In many ways, the web can still be compared to the wild west. A wide open space where one can encounter all forms abuse or dangers: viruses, bots, spammers, fishing or scammers, you name it… With so many malicious entities lurking around, it’s no wonder people have developed a sense of mistrust about the internet. And that’s why it is so hard to build trust online.
However, it is not impossible. And when you do, you will become a beacon of hope and light for people interested in your services. And in turn, you’ll enjoy more and cheaper leads, and better, higher paying clients.
One of the best ways to build trust in people who don’t know you yet is through ‘content marketing’. Fear not, for it is simpler that it may seem. It consists in creating and distributing relevant and valuable content to attract, acquire and engage with your target audience.
This will position you as a master in your industry and impress/help your prospects so much that they can’t help but want to do business with you.
Sounds good? Yeah, I thought so. Now keep in mind these simple rules:
1. Be pragmatic
Everyone has hopes, desires and problems too. And if you can be like a personal coach to your audience you win. Give them the right information, so they can overcome their troubles thanks to your help. By providing value and helping them it gives you a leg up over your competition. They owe you.
2. Be authentic
Giving good advice for free is one of the best ways to show that you actually care. Of course, you need to really help people. But when you do, you show that you are honest, passionate and knowledgeable. And it shines through in the content you share.
3. Be accessible
The content/help you give should be readily available to your audience, on your website or in a newsletter you send once in a while. This way people can jump in, get the info they need, and leave in just a few short minutes. They don’t even need to interact with you. All of a sudden, someone you never met thinks you’re good at what you do, they just went from cold to warm lead.
4. Keep it simple
With this form of marketing, you don’t need to spend a fortune on ads or media exposure. It literally costs you zero. It is all about leveraging your expertise to help those around you (and yes, shine a bit too). It can be considered as an anti-advertisement actually, it should never look self-congratulatory like an ad.
What you choose to talk about is up to you of course, but to give ideas, it can be a story about your brand, an interesting editorial, a how-to guide, or your unique perspective on your industry.
High-paying clients always look for real experts: people who know what they do and will go the extra mile to serve them. That’s the very reason why those people are “high paying”, they expect a higher service for your higher fees.
Don’t be just another faceless business person hiding behind a computer. Instead use content marketing as an opportunity to let the real you shine through. And be a beacon of light and information for your prospects. They’ll reward you with sales soon enough.