If you’re one of the world’s 400 million small to medium-sized business owners then the chances are you will have heard of the importance of know like and trust. These three words are of huge importance whatever your business size. The difference is that in small businesses it’s more personal.
Larger companies have whole departments dedicated to building brand trust and loyalty and big budgets to match. While you can’t match them you can certainly build your own unique flavour with the content you share. If you’re wondering what that means. Think about your personality and what’s important to you and how you can get that across in your marketing.
You can’t afford to hide behind your website and words. If you do, you’ll just pale into obscurity. You need to bring your business to life. Just think which are the businesses that are most memorable to you? It’s those that share their personality and their ‘why’ and give you reason to return for more.
Yes of course you need great products and services but building a strong connection with your audience really helps to build the all-important trust that makes customers ask for more.
So if you’re wondering how to inject know, like and trust into your business then read on
The Know Factor
It starts with your content. If you’re a regular reader of my blog, then you know that I talk a lot about content and its importance in helping you to connect with your audience. For the know factor it’s all about showing up regularly and gaining consistency in your content. You also need to be clear about what it is you’re offering. Your audience needs to know what they can buy from you and why you’re best placed to serve them.
The Like Factor
This can be tricky for many businesses as all too often people shy away from adding personality into their content afraid that they will put their audiences off. Please don’t worry. It can be a great filter. If people don’t like what they see or they don’t get a connection they won’t buy from you in any case. Be true to yourself and share some information about you. It will make you stand out from the crowd. It could be anything from sharing personal interests and hobbies to books you like to read or places you like to go.
The Trust Factor
Firstly think about what trust means to you. For me, it’s about knowing that the business you are buying from is going to deliver and that’s the same whether you’re B2B or B2C focus. Trust takes time and often you need to give your audience a few tasters to build up that trust.
Here’s an example – I have been following a business coach online for a year or so and have attended a few free workshops and in the back of my mind I knew that I wanted to do one of her courses but they are a significant investment and it’s taken me that time to build up the trust to buy. The reason why I have invested is because that trust has been built up through email and social content and I feel confident it’s the right step to take.
There are other ways to build up trust including collaborations and reviews. Understanding other customer’s experiences can be just what you need to decide to buy.
Think about know, like and trust as a picture of your business that you’re creating and finessing. Take the time to sit down and really think about how you can build all these elements in. They are the key to business growth and stronger visibility. They shouldn’t be discounted.
Would you like to understand how you build more know, like and trust into your marketing? Contact me today via firstname.lastname@example.org