If you haven’t heard of the Know, Like, and Trust Factor you may just be one of the few people actually not spending enough time online!
This idea (I’ll call it the ‘KLTF’ from here on) has been around in the online marketing space for a while now. It’s become a little cliché, but I think it still does a great job of succinctly describing both the process and the end goal of marketing your business online.
In a nutshell, the KTLF is this:
· First, you need to make yourself known to your prospects.
· Next you want them to find you likable (i.e. relevant, human, enjoyable).
· And finally you need them to trust you as an expert who can help them solve their problems.
We can paint an even better picture of the KLTF by flipping it around and looking at it from your prospects’ point of view:
· Your prospects need to know who the heck you are (they need to be introduced to you online).
· They need to like you - or they won’t stick around to hear more of what you have to say.
· And they’ll never, ever spend their money with you unless they trust you as both a person of integrity and as an expert who can help them solve their problems.
Is all of this sounding a bit like how we build relationships ‘in real life’? It should because relationship building is exactly what the KLTF is about.
So how do you develop the KLTF with your prospects?
Start with a clear brand message. Being able to speak your truth about who you are and why you do what you do is powerful and attractive to prospects who value the same things you do.
Once you have that brand message in place, you need to put it out into the world. Use a marketing ‘road map’ and develop a plan to post, follow, and comment on social media sites where your prospects ‘hang out’ (much as you would go to parties and gatherings if you wanted to meet new people, as opposed to just staying at home and hoping those people will come knock on your door).
While you’re ‘out there’ online, talk to your prospects via your comments and posts. Get to know them and help them get to know you (your business). Be curious about them and their needs – but don’t be pushy or scammy. Remember to keep the relationship moving forward by inviting them to come to your ‘house’ with a live link back to your website.
Make your site feel professional and trustworthy for the prospects who visit you there with clear information and navigation, beautiful images of your work, great problem-solving content on your blog, and a valuable opt-in that invites them to subscribe.
If you continually pay attention to and build the KLTF with your prospects on your blog and in social media, guess who the first designer they call when they’re ready to commit will be? Yep, you! It's kind of magical that way (if not a little creepily like online dating, ha!).