When building your small business brand online, adding value is key.


Trust cannot be purchased, or instantly gained. Trust is earned, and that takes time. Earning trust is not a sprint, it’s a marathon. Like any friendship built over time, trust is earned by asking questions, listening, sharing stories, and letting the other person see the authentic you. Think of your online presence the same way. You want to have an intentional plan to earn the trust of your audience.


This is an excellent way to spark engagement with your audience. As your audience responds, engage with them! Your questions may be as silly as asking about favorite pizza toppings, or as meaningful as asking for feedback about a new idea. Whatever it is, be sure to engage.



As you engage with your audience while they answer your questions, it’s equally (if not more) important to listen. Actually, listen to the requests of your audience and the feedback you’re getting. Even if you disagree, it’s worth listening to gain an understanding of their perspective. You’ve got to make the effort know about your audience so you can know how to serve them best. Listening and understanding are essential in building trust. 

You’ve got to make the effort know about your audience so you can know how to serve them best.


Just like when you’re in the beginning stages of a new friendship, you get to know each other by spending time with each other and swapping stories. Let your audience get to know you by sharing stories about what’s going on at your business and with your employees. Share “behind the scenes” photos of your team, let your audience know why you do what you know. People want to hear stories worth sharing. Before you know it, you’ll have earned their trust. 


As much as you can, be genuine. Sure, you’re not going to post pictures of that team member who’s always spilling coffee, but you can cultivate trust in your audience but by thinking through each and every post. Online and in-person, make sure your daily customer interactions with core values that demonstrate you mean what you say. If you make a mistake, own up to it and move on. When something great happens, share and celebrate.

At Larison Media, when we’re working with clients on their social media strategy, we incorporate a plan that builds trust! Let’s work together and create a custom strategy that will take your business to the next level, and help you achieve measurable goals.