Let’s get real friends – In business, trust is everything. With trust, you’ll have customers (or clients) for life. Without trust, you may as well pack up and go home. Your ability to market your business online and build a strong follower base to generate leads is a testament to how you can create trust with your followers.
“Trust is everything…”
Market research continuously proves the fact that a person needs to trust you and your business before purchasing from you. They need to know you, your reputation, and your product or service before he/she is willing to make a purchase.
According to a survey conducted by Concerto Marketing Group and Research, 83 percent would recommend a trusted company to others, and 82 percent would continue to use that brand frequently. In another survey conducted by American Express in 2011, it was found that 7 in 10 Americans said they were willing to spend more with companies they believed would provide excellent customer service.
The sad truth however is that many small Business owners are focused on making the sale, rather than nurturing their prospects/client’s journey. The outcome is detrimental, if not, suicide to their businesses.
Here’s the thing – the key to building a strong relationship and gaining your customer’s trust is simple – be Real.
What this means is that the way you deliver your content, social media, website material, video material, email newsletters and emails, marketing collateral etc – everything you do with your marketing activity must represent realism and transparency.
Paul Dunn, Chairman of B1G1 (www.b1g1.com), once said his philosophy of building relationships is the ‘power of small’ – always working on the smallest details to achieve the biggest results. His theory is that successful big businesses innovate by refining their value through customer-focused detail which leads them to achieve big results through repeat customers and consistent growth. He notes that if you can individualise your marketing efforts, and continue to think ‘from the customers point-of-view’ you’ll always achieve great results in your business.
I agree with Paul entirely. Here’s a two key questions you may like to ask yourself:
“What customer experience would I want to have from my company?”
“How can my customers have the BEST experience possible?”
Here’s 6 simple tips you can apply to your marketing efforts that will build trust with your followers and ultimately convert them into leads:
Tip #1 – Use Facebook Live or Livestream Video
First of all, transparency is the key to building (and maintaining) trust with your followers. Try sharing a regular ‘behind-the-scenes’ Livestream Video or Facebook Live to show your sharing a regular ‘behind-the-scenes’ Livestream Video or Facebook Live to show your people what really goes on behind your closed doors.
Additionally, customers want to see you’re a human being with emotions just like them. Try using Facebook Live for extended livestreams or platforms such as Snapchat or Instagram for quick one minute clips. Regardless that people will either love or hate you, you are being raw, and vulnerable, and that’s your aim of the game. Above all, just make sure you keep your content real and raw – the more scripted you are the less authentic you look.
Tip #2 – Be consistent with your Social Media activities
While Livestream Video has the ability to build instant trust through rawness and transparency, Social Media can be your ‘go-to’ channel your followers need to find certainty you are professional business with customers. Behind Google, Social Media is the number 2 channel people use to research businesses’ authenticity before they make a purchase. Therefore it’s imperative you are consistent with your Social Media activity. It’s best to drive your content across at least 3-4 of your social channels. This will show your people you are a leading business with followers engaging with you and your business. Furthermore, make sure your content is engaging and relevant to your industry, vision and missions, purpose, and your business.
Tip #3 – Blogging is essential for your business
Blogging is a critical component to your business. While video and livestream can provide a sense of rawness and realism to your viewers, Blogging can provide a ‘deeper’ level understanding of your business, your services and your philosophy, and your ‘why’. Remember, people don’t buy what products or services you offer, they buy ‘why’ you do it. Blogging is the standout channel to share your stories, your missions and visions, and your social contributions that any other channel. And, make sure you are consistent with your Blogging. Use many visuals and statistics to back up your ideas and opinions. As a suggestion, share your Blogs on Google Plus, this will help you can gain rankings on Google.
Tip #4 – Use an Introduction Video on Your Website Homepage
According to data from Syndacast, videos are now responsible for 74 percent of all internet traffic. All of your online traffic leads back to your website therefore you must use a video on your website homepage as your focal point to hook your followers into your objective.
This is also a great way to build instant trust with your people. You can share who you are, what you do and why do it. But be extra careful and precise with your video script because you only have approximately seven seconds to capture your potential customers/clients’ interest, so you must get to the point lightening fast. There’s several options how you can deliver your video however I believe it’s best if you can create a video reel with you introducing your company.
Tip #5 – Share Your Customer’s Reviews
Your reputation is only as good as who you your followers and customers perceive you to be. Use your Social Media channels to showcase what others are saying about you and your business. You can screenshot your reviews and share it on your Facebook wall or Instagram and say something like “Thanks so much [name]. We really appreciate your feedback.” Make sure you always use their names, and tag them into your post if possible. Additionally, you can then also send them a private message to show your gratitude – your customers will love it.
Tip #6 – Contribute To a Worthy Cause
Everyone goes into business for different reasons however the it’s been said that the true meaning of Entrepreneurship is contributing to causes beyond us. While it’s not important to be seen ‘giving back’, it does however create a sense of purpose and meaning in the minds and hearts of others who see us contributing to these causes.
As a result, people will naturally trust you because you’re involved in something bigger than you – regardless of your intention. This approach really is a win/win. I highly recommend looking into Buy 1, Give 1 – www.b1g1.com
It’s true – business is not about building business, it’s about building people. People need to trust you before they will do business with you. Above all, it’s absolutely crucial to always be operate with integrity and authenticity. You simply cannot fake being real. Your marketing efforts must always reflect these fundamental principles. Work diligently on these principles, and apply them into your marketing activities, and you will achieve lasting results with your followers and your business.