Social Media Use in Moving Prospects and Clients from Left to Right on the Like – Trust Continuum™
The Rainmaker Companies delivers premium growth consulting and business development training to the CPA community. Their work in Behavior, Accountability, and Results raises the BAR on performance standards for accounting professionals worldwide. Part of their work provides a key business development tactic around the Like –Trust Continuum™
Research over the last few years has proven conclusively that “friendship trumps research” in all things social media. From Data Mining in the Social Media Age by Sherman G. Mohr.
This powerful graph shows the influence of friends in our buying decisions.
Recommendations from people we know and online opinions rank in the top two ways people are influenced prior to making buy decisions. Ranking fourth is email subscriptions. Significantly high in the rankings are branded websites which show great power in influencing opinions.
What does this suggests as it pertains to moving clients, prospects, and others from the place where they like you to the point where they trust you?
It tells us that with proper care and attention, we can nurture the bonds of trust online in ways that greatly enhance the potential to do business.
How might you ask? Systematize the things that matter.
A friend’s recommendation serves as the number one ranking contributor to a buy decision. This means that if you’re not doing the things that make your current clients and customers trust you, you’ve lost your best opportunity for referrals.
Through social media, you enhance trust with your current clients by honoring their needs. Do they need promotion? Do they need exposure? Do they need technical assistance you know how to provide or could refer them to? What are you doing in your systems and processes to enhance the trust level toward you by your own clients or customers? If you’re not asking this question, you’ve got your ladder leaning against the wrong wall! Build processes immediately that cultivate relationship with your current clients. If you fail to do so, you’re missing out on the fact that 82% of the time the friends of your clients are actually paying attention to their recommendations prior to making a buy decision. Moving your clients into greater trust will increase your business.
Cultivate trust through providing expertise online. If you are posting regular content that leads an audience, new or old, to believe in your subject matter expertise, you are gaining an opportunity to increase trust. Moving the reader of social media posts, articles, comments, and more is a simple matter of posting relevant content where it will be seen. If not every word is read, it’s no big deal. It’s about the consistency and the perceived expertise. There are three easy steps to social media content management leading people from Like to Trust. You may do these in any order.
Step One: Become a resource. Post properly curated content to your audience.
Step Two: Become a source. Generate great content that helps your audience.
Step Three: Provide a platform for others. Allow them to be the hero.
When you do these things you become an authority in the eyes of clients, customers, and those to who they are connected.
Build an email audience and deliver value. Again, the above numbers don’t lie. If you’re interested in a significantly better process for moving people along the Like-Trust Continuum, you’ll develop an email list and work the list with properly segmented messages that contribute to the life of the prospective relationship. What you’ll gain is 63% of those recipients being positively predisposed to doing business with you.
Build an authority web presence that commands respect. If your web site is marginal or lacking you an opportunity for 62% of the viewership to engage or recommend you.
This is just one of many studies that show this set of priorities as key in the eyes of the very people who would refer business. If you decide not to prioritize these items, rest assured, your competition is busy with their implementations.
If you’d like more information as to how to move forward with your strategic implementations of these key initiatives, Sherman Mohr Inc. is here to assist.