You have a marketing strategy in place. You know that your website copy is good. You have a savvy website. You have regular campaigns on your social media and more. Your business is probably nearly there if you diligently work on your digital marketing or traditional marketing efforts.
However, the reality is, there is still a missing link for your target audience to turn into prospects, and that momentum turns into sales — You have to master the KNOW, LIKE and TRUST factors.
According to studies, there is what we call a “forgetting curve”, which states that about 60% of the information that we learn is quickly forgotten in just a span of days. Why is this nugget of information important if you want to win in your business efforts?
This means that you have to make a conscious effort to “stay in front of mind” of possible leads.
With your marketing strategies, your audience might be able to recognise your brand but it should not stop there. You have to bridge the missing link. People buy from brands that they know, like and trust. Meaning, there is a connection between the brand and the audience, and when an opportunity comes, that connection is hardwired in your prospect’s brain and s/he will be quick to recall your brand.
What does it mean to really know, like and trust a brand?
How could you translate this in your messaging?
Let’s identify the unique benefits of each stage.
How to get your audience to know your brand
Of course, you have to introduce yourself to your target audience. And most likely, you are aware of the benefits of having a website and being active on social media. Your audience “knowing” your brand is being memorable in their minds, to get past the forgetting curve.
Here are some ways that you can instigate this:
Identify your audience’s persona
You don’t just talk to “everyone”. You have to set a target, and position your message according to their needs.
Be an expert in your niche
Prove your authority, let them know that you know what you are talking about. Ensure that the content you are presenting is what your target wants to consume.
Highlight your unique value proposition
For example, if you are regularly sending out a newsletter (a good space repetition strategy to “remind” consumers of who your brand is), and your newsletter is more of “selling” and “pushing” your product, they will tag you as aggressive and unsubscribe.
People want value. The quality educational and informative content that you put in your newsletter will be their incentive to not only stay, but to also consider your business if the need arises.
Show your brand’s “true self”; your company’s values, goals, and how you take care of your clients.
How to get your audience to like your brand
Now that you have gotten past the “knowing” part, your audience has to relate to you to build your likability factor.
The simplest way to do this is to add value first. Remove the “sales barrier”. As I mentioned in the first phase, being aggressive will repel your audience. They say that the correct formula is 95% relationship-building, and 5% selling.
How can you up your brand’s likability?
Forego any cheap sales tactics
People can spot those sales tactics that you are throwing them.
Share valuable content, and make your website, social media channels and newsletters be their “go-to” source of information.
Improve customer service
Be responsive and helpful, give attention to your audience whether it’s a sales-related inquiry or industry-related questions.
By exerting effort in increasing your likability, over time, your audience will begin to interact more on social media, engage more and reach out to ask questions and learn more about you.
How to get your audience to trust your brand
When your prospects trust your brand, it’s because your values align with theirs. This means that they know how you can help them and that they are in the right place.
If you reach this stage, your target audience will be ready to buy from you. You will be able to create brand loyalty, as they will be more open to purchasing from you and even recommending you to others.
How do you build trust with an audience that hasn’t done business with you?
Share testimonials and case studies
Stories about how you successfully helped clients to achieve positive results will give your audience a sense of how you work.
Share what your company is about and highlight what you can do. Don’t oversell yourself or make promises that you cannot keep.
Communicate well and be accessible
Make sure that possible leads can reach out to you easily. Respond quickly and always make them feel that they are talking to a “real” person, not a scripted response.
Offer a money-back guarantee
It’s not for all business, but if it applies, it could build trust, especially for first time customers.
Once they acquire your services, make sure to deliver. This will also open more doors for sales. Remember, it is easier to sell to repeat customers than converting a new lead.
Incorporate the lessons from the Know, Like and Trust principle in your marketing strategy.
Remember that consistency is the key. Results will not happen overnight.
These three phases affect how your audience perceive your brand and smash through their “forgetting curve”, as you will automatically become their preferred choice.