their terms, not yours. That means creating content in the formats they prefer and delivering it at the moment they’re looking for answers.
First, format matters. If your buyers prefer video, but your site only offers long-form articles and PDFs, you’re creating friction. Not everyone learns the same way. Some want to read. Others want to watch, listen, or interact. To earn trust, your content should be flexible enough to serve them all.
Second, timing matters. Buyers don’t want to wait for a sales call to figure out if your solution is a fit. They want answers before they fill out a form or book a demo. When that information is missing or hard to find, it sends a message that you’re hiding something.
Companies that prioritize digital marketing trust make it easy for buyers to self-educate. They publish clear, helpful content in multiple formats, available on demand. This shows buyers you respect their time, understand their preferences, and have nothing to hide. And that’s how trust begins.
3. Sell the way your buyers want to buy
Digital marketing trust isn’t just about content. It’s about the entire buying experience. If your sales process creates friction, buyers will move on.
Today, people expect the buying experience to be clear, convenient, and on their terms. According to Gartner, 33% of buyers want a completely “sales-free” experience. For younger generations, that number is even higher.
This doesn’t mean sales teams are obsolete. It means buyers want to control their journey. They want to explore, compare, and decide without pressure.
Just look at how companies like Zappos and Uber earned trust. Zappos eliminated the fear of buying shoes online with a generous return policy. Uber removed the uncertainty of taxi fares by showing pricing upfront. Neither invented their industry; they just solved the pain points.
You don’t need a billion-dollar budget to do the same. Start by identifying what frustrates your buyers:
- Is your pricing hidden? Is the next step unclear? Do prospects have to talk to sales just to learn the basics?
When you remove those barriers, you show your buyers that you get them. And when buyers feel understood, they’re far more likely to trust (and buy) from you.
That’s how great companies win: not by selling harder, but by making it easier to buy.
4. Use video to build trust faster
When it comes to building digital marketing trust, few tools are more powerful than video.
It allows buyers to see your team, hear your voice, and understand your values, often within seconds. And that level of transparency accelerates trust in a way text alone can’t match.
Video puts a face to your brand. It humanizes your company. And when done right, it positions your team as helpful educators.
Take IMPACT client, Furniture Fair. Their video explaining the difference between good, better, and best sofas is a perfect example.
