We’ve all heard it before, right..? If you want to grow a successful business, you need to build that ‘know, like and trust’ factor.
Because when you have that, they’re more likely to buy from you. You connect on a deeper level. Your audience starts feeling confident and safe enough to hand over their money. Sounds simple enough…
Now you maybe sitting there thinking, yeah ok that’s great, but what does that actually mean?
What does it take for people to feel these things for my brand?
Well, I have some special tips to help you take this concept and inject that sparkle into your marketing. Are you with me? Here goes…
Speak from the heart
The first step to helping your audience really know you, is to be open and honest about who you are. Now this is not about stating the boring facts like, I’m a dog groomer. I have a golden Labrador. I have two kids and I live in a semi-detached house in Bournemouth.
I’m plucking some random facts out of thin air here, but you get what I mean. This doesn’t help your audience see below surface level. It doesn’t get to the heart of your thoughts and feelings – the things that make us real and human.
To connect more deeply you have to open up to your audience. Inject a little pizazz and personality into your content.
Share those stories about how you came to be and the trials and tribulations you faced along the way. Share why you do what you do. Let people into those flaws and idiosyncrasies that make you the person you are. People relate to that stuff. It adds the human touch.
Initiate a two-way conversation
Great marketing is not about you preaching to your audience. The best way to really connect with people is to encourage interaction and have real conversations. Make an effort to speak with people more personally, one on one.
When someone comments on your blog post or on your social media post, take the time to reply with a genuine response. Actively ask your audience questions at the end of your blog posts, in social media posts and in your emails.
Do what you can to initiate that conversation with your people. Then reply to every single person that engages with your brand and be real and authentic when you do. Show them they’re not just a number and you really care.
One of the best things you can do is focus on serving not selling. Give your audience incredible value in the content you share – be a helpful presence in their lives.
That doesn’t mean you shouldn’t talk about your offers. You absolutely should when that’s the next logical step. Let me give you a quick example – say you’ve created a video with 5 top tips to combat separation anxiety. At the end you could then mention the details of your 8-week programme, that works with the owner and their dog one on one to get those lasting results.
You’re helping them by sharing exactly how they can take this further and get the transformation they want. You deserve to receive money for providing that life-altering service. And you’ve already demonstrated that you can help them get there.
When you switch from a selling is helping mindset, you open the doors to more opportunities.
Show your face
For people to start to trust you, they need to see who they’re talking to. Your audience doesn’t want to see only flashy graphics and logos, or generic stock images. Get your face out there so people know the person behind the brand.
A professional photo shoot would be perfect, but there’s nothing wrong with using your phone camera until you can make that investment. Update your social bios, avatars and website with photos of you in all your magnificent glory.
Always deliver on your promises
To build trust, people need to feel safe and they need to know they can rely on you. You need to be consistent and (almost) predictable in your presence and the way you behave.
That doesn’t mean playing it safe and being boring with your messaging. It means showing up without fail and doing what you say you will. Because that shows you care. It shows you’re solid. That you’re a business that cares about their customers and is here to stay.
It also means you should have a consistent presence on social media. None of this posting heaps one week and disappearing for the next three weeks. That’s enough to make your audience second guess your professionalism.
Demonstrate that you can be trusted by sharing those testimonials and case studies. Be accessible and make sure people have an easy way to get in touch if they have a question or concern.
Over to you. Which tip will you be implementing this week to help grow your ‘know, like and trust’ factor?
P.s. If you need help to reach more pet parents and sell more of your products or services, there are a few ways I can help you do that:
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