Four Basics That Kick Off Strong, Sustainable Marketing

Gloria Lantigua-Cunningham
Jan 15
3 min read

Marketing doesn’t have to be complex to be effective. In fact, the strongest strategies are often rooted in fundamentals that build trust, credibility, and visibility. As a consultant working with organizations, boards, and leadership teams, I consistently see the same four marketing basics separate high-performing brands from those that struggle to gain traction.

Why the Basics Still Matter

In today’s crowded digital landscape, organizations are competing not just for attention—but for trust. According to Edelman’s Trust Barometer, 81% of consumers say trust is a deciding factor in whether they engage with a brand. The same applies to donors, sponsors, members, and stakeholders.

Whether you are a nonprofit, a mission-driven organization, or a growing business, strong marketing starts with fundamentals. Before launching new campaigns or investing in new platforms, ensure these four basics are firmly in place.

1. Share Accolades and Showcase Your Qualifications

One of the most overlooked marketing opportunities is simply telling your story—clearly and confidently.

Organizations often assume their audience already knows their value. They don’t.

What to highlight:

Years in business
Number of clients served
Successful projects completed
Measurable outcomes or impact
Awards, recognitions, or certifications
Signature programs or services

📊 Why this matters:

70% of buyers say they are more likely to engage with a company that clearly demonstrates expertise and credibility (LinkedIn B2B Thought Leadership Impact Report).
Organizations that clearly articulate their value proposition convert up to 2x more website visitors than those that don’t.

Your website, pitch decks, annual reports, and social platforms should consistently reinforce why you are qualified to do the work you do.

2. Leverage Reviews, Ratings, and Testimonials

Just as you read reviews before choosing a restaurant, clients, donors, and sponsors research organizations before engaging.

📊 The data is clear:

93% of consumers say online reviews influence their decisions (BrightLocal).
88% trust reviews as much as personal recommendations.

Best practices:

Be sure that your website is connected to Google Business as part of your SEO strategy.
Encourage clients, partners, and stakeholders to leave reviews on Google, LinkedIn, and Facebook.
Collect testimonials after successful projects or events.
Embed testimonials directly on your website—especially on key landing pages.
Share quotes and short testimonials across social media and newsletters.

Think of reviews as digital word-of-mouth—they work for you even when you’re not in the room.

3. Forge Strategic Partnerships

Partnerships build trust by association and extend your reach without increasing your marketing budget.

A simple exercise I recommend:

List six non-competing organizations that serve the same audience you do.
Identify where your missions, services, or goals align.
Explore collaboration opportunities such as:
- Joint events or panels
- Co-branded workshops or webinars
- Cross-promotion via email and social media
- Shared sponsorship opportunities

📊 Why partnerships work:

Co-marketing partnerships can reduce acquisition costs by up to 30%.
Audiences are more likely to engage when introduced through a trusted, familiar brand.

Strategic partnerships are not just about visibility—they are about credibility, efficiency, and shared impact.

4. Provide Educational Content to Establish Authority

People want to work with organizations that know what they’re talking about.

Educational content positions your organization as a thought leader, not just a service provider.

Effective formats include:

Blog posts
Email newsletters
Social media insights
Short videos or live discussions
Panels, workshops, and webinars

📊 Why consistency matters:

Companies that publish educational content regularly generate 67% more leads than those that don’t.
Thought leadership content influences over 50% of purchasing decisions among executives and board members.

The goal is not to give away everything—but to demonstrate competence, relevance, and leadership in your space.