Know. Like. Trust. These are the three keys to direct marketing success. You need consumers to trust your business in order to buy from it. In order to trust you, they first have to like you. Before they can like you, they need to know you. Get the picture? So, how does one build this elusive knowledge in a cold, lonely, digital environment that is the internet?
In all actuality, the internet is a goldmine for getting to know each other. And, your direct marketing pieces can play a significant role in the process, along with your website, email newsletter, and social media campaigns.
Every time you send out a direct marketing piece or post something on social media, your prospects are getting to know you. In fact, according to experts[i], consumers have more trust in direct mail than they do in email. Half of the respondents to a recent survey state that direct mail holds their attention more than email, while only 26 percent give email more attention. Don’t shy away from helping consumers get to know your business with direct mail, along with other marketing channels, which will ultimately help them like and trust you, too.
Now that you know just how important it is for prospects to know, like, and trust you, what are the best ways to facilitate the knowledge process? Here are some tips:
- Know Who You’re Talking To. Let’s face it: You can’t market to everyone. If your team hasn’t already identified a target group of customers based on demographics, do it now. Because your direct mail and other marketing materials need to speak directly to a specific group, or they will speak to no one at all. Once you create a buyer persona, let that persona guide all of your marketing efforts, including direct marketing pieces and any giveaways you provide, like a custom USB.
- Use Your Expertise. If you’re in business, you’re likely an authority on some topic, be it cars, homes, or finances. However, your prospects won’t automatically know that you’re an expert, so you have to build your authority, one marketing touch-point at a time. Talk about your past experiences, offer case studies, or feature testimonials that prove your worth and value.
- Know How To Deliver. Each marketing touch-point should be designed to do something specific. At each point in the marketing funnel you should have marketing channels and content assigned to move buyers along in the process. Direct marketing is just one piece of the puzzle. However, your team should know what content works for conveying your expertise at this stage of the game in order to move buyers to the next stage.
- Make An Offer. One of the best ways to engage prospects with your knowledge and expertise is a free offer. Are you the best at removing carpet stains? Offer prospects a free home guide for getting stains out before they need to call a pro, alongside with your carpet-cleaning services.
- Use Customers To Spread The Word. You’re not the only one who’s positioned to share the love about your business. Encourage existing customers to help you in the process. Go a step further and post social media messages about your product’s benefits and ask customers to share it. Or, post a thought-provoking message that conveys your authority. Always prompt prospects to share a direct marketing offer with friends and family, too.
- Use The Internet. Connect direct marketing materials to your website or blog, where you keep a treasure-trove of free articles about solving your customers’ pain points and problems. Linking direct marketing touch-points to your digital assets is a great way to connect offline and online marketing efforts, too.
As you’re establishing your value and authority so that prospects get to know you, simultaneously help drive your likability by being authentic with all of your content. If you come across as a real, genuine person who’s truly interested in prospects and customers, people will like you. However, try to fake this approach and prospects will smell a rat – from a mile away.
Another way to be liked by both prospects and customers involves creating a conversation with customers. Invite people to get connected with your brand, interacting on social media and commenting on blogs. A brand that makes itself available to interact with customers is one that will increase its likability.
Trust. It’s the final chapter on the road to engaging prospects and getting customers to say yes to the sale. Establishing trust is relatively easy, if you give “being good” a priority. What does being good mean? Don’t skimp on quality. Put the customer first. Offer out-of-this-world customer service. Always follow through on your money-back guarantee or 30-day risk-free trial.
Be so good they have no option other than to trust your stellar products and services.
Be that good, so customers won’t have a reason to go anywhere else.
Putting It All Together
The road to knowing, liking, and trusting your business can be a long one. But the journey is oh-so worth it. When your customers can really get to Know your brand, figuring out what you stand for, what you’re like as a business and how you treat customers, they’ll move onto the next stage: Like.
With a likable brand, you’ve established a common ground where prospects know what you’re about and start to see the real, authentic person or brand behind the business. You’re inviting them on the journey with you, and bringing them on board to have a voice in your brand’s community. At this point, you’re well on your way to the last stage: Trust. Once customers trust you, it’s a no-brainer: They’ll choose your product or service, every time.
So, what’s the secret to getting customers to say “yes” to the sale? Actually, it’s no secret at all. It starts with know, like, and trust – and, it always ends with a sale, and more dollars in your pocket.