Construction marketing is All about increasing the popularity of your website, and for that matter, your company, and one of the best ways to do it is through the “know, like, trust” factor. The secret sauce to your business’s success.
Once you are confident that you have quality website content that is well-suited to your target audience, the elusive element becomes captivating that audience. How will they know you exist? How do you make them like you? How can you build trust into an online relationship between writer and reader? That is the “know, like, trust” factor, and mastering it will take your online interactions to the next level and benefit your business.
Getting to know you
Some excellent blogs and websites exist out there, but nobody is reading them. Why? Because we don’t know they are there. If people have never heard of your website, they are not likely to magically stumble across it, regardless of how well Google is at guessing what we’re looking for.
Great content is a vital first step, but then you need to be willing to market your website to the people who will want to read it.
There are several ways to do this, but they all include being willing to market yourself online and become involved in conversations and interactions outside of your own website.
Focus on your target audience
Your readers will have an easier time connecting with you and getting to know you if it is clear that your content is intended for them. You can’t please everybody all of the time, so focus on pleasing those that your website is specifically directed at attracting. Not only is this approach more pleasing to the people who you hope to build a relationship with, but it also works to establish yourself as an expert in your field.
Get a little help from your friends
You may not have a large following yet, but they can be a huge help toward changing that. Your followers will feel like VIPs when you ask for their help in spreading the word about your business blog or website.
Consider holding a contest for the most shares or referrals. Their word of mouth recommendation to their friends is more valuable than any piece of marketing paraphernalia that you can create.
Do you like me? I mean really like me?
This is the stage of the game when you begin building a relationship with your customers and followers. They will not only read your content to be informed but because they simply enjoy it.
You can maintain professionalism while letting your personality shine through in your writing. A business blog can increase the popularity of a company website exponentially, so make the most of it. Don’t feel forced to sound like your company drone. Your readers will appreciate getting glimpses of the real person behind the company name.
Other people want to be heard and appreciated just as much as you do. When someone comments on your blog or shares your article through social media, comment back and thank them. Share the relevant posts of others and participate in conversations. Through your own website and social media profiles, you can establish that you are more than just a great company. You are someone they can think of as a person, or even a friend.
If you have a large following of faithful readers and followers that you interact with on a daily basis, it can be tempting to believe that your work is done. The last step that will bring lasting value to your business is building trust. Some methods of building trust may seem obvious: post consistently, maintain high quality content, and don’t plagiarize. Others may be slightly less intuitive but are just as important.
Don’t make it about the sale
You know it, and they know it. You wouldn’t be doing what you’re doing if you weren’t trying to sell something. This fact is always hidden just below the surface, and that’s where you need it to stay. If you make your posts a sales pitch too often, you will lose trust and reader interest. Keep your interactions about building relationships and the sales will follow.
Let your customers tell their story
Testimonials are a powerful marketing tool that involve nothing more than letting your best customers take over for a few lines. They will enjoy being given a voice, and prospective clients will be much more convinced by their word than yours that you can be trusted.
Reward your followers
Your website should always be for the benefit of your customers, so give them information, discounts, and rewards that they need. Make it clear that you are happy they have taken the time to choose your website out of millions to visit today.