Why 3rd Party Validation is 1st step to trust — Scott Baradell // Idea Grove

Scott Baradell, CEO of Idea Grove, talks about how trust signals work and when to use them. Third-party validation provides credibility and assurance to consumers that a product or service is trustworthy and reliable. Without it, businesses risk losing potential customers who prioritize trust in their purchasing decisions. Today, Scott discusses why third-party validation is a critical step to trust.
About the speaker

Scott Baradell

Idea Grove

 - Idea Grove

Scott is the CEO of Idea Grove

Show Notes

  • 02:33
    The influence of third party validation
    Third-party validation has become more democratized and influential, with review sites being trusted as much as recommendations from family and friends when making purchases. This kind of validation carries enormous influence and can significantly impact consumer behavior.
  • 04:20
    The challenge of fake reviews in building trust signals
    Fake reviews are a big challenge for brands and consumers, as bad actors try to manipulate customer reviews. However, consumers are becoming more skeptical and using methods like star ratings to help determine which brands are more reliable.
  • 07:20
    Leveraging influencers and trusted sources for third party validation
    The "continuum of influence" model highlights the varying degrees of influence that individual customer reviews, ambassadors, and influencers can have on driving customer action. Overall, authenticity is key, and reaching a bigger audience does not always guarantee better results.
  • 10:13
    Finding the balance between organic reputation building and manufactured influence
    Brands must find the balance as consumers today are aware of the ways trust signals can be manipulated. So, when building trust, its important to partner with influencers with credible reputations and whose specializations align with the brand.

Quotes

  • "We believe in online reviews as much as we believe in recommendations from our family and friends today. So, that kind of third-party validation carries enormous influence." -Scott Baradell, CEO, Idea Grove

  • "It's been estimated that over 30% of reviews in Amazons consumer electronics section are fraudulent." -Scott Baradell, CEO, Idea Grove

  • "You're more likely to sell with a 4.5-star rating than a 5 because the consumer is more likely to assume that you haven't manipulated those reviews." -Scott Baradell, CEO, Idea Grove

  • "The kind of influence that you can connect to your product today is far more authentic than what was done in the past through dollars paid." -Scott Baradell, CEO, Idea Grove

About the speaker

Scott Baradell

Idea Grove

 - Idea Grove

Scott is the CEO of Idea Grove

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