The goal for a lot of small business websites is to build relationships just like you would if people came to your shop or met you at a chamber of commerce meeting.
In real life, we build business relationships by going where our potential clients or customers are or inviting them to visit us, being personal and approachable, listening to what they say they need and showing them that we get them, and share some helpful information with them.
It may not happen all at once, but if we continue to keep in touch, we build a trusting relationship that leads to making a sale or signing up a new client.
We want to do the same thing online. Presenting an attractive website that puts our best foot forward, we show our visitors that we understand their issues and give them some information about the issues in a way that the feel like they can trust us enough to do business with us.
The trust thing is very important. Often when you are selling B2B (business to business), it is someone’s job to find a vendor for a project and their credibility is on the line with their employer to make a good decision. This person would be especially careful and want to have complete confidence that the person they hire can do the job.
I was speaking to someone this week who recently went out on his own, in an industry where he has a PhD. He was surprised, given his education and years of experience, that clients were not coming to him.
Even if he had great SEO, his site did not offer enough of a way for someone to really know what they would be getting when they hired him. So it would be unlikely that they would. When we looked at it from that point of view he understood what he had to do to change that.
Know, Like, and Trust. Think about your website. Would it pass the test?
How to Host a Webinar
One great way to build Know, Like, and Trust with your potential market is to offer a free Webinar.
Done right you can also use this technique to help build your list which is great since, as we know, people take more than one interaction with you to get to the point that they will hire you for the job. Here are the steps and the tools to use.
1. Plan a talk on a particular subject. Make it informative and engaging. Remember, Know, Like, and Trust.
2. Create a special list in MailChimp for people to sign up for the Webinar. Later you will add these people to your regular mailing list. Of course, you will tell them that they will be signed up for your Webinar and as an added benefit, they will receive your updates.
3. Create a landing page with a write-up and invitation to sign-up for your Webinar; include the embed code or a link to your li. According to Copyblogger, “A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result.”. There are some techniques to writing good landing page copy for your events that will increase the likelihood of getting people to sign-up. It takes some practice.
4. Publicize your event. Put it on Facebook and Twitter. Share it with your friends. Write a blog post about it. Write a guest post about it on someone’s site. Partner with someone who has a bigger list than yours and do the Webinar together some of their people will sign up and be on your list.
5. Use a conference software. It depends on what features you want and how much you want to spend.
- FreeConferencing.com: It’s free. Great for audio conference calls for up to 1000 participants. You can also use it to share your screen, but it will only make recordings of the audio portion of the call. You can create a screencast and record both the audio and screenshare using ScreenFlow ,(for MAC about $99) or Camtasia (for PC which is $249).
- Join.me is great but also does not give you a recording of the screen.
- Google Hangouts are great and free for up to nine people but the rest can watch and send in questions by chat. You can then record the session with either ScreenFlow or Camtasia.
6. The day before the Webinar, send out a reminder and tell people that you will send out the sign on information several hours before the session. Let them know that it will be recorded so if they can’t make it you will send them a recording afterwords.
7. Send out two reminders to your Webinar list the day of your Webinar. Send one four hours before and another right before it is to start. Include the sign on information.
8. Start the Webinar. It is nerve wracking the first time to manage all the technology while trying to do a presentation at the same time so get someone to be with you. On my first Webinar, I needed to mute the audience since there was a lot of noise. Little did I know, I had signed in by accident as an attendee rather than with the presenter number. When I muted the attendees, I muted myself. Thankfully, I started getting text messages and figured out what I did. When I got back on I just laughed and it broke the ice and went very well after that.
9. After the call, create the recording and send it to the people on your list and or post it on your website.
10. Export your Webinar list into your main email newsletter list. It won’t add duplicates. If you have managed this well, you will have added quite a few new followers to your list and gone a long way towards building a loyal following of people that Know, Like, and Trust you enough to refer people to you or work with you themselves in the future.