For years, the “know-like-trust” factor has been a basic foundation of marketing. If your customer knows you, likes you, and trusts you, then you have good reason to expect them to buy from you. Simple, right?
Well, it was easier in the past when your customers were your neighbors and you knew them because you saw them all the time. Because you knew them, you knew what they liked, why they needed certain things, and could figure out how to connect and make a sale. They liked & trusted you because you demonstrated that you cared enough to get to know them.
Create A Buyer Persona For Your Perfect Customer
Online relationships aren’t like being in the same locality, but they have real potential for getting to know each other. If you are just starting to figure out how to reach customers online, it makes sense to have an idea of who you are trying to reach. A “buyer persona” is a mythical creature, but they are based on real characteristics and you will find that the wider customer base of the web holds perfect customers for your business.
So, if you had perfect customers, who would they be? Then imagine individuals who you’d want coming in the door:
- basic demographics — male or female? Age? Profession? Income? Education? Family?
- what kind of social media do they use?
- what kind of books, movies, and music do they like?
- why do they want your product or service?
- what needs, dreams, and fears do they have?
- how do they decide things?
The more you can have a personality to focus on, the easier it is to come up with ways to connect to that personality. You don’t have to appeal to everybody in the whole world, so your task is much more focused. Put faces and a backstory on the people you are writing to for the blog, and advertising to, and posting on whatever social media you go with.
We need to see people with faces and know their story in order to know them. Once we know them, if we connect to that story we like them. Over time, a relationship develops and we trust them. The technology might have changed, but the customer and business person still have a need to know, like, and trust. That probably will never change.