Trust is a big issue when you’ve got a business and marketing strategy that’s entirely online. Your potential clients are just looking at a screen. Deciding if they should trust this website enough to part with their hard-earned money.
Clients spend 23% more on average when businesses are engaged with you. Your content is what’s going to engage with your potential clients. Look at your business through your potential client’s eyes.
Potential clients have found your website through Google or some other means. Clicked the link through to your website.
Will glancing at your website make them want to get to know you more? Or does it just make potential clients click off your website leaving a bad taste in their mouth.
Throughout your website you need to build the know, like, and trust factor. Build this factor with a content that converts.
But what content should you be creating at each stage of the know, like, and trust factors?
In this blog post, we’ll be looking at building a content marketing strategy. A strategy that uses the know, like, and trust factor so you get more leads and sales.
Disclosure: Some of the links in this post are ‘affiliate links’. This means if you click on the link and purchase the item, I will receive an affiliate commission.
What is the know, like, and trust factor?
Know, like, and trust factor is really another way of saying how you take a freezing cold lead to a red hot buyer.
Therefore using the know, like, and trust factor is essential for your marketing strategy,
Essential to get someone to go from ‘they just came across you’ to a potential client. Eventually becoming a red hot buyer who’s raving about you to their own network of family, friends, and work colleagues.
Incorporate Know, Like, and Trust In A Content Marketing Strategy
People buy from people which is you need to build your know, like, and trust factor.
Consider your own life. You’re on LinkedIn, responding to some posts that other people in your network have done. Then the next day, you’ve got messages from people who aren’t in your network, haven’t looked at your profile, or even got to know you.
How does this make you feel? Ready to buy whatever they’re offering you or wanting to click delete?
But yet if it was someone in your network who’d been getting to know you. You would be more open to hearing what they had to say.
Businesses of all sizes need know, like, and trust in their content marketing strategy.
But how do you build it? Here is a closer look at what content you should be adding in each stage.
Potential clients need to get to know you first before selling to them may seem a bit obvious. But yet many are put off by this. They feel like they have got to go straight in a sales mode.
Nobody wants to be a sleazy sales man.
Don’t be a sleazy salesman. Instead, release small pieces of content that help your potential client fix the initial problem.
These types of content include
- Social media posts
- Blog posts
Content that that helps your potential client achieve their goals.
By doing this, you’re showing your expertise in your niche. Potential clients are getting to know who you are and start getting curious about you.
This curiosity in you serves in furthering the relationship you’re having with a potential client.
Like factor is when the potential clients reach out to you by following you or sending a connection request. Not when you follow or request to connect with them.
As far as they are concerned you’re a potential client for them. Not exactly a great start. Connect with people only when they send out the connection request.
When they reach out to you, it’s proof that the content you’re releasing in the ‘Like’ stage is connecting with potential clients.
Consider what content you’re posting on social media and blogs you’re writing. Then ask yourself
- What impression are you leaving?
- Does it show your personality?
- Is it aligned with what your potential clients need right now?
Content that you’re sharing is leaving an impression of who you are and about your brand.
Options of content to have at this stage include
- Cheat Sheets
These types of content is great as it shows your expertise and builds trust with potential clients that you can do what you’re offering.
Use your content to get potential clients to trust you. Building trust with content is by using
- Case Studies
- Transparency In Your Offer
- Free Consultation
This type of content should have a call to action (CTA) so that people can go straight to order your product or service.
Ultimately, you want to be able to offer a small service or product. Service in return for a short fee. This builds up trust even more so that you can provide your core offer.
In A Nutshell,
Content helps with your marketing strategy. Your content should be helping potential clients to get to know you, like you, and build trust in you. Outcomes of this strategy is clients buying from you, becoming repeat buyers, and telling their network about you.