The Importance of Trust in Global Markets
In global business, “trust” is the foundation of everything. The main reason Japanese SMEs and entrepreneurs often struggle overseas is simply because they’re “unknown.” Without market recognition and trust, even the best products or services won’t generate business opportunities.
Building Trust Through Content Marketing
From my 22 years of experience in international sales, I can confidently say that a systematic content strategy forms the cornerstone of trust-building. Since launching our website, I’ve methodically created and distributed content that delivers genuine value to prospects and customers.
The methodology I found particularly influential was from Marcus Sheridan’s book “They Ask You Answer.” Sheridan originally ran a residential pool installation company that was struggling financially until he transformed his business through a rigorous content marketing approach.
Characteristics of Trust-Building Content
- Address topics competitors avoid: Don’t hide uncomfortable industry truths
- Answer customers’ fundamental questions: Identify and address what they truly want to know
- Provide transparent information: Share all decision-making information openly
For example, “pricing” information—something many companies are reluctant to publish on their websites. The higher the price point, the fewer companies disclose specific figures. However, by deliberately sharing this information and explaining:
- Why the pricing is structured that way
- The underlying cost components
- How it differs from cheaper competitive products
By providing this transparent information, you educate your customers, help them make informed decisions, and as a result, earn their trust. Consistently publishing such content naturally attracts high-quality prospects and builds a self-sustaining system.
Interactive Quiz: Personalized Solutions Without the Sales Pressure
One particularly effective strategy I implemented was creating interactive quiz content on our website. Many prospects were hesitant to directly ask about pricing or specific solutions, yet this was precisely the information they needed most.
I developed a simple quiz that asked visitors a few key questions about their business needs, scale of operations, and specific requirements. Based on their responses, the system would generate personalized recommendations, including approximate pricing ranges for products suited to their particular situation.
The results were remarkable:
- 24/7 qualification: The quiz operated around the clock, qualifying leads even while we slept
- Higher conversion rates: Quiz completers converted to sales calls at 3x the rate of regular website visitors
- Better prepared prospects: When prospects did reach out, they already understood our pricing structure and value proposition
- Trust building: The transparency of showing approximate pricing upfront, without requiring contact information first, significantly increased trust
One memorable example was a mid-sized manufacturing company from Germany. Their procurement manager completed our quiz at 2 AM our time, received a personalized product recommendation with pricing, and emailed us the next morning saying, “I’ve already got budget approval based on your estimate. When can we discuss implementation?” We closed a $180,000 deal within three weeks—with a prospect who had never heard of us a month earlier.
This approach eliminated the traditional “hide the price until they talk to sales” barrier that frustrates so many B2B buyers, particularly in cross-border transactions where trust is already a challenge.
The Pandemic Transformation: From In-Person to Online
Before the COVID-19 pandemic in 2020, my sales activities were primarily conducted through business trips. The typical sales flow looked like this:
Website traffic generation → Nurturing through emails and blog content → Invitation to overseas events → Event participation → Closing deals
However, when the pandemic made travel impossible, my sales in April 2020 dropped to nearly zero. In this crisis, with our established sales flow disrupted, I needed to explore new methods.
Digital Pivot: The Power of Live Streaming
The solution to this challenge came once again from Marcus Sheridan’s book “The Visual Sale.” The answer was “live streaming.”
Though I had no previous experience with video broadcasting, I recognized that this new challenge was necessary to survive the crisis. I faithfully implemented the techniques and methods described in the book.
Results of the Live Streaming Strategy
- Initial stage: The first broadcasts were far from perfect but continuously improved
- Short-term impact: 1-2 months after starting (with 1-2 weekly broadcasts), I received my first order from a viewer (for a product priced at over $20,000)
- Medium-term impact: Within six months, monthly sales recovered to pre-pandemic levels
- Long-term impact: After another six months, sales exceeded pre-pandemic figures, reaching record monthly revenue
When I resumed overseas travel in 2023, many prospects I met for the first time greeted me by saying, “I’ve been watching your videos” or “I’ve learned so much from you.” The live streams remained as recordings that could be edited into content available for viewing anytime, allowing education and trust-building to continue 24/7, even when I was “absent.”
Content Strategy Evolution: From Text to Video
My content strategy evolved from text-based blog posts to video content. However, the essence remained consistent:
- Generously provide valuable information (always put yourself in the shoes of your prospects to see what kind of information you would desperately want)
- Share what prospects truly want to know (especially what competitors won’t say)
- Serve as an industry guide, building trust through transparent information (It is like you are being Obi One Kenobi: guide in Star Wars for Luke Skywalker: prospect)
Content Strategy for Different Sales Funnel Phases
Traditional marketing funnels are visualized as narrowing toward the bottom, but with an effective content strategy, you can transform your funnel into a “drum shape.” This approach minimizes drop-offs at each phase and guides more prospects to the next step.
Ideal Content for Each Phase
Awareness Stage
- Educational articles about industry challenges and trends
- Introductory videos addressing common problems and solutions
- Infographics and visual explanations
Interest Stage
- Product category comparison guides
- Expert webinars and explanatory videos
- Summarized case studies
Consideration Stage
- Detailed product feature explanations
- Comprehensive case studies and success stories
- Frequently Asked Questions (FAQ) collections
Decision Stage
- Pricing information and ROI explanations
- Detailed implementation procedures and transition plans
- Free trial or demo information
By preparing appropriate content for prospects at each stage, you can provide consistent value throughout the buying process, ultimately creating a situation where trust is established before selling begins.
Omnichannel Strategy: Building Trust Across Multiple Touchpoints
In modern digital marketing, it’s essential to adopt an “omnichannel strategy” rather than relying on a single channel, establishing presence across various platforms where your prospects engage.
Channel Characteristics and Optimal Content Formats
Website
- Detailed product information and technical specifications
- Comprehensive case studies and whitepapers
- Long-form content demonstrating expertise and uniqueness
YouTube
- Product demonstrations and usage tutorials
- How-to guides and problem-solving tutorials
- Industry challenge explanations and interviews
- Community-building content
- Corporate culture and internal initiative introductions
- Event announcements and webinar invitations
- Visually-focused brand storytelling
- Product usage scenarios and lifestyle suggestions
- Behind-the-scenes and manufacturing process glimpses
X (formerly Twitter)
- Quick comments on industry news and trends
- Concise professional insights and observations
- Follower engagement and Q&A
- B2B-focused professional content
- Analysis articles demonstrating industry leadership
- Expert knowledge sharing
The key is not simply duplicating content across platforms, but optimizing for each channel’s characteristics and user behavior patterns. For example, creating detailed product explanations on YouTube, then repurposing the essence as short Instagram videos or concise points on X.
This omnichannel strategy allows prospects to discover your company on their preferred platform and gradually deepen their relationship with you through multiple channels.
Leveraging UGC: Turning Customers into Advocates
Another effective strategy is utilizing UGC (User Generated Content). When customers spontaneously share their experiences and impressions of your products/services, it creates several benefits:
- Enhanced credibility: Third-party testimonials are more trusted than company claims
- Expanded reach: Content naturally spreads through the creator’s network
- SEO benefits: Diverse keywords and phrases improve search visibility
Cost efficiency: Creates diverse content at lower cost than in-house production
Success Model in Global Markets
Most companies I’ve helped achieve success follow this phased approach:
- Continuously publish educational content (blogs, YouTube, LinkedIn)
- Share expert knowledge about industry challenges and solutions
- Function as “free consulting” available to the public
- Present concrete examples and evidence
- Detailed implementation case studies
- Collection and publication of objective reviews and testimonials
- Videos showing actual product/service usage
- Build local trust relationships
- Partnerships with trusted local partners
- Direct engagement through trade shows and webinars
The crucial point is creating a flow where prospects think “I want to buy from this company/person” before you actively try to sell. When trust is sufficiently established, the risk of getting caught in price competition significantly decreases.
Implementation Tips
- Maintain consistency: Plan and continuously publish information rather than sporadically
- Prioritize quality: Focus on truly helpful content rather than quantity
- Use diverse formats: Combine text, images, videos, webinars, and other formats
- Measure and optimize: Constantly analyze and improve based on which content performs best
In global markets, being “unknown” is the biggest barrier. However, by consistently publishing valuable information and demonstrating transparency and expertise, you can build trust relationships that transcend geographical distances. This trust becomes the foundation for sustainable international business.
Contact Us
If you have specific questions or concerns about global marketing or expansion strategies, please feel free to contact us. We offer free consultations leveraging our 22 years of international sales experience to help guide your company to overseas success.