Trust Marketing

simple yet effective trust marketing mindset and implementation strategies

December 27, 2010

Social Networking: Does Outsourcing Lower Your Trust Factor?

allbuttonsI’m seeing this issue a lot lately.  Are you?  Some internet entrepreneurs have an assistant or behind the scenes person doing social networking for them.  Others swear they do it all themselves and it’s a rip off to do it any other way.  Who’s right?  I think BOTH are.

On one hand, social networks are about being social and connecting with others.  They are about getting visibility for your business and creating trust with potential clients so the relationships are profitable.  They are also a place to connect with like-minded people and have stimulating conversations about your chosen profession.

On the other hand, there is a lot of work involved with social networking.  The profile maintenance, the branding customizations and the plug-in additions.  Not to mention the actual communication that goes on.  Much of this can be handled by a skilled social networking expert who knows the technology.

So, what’s possible to outsource?  Well, that depends on how much time you have for social networking.  If you have time to communicate and run the technology without taking time away from other income-generating activities, well then have at it and do it all by yourself.

If you have limited time for social networking, but it’s been a huge reason that you have been successful, then it might be time to consider outsourcing it.  Okay, so what EXACTLY can you outsource on social networks?  Let me give you a list:

  • Profile changes. Especially in Facebook, where there are so many apps and customizations you can make.
  • Branding changes. When you change your brand, your networks need to be updated.
  • Friend/Follow maintenance. Once you set up a clear criteria, this can be handled by someone else.  Give them a list of all the people you just met an event and they can add them into your mix too.  To keep your voice in it and continue building trust, write out some personal connection messages, so your outsourced professional can use them when they create connections for you.
  • Marketing Messages. This is great for a Fan Page where it’s all business.  Have a great writer take what you’ve written for your marketing campaign and break it down into conversation starters, then post those on your networks.
  • Affiliate posts. If you are an affiliate, have someone pre-set your affiliate postings if possible.  Have them go in on a regular basis and post updates with affiliate links.
  • Customer service issues. If you get people coming to you through social networks asking standard questions that your customer service team can answer, have them do so.  Make sure they identify themselves as such in the responses.  This will represent your company in an honest way…building trust.

Now, the every day responses to others will be all up to you.  Your outsource company can get the conversation started, but you need to be present to keep it going when you get a response.  You also need to put your “in the moment” thoughts out there, because these are most attractive to potential clients.  You don’t need to be into the technology.  If you are making money from being on social networks, then you can invest in a team to allow you more time to serve the clients you get from you social networking activities.

So, the answer is yes and no.  Yes, you can outsource if you’re business is growing from social networks.  No, you can’t outsource EVERYTHING…because no one is you and your social networks want to know YOU.  Your trust factor increases when you are consistently present on social networks and are personally engaged in the conversation. You CAN get help from professionals when it pays off.  So, are you ready to outsource yet?  What are your thoughts?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery.  She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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December 15, 2010

Follow-Ups Are Trust-Builders and Income-Generators

How many products or freebies do you have floating around on your website?  When people sign up for or purchase one of these products, do they hear from you again?  And I’m not talking about the autosubscribe to your newsletter.  I’m talking about a follow-up campaign that keeps building trust with those who have already shown interest.

I’m sure you’ve heard it before that repeat customers are more willing to purchase from you than a newbie.  I’m sure you know that keeping in touch with them will create more income for you.  Right?  Then, why focus SO much attention on getting them to download or purchase something if you aren’t going to continue to harness that relationship?

I’ve seen it all too often.  An experienced coach who is GREAT at attracting new clients, but has 20 different lists in their autoresponder that they haven’t spoken to since the day they purchased or downloaded something.  That’s lost money right there!!  A follow-up campaign can keep you in touch with them and when they are looking for the next thing you offer, they will be ready to buy!

If you want to successfully build a relationship with this group of people, here are a few important things to consider when setting up your follow-up campaign:

1)  If your autoresponder system allows for an HTML and a text version of your messages, use both! A branded HTML e-mail is going to be remembered sooner than a plain text e-mail.  So, you want to make sure that you get that branding in front of anyone who is willing to accept an HTML e-mail.   This will reinforce that they already know you which increases your trust factor and continues to help them remember who you are.

2)  Be consistent. If you get wishy-washy in who you are within different e-mails, people will subconsciously think you are wishy-washy as a business owner.  Do you trust wishy-washy business owners?  Make sure everything is consistent; your signature, your logo, your colors, your subject (not word for word identical, but have the same format and feel).

3)  Be conversational. From the opt-in message to the 3 month follow-up message, have a conversation with your reader.  Share with them who you are as a business.  Ask questions.  Encourage them to write you back.  Invite them to participate with you in the design process.  Offer them special opportunities because they are in a certain group of people.  This kind of special treatment creates a sense that you care about them (you do, right?).  Hmm…don't you automatically trust people who seem to care about you?

4)  Be a coach. As a coach you have a unique opportunity to start challenging their thinking.  Do it in every e-mail that goes out.  They may not get it right away, but if you have a campaign built around one concept and you keep coming at it from different ways, they are going to eventually get it and when they do, they will clear on your expertise.  They'll trust that you know what you are talking about and will buy from you again, when they are ready.

5) Provide opportunity. In every e-mail you want to provide them an opportunity to continue THEIR growth.  Do this by sharing resources, pointing towards other opportunities (that are the next step in your marketing funnel) etc…  Again, showing you care about their well-being builds trust.

Every purchase or download  is an opportunity for you and your potential clients.  Treat them with respect, be transparent and make sure you get your branding in front of them as often as possible through the entire campaign.  In the long-run this will create trust, leading to more purchases and more clients!

What are your thoughts on follow-up campaigns?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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November 19, 2010

Don't Promise The Stars and The Moon. Promise Grounded Results.

stars-small1It's amazing to me how many people really think they need to promise the world in order to get clients to buy from them.  Did you know that promising the sun, moon, and stars can actually knock your trust factor down quickly?

It's true!  Think about it.  What goes on in your head when I say "You can have everything you dreamed of and more!"? What's the first thing that comes to mind?  Well, okay, maybe not YOU (you know it's possible to have that), but think about what goes through your potential clients minds?   If they haven't worked with you yet, do they know anything is possible? If they haven't worked with you yet, do they know that it's possible to haveeverything they dreamed of, let alone more?!  Probably not.  So, promising them that is very "out there" for your potential client.  They aren't ready for that yet.  In fact, in my mind, that sounds like a used car salesman gimmick.   They need something grounded.  Something that makes sense to them.  Something that they KNOW is possible.  So please quit promising the sun, moon and stars.  Okay?

Promise grounded results. What does that mean?  Take a look at what you offer your clients.  Of all the results your clients have experienced from working with you, which ones would they have believed were possible when they started?  Which ones were believable, but they wouldn't think it was actually possible for them, personally, to achieve?  Which results would they have thought no one could achieve?  Which results do they know they want, not just think would be interesting?

Ask your current and/or past clients if you don't know the answers. They'll be able to tell you.  Once you have a list of all the results, then you can use the ones that are believable and they know they want.  Then sprinkle in a few they, personally, aren't sure they can achieve.  Put these results in your marketing.  If people believe it's possible to achieve, then they will be willing to buy into it.  If it's impossible, they will run the other direction for fear that they'd be wasting their money.  Would you buy into something that you believed wasn't possible? So, give grounded results that make sense to your clients instead of promising they can have the stars and the moon (they can, they just don't know it yet!).

If you know anything about me, you know I'm a musical theater singer and this reminds me of a song that Audra McDonald sings called "The Stars and The Moon".  It's a great song and it shows how she doesn't want the stars and the moon and would rather have a yacht.  It takes several men promising things before she learns what she really wants.  Potential clients do the same thing.  They don't know what they REALLY want right off the bat.  They just know they want the yacht.  If you want to see Audra perform the song (which is awesome, by the way!) you can watch it on You Tube at http://www.youtube.com/watch?v=27f6lR6dY7E.  The lyrics in the first verse really exemplify what I see a lot of coaches saying in their marketing.  Her reaction, is what most clients do.  The lyrics can be found at http://www.kovideo.net/stars-and-the-moon-lyrics-jason-robert-brown-423450.html.  Read through them and see if your marketing makes people say…no, I'd rather have a yacht…which, for many, is grounded.  It's real.  It's achievable.

So, are you promising the Stars and the Moon or are you going with the grounded approach?  Or are you going to change your approach now?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing.  First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.

Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.

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