The point you may realise is that while we like to say that business is not personal, it is.
Business is how you feed your family. Business is how the world turns. Business is what you spend most of your day doing. Your business is how people solve their problems. It is emotional, and there is an art to being able to create the right content for the right audience at the right time to enhance the relationship.
Previously, we mentioned the buyer’s journey and its importance to ensuring that your audience gets the information you want them to understand about you and your brand. The reason this is mentioned is that being visible isn’t enough.
You must also demonstrate your ability to engage, relate, and serve your audience over time.
Since it takes both time and proof to build trust, how do you do it?
Let’s go over how you can incorporate your brand story, your branding, and all your content into a powerful Know – Like – Trust (KLT) generating strategy.
Create Your Branding & Brand Story
The very first thing you want to do is create your visual branding as well as your story branding. Having this information at your fingertips is going to help inform a lot of content from here on out.
Be Consistent & Follow a Template
Take the time to create a template that shows your branding information and how you want everything to appear. Including the voice that you want to use on the content you are creating.
Know Your Audience Inside & Out
If you don’t work on studying your audience, it’s going to be hard to keep creating content, products, or services that resonate with them. Remember that even if the demographics don’t change for your audience – their ideas, morals, and values might. Keep informed.
Know Your Products Inside & Out
It’s a good idea as well to know all your own products plus the products you like to promote, even if you did not create them. Try adding the info for products in a spreadsheet based on the problem they solve to keep them close at hand.
Know Your Basic Buyer’s Journey
Your buyers may have a unique journey so you will need to draw that out for yourself, but in general, the buyer’s journey looks like this: Awareness, Consideration, Decision. What type of content do you need for each place within the journey?
Determine the Types & Forms of Content You Need
Using the knowledge about your products, your audience, and their journey, you’ll want to determine what types of content they need for them to make the choices you want them to make. Do they need brochures, checklists, pricing packages, “done for you” services, “done with you” services?
Know the Topics & Point of Each Piece of Content
As you brainstorm the content you want to create, it’s imperative that you know the point of each piece of content as well as the life-cycle of that content.
For example, you may post it on your blog, promote it to your email list, and share on social media, but why? What is the goal? Are you wanting them to download something, buy something, sign up for a discovery call or simply have a conversation with you?
Keep It Simple
Remember that most content should follow a very simple idea. You should know the point of the content before you even create it. If you cannot write one sentence about what the content will accomplish, the content doesn’t need to be created. I have this on a post-it note beside me, as writing a blog this can easily be ignored.
Engage with Responsive Audience Members
Remember that there are other types of content aside from that which you create and mass promote. There is also engaging content when you answer a question and engage with audience members. This is highly valuable content that works very well for building the trust factor of the KLT principle.
Promote Your Own Content
Whether it’s free or not, it’s imperative that you take the time to promote all the content you create. Send a notice to your email list, tell your social media followers, and anyone else you can think of when you have new content to consume.
(Hint: Do it more than once using automated software like Hootsuite.com that allows you to set it up to share randomly or by choice more than once.)
The reason storytelling is so vital to everything you do is that you need a way to hook your audience early by making them the entire point of your existence.
Stories that are driven by your brand voice or personality will get more engagement when you make the main character your customer. Doing this is going to ensure that you have a positive emotional impact on your audience via your brand.
Bringing It Full Circle – Making the Sale and Using Happy Customers as Brand Ambassadors
Creating a brand that people trust is so important that it is valued more highly than almost anything by most business owners. This is especially true of smaller sole owner-operated businesses because there is less room for error. A big company like Nike can likely ride the wave of consumer discontent and come out fine. But a small business can be destroyed if the public lacks trust.
Keep Being Trustworthy
Once you earn their trust, you must keep earning it. It’s never over. Keep being transparent and honest about everything you do. Talk openly about success and failure. The more you do, the more trustworthy you’ll become to your audience. It’s amazing the response you will get if you do make a mistake if you are just open about it.
Create or Find More Solutions for Them
Once you have a customer, you can make them into a repeat customer by finding other solutions for them based on what you know about them. What’s the next step? Even if you’re not interested in creating another product, affiliate marketing is an excellent option to keep a customer. Look for products that you can promote to anyone who has already bought from you as another stream of income as well to keep your customers in your circle.
Engage with Your Customers More
The old way of doing business was that the customer bought the item or completed the transaction, and that was it. You hoped they’d come back, but they might not. Now you have a direct connection with them via email, phone, and social media. Use them all to engage more with them and ask them more what they think. You’d be shocked at what a phone call (even if you leave a voice mail) can do for developing the KLT principle.
Build a Thriving Community
It’s one thing to be a sought-out person or company, but once you build an actual community, the potential is stratospheric. Fans involved in a real community such as in-person meetings, online meetings, or chats via Facebook groups or other forums like Delphiforums.com will develop a more influential relationship.
Turn Your Customers into Promoters
Do fun things like asking your customer to take pics of them with your product and tag you or host a contest for the most-watched video about what they love about your company, and so forth. The more creative you are in allowing your customers to be part of your branding, the more it’ll work out well for your business.
Develop Valuable Content
While you don’t have to publish every single day if you don’t want to, creating more valuable content to engage with your audience is always a good thing. Don’t forget to re-purpose and re-imagine your older content to make it easier. If you have content that is effective now, start there. Find a way to make more content like that.
Backup All Claims You Make with Facts
One way to build trust is to back up anything you say with facts. They can come from stats, interviews, demonstrations, and more. If you say it, back it up from someone else or with proof. Don’t be boring though, put some personality in your stats by creating interesting memes or graphics.
Be Transparent and Show Your Humanity
Be clear that being transparent is about business, not your personal life. Don’t get mixed up about your branding story and your business story and your personal life story. They are different. If you make mistakes, be human, and admit to it. People respect that.
Once you’ve built trust with people, the best way to keep it is to continue being trustworthy. Don’t forget your customers because a repeat customer is much more valuable than a new one. Remember, you can let your customers help you get the word out by encouraging word-of-mouth recommendations, asking for pictures, and so much more. The key is engagement. If you stay engaged, the possibilities are endless.
If you have missed the posts on KLT and telling your brand story please see the links below, or download our Free eBook on Develop Your Brand.