Know Like Trust

Know, Like, Trust - What does it mean?


Fri 30 Jun 2017

It seems that one of the most common phrases you hear these days is "Know Like Trust" in business networking circles. Regardless of the event, meetups and/or social events oriented towards business it's always rattled out by the MC. We always get invited to get to Know, get to Like and get to Trust.

I have found it really interesting to break down this business mantra and see how it works in the Digital Marketing sphere.

So what's in there?

Know
In digital marketing I think this would primarily be the period of discovery in the cycle. In my world this would most commonly be appearing in a Google search result, a Facebook ad or post, or a Linkedin connect request. In the "real world" discovery might be seeing a billboard, hearing a radio ad or simply noticing a store and deciding to walk in.

Most business have a strategy for this. They have a way to become "known". This is the most open part of the sales "funnel".

Like
I see this as the period of "investigation" online. This is where the potential buyer is investigating the range of products and the business that is offering them. Online this is visiting the website, shopping in the eBay store, browsing for product range or gallery. In the real world, the shopper is in your store browsing the aisles and/or the products on offer. In all cases they buyer ends up liking something and targeting for purchase.

All businesses MUST HAVE products that are likeable. It's evidenced in foot traffic and online - web traffic. This is the mid part of the sales funnel and resolves in a potential client having selected a product.

Trust
In the real world this is often a simple step. The shopper is able to see, touch, feel a product - speak with a sales person, check the warranty and all being good - make their way to the check out.

Online it's a different case and this is where I see most online business failing badly.
How can you trust something that is going to be shipped to you from interstate or inter-country?

This is the pointy end of the sales funnel and typically the most difficult step for our dear shoppers.

This is where online reputation comes into play ... and sadly most of the clients we speak with are not doing enough to manage their online reputation. Lucky there is something that can be done about it. eCentral have a range of supporting and coaching product to help a business develop a quality online reputation. We have key examples across IT, Tourism and Legal that showcase the great outcomes across Google Maps / Reviews. This includes some where we have turned a bad reputation into one of rock solid trustable, and in volume.

Takeaway
The takeaway for today is go work on your online reputation, gather your 5 star reviews where ever you possibly can, but preferably on Google Maps / Reviews where it works for you in a number of ways that we will talk about another time.





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What business leaders have to say about eCentral

"... to a site that is user friendly, produces fantastic results"

We have been working with eCentral for over a year now ...and will continue to use his services indefinitely due the complete satisfaction we have in this arrangement. They have taken us from a web site that was hard to manage and invisible to a site that is user friendly, produces fantastic results in terms of direct business...they have placed us into top 5 positions ...and I can now see the steps they took to grow our understanding, knowledge and then take the steps to grow our online success. Can't recommend them highly enough.

Shane McNally
Whitehaven Xpress

You might ask, why do John's web designs work so well?

No matter how clever in an IT sense web developers may be, if they don’t understand the basic principle that web sites are a business’s window to the world and should convert information into revenue, they aren’t of much value. For these reasons, I have immense respect for John Nayler and his knowledge and skills and highly recommend him to anyone who may be thinking of engaging his services.

Brownie
Coastwatch

eCentral consistently delivered software systems that sustained our growth and the need for bespoke software to support the business model.

The simplicity of the systems and software enabled staff to proceed with minimal training while delivering reports integral to the management of the business. By the time the systems were built, eCentral had gone on to construct a Trust Accounting System which was fully integrated with the rest of the application set streamlining our workflow significantly and providing substantial cost saving due to efficient work processes. For an IT consultant, John has a unique capacity to interrogate the processes within the business and understand the business drivers. His solutions were always with our specific business outcomes in mind. I have, in over 40 years in business, found this to be a very rare combination. I highly recommend the software development capabilities of John Nayler and eCentral.

Don Horsfall
Conveyancing Works Solicitors

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