Building trust with customers is the key to growing your business.
“Trust is the building block of all business.” –@MarcusSheridan at #INBOUND18
— Virid (@teamVirid) September 6, 2018
But Marcus Sheridan explains how you could build trust with your audience with contagious content that’ll be hard to ignore. All you need to do is follow these 7 steps.
I didn’t care that I’ve seen @TheSalesLion speak multiple times, Marcus just makes you feel happier. ?? Ready for the contagious content talk. #INBOUND18 pic.twitter.com/GBpECN818H
— Patrick Higgins (@PatrickWHiggins) September 6, 2018
Step 1: Openly talk about the negative.
This isn’t an easy step. Listing everything wrong with your product isn’t everyone’s cup of tea, but it is a key ingredient in establishing trust with the potential customers. Marcus Sheridan suggests you create content that explains how people overcome the problems that they may encounter with your offering. The truth is that they will, and if you don’t answer them then someone else will. And you don’t want to hand over this customer to someone else.
First key to contagious content: Openly talk about the negative. @TheSalesLion #INBOUND18
— Aisling Clare (@aislingclare27) September 6, 2018
Step 2: Share your (not so) secret sauce.
Take them behind the scenes. Show them how your product is manufactured, and it is equivalent of you telling them that you’re confident about your product. This will also give you an instant advantage since only 1% of manufacturers show them their not so secret sauce.
Step 3: Make it personal.
One of the most important mediums to reach your customers is email. But how many of your prospects are opening it?
Marcus suggests that you include video in your email, with a touch of personalization.
Tips from @MarcusSheridan today at #Inbound2018 add email videos to your campaign strategy pic.twitter.com/YmhAyUWUij
— Quattro Ltd (@QuattroDM) September 6, 2018
Step 4: Be a terrific listener.
Listen to what they’re asking. Searches beginning with “should i” have grown by more than 70% in the last 2 years. This will be a good phrase to focus your content on.
But that’s not all. You also need to hear what they aren’t saying.
That’ll make for a good way to gain an upper edge over your competitors.
Chillin on the contagious content session and this totally reasonated with me in regards to content “ what do they not say that you hear” ….wow totally shaped the way I will be creating and reviewing my content! @INBOUND #inbound2018 #impact
— Magan Jenkins (@MaganJ) September 6, 2018
Step 5: Display your pricing on the website.
Be bold, and show them the price of your product on the website, itself. Your customers are always searching for the price of your product, anyway. Making it easier for them to find that is going to ensure that you don’t lose those important sales.
If you were at the keynote by Brian and Dharmesh, they also emphasized on transparent pricing a key to better growth.
Step 6: Start sharing videos and images.
Showing it is the best way to demonstrate what your company is all about. People are instantly attracted to those companies that demonstrate how their ‘why’ perfectly aligns with what they’re doing.
"If what you are doing doesn't add value, they won't listen to you." -Marcus Sheridan pic.twitter.com/wfmN76Z24B
— David D Simons (@Kingdomofsocial) September 6, 2018
Step 7: Start reviewing products.
Review products in your niche. But there’s a catch: don’t review your own product.
When you tell them who else they could buy from, you’re basically helping them assess all of their options. And this massively helps in building that all important trust we’ve been talking about.
So, there you have it. 7 steps to creating contagious content.
We are excited to bring you everything that’s on at INBOUND18 – sessions, videos, tweets and more. Follow the event from anywhere in the world with our remote coverage of INBOUND2018.