Have you experienced scouring the web for a product, and felt overwhelmed with all the choices out there? It’s confusing, and you’ve probably felt giving up with your search. But right before you hit the close button, one stood out for you, because you’ve seen it from a Facebook post somewhere and it seemed so familiar. There’s a big chance that you’ll be clicking that Add to Cart button or even inquire for their services. It’s easy to give them your trust and continue with that purchase because they have established their social media presence. You won’t even bother to look at the other products even if they turn out to be more superior than the one that they saw on that particular Facebook post that created an impact on you.
Of course, being omnipresent in the digital world is not enough. Creating informative content, bringing value to your clients, and being genuine are all parts of the process.
The Relationship Between Trust, Thought Leadership and Real Employees
There are a few companies I follow that create content in remarkable ways to build trust, including McKinsey, Deloitte, MIT Sloane, and Pew Research. These are brands I trust because they have content I can trust. I feel safe and confident in sharing their content and incorporating their ideas into my own narratives. Their thought leadership becomes part of MY thought leadership!
So, my trust is ultimately in these well-established brands. Off the top of my head, I can’t name a single blog author at these companies.
However … It would be really odd if these companies posted content without identifying the author. That would actually raise distrust. I want to know the name of the author, I want to see their face, I want to know what they do.
This is an important human connection that assures me that
- a real person was accountable for this, not an agency
- I could contact a real person if I needed to for follow-up
- I can find more of their articles if I think it would be valuable (I often click on a name to find more!)
The 24 Modern Marketing Commandments
#1: Thou shalt build revenue FIRST and brand SECOND. Brand matters, but the primary goal must be sales. It’s possible to sacrifice brand at the altar of sales and still recover, but you cannot sacrifice sales at the altar of brand and hope to survive.
#2: Thou shalt write offers… not slogans. Slogans might win awards, but they don’t make sales. Great marketing inspires ACTION! It does not merely inform or entertain. Also, there’s a special place in marketing hell for advertisers and marketers who stack up awards for their “creativity” but who have never owned or influenced a sales number. They would do us all a favor if they stuck to finger painting.
Top 10 Advantages of Facebook Marketing for Your Business
Have you heard that Facebook advertising is only for B2C businesses?
Prepare to be surprised at how B2B businesses can also run successful campaigns on Facebook.
Business decision-makers spend 74% more time on Facebook than other people.
The B2B space is competitive , which means B2B marketers must be aggressive when leveraging Facebook.
But with the right targeting, ad format, messaging, and off-Facebook user experience on your site, there is definitely opportunity for success.
7 B2B Content Marketing Tactics For Long Term Success
Tactic #1 – Blog Content
When it comes to tried and true tactics, blogging takes the cake. Blogging is some 26-years old and still drives amazing results. In fact, a recent survey from SEMrush found that it remains the most popular content type with 86% of marketers responding that it is the most important content type they create. Considering how much we marketers value optimization and data, we wouldn’t still be writing blog posts in 2020 if they didn’t drive results.
In Search of Trust: How Authentic Content Drives Customer Experience
Creating trust with authentic content experiences must be a measurable exercise. Beyond share of voice and brand sentiment metrics, marketers must pay attention to measuring the effectiveness of content through the customer journey.
At a minimum, marketers must understand the the impact in these key areas:
- Attract – Is your marketing reaching the right audience in the channels they’re actually influenced by?
- Engage – Is your marketing creating meaningful and satisfying experiences? Are you effectively using authenticity and influence to build trust?
- Convert – Is the content you’re creating and co-creating actually inspiring action? Are those actions delivering impact for the business whether it’s brand perception, leads, sales or revenue?
11 Simple Facebook Ad Tips to Drive More Conversions
1. Leverage Audience Insights to Identify Targeting Options
One quick and easy way to identify audience targeting ideas is to analyze the audience insights from your Facebook page. (The exception is if you have ever purchased followers, because then the data is flawed.)
Your audience insights can give you a sense of the demographic makeup of your audience as well as their other interests.
15 Ways to Keep Readers on Your Blog
Give people ways to subscribe, follow, or connect
You might think this is pretty obvious. But it’s amazing how many people haven’t really thought this one through.
First, you need to work which option will work best for you. Personally, I find email works best. Social networks can also be good, but they don’t always give you full control over how you communicate with your readers. For instance, Facebook filters your updates so you can’t guarantee that everyone will see them. But with email you can generally get through to everyone and you have far more control over what you send.