Third-party credibility is the process of obtaining outcome-driven testimonials and opinions to build validity in a brand’s products and services. It’s based on the human tendency to value the opinion/expertise of others that have utilized a product or service to solve an issue and obtain results. The concept works extremely well in building trust and tapping into new prospective customer markets. Third-party credibility creates a level of trust that far outweighs an advertising campaign in terms of value.
A 2014 Nielsen study commissioned by inPowered examined the role of content in the consumer decision-making process and concluded that PR is almost 90% more effective than advertising: "On average, expert content lifted familiarity 88 percent more than branded content… with advertising, you tell people how great you are; with publicity, others sing your praises."
Since workforce, education and economic development organizations focus on attracting businesses as a partner (in sector strategies, career pathways and work-based learning), as a customer (with publically-funded services), and as a funder (to invest and leverage), B2B (business-to-business) marketing is a core component of bringing these goals to fruition. Capturing third-party credibility and endorsements should be a core strategy.
When workforce, education or economic development organizations have business and industry providing an impactful endorsement due to a benefit derived from partnering or from being a customer, it opens the doors to engaging more business.
Business U's latest eTutorial covers how to obtain third-party credibility from business and industry and ways to leverage it to maximize business engagement.
Click here to request a copy.
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I am glad you sharing this information.
Posted by: Denny | 07/12/2017 at 04:38 AM