If you spend some time on social media, you’ve likely heard of the know, like and trust factor. If you haven’t – the know, like and trust factor essentially represents the three main steps your audience needs to take to go from the point they first find out or hear about you, to the point where they trust you enough to buy from you.
When you have a clear strategy in place to guide your audience through this journey, you will ultimately see an increase in leads and sales for your business.
If that sounds good, keep reading to find out how you can do it for your business.
How to get people to find you online
This goes without saying, but in order to make more sales, people need to know who you are. Nowadays, there are endless ways out there for people to find you, so the first thing you need to assess is where you’ll be focusing your marketing efforts. For this, it’s important to REALLY get to know your buyer persona. Are they:
- Spending their free time scrolling through Facebook or Instagram?
- Consuming podcast content while they work?
- Maybe they’re avid blog readers?
Once you find that out, it’s important to choose 1-2 platforms to focus your efforts on, so you’re not spreading yourself too thin, especially if you have a small team.
At this initial stage, you want to focus on content that’s both searchable and shareable. If you’re writing a blog post, make sure you’re utilizing keywords your ideal client would be searching for. If you’re posting on social media, making sure you use the correct hashtags will greatly improve your chances of getting found. Bonus points if you post something that compels people to share with others in their network – that will get your content in front of even more eyes (and “word of mouth” has historically been the best source of clients – especially in healthcare).
How to create content for your audience
After you get people in the door, you have to warm up those leads and give them a reason to stick around for more. This is the time for you to provide them with inside content, maybe share some behind the scenes looks into how you operate, or even share what you stand for as a brand.
At this stage, it’s important to dig a little deeper into your buyer persona to really understand them – their needs and struggles – as well as the language they use. For this, you may want to take a look at places like:
- Google searches
- Answerthepublic.com
- Quora, Reddit
- Surveys
- Recorded calls – aka. “unsolicited feedback”
- Book reviews/comments on relevant materials
This will allow you to not only create content that they NEED and are actively searching for answers on, but to do it in a language that they understand and can relate to. Whatever you do, don’t forget to always LEAD WITH VALUE. Sharing some educational content and authority-building pieces will take you from the “know” stage all the way through to “like” and “trust”.
3. When should you go in for the sale
After your audience is warmed up to you, and they see you as the expert in your field, that’s when you can go in and ask for the sale. Again, you still want to remember to lead with value here – instead of showing them WHAT and HOW they can buy, focus on showing them the WHY.
- Why should they opt for your brand and services instead of your competitors?
- What do you have to bring to the table that they don’t?
- What makes YOU unique?
- What is the cost of not taking action with you?
If you can answer these questions for your audience in your sales content, you’ll be making their decision 10x easier, effectively making it a no brainer for them to buy from you.
If you take anything from this …
You can’t just focus on selling. Your posts can’t all be promotional, and simply listing your services and offerings every day won’t necessarily get you more sales – in fact, it will likely drive people away.
You need to lead with value to get people in the door, then follow it up with MORE value to warm them up and then – only then – go in and ask for the sale.
You can use the image below as a guideline:
If you’re struggling with getting leads for your business and warming them up to the point where you can sell to them (and close that sale), book your FREE consultation call today to learn how Boss Lady Consulting can help you reach your goals!