Attracting fans and building an engaged audience on social media is half of the battle for businesses but it shouldn’t actually be the end goal. If you are using social media to grow your business then you also need to put thought into how you will turn your passionate fans into paying customers.
If you have no idea how you’re going to convert followers into customers then, at best, your results will be haphazard and, at worst, you won’t see the return on investment that you hoped for.
Bringing The Human Touch To Social Media
People buy from people.
Even when we are dealing with big companies, often our decision to purchase is influenced by our interactions with people within that company, whether that be via customer services, a sales representative or communication on social media.
As a small business, especially, the person or people behind your brand are the heart of your business. If you’re hoping to make the best possible use of social media marketing to grow your business then be sure not to lose sight of the power of the ‘human touch.’
Building The Know, Like, Trust Factor
This principle is perhaps best summed up as the know, like, trust factor.
Know is all about visibility and awareness – if people don’t know what you do then how can they buy from you?
Like is the human element – there is a subjective component to any purchasing decision. If we don’t like what a company stands for or the people we deal with within that company then we are much less likely to buy from them.
Trust seals the deal – for someone to part with their money (no matter how big or small the purchase) they need to be sure that you are going to deliver what you have promised.
I talk a lot about using social media to create meaningful connections and build relationships, and the Know, Like, Trust factor is the underlying force behind that. Social media is immensely powerful because it allows you to connect with potential customers in a way that simply isn’t possible with an advert or even an email campaign. It opens the up the possibility of having two-way conversations, it allows you to be part of your follower’s everyday lives and provides a mean of nurturing them to the point where they are ready to become customers.
On top of all that, you may well find that the power of know, like, trust enables you to attract more of your dream clients; those who will love the product or service you provide, fully appreciate the value delivered and be eager to work with you or buy from you again and again.