When people know you, like you and trust you, they’re far more likely to buy from you or refer you to others. But like all relationships, building the ‘Know, Like, Trust Factor’ takes time.
The 5 ways to become known
1. To be successful in business you need to be known for something.
And if you’re trying to be known for everything then you can’t be known for just something. Make sense? Nothing works as well in marketing as good old-fashioned relevance. Commit to getting clear about the niche you want to help the most. Then write or speak to their challenges and cravings. You’ll be remembered in context and easy to refer.
2. Share a free product in exchange for an email address.
Ask yourself, “What would be a miracle for my niche right now?” Then create something that takes your ideal client towards realising that miracle. This free gift could take many forms. E-books, podcasts, videos and short courses all work. Give people a genuine taste of what you’re all about. Whet their appetite.
3. Encourage sharing.
This isn’t just a case of asking people to share your stuff (although if you don’t ask you may not get). Make the content you create shareable. Take a stand. Entertain. Provoke. Engage. Use infographics, images, podcasts and videos as well as written content.
4. Build relationships strategically.
Where do your niche already hang out? Who do they already look to for support? Who do they already know, like and trust? Build alliances with these people in a collaborative and supportive way.
There are so many benefits to blogging. It could sit under the ‘Like’ and ‘Trust’ sections, too. In short, search engines reward you for providing fresh, relevant, regular content. You get to showcase your expertise and give a sense of your business culture and personality. Blogging gives you a chance to show just how well you know and understand your clients’ problems, too.
The 5 tips for building like-ability
1. Stop trying to sell to people or pull them over to your side of the fence.
Instead, meet people where they are – with empathy. Give your niche what they already know they want and need instead of making what you have fit.
2. Be real and share your genuine point of view.
If you put something neutral out there, you’ll get a neutral response from your audience. Your aim is to get people off the fence (without a bias in either direction).
3. Be polite.
If people share your stuff, say thank you. Return the favour if it’s appropriate to do so. People are quick to share good feedback about themselves but forget to thank the person giving it. Be helpful, responsive and generous with your time and attention.
4. Be visible.
Did you go through a similar challenge to your niche? Consider sharing your story on your ‘About’ page. Put a face to the name – weave images through your website and head shots in your social media profiles. Let your audience check you out from a safe distance. And in as manny ways as possible. It let’s them decide if there’s likely to be a connection.
5, Start a conversation.
Invite your audience to engage with blog posts then thank them for their contribution. Ask questions in your auto-responder. (The message people get when signing up to your mailing list). As a guide, 95% of your posts should be helpful, engaging, building relationships. Save 5% for communicating what’s available for people to buy from you.
The 5 ways to build trust
1. Be explicit about who your product or service is not a fit for.
People will respect you for this. Have a list of people you could recommend who are more suited to the needs of the person at that time.
2. Stop marketing your thing.
When you push the product or service you sell, people carry a level of resistance. They know you stand to gain from their yes. Instead, market the movement within which your product or service has a place. When you market a movement, people will carry you. They will see that your purpose goes beyond mere profit.
3. Slow. Down.
Allow your audience time to establish if this is a fit. Fast marketing works but it comes at a price. Seek to take all the pressure, hype, scarcity and persuasion out of your marketing. Date your clients. Build trust and connection this way.
4. Incorporate testimonials in your web copy and encourage word of mouth referrals.
Let people see their own problems reflected in the feedback from others. They are far more likely to move forward that way. And this is how the most sustainable businesses grow.
5. Reduce the risk of someone taking the first step or the next step in the process.
Make a list of all the reasons someone may choose not to buy from you. (e.g. What if I spend all this money and it doesn’t work?”) Then talk directly about these risks in your marketing copy.
Over to you
Build the Know, Like, Trust Factor and you’ll be laying foundations for a sustainable business. Which people, brands or companies do you know, like and trust and why is that? Your voice is the only thing missing from this post so please share your examples in the comments section below.
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