“Know me, like me, trust me.” This is the new secret sauce for growing your business. People want to do business with people they know, like and trust. Traditional marketing efforts, while still valuable, are only part of the equation now. Building your social authority and gaining TRUST is the new black. As a Social Media Coach at Profitecture, I teach the fundamentals of building social authority for companies and individuals. One of the most common questions from students is, “should all of our posts be about business?” The answer is No! Just like in real life, when we ENGAGE with people, even in a business context, we get to know, like and trust one another? How does that happen? By sharing a little about our personal lives. Whether you are a dog enthusiast, marathon runner, gourmet cook or nature lover, we all want to know a bit more about the people with whom we are engaging.
Social media gives us the opportunity to move people along the “know me, like me, trust me” continuum more quickly. Here’s an example. If I schedule a conference call with someone I’ve never met in person, the first thing I will do is check out their LinkedIn page. I can see what that person looks like, check out their credentials and other areas of interest. If I see that “Jane” is a gourmet food and wine lover, then I know immediately we have those things in common. Now, I’ve got something to talk to Jane about when we first meet. It has also endeared her to me a bit because we have this foodie/wine lover connection. From there, maybe we’ll chat about our favorite wine tasting places…get the picture? We’re making a connection.
You might be wondering what food and wine have to do with making a sale or growing your business. People do business with people they trust. With the social media tool, we’re opening ourselves up and providing people a chance to develop a relationship with us. Trust is the grease that oils the business connection wheels. This goes for small businesses and large corporations. So the next time you post or tweet something, give your followers a little insight to who YOU really are. You never know who you may find yourself connected to as a result. Many of my business relationships are with people I’ve never met in person.