Over the course of running my own business, I’ve come across many people with strange definitions of marketing. Many people have developed a fear associated with Marketing. To conquer this irrational fear of marketing, I’m going to break it down into its basic fundamental principle; know, like, and trust. If you do this well you will convert prospective people into clients, and build a community of raving fans, and ideal clients who refer you and buy from you regularly. What does know, like, and trust really mean? How can you incorporate this principle into building your business?
This blog post is a part of a series titled Zero to Business. In this series, you have created a well thought out strategy to leave your current job with your sanity intact, created a profitable idea, created an ideal client profile or avatar, and highlighted your ideal client’s biggest struggles. If you haven’t already, I would recommend going back and reading the previous blog posts listed below as well as completing any actionable steps or workbooks.
At this stage of setting up a business, many people struggle with their marketing message, they fear that narrowing down their business to a specific niche will cost them clients and money. As you start your business and start speaking to prospective clients you will find that your ideal client profile matches a segment of the market and the problems you predicted are true for this segment. Now that you have a deeper understanding of your ideal client and know the desires and problems they’re facing it is time for you to figure out where your ideal client is searching for solutions to their biggest problems. It’s not enough to know your ideal client is important to know where they are and to meet them where they are at with a product or service that provides a solution to their biggest problem.
The Know Factor
When you think about your ideal client consider the websites they might go to, the networking groups they might attend, the social media sites they might use, where they might get their information from, and how your ideal client is currently trying to solve her problems. At this stage, you need to consider where your ideal client is so you can market in these areas in order for your ideal client to find out about you. How will your ideal client find out about you? How will they discover your product or service? It’s not enough to rely on your website to appear in Google search results. It’s all about getting inside the mind of your ideal client to discover where they will be, what they are thinking, where and when they might need your product or service.
The ‘know’ factor is about building a community of raving fans. If you haven’t started to build a community of raving fans now is the time to start. It’s not easy and it does take a little bit of trial and error, especially if you are just starting out. For many entrepreneurs, this is their biggest struggle, getting noticed in a crowded marketplace. The good news is, even in the most crowded marketplace it’s still possible to get visible and in front of your ideal client, there are one million ways to do this but here is a short list of activities that will get you in front of your ideal client. Don’t just stick to my list; start brainstorming about your ideal client, this activity will help you think very differently about where you need to do some marketing.
- Strategically attend networking events (choose events that you know your ideal clients will be attending, be strategic and you will not be wasting your time).
- Jump onto online forums and start conversations.
- Comment on blog posts that are aligned with your business message and attract your ideal clients as readers and are written by people you’d like to cultivate relationships with for future projects.
- Create an enticing opt-in on your website. This will enable you to start converting web visitors into subscribers and keep in contact with them on a regular basis.
- Start blogging on a consistent basis. Blogging does take some time but it is a great way to build visibility and credibility.
- Speak at local events that are aligned with your business message and where your ideal clients will be attending.
- Keep in contact with visitors that comment on your blog and show a genuine interest in what is going on in their lives.
- Paid advertising on social media site where you know your ideal clients would use on a regular basis.
The Like Factor
At this stage your ideal client is aware of your existence; but do they like you? The like factor isn’t about being liked by everyone. This simply isn’t possible and if you manage to achieve this, then the chances are, your marketing message is weak and is appeal to no one, as discussed in my previous blog, The First Step to Attracting Your Ideal Client, niching down will help your business to appeal to your ideal audience and create that ‘it’s like they’re talking directly to me’ feeling with your business. It’s this niching down that helps you develop the like factor with your audience. The easiest way to develop ‘the like factor’ with your ideal clients is to Be Yourself. If you’ve read my blog, you will know I’m not a huge fan of the ‘Be Yourself’ advice but bear with me for a moment. Incorporate more of you into your marketing message. This will give the sense that your ideal client is connecting with a real person; a stale marketing copy will not achieve this.
You want your ideal client to form a positive opinion about you and your products or services. In essence, you want them to develop an ‘I want more of this’ feeling around you and your business. Here is a short list of activities that will help you create ‘the like factor’ with your ideal clients. Once again, don’t just stick to my list, start brainstorming and add your own.
- Put more of your into your marking copy. Use wording that’s authentically your own that your ideal clients will resonate with.
- Following up from networking.
- Speaking: try live videos, webinars, podcasts, or start a YouTube channel.
- Chatting on social media with your ideal clients.
- Writing a blog post or guest posting.
- You need to get people on your email list in an ethical way. This is a form of permission marketing. When someone hands over their email address you have essentially created ‘the know’ and ‘like’ factor. They want to hear more from you, your business, and your offers. It’s a privilege so be careful to not abuse it.
The Trust Factor
This step is the most important out of all of the marketing steps but only occurs after multiple ‘meetings’. Your ideal client will start to interact with you more and their opinion of you will start to deepen. They understand exactly how you can help them solve their biggest problem. At this stage, the ideal client is looking to see if you will deliver on what you say you will. It’s important to note that people buy from a business they trust. In order to build the trust factor with your ideal client, you need to incorporate the five C’s into your business presence.
- Consistency: Be consistent with everything you do. It’s not possible to build the Know, Like, and Trust factor if you are not regularly communicating with your audience. If your content is valuable and meets the needs of your clients then you are not spamming, you’re simply adding value. Your ideal client should have a similar experience with you every single time. An example of this is brands like Apple, Starbucks, or Google
- Congruency: Make it all work together. Does your website reflect who you are as a person? If this doesn’t match up, your ideal client will be less likely to trust you.
- Clarity: When your ideal clients meet you and your business they should immediately get a sense of what you’re all about and what type of business you’re in. If your website and social media presence do not share this clarity, you will lose your audience, quickly.
- Communicate: This is the essence of the ‘know’ factor. You need to communicate with your ideal clients. Communicating focuses on letting people know about what you do, and this is the foundation of marketing. Set yourself a mini goal to find one to three people you can tell about your business every day.
- Compelling: Focus on making your message interesting, informative and inspiring.
Actionable Step: Over the next seven days go through and complete the following tasks. You don’t have to do them all at once, I recommend doing a little bit each day. Make sure you complete these tasks before going on to the next blog post.
- Short marketing exercise: write down 15-20 places where your ideal client could find out about your product or service. Incorporate all of this into the, know, like, and trust marketing model. Use the Worksheet located on page 19 on the Zero to Business Magazine, Issue 03. Become a VIP, to access the magazine in my resource library, today!
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In the next blog post, we will focus on conducting backing up your ideal client profile with target market research around, what consumers are looking for, the problems they are facing, and looking at the market and any apparent gaps, to improve your ideal client profile as well as fine-tune your marketing strategy.