If you can get this one thing right you can explode your business. It’s the one emotional marketing trick that you must utilize and get right - getting your audience to trust you. Trust is the one emotion that makes your target market want to give you their hard earned money. Money is very personal and your potential customers must trust you to give you some of it. Here's how you can earn that trust.
Publish Relevant Content Regularly
Showing that you’re dependable will go far in helping to develop trust with your audience. If you publish blog posts, email newsletters, or other material regularly, it will prove that you’re in this for the long haul. And this helps push you to “authority” level and will cause people to trust you more.
Tell Both Sides of the Story
When you are giving examples for anything, whether product or service, telling the pros and cons is always a good way to get people to trust you. If you are able to be truthful about the drawbacks of your own services or products or those that you recommend, your audience will trust you as the real deal.
Always Disclose Your Biases
If you are doing a review on a book, product, service or anything else, it’s always important to tell the viewers the truth about any biases you may have. If you were given the item free to review, say so. If you were paid for your review, state it. Not only will this help people trust you better, it’s also the law.
Avoid Over-Pitching Products
When you always revert to sales language in all your content, people get tired of it. They expect a sales tone when looking at a sales page, but not when reading a blog. Be very careful not to confuse the two. Yes, you want a call to action, but you also want to avoid turning away viable audience members.
Under Promise and Over Deliver
The danger of sales pages is the possibility of overstating what the product or service offers or the problems it solves. Instead, ensure that you can deliver even more than they expected once they purchase. Why? Because you want them to buy from you again and you want them to tell others about you. Word of mouth is the ultimate way to get the trust of others.
Show Your Face
People trust those whom they can see. Online that can be more difficult, but if you post a picture of yourself and keep it updated, it will help them to trust you more. They’ll see you as a real person instead of as a cold business entity.
Engage in Real Time
Beware of too much automation when it comes to social media. You want to engage with others in real time. This will further the trust that your audience is developing with you. They will feel important when you answer questions personally, and find ways to engage in real time.
The next best thing to real life is a video. Videos help show what you know as if you’re with the person live. Facebook Live videos are an amazing way to establish trust. Give it a try! You can also do an event live on Google Hangouts, then post the video later. This gives you the best of both worlds. Live engagement with the Google Hangout and recorded videos for others who missed it the first time around.
Developing trust with your audience doesn't happen overnight. It's a process; a long-term marketing strategy that will pay off again and again. When you get just one person to trust you, they will tell ten others, and those ten others will each tell ten more people. See where I'm going with this? The trust will spread far and wide until the very mention of your business name will mean trust. Ok, maybe it won’t go that far, but you never know. :)
Social Media Manager
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Whether you’re blogging, or sharing something on Facebook it all comes down to content. Social media is how people communicate online now, and the content you share there is more likely to be commented on and shared with others than content you just put on your blog and don’t share it.
Sharing an article you put on your blog on social media can establish backlinks, engagement, and send traffic to your website. Therefore, it matters what you share on social media if you want to establish real social signals.
Know Your Audience – In anything you do from developing products, sourcing products, creating services and so forth it’s imperative that you understand who your audience is. Get to know what keeps them up at night and what will solve their problems.
Set Goals – Each social media platform needs a different goal of its own. The reason is that each social media network is very different. It’s best to set up each one independently as you don’t want each network to be a copycat of the other. While you will likely share the same blog posts, articles, and content, you’ll organize it a little differently and present it a little differently for each network.
Create a Strategy – When you’ve developed your goals you’ll want to create a strategy behind each goal to make sure you reach them. Again, separate each network out so that you have a clear understanding of what each one of them take to achieve the goals you’ve set.
Work On Your Headlines – One of the most important aspects of each social share is the headline. Each network is a little different so you’ll need to change the headline as you share. The headline is what helps your shares get more clicks.
Use Imagery Creatively – When you share anything on social media make sure that your images show up the right size and fit the network. Studies show that on social networks shares with images are more likely to be engaged with and shared to their friends.
Optimize Your Content Specifically for Social Media – Each network has different image size requirements, different amounts of letters show in the blurb before the link. Understand how each network you use works so that your content can be presented in the best light.
Share On the Right Days and Times – Research how your audience consumes content. What are the best days and times to share? When do you get the most engagement? You may have to test out different times and days to find out.
Mind Your Metrics – Always look at your analytics before you start anything new and then check them again later to find out if what you’re doing is having an effect. Remember that nothing is ever complete until the paperwork is done.
Social signals are about sending the right signals at the right time, using social media along with your other online real estate to make an impact, get noticed, and get more traffic.
Social Media Manager
PS - Click here to access the FREE resource library. It's packed full of useful tips for your social media strategy!
Starting out in social media marketing can be very exciting. On one hand you have a fresh start for your business online; a blank page to be filled. Oh the possibilities! And on the other hand, blank pages can cause writer's block, indecision and fear.
It is important to realize that first impressions count just as much online as they do in the offline world. But as a busy entrepreneur, you probably don’t have time to try out every social network for size. Your social media marketing campaign needs to produce measurable results as soon as possible.
Here are six insightful questions to ask yourself before you start on social media. Your answers will help you to create a coherent and effective social media marketing strategy for your new and growing business!
WHAT NETWORKS WILL YOU JOIN?
The big players in the social arena constantly shuffle for first place and they nearly always seem to hit the news with their latest leap in popularity, but the same six players are key in terms of volume of users - Facebook, Google+, Twitter, Instagram, LinkedIn and Pinterest.
Understanding the demographics of each platform's users and where they intersect with your target audience will decide for you whether you should use a specific network or not.
WHO WILL BE IN CHARGE OF POSTING UPDATES?
Chances are, you're going to need a freelancer to look after your social media. The internet doesn't sleep, and if your market is global the chances are you will have to state your business hours publicly and hire someone to engage with your fans or customers from 9-5 each day.
This is one time when giving the job to your newest intern is not a good idea. Your social media manager should have a firm grip on best practices, customer service, and be both polite and patient.
WHAT ARE YOU GOING TO POST?
It's funny, but sometimes what we think our customers want from us and what they actually want from us can be miles apart. Do your homework. Figure out what kinds of posts go down the best with your target market and give them what they want.
Always, always monitor your analytics to both help create more of the content that gets most engagement and to look out for trends your business should follow.
WILL YOUR ADVERTISING BE PAID OR FREE?
If you're a start-up business, or have been badly affected by the downturn in global economy, you may not want to invest in advertising. But understanding how it works can offer some very cheap marketing opportunities, as social media advertising is the most cost-effective there is at the moment, compared to Google and Bing PPC.
HOW WILL YOU DEAL WITH NEGATIVITY?
Unfortunately, being on the other side of an anonymous void, armed with a keyboard can make some people feel they can do and say what they want with some degree of anonymity.
This is actually a myth thanks to the many different social search tools and aggregators online. Don't feed the trolls. Remain calm and make use of the immediacy of social media to offer customer service in a timely and polite manner. You may never appease the originator of any negative comments, but the world that watches may be impressed enough by your attitude that they will choose to do business with you in the future.
HOW WILL YOU LEVERAGE THE GROWTH OF YOUR CUSTOMER BASE TO GROW YOUR BUSINESS?
There's little point in growing a large list of fans or followers unless you leverage it by engaging your followers and encouraging them to share your content. Create some fun around your brand; offer quizzes, photo ops, competitions, fill-in-the-blank slogans - anything that surprises your fans with an engaging activity. Even companies that sell washing powder have done this by sharing specific tips on how to best use it for certain stains.
Whichever networks you decide to use, don't be swayed by size alone. There are differences in gender and age group that more than make up for overall numbers, so make sure you do your homework first and create a realistic customer avatar that fits with the social networks you choose.
I hope these questions will help you get the most out of your social media presence! If you would like some help with managing your social media platforms, please send me a message. I love helping small and growing businesses with their social media. :)
Social Media Manager
PS - Click here to access the FREE resource library. It's packed full of free tips for your social media strategy!
The goal of this blog is to help small and growing businesses get the most out of their social media presence.