Ep. 002: The 3 Basics for Simple, Successful Marketing
Everyday on social media I’m certain you are bombarded with ads that entice you to enroll in someone’s online marketing program. There are ones to grow your email list, to sell on Instagram, to generate leads from Pinterest, and so on.
None of these are bad strategies, but there’s a really simple concept you need to know about marketing first. When you get down to it, all marketing boils down to is coming up with strategy to get people to know, like, and trust you so they want to spend money with you.
They have to know you exist, first. Then you have to warm them up so they get figure out if you’re a good fit. Then they have to trust that they’ll be happy with their decision to spend money with you.
This can look very different depending on your business, and the process can be shorter or longer depending on what you sell. But if you don’t understand this first, everything else you try to do under the umbrella of “marketing” will feel confusing and complex.
Tune in to learn more about what it is, why it’s important, and how you can leverage it to boost your bottom line and simplify where you spend time in your business.
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Read my blogpost about “know, like & trust.”
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Erika Tebbens: Hey and welcome back to the podcast on today's episode, I want to talk about know like, and trust. So this was something I mentioned in the first episode, because I think that it really goes hand in hand with relational selling.
And it's also a way to get a really simple understanding around marketing and funnels sales funnels when it comes to marketing. And I realized in my own work with clients and in running a workshop recently that far too few women running businesses have ever heard of this concept or know what it means.
And a lot of people make marketing out to be this very complex thing. And it certainly can be, but it doesn't have to be. And there's a way to understand it, that it allows it to feel more accessible to most of us. And that is through know, like, and trust.
So recently I was having a one-on-one call with a woman in my success squad group coaching program. And I mentioned the phrase know, like, and trust. And she was like, hold on, Erica. I don't know what that is. So I was a little bit shocked and this is nothing against her. I just, you know, silence. We have those things that we have heard them so many times that were like, Oh, of course everybody knows what that is.
And it made me realize like, Oh my gosh, I wasn't doing my due diligence and making sure that people already knew that. So I explained it to her. And then about a week later, I was teaching a workshop to about 16 people. And I mentioned the phrase and most of the room was just staring at me with eyes glazed over.
So I was like, Uh-oh gee, who like, who here has heard of know, like, and trust, who knows what I'm talking about? And only three of the 16 people in the room raised their hands. So I was like, oops, okay, we're going to put a pause on the training. I'm going to explain this really quick and then it will make everything else I'm about to say, make a lot more sense.
And lo and behold, it did. So I want it to be sure that before I go any further down the selling and marketing rabbit hole that I wanted to lay some important groundwork about know, like, and trust. I mentioned it in the previous episode. So we're going to do a deeper dive into it today.
So people happily spend money with people that they know like and trust.
So if you listen to the, to last week's episode, you heard me give the exercise about places that you love to spend money again and again, places that you love to refer your friends to. And chances are it's because, you know, like, and trust them, you feel really good about spending your money there. It's why we are more likely.
If somebody gives us a word of mouth recommendation, we probably aren't going to do as much digging into that business or that service provider or whatever, as we normally would if we just found them on our own. Because since we already know, like, and trust our friends, and they're saying, Oh, Hey, go to so-and-so for whatever service that you're looking for.
We go, Oh, well, if they know like, and trust them, and I know like, and trust my friend, then chances are it's going to work out and I should just hire this person. And, uh, so, so that is a really like crucial thing to understand. It is a lot easier to sell to people when they feel that sense of trust about you.
And I like to look at this as a funnel. So with the, you know, the top part is really wide and then it gets narrower. And then at the bottom is that small hole. So that top third of the, of your sales funnel is going to be the know part, getting people to know who you are to know that you exist to know what you do, to know how you can help and serve them.
So for this part, this is anything that gets you visible. And I'm going to do a whole episode on visibility as well. So stay tuned for that, but these are all of the ways that you allow yourself to be known by your ideal clients. So your website being on other people's podcasts, putting out blog posts, maybe having a Facebook group being on Instagram.
Those are just some examples of ways that you can be known. If you are somebody who loves in-person networking or anything like that. That's also a really great way to get people to know that you exist. So once they know that you're even there, because I know, we feel like, you know, well, like everyone knows that this is a thing.
And then, you know, of course, you know, they, they should just Google me or whatever, but that is not always the case. Sometimes people don't even know that the thing that you're offering is even a thing that exists in the world. So once they know you exist, then they start to slide down the funnel. So if, if you were in their wheelhouse of, you know, they're your ideal client, and they're curious about you and what you have to offer, they will stick around.
If it's not a good match, they'll just bounce right out of the funnel. And that is A okay. So as they start to move down and the funnel narrows. This is where they get the chance to see if they really like you or not, because in less, what you do is incredibly unique, chances are you have some competition.
And again, this is totally okay because we have so many options now that it's really cool that we can actually find people, you know, if I want to. I don't know, have a lawn service come and take care of my landscaping in the summer. It's really great. If I have multiple options that I can choose from and find one that is going to be the right fit for me.
So this is the part where they are going to. Be Figuring out, do they like you? Are you really the right fit? Are you going to be the kind of person that they feel good about giving their money to. So again, ways that you can, um, this is, you know, where a lot of times you hear things like nurture sequence or like nurturing your audience, this is that component of it.
So let's say they have found you, they've heard about you they've joined your Facebook group and you know, maybe you were on somebody's podcast and then you mentioned your groups. So they joined and now they're in there. Now you can nurture them so you can put out really good, valuable content each week in there.
This could be a mix of all sorts of different things, but you are nurturing them. So it could be, you know, some funny posts with some gifts, maybe you're re-sharing, a blog post, maybe you're doing Facebook lives. Maybe you're sending a quick little welcome message to new people who join, whatever it is you are nurturing them at this stage of the funnel.
And then at the very, very bottom is trust. And this is where the conversion into from, you know, someone who's just kind of lurking and checking you out. This is where they convert into somebody who's actually paying you. Who's going to give you money. So there are various ways that you can make. The offering to somebody, depending on what you do.
You know, if you sell products, maybe this is, you know, your marketing, your weekly sale or your special and a new item that you've just released, something like that. It could be a link to your landing page for your course. It could be a link to getting on a discovery call. If you do one-on-one coaching services, anything like that.
But at that very bottom, the people who are starting to really dig on you, those are going to be the people who are like, Oh, I'm going to go deeper. And I want to really check this personnel and I might actually be ready to give them some of my money. So I will say that depending on what you do and depending on the price point and several other factors, this could be very quick or it could take longer.
And it also depends on the person as well. So let's say you make really cool enamel pins and they're all between 10 and $20. Now somebody could just see that post on Instagram. They could say, Oh my gosh, like this is, you know, maybe it's, I don't know, stranger things were really into that show stranger things in my family.
So could be a really quirky, uh, pin modeled off something from the show, stranger things, and you could love stranger things and you see it. And you're like, Oh, what's $12. Like I'm in, it can be very, very, very quick. They might, you know, follow the link in your Instagram, to your Etsy shop. They might see that you have a pretty good shop rating and that is showing them that.
You can be trusted and they also are not going to be out a ton of money if they're buying a $12 pen. So it's easier for them to make the yes. Now if you offer a $5,000 one-on-one coaching package, that might take somebody a little bit longer to warm up to you to go through your funnel, to know, okay, this is, this is really the person because chances are, if somebody is looking to make a large coaching investment, they might be shopping around, they are going to be a little more discerning with that money.
And they're going to want to make sure that they aren't being foolish and wasting it on somebody that maybe they actually don't trust as much as they thought. So it's important to know that again, depending on who your audiences, depending on what you do, the price point, the commitment level, everything like that, it might skew how long it takes for somebody to get through your funnel. And also you might have, I have a different amount of people that it takes that you, that you need to get in front of before they actually convert into a paying client.
So the person that sells enamel pins, it might be a lot easier for them to make multiple sales in a day. But again, if their price point is only 10 to $20, they need more of those sell of those sales to actually hit the same price point, as let's say somebody who sells something that is, you know, a $2,000 course.
So it's, it is, you know, a little bit relative there, but that is just a really good, very simplistic way of looking at it. So when you are thinking about marketing, when you are thinking about selling, think of that funnel, think about all of the ways on the front end, that you are getting people to know you, that you're speaking to them all your, you know, your messaging, everything like that, to get them to know you, to even pay attention to you, then think of the ways that you can get people to like you by nurturing them.
And, you know, obviously don't, don't do this in like a, a weird way you want to be authentic and, and honest because you, you don't want to trick the wrong people into becoming clients of yours, because it will be a nightmare later. You want to showcase who you really are and what you're all about so that you can attract the right people to become your clients, your customers.
And then once those people have made their way further down the funnel, then absolutely pitch to them, whatever it is, and whatever way makes the most sense for you and to your business. So again, people love to spend money with people they know, like, and trust, think of it as a funnel. And that can be your framework for how you set up all of your marketing, no matter what you do.
If you love this episode, I am so glad if you have questions, comments, concerns, anything. Be sure to find me on social media and reach out. Also let me know who you are, screenshot this, post it in your Instastories tag me, because I would love to say hi and start a dialogue with you so that you can know like, and trust me and I can know I can trust you. All right. Happy selling.
