Would you do business with someone you didn’t know at all? With someone you disliked? With someone you didn’t trust? Of course not.
That’s why businesses and freelancers work hard to build what’s called the “know, like, and trust” factor with their audience and prospective customers. They know they’re more likely to get business from people who know, like, and trust them.
How do you build this – let’s call it the KLT for short – using social media?
Build the “Know” factor on social media
The first part of KLT is “Know.” You want your target market to be aware that you’re in business.
Social media allows you to do that by getting in front of your target market’s eyeballs on a consistent basis to build recognition. Share content that lets them know about your business, what you do, who you do it for, and that you welcome new customers.
It’s easier than ever to do this by scheduling your social media content in advance, so you never miss an opportunity to connect with potential customers. Social media scheduling platforms like Pixrit, which is centered on sharing images, can help you stay organized and consistent as you build the Know factor.
Build the “Like” factor on social media
The next step of KLT is “Like.” You want your target market to resonate with you and your business.
The first step to get someone to like you? Show up consistently. In psychology, this is called the “mere-exposure effect,” and it refers to the fact that people tend to like things and other people simply because they’re familiar with them. So show up regularly, and you’re halfway there.
Your target market will also like your business when they connect with its personality, style, and values, so make sure to share content that expresses those things. Authenticity is the most important thing here, so don’t be afraid to be you!
Build the “Trust” factor on social media
The final step of KLT is “trust.” You want your target market to believe that you are the right person to solve their problem.
Let’s focus on service providers (photographers, graphic designers, event planners, etc.) for a moment. Before a potential customer hires you, they want to trust that you’re good at what you do. That you provide a good customer experience. That way if problems arise, you will handle them and behave with integrity. Then they won’t regret hiring you.
How do you prove you’re trustworthy? A variety of ways. Showing up regularly on social media lets people know that you’re reliable and steady. Sharing stories about satisfied customers or about how you solved a problem when things didn’t go smoothly shows what it’s like to work with you. Giving away freebies like ebooks, audio recordings, or short video series that help your target market solve a problem is a great way to demonstrate your expertise and build rapport. Finally, being honest helps build the trust factor, so don’t shy away from vulnerability.
Consistency is the common thread
Did you notice the common thread between all three? It’s consistency. Something as simple as showing up regularly builds the Know, Like, and Trust factor in a way that nothing else can. Consistency in marketing is so important, we wrote a whole blog post on it!
Staying consistent with multiple social media used to be time consuming, but now you can guarantee that you’ll show up regularly by scheduling your posts in advance with Pixrit. Learn more about the social media manager right here.