You've probably heard the phrase, “know, like, and trust”, right?
It goes something like this:
“People do business with people that they know, like and trust.”
For years I ran the sales division of AT&T and we always used to teach our team that all things being equal, people are going to do business with people that they know, like and trust.
So how do you constantly build up that know, like and trust factor? It's super important.
In previous videos on our YouTube channel, I've talked about our Three Pillars To Social Advertising Success.
That is a huge way for you to constantly build up the know, like, and trust factor.
But you see, there's one missing thing to the know, like, and trust factor that I think is incredibly important.
It's “remember”.
We know that people do business with people they know, like, and trust, but when it comes to that point of decision making, it's about who they remember.
So let me give you this example.
You are a plumber, and we're good friends. We've been friends for years. You do great work. I trust you.
But most of the time I don't need your services.
You need a plumber when things flood, when pipes break and things happen, but lucky for me, I don't need your services very often. And so if you think about it, when you have an emergency like that, you don't have a lot of time to stop and think.
You have to take action right?
So think about this. I have a flood, and with electrical equipment and things all around, it's an emergency. It's the middle of the night and you and I haven't seen each other for six months, but we're friends.
We just haven't seen each other.
But in the meantime, there's this guy down the street. I know he's a plumber too. I really don't know him, I don't know if I like him or trust him but he seems like a decent enough guy. The thing is, I constantly have flyers in my mailbox.
I have a magnet on my refrigerator that he put in my mailbox.
I have been getting his Facebook ads. And I've been seeing his stuff in community message boards constantly.
So when that zero moment of decision comes when I need help right now, who am I going to call? Am I going to call the person I know I can trust but I forgot about or am I going to call the new guy that I remember? I'm going to call the person I remember.
So what does this have to do with Facebook and Instagram ads?
You see people do business with people they know, like, trust, and remember when it's time to make the buying decision.
So how do you become the person that people know, like, trust, and remember so that when they're ready to buy, they buy from you?
You do that by consistently getting valuable information in front of them.
You see, so often people are just running advertising campaigns to get people to buy and to buy now, and most people are not ready to buy right now.
So one way to become the person they remember when it's time to buy is to use engagement campaigns and consistently amplify valuable content to be in front of your audience on a regular basis.
So what does that look like?
It could be something just like this post, a tip.
It could be a weekly update. It could be a new video that is answering frequently asked questions, and it's something that you can simply rotate out on a regular basis.
For example, we have a big client in the DIY space and one of the things we do for them is we have a campaign that always runs that we're continually rotating out fresh content.
It's new blog posts, it's new tutorials, and we're constantly running that traffic to their warm audience.
People who already know them, people who already like them, people who already trust them.
And the reason we do that is so that that group of people, that warm audience that we've worked so hard to build out so that those people, when the time comes to purchase, they'll remember to purchase from our client because we've been consistently staying in front of them.
They know them, they like them, they trust them, and they remember them because they're always putting good and valuable content in front of them.
So it's important to make sure that you're not just thinking about being the person or the business that people know, like, and trust.
But are you the business that people know, that people like, that people trust, and that people remember when it's time to do business?
In today's digital age, a one-size-fits-all marketing strategy simply won't cut it.
To stay ahead of the competition and reach your audience effectively, you need to leverage the different stages of the customer journey with a multi-channel approach.
It's not just about reaching more people; it's about reaching the right people, at the right time, on the right channels with a message that resonates so you move people along the customer journey quickly and effectively.
If you are ready to revolutionize your marketing strategy and make a lasting impact on your target audience join our 3 Pillars Masterclass.
Gain the knowledge and tools needed to craft compelling brand narratives, create engaging content, and nurture meaningful relationships.
Click here to sign up for our 3 Pillars Masterclass: https://3pillarsmasterclass.sunlight.digital/3-pillars-masterclass
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