When I speak with small-business owners, especially the ones who are just starting out with social media marketing, the questions I get from them are usually related to building their audience on social media!
Many think that once you’ve built a targeted following, you’ll never have to worry about sales!
It’s true that building a targeted following is the foundation of any successful business, but when you do build that following, you’ll be faced with another problem that prevents you from converting those followers into paying customers!
As a small business owner, having thousands of followers that don’t translate into sales isn’t really important for your business. Probably for your ego!
It’s great to have a significant following that reads your content and thanks you for the value you provide, but unless you convert some of them into paying customers, you’ll not be running a business then, probably a free fan club!
In order for you to be able to convert your following into paying customers, you need to be aware of 3 rules that separate successful businesses from failing ones!
People Buy From Businesses They…
If your prospects aren’t aware of your brand, products or services, how on earth are you expecting them to buy from you?
They will buy from you when they KNOW about you!
You might think that once a person follows you on Twitter or likes your page on Facebook, then they’re aware of your existence!
That’s true ONLY if they were following 3 people on social media!
The average person today follows hundreds of pages and twitter profiles, so how on earth do you expect them to remember your business when they decide to buy a particular product or service?
You can’t possibly buy from a business you don’t like, could you?
Probably if you don’t have a choice, which is not the case in today’s economy where you find thousands who are competing for the same market!
Unless your prospects like your brand, they won’t simply spend their money with you. They’ll go and invest their money with brands that speak their voice and solve their problems.
That’s a major task many businesses fail to accomplish.
Your prospects might know about your brand, products and services. They might even like you, but if they don’t trust you, they won’t buy from you!
A simple example of that would be sellers on eBay.
I usually find sellers that do a great job getting you to like their brand. They might even offer exclusive products with great discounts, but unless I find that “Top Rated Seller” logo, I won’t even bother ordering.
That how trust is important for your small business.
In the previous example, I trust eBay because they earned my trust throughout the years with great customer service, but I don’t trust that particular seller. However, if eBay tells me that he or she is a top rated seller, then I’ll buy with my eyes closed, because I know that my investment is in good hands!
Now that you know the 3 factors that will help you convert those followers into paying customers, here is what you should do to amplify the know, like and trust factors!
People KNOW About You When…
• You get in front of them on platforms they’re already using, whether it’s Facebook, Twitter, Google+, their favorite blogs, local events…etc. Basically, any place your prospects are using to hang out, you should be there. In this particular example, I give you the green light to go stalk your prospects
• You educate them about your brand, products and services, not in a direct way, but in a more enjoyable, value providing way. Remember, it’s always about them!
• You encourage them to spread the word about your brand. When that happens, more people will know about you.
People LIKE You When…
• You speak their language.
• Solve their problems.
• Constantly interact with them.
• You give them a wonderful user experience through your quality content.
• You listen to them.
• They realize that you care!
People TRUST You When…
• You’ve never disappointed them before.
• They realize that you’re reliable.
• You always deliver what you promise, if not more!
• Their friends, family and pretty much any person they trust recommend you.
A Simple Exercise For YOU!
The next time you craft any type of content or promotion whether it’s a Facebook status update, a tweet, a blog post, a sales page, an email newsletter…etc, you should always keep those above factors in mind.
How do I get my email subscribers to know more about me, my brand, my products or services through this newsletter without annoying them or sounding very salesy?
You can use the “Not-So-Direct” approach to selling (some other people call it the “soft selling” OR “Oh, by the way” approach). An example of that would be the first sentence I used in this blog post. Using that sentence will let prospects know that I work with small-business and help them solve their problems. I didn’t ask you to work with me or anything, I just mentioned it so if you like my content and believe that I can help you, then you’ll contact me!
How do I get my fans to like my brand in this status update?
You can do that by offering them any sort of value they appreciate. If you could answer what makes you like a particular person, then you could definitely answer this
How do I get people to trust me through this sales page?
You can do that by including recommendations or testimonials from people you know they trust. You can also include testimonials from people they don’t necessarily know, but they can relate to .You can also include proof that you products and services work through screenshots and videos…etc.
Now that you know the importance of the know, like and trust factors, next time you craft your status update, write your tweet or publish your blog post, make sure it contributes to one if not the 3 of the factors above.
Also, if you have more ideas on how you can amplify those factors, please share them in your comment below so everyone benefits from them.