Strategies for Credibility Marketing Success

October 13, 2011

Too many businesses overlook the importance of credibility marketing but as you grow and reach customers outside of your local geographic area this form of marketing becomes even more important. After all, if potential customers don’t trust you then they aren’t going to buy from you.

There are a number of strategies you can use to increase your perceived credibility. Let’s look at a couple of successful examples.


This online service that helps other companies develop an effective web presence with an emphasis on inbound marketing is a good example of credibility marketing. When they entered the market, it was pretty full of services vying for business dollars and making grandiose promises. Instead, Hubspot chose to educate potential customers. They wrote blogs about inbound marketing’s benefits. They started an inbound marketing training program. They even created tools to help potential customers evalute their own websites and social media presence.

While all of these efforts were trying to convince customers that they needed Hubpages help, the efforts also illustrated how much the company knew about inbound marketing. They took on the role of experts and demonstrated their knowledge in many different ways so customers believed them and wanted to work with them.

Did their efforts pay off? Well, between 2009 and 2010, their customer base nearly doubled and between 2010 and 2011 the company increased their staff by 60%. Without that trust, customers probably would not have been sold on the service and the company would not have been able to grow so quickly.


Based in a small Midwestern town, this online-only company wanted to make it easier for dog owners to find and purchase high quality, premium foods for their pets. Some customers already shared the desire to find these foods and were frustrated because they weren’t carried by any of their local stores, but they still needed to trust K9Cuisine to provide the best products and service possible.

To make this happen, the company took a number of steps to increase its credibility with customers. First, it set up a ratings system for the different brands of dog food they offered. In this way, customers could listen to each other’s recommendations not just the recommendations of K9Cuisine.

They also started a blog about dogs that covers pretty much anything a dog owner might want to know about their pet. This adds credibility because it frames the company as knowledgeable about dogs. People who know about dogs probably also know which foods those dogs should be eating.

Lastly, they created an Ask the Experts section in their blog. This part allowed customers to ask questions and seek advice from people who are dog experts. By associating the website with these experts, they increased their credibility further.

After only a year in business, the company was seeing amazing results thanks, in part, to their effective credibility marketing. They made $2.5 million sales in that first year alone.

As you can see, credibility marketing can have a major impact on the success of your business. Whether you want to teach your customers or you want to align yourself with experts, you need to find some way of convincing your potential customers that you know your stuff so they will take the next step.

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