How do you get there? There are lots of different ways, but I think the following strategies are particularly powerful.
Join the conversation.
Social media offers powerful opportunities to build brand, establish yourself as an expert, and connect with customers and prospects.
As you do so, you’ll provide your prospects with more ways to find out who you are and what you do, to feel that they know you, and to come to trust you. That trust as an absolute essential for conversions.
More and more people who want information on products or services, trust discussion on social media sites more than they trust companies' corporate sites.
That's the power of social media.
You need to harness the power of social media for your business. It's an absolute must for building brand, positioning yourself as an expert, driving traffic, and connecting with your customers.
And here's the thing: If you aren't sure what some of this stuff is, if you've never listened to a podcast or uttered a tweet or bookmarked anything, don't worry - you're NOT alone.
The social media party is really just getting started, and now is the prefect time to join.
So don't be intimidated. Social media doesn't have to be difficult or overwhelming or consume your entire life.
Almost nothing builds trust as fast as allowing people to “look you in the eye,” hear a message you deliver personally, and see the results your product or service can deliver.
Video breaks down barriers to conversion because it puts your face and your voice at the center of your message.
If someone comes to your site because they’ve seen one of your videos, they probably feel that they know you already.
And if someone happens on your site and finds a video there, they’ll get to know you much more quickly than if you offered only an HTML message.
Giving Away Content
Giving away content reduces the need to sell, pure and simple.
First, it's the best way to capture leads and establish a relationship with prospects. They exchange their contact information for your valuable content.
Second, it builds trust in you and your product: Once you give your prospects free content, they'll trust you and be far more likely to buy. In addition, they'll see the value of your products and services, assuming that if you're giving away content this good, the material you're selling must be fabulous.
The final reason is that giving away valuable content triggers what's called the norm of reciprocity.
This powerful principle is very simple: If you give something to someone, they'll want to do something for you, in return. So if you give valuable content to someone, at no charge, they'll be FAR more likely to buy from you.
How do you give your content away?
Here are some easy but powerful ways:
- Put tips, links to resources, advice, and other useful content out on Twitter. (Here's a tip: Google Alerts, set for keywords in your business or industry, can be a great tool for finding these resources, quickly and easily).
- Post these same links on Facebook.
- Make quick videos with useful tips, strategies, or advice related to your product or industry.
- Write short articles, answering questions your customers frequently ask, and submit them to article sites.
It increases trust, because they’ve already received a gift from you.
Be An Expert or Authority
No matter how good your product or service is, people have to believe in you to believe in your product or service.
Being perceived as an “expert” in your field is a key element in achieving that, because it builds trust.
If we don't trust someone, we're not likely to buy from him or her. So the more clearly you can be perceived as an expert or authority, the more likely you are to attract visitors to your site and “convert” them by convincing them to buy.
Before you decide that you don't have a chance at being perceived as an expert, think about this:
Everyone is an expert in something, or in some aspect of a subject. You don't need advanced degrees or publications or research papers to be seen as an “expert.”
So how do you find your area of expertise?
Think about the questions that your customers, colleagues, friends, family members and relatives ask every day and that you answer - That's your area of expertise!
Now think about the questions they should be asking. More expertise
Once you begin thinking this way and identify your expertise, you can leverage it and use it to build your brand.
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