People buy from those that they know, like and trust.
As an entrepreneur, you’ve probably heard it a million times. But are you implementing the Know, Like and Trust factor into your marketing plan?
Consumers don’t open their wallets to just anyone. They’re flooded with sales pitches all day, every day. Your business has to stand out. And to do that, you have to prove yourself worthy of their hard earned dolla billz.
The goal each of us social marketers should have is to:
- Create an engaged, excited following,
- Find repeat customers,
- And get tons of referrals.
How do we do that? By operating in integrity and offering insane value.
Let’s chat about these two steps for a moment.
And pssstttt… If you’re so not into reading, you can check out this week’s edition of #TipTuesday on Facebook. Every week, I go live to share tips and tricks about rocking your online business. Yesterday, I posted this semi-awkward video about building trust. (Why didn’t Facebook tell me they weren’t going to do the 3, 2, 1 countdown?! A girl’s gotta have time to fix her hair!)
Step 1: Build trust by operating in integrity
Yesterday, we had issues with our furnace/water boiler/some crap I don’t understand. It’s been an ongoing issue that we thought was repaired a couple of months ago. So, my hubby Steve called company back to fix it. The owner told him, “I’ll be over today.”
Come 2pm, a repair vehicle pulls up. But it’s not the owner. He sent an employee over who didn’t know the situation, had not gotten the full details about what’s been going on and didn’t give a shit about our issue. He just put in a temporary fix and quickly left saying that we’d now have to call in and figure out what we want to do next. Nice.
Any idea how I felt after this experience? Yeah, not good. I was pretty angry and swore I’d never buy from them again.
Because that’s not what operating in integrity is about. The owner of the company told us he would be over to look at the problem. He’s the one we’d been communicating with throughout the course of the problem. He’s the one who knows what’s happening.
Sure, it’s not a big deal. But my latest dealings with them has jeopardized my trust in the company.
When you operate in integrity, you make only promises you know you can, and will, keep.
You let your clients and customers know that your word is good.
If you say, “I’ll follow up with you on Wednesday,” and come Friday, a potential client still hasn’t heard from you, how ready do you think they’ll be to purchase your thousand-dollar coaching package from you?
Now, of course, life happens and sometimes you can’t deliver on your promises. But if you’re a brand that operates in integrity, you know how to handle it. You apologize and explain. Then you deliver on your promise as soon as possible or make arrangements to have their clients’ expectations met another way.
Each interaction with someone builds your reputation and it doesn’t take much to turn potential clients and customers off. Strengthen those bonds of trust by, first, making good on your promises. And second, by giving them so much value that they can’t wait to come back for more.
Step 2: Build trust by offering insane value
Aside from being honest and true to your word, the best way to build trust is to provide your audience with incredibly awesome, irresistible value.
Think about it. Who is the one coach/mentor/guru that you wouldn’t hesitate to throw money down for. For me, it’s Wonderlass and Funnel Besties. These gals know what they’re doing and consistently offer insane value in their free webinars and email courses. Chances are, the people you wouldn’t hesitate to buy from also give you exactly the information you need (and often for free).
Brands that are successful understand that their audience needs a taste of what they have to offer before they open their wallets.
So, they’re more than willing to host free hour-long webinars where they share their best tips. They put time and thought into each post because they understand that every interaction they have with someone is building their reputation. And, of course, they know that each positive interaction makes their audience more likely to open their wallet for their paid products and services.
I have no doubt that you have a boat load of knowledge that your audience wants to know. So, if this isn’t a regular part of your marketing plan, you’ve got to start offering it up.
You can add value by:
- Writing instructional blog posts
- Sharing tips and tricks in your Facebook posts
- Posting motivational quotes and inspiring stories
- Hosting free live coaching or Q&A calls
There are countless ways to add value. When choosing a topic, think long and hard about exactly what your audience’s pain points are. Then, create a series of videos, a webinar, a check list, something that speaks to their struggle and shows them that you know what you’re talking about. And don’t forget to get their email addresses! Because email is the best way to ensure your audience is seeing your best stuff.
Think about your latest business purchase. What pushed you over the edge to buy? Had you gotten so much value from someone leading up to the sale that it was a no brainer? Were you prompted by a series of posts or videos? Then, think about how you can do that in your own business.
Have a wonderful day, entrepreneurs! And keep shining that light,