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Trust Element Assessment: How Your Online
Presence Affects Outbound Lead Generation -
Martal Group
Vito Vishnepolsky
2023-05-10
Learn how your business's online presence affects outbound lead generation and what you can do to
improve it with a complimentary 13-Point Trust Element Assessment.
2
Key Takeaways
The key takeaways from the blog are: the critical role of an online presence in
outbound lead generation, the importance of trust elements in gaining consumer
confidence, the necessity of improving site discoverability and design, the value of
creating high-quality marketing assets like case studies and white papers, and
the power of securing and promoting client reviews to build social proof.
3
The Importance of Online Presence in Outbound Lead
Generation
Trust is critical in converting prospects to customers, and in today's digital age,
gaining that trust starts with your online presence. A strong online presence is
crucial not only for inbound marketing but also for successful outbound lead
generation. B2B buyers often perform online research before engaging with
vendors, making your digital footprint vital.
Statistics bolster this point, showing that 90% of B2B purchasing decisions are
influenced by online content, 70% of the buying journey is done online, and 83%
of buyers use vendor websites as a research tool.
4
Key Trust Elements B2B Buyers Look For
B2B buyers seek three key elements when researching potential vendors:
relevant and engaging marketing assets, client reviews showcasing problem-
solving capabilities, and a well-designed, discoverable website. These trust
elements help decision-makers feel more confident in your brand and offer.
To develop these trust elements, ensure that your marketing assets are
informative and engaging. Promote client reviews that demonstrate your ability
to solve real-world issues. And work on enhancing your website's discoverability
and design to leave a positive impression.
5
Improving Site Discoverability
Visibility on search engines is paramount for B2B buyers to find your company
easily. Enhancing your website’s discoverability involves several strategies such as
boosting domain authority through technical SEO improvements, creating
collaborative content with industry experts, and earning meaningful backlinks
from complementary websites.
Building a network of mentions and links enhances your chances of being found
by prospects. Google rewards websites that demonstrate authority and relevance,
so improving these aspects can significantly boost your company's search engine
ranking.
6
First Impressions with Website Design
A well-designed website is another crucial trust element. Your website serves as a
window into your business, offering potential clients a snapshot of your
professionalism and reliability. Ensuring that your website is secure, visually
appealing, user-friendly, and responsive is essential to making a great first
impression.
Visitors are more likely to trust a secure site, so invest in an SSL certificate.
Aesthetically pleasing designs that reflect your brand identity can captivate
visitors, while a user-friendly and responsive layout improves the overall user
experience, thereby reducing bounce rates.
7
Creating High-Quality Marketing Assets
High-quality marketing assets like case studies, white papers, and one-pagers are
vital resources for B2B buyers. These materials offer in-depth insights into your
products or services and help potential clients understand the benefits of your
solutions without extensive research.
Case studies should use data and client insights to highlight your product's
effectiveness. White papers should be concise, engaging, and supplemented with
visual aids. One-pagers should succinctly introduce your business, products, and
services, utilizing readily available templates on platforms like Canva for efficient
creation.
8
REFERENCES
https://learn.g2.com/hubfs/Sell%20Microsite%20Files/The%20Impact%20of%20Reviews%20on%20B2B%2
0-%20Report.pdf
https://martal.ca/contact-us/
https://martal.ca/lead-generation/
https://martal.ca/trust-element-assessment
https://visme.co/blog/one-pager-template/
https://www.accenture.com/t20150624T211502__w__/us-en/_acnmedia/Accenture/Conversion-
Assets/DotCom/Documents/Global/PDF/Industries_15/Accenture-B2B-Procurement-Study.pdf
https://www.foleon.com/blog/b2b-buyer-
journey#:~:text=Close%20to%2070%25%20of%20the,17%25%20look%20to%20peer%20reviews.
https://www.wbresearch.com/relationship-between-b2b-buying-content-sales-changed-insights
9
MARTAL GROUP
www.martalgroup.com
HQ - 2275 Upper Middle Rd E, unit 101, Oakville, ON, Canada
US office - 100 Pine St #1250, San Francisco, CA 94111, USA
+1.888.557.7769
vito@martalgroup.com
10

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Trust Element Assessment: How Your Online Presence Affects Outbound Lead Generation

  • 1. Trust Element Assessment: How Your Online Presence Affects Outbound Lead Generation - Martal Group Vito Vishnepolsky 2023-05-10
  • 2. Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment. 2
  • 3. Key Takeaways The key takeaways from the blog are: the critical role of an online presence in outbound lead generation, the importance of trust elements in gaining consumer confidence, the necessity of improving site discoverability and design, the value of creating high-quality marketing assets like case studies and white papers, and the power of securing and promoting client reviews to build social proof. 3
  • 4. The Importance of Online Presence in Outbound Lead Generation Trust is critical in converting prospects to customers, and in today's digital age, gaining that trust starts with your online presence. A strong online presence is crucial not only for inbound marketing but also for successful outbound lead generation. B2B buyers often perform online research before engaging with vendors, making your digital footprint vital. Statistics bolster this point, showing that 90% of B2B purchasing decisions are influenced by online content, 70% of the buying journey is done online, and 83% of buyers use vendor websites as a research tool. 4
  • 5. Key Trust Elements B2B Buyers Look For B2B buyers seek three key elements when researching potential vendors: relevant and engaging marketing assets, client reviews showcasing problem- solving capabilities, and a well-designed, discoverable website. These trust elements help decision-makers feel more confident in your brand and offer. To develop these trust elements, ensure that your marketing assets are informative and engaging. Promote client reviews that demonstrate your ability to solve real-world issues. And work on enhancing your website's discoverability and design to leave a positive impression. 5
  • 6. Improving Site Discoverability Visibility on search engines is paramount for B2B buyers to find your company easily. Enhancing your website’s discoverability involves several strategies such as boosting domain authority through technical SEO improvements, creating collaborative content with industry experts, and earning meaningful backlinks from complementary websites. Building a network of mentions and links enhances your chances of being found by prospects. Google rewards websites that demonstrate authority and relevance, so improving these aspects can significantly boost your company's search engine ranking. 6
  • 7. First Impressions with Website Design A well-designed website is another crucial trust element. Your website serves as a window into your business, offering potential clients a snapshot of your professionalism and reliability. Ensuring that your website is secure, visually appealing, user-friendly, and responsive is essential to making a great first impression. Visitors are more likely to trust a secure site, so invest in an SSL certificate. Aesthetically pleasing designs that reflect your brand identity can captivate visitors, while a user-friendly and responsive layout improves the overall user experience, thereby reducing bounce rates. 7
  • 8. Creating High-Quality Marketing Assets High-quality marketing assets like case studies, white papers, and one-pagers are vital resources for B2B buyers. These materials offer in-depth insights into your products or services and help potential clients understand the benefits of your solutions without extensive research. Case studies should use data and client insights to highlight your product's effectiveness. White papers should be concise, engaging, and supplemented with visual aids. One-pagers should succinctly introduce your business, products, and services, utilizing readily available templates on platforms like Canva for efficient creation. 8
  • 10. MARTAL GROUP www.martalgroup.com HQ - 2275 Upper Middle Rd E, unit 101, Oakville, ON, Canada US office - 100 Pine St #1250, San Francisco, CA 94111, USA +1.888.557.7769 vito@martalgroup.com 10