We all want to transform our reputation to achieve that ‘wow’ factor for our brand but many of us are still getting it wrong. It’s no use having a great product if nobody knows about it. The know, like, trust, buy factors helps us to understand why getting your brand noticed, appreciated and trusted will help lead to a purchase.
Let’s go into a little more detail…
The ‘Know’ Factor
How will you get noticed?
Many businesses make the mistake of bombarding anyone and everyone with emails, cold calls and un-relatable social media posts that just end up getting lost in the mix. Yes, sometimes you might be lucky and get the odd lead but nine times out of ten you’re more likely to put people off your brand. It’s time to stop wasting our time and resources on the wrong audience!
For customers to know who you are, you need to know who your customers are – makes perfect sense, right? Once you get this nailed, your customers will come to you.
The simplest way to work out who your customers are is to work out what problems your product or service offers the perfect solution to.
Try putting yourself in the customer’s shoes and visualise yourself on their journey. Once you’ve figured out who your customers are, it’s far easier to tailor your marketing tools to make you stand out to your target audience.
The ‘Like’ Factor
How can you appeal to your audience?
The ‘like’ factor is often a tricky factor to conquer – but we won’t let that stop us. We’ve already figured out what problems your product or service offers a solution to, the next step is to show everyone that your solution is a brilliant one! Here are two simple solutions to get you going…
One very popular way to ‘get liked’ is through offering rewards in exchange for customer engagement. Creating the illusion that you are giving your audience something for free is a win-win situation, as you are essentially rewarding them for doing exactly what you want them to do: comment, share, sign up (and just generally engage with you!)
Blog posts are also a good way to get across your brand’s voice and values whilst simultaneously solving problems and entertaining your audience. Start writing articles that relate directly to your customer and their problem (to which you have the solution). Make sure you show off your expertise and create content that is accurate as well as fun to read.
The ‘Trust’ Factor
How can you be trusted?
Once you’ve figured out how to appeal to your target audience, it’s time to think about trust-building.
We’re living in an era where almost everyone is a sceptic; we all demand proof that we’re not being sold another scam or knock-off product. It doesn’t matter how juicy your rewards are, customers want reassurance that they will receive the highest possible quality from us.
Positive reviews and testimonials from previous clients are a great way to build this trust.
Make sure you keep a close eye on your existing customers’ experiences – if they have an issue, put 100% into solving it for them. Encourage them to leave reviews and ask them for referrals. Some businesses find the idea of this a little daunting but if you don’t ask, you don’t get!
The ‘Buy’ Factor
How to can you secure your customer?
After conquering the first three factors you must ALWAYS call to action. You’ve gotten this far, don’t fall at the final hurdle and lose a member of your audience by giving them the chance to escape!
Every time you interact with your audience, whether face to face, online or over the phone, invite them to do something that will positively impact your growth. This could be as simple as asking them to read your blog article or follow you on social media (it does not necessarily have to be an invitation to buy from you).
Remember, each interaction a customer has with your brand adds to their customer journey, so make sure your journey is a pleasant and memorable one filled with solutions, trust and encouragement!