Author: Kevin Adelsberger

The third phase of the ‘Know, Like, Trust” mentality is helping someone build a long lasting relationship with you. Each phase of this process is helping someone go deeper into building a relationship with you.

Trusting is by definition: showing or tending to have a belief in a person’s honesty or sincerity; not suspicious.

I have seen this repeatedly over the last few months in my own business. Several people have heard my name enough from enough people that they were willing to come and spend money with me. First, they heard about me (know)  and secondly, they liked me enough to know more about me. Thirdly, because of good words spoken about me by others they trusted me enough to make the call.

And the bigger the purchase the important the trust factor of this relationship becomes. Selling a burger? Trust is not as important, selling a house, trust is super important.

On the flip side, if you violate someone’s trust, whether you are selling a burger or a house, the consequences will be the same. That customer will avoid you and speak badly about you to the community.

So how do you build that good word of mouth to build trust? Create star raving fans by doing what you say you are going to do and going the extra mile. One of the best things about the way I am building my business is that people frequently come to be with some trust already because of the people I have already done business with or helped in the community.

These are investments that will pay dividends for years.

Social Media is the best source of marketing. One of the hard things about it (and one of the reasons it will be around for a long time) is that it is always changing and making updates. Instagram has been making some neat changes lately.

1. Galleries- Instagram will now allow someone to upload galleries of different pictures. There has been some great utilization of this already by different brands. One of which was the NFL who honored DeMarcus Ware’s retirement by showing all the quarterbacks he sacked in his career, with icons on several different screens of the gallery. One of the questions will be is how is user engagement in the galleries compared to posting mulitple pictures or s grid layout.
2. Heart-ing Comments- I am super thankful for this one! This makes interacting with the community much faster. For a while, Instagram did not have the equivalent of the like button for comments, which meant writing a comment to thank people for interacting.
3. Story update: Font color- If you press on the color bar when selecting colors for your fonts, it will bring up a color picking screen. This is great if your company has brand colors that are super important to its marketing.
   
4. Story update: Sticker Change- Most people don’t know that if you tap on a sticker you change it to another variation of the same principle. This works really well in the weather and location stickers.
   
5. Story update: Live Live has recently rolled out to all users. Live on Instagram differs from live on Facebook in one key way: Instagram live is there and then it is gone. So if you are going to use live, be sure to have some lead up content to build an audience!
6. Saved Things- Now you can save things from your feed to a special saved item menu. This is great for saving inspiration. I use to save good examples of graphic design so I can have a central deposit for inspiration. 
7. Links in Stories: This is only for verified accounts right now but it allows for call to actions within a story with swipe up. I hope we get these soon!
   

The second phase is marketing your business is to get people to Like you and this is not just a Facebook Like. This is helping someone see that you are an alright person and someone they wouldn’t mind doing business with. Some of these steps will vary based on how large your business is or what your product is. But here are some general thoughts on getting people to like your business.

The biggest part of this is personal relationships. Most of the time, people buy from people. This means that getting to know people is very important to this strategy. How do you get to know people? It is more than just handing out business cards at a networking event. It’s then having lunch with someone and talking about more than just business. There may be programs in your area like Leadership Jackson in mine that will help you build relationships with a group of varied people. The key to relationships like this is that they run deeper than just business help.

Another element is corporate community giving of either time or money. When your company donates time or money to a cause you have the opportunity to build some affection from the community. If your company is known as one that gives more than its share, people will be more likely to choose you to do business with over a similar competitor. This is amplified by people who care a lot about certain causes, the biggest fans of that cause will soon become your biggest fans if you align the cause properly with your business.

The third way and something social media is allowing to do is associating your brand with good feelings. We have seen this becoming more popular with the advent of social media. Big charity events or even just doing cool things for fans is a great way for people to like you. An example comes to mind with a cellular carrier. These feelings can range from just funny or to a deep emotional joy.

These are a few ideas on getting people to like your company. We will look next time on getting people to trust your company.

One of the most basic concepts of marketing is getting people to know, like, and trust you. Over the next few weeks we will be looking at each step in this process.

Know.

To get people to know you, you have to make people aware of you. This looks wildly different depending on what your business sells. If you are a business to business company you have the advantage of having a very narrow group of people to speak to. If you are a business to consumer brand you have the challenge of having a much larger customer base to speak to.

If you are an online business, you have a huge population to reach out too, but you get the advantage of being able to use extremely trackable marketing. If you are a local business you have to a put a lot more legwork in.

Here are some questions to ask yourself when working on the Know portion:

1. Who is my audience? Work through narrowing your group down to as small of a group of potential customers as possible. This will allow you to focus your time and money on that smaller group of people. Why talk to everyone when you need to talk to males 25-35 in 20 miles of your location.
2. What is the most affordable way to communicate with that target audience? I default to social media. But for my business, which is business to business, it is largely through word of mouth. So the follow-up question is, who do you build word of mouth? Become valuable to people. This will quickly lead you through becoming liked and trusted.
3. How many times do you need to reach these people to make them familiar with your name? Old school marketers have suggests 7 times. This can be completed through very technical means of retargeting to make sure that your digital visitors have an opportunity to remember you! If you need to have boots on the ground commit to going to a set of networking events for a long period of time. This will help you get known.

Getting know is probably the most expensive portion of this process. Loading people into the funnel is intensive but you can’t create new business without loading the funnel. Next week we will look at getting people to “like” you!

I was asked the other day about what are some of my favorite Gmail things for business. Many of these are enabled in the Labs settings of Gmail. Here is a list:

1. Undo Send: Here there even been a better email tool? Probably two times a day, I need to hit “undo send” at the top of my Gmail. This feature from Labs allows me to prevent an email from sending for a few seconds after I hit send. This helps calm my nerves when sending an important email or quickly fix something that flashes through my brain as I hit send.
2. Hubspot Email Tracker: This is not a Google Product, but HubSpot has a great sales tool that acts like a modern read receipt. I use this when I am sending important email or email to people who I am not sure that open them. This ends up giving you date, time, frequency, and even location of the opening of the emails. Check it out here.  PROTIP: Only send these tracked email to one person at a time or the tracking gets difficult to interpret.
3. Send Later: This is another product from a third party. Boomerang allows me to schedule emails to go, which I tend to use a few times a week. Maybe its reminders for a meeting or an email I type out super late in the evening or on the weekend and I want to be recieved in normal business hours. I occasionly even use it for emails that I don’t want ot deal with the consequences of at the time but am reminded to write it.
4. Canned Responses: These allow me to generate form emails and load them with two clicks. I use this for requests to come on my podcast or if I am doing some sort of repetitve emailing. It takes a few times to get use to the method of how it works so practice with it first.
5. Mark as Read Button: I am a digital horder, so I do not usually delete emails. But I love the mark as read button because it allows me to group remove email from my inbox. My inbox also acts as a to do list in someways to this helps keep it clean.
6. Unread message icon: Many times I have two many tabs open in my browser and I am unable to see the new email count in the page description. This feature ads a small counter to the Gmail Icon in the browser. Helps me stay on top of things!
   
7. Filters and Labels: I use these for various things but one particular use is in client work. I use several tools to generate leads for my customers that I want to keep a record of but I do not want to read them. So I am cc’ed on all the emails coming in from those sources. I use filters and labels to mark them as read and move them to a specific inbox. This saves me lots of time!
8. Grammarly: This is another third party program that helps me with spelling and even grammar. They have a free service and a paid version. I am currently on the free version but I am super impressed with its ability to improve my writing!

What are some of your favorite Gmail hacks?

My social media win at the Super Bowl this year was an ad that appeared to be live! Not, snickers, it didn’t really deliver as much as I was hoping for but A for effort.

Tide, of all brands came up with the most brilliant play on Super Bowl Sunday! Tide had an intricate plan that involved a ridiculous amount of conspiracy between the production company, fox, and the NFL.

The team created a fake set and pretend to have Terry and Curt talking as if Fox had accidently cut to them during the game. During this shot, Terry had a giant stain on his shirt. They did this so it blended just right with the actual production so people thought Terry was just doing a segment with a stain on his shirt. Which is completely believable with Terry Bradshaw.

They followed the ‘accidental’ setup with a full commercial above capitalizing on it.

Here is a great breakdown by AdAge.

What a genius plan and execution!

Smunday.

It is a new thing hopefully coming to a work-place near you! This idea is coming from Heinz Ketchup as an ad strategy for the Super Bowl. Instead of telling you about their latest product, they are associating themselves with a fun idea, like not having to work on the day after the Super Bowl.

Here are reasons I like this:

1. They are putting their money where there mouth is. Heinz reportedly gave their employees the day off on Smunday, which is really taking their ad campaign to the next level. This also helped them win the day on social as well, giving them the credibility and probably introducing a new word into our social vocabulary.
2. They got people to act. They funneled interest in this campaign to a Change.org petition where, at time of writing, they garnered 64k signatures.
3. It was a soft sell with humor. The video has gained more than half a million view on Youtube (it was also embedded on their change.org page) and several hundred thousand on Facebook as well. The video features a family(?) of Heinz products celebrating Smunday together.

Click here to sign the petition.

Empower your team to be creative on social media.While in some situations a centralized social media creator is a good idea, more and more the idea of having members of your team be empowered create seems like a better idea.

While you should have a gate keeper to ensure that all content is appropriate and on message, that does not mean you can’t allow other’s good ideas to surface. One of the things I see when working with different organizations with social media is that a lot of non-marketing employees have really good content ideas. It is a very old school business model to keep people siloed in how they contribute to the business. If a production employee has a good marketing idea they should be allowed to be shared with marketing and given the time of day.

Silos prevent collaboration and collaboration creates amazing results! Communicate to your team that their ideas are valuable and try them every once in a while.