What is the definition of ‘marketing’?
You know you need to market your business. But, what does that really mean?
The definition of marketing gives you insights into exactly what you should be doing to market your business.
As a Duct Tape Marketing Consultant, we define marketing as: Getting someone, who has a need, to know, like, and trust you.
Think about that for a moment; Know, Like, and Trust. This comes before a prospect ever tries or buys what you are selling.
However, I’m sure you’ve experienced it countless times, a salesperson introduces themselves and immediately begins selling you. This is usually a very uncomfortable situation and not only does it not make you feel good about purchasing, but the salesperson probably doesn’t have much success with this approach.
With all of the technology available to consumers these days, the prospect is usually well-equipped with information on a product and has done their research into a company long before contact is ever made by a salesperson. Likewise, a prospect is looking into your business and what you offer long before you ever get a chance to speak with them.
The good news is that by the time they do speak with you some parts of know, like, and trust have been established.
The bad news?
If you aren’t taking action to establish know, like, and trust, then you are being overlooked and losing business to your competitors.
How can you establish know, like, and trust?
Someone gets to know you when they hear about you from someone else, find you online, or see you mentioned in a publication.
They decide if they like you or not based on what someone says about you, what your website says about you, and what other publications say about you.
Once they decide they like you, you gain their trust by delivering value, proving that you know what you are talking about, and having social proof/testimonials.
This is of course, a simplified explanation of building know, like, and trust with your market. If you’d like to learn more on exactly how to do this, check out the free ebook 7 Steps to Successful Small Business Marketing.