5 ways you can use ‘Know, Like, and Trust’ marketing to create cut-through content

‘Know, Like, and Trust’ (KLT) marketing is the principle that people like to do business with people they, well… know, like, and trust… While it might sound obvious, putting these words into action takes practice. Once you nail some of the basics, you’ll see just how powerful KLT marketing is in acquiring customers and cultivating a loyal client base. We delve into 5 ways you can adopt Know Like and Trust Marketing into your business.

1. Create a likeable and relatable brand personality 

A great way to connect to your audience is by using approachable language that speaks to your unique target audience. If you have a younger audience, you might find that using humour, socially relevant lingo and colloquial language is a game-changer. A great way to explore your brand personality is to create a ‘brand personality name’ in 3 or 4 words. So, for Kathmandu, it might be ‘The Cheeky Explorer’, whereas Patagonia might be ‘The Next Gen Philanthropist.’ Whatever it is, grab a pen and paper and keep writing names until one of them feels right. Your name should exude the voice, purpose and essence of your brand. While your brand name won’t be externally facing, it’s an incredibly useful tool that you can refer to as you grow. It will help steer your marketing strategy and help dictate your tone of voice and content writing from headlines, customer emails, website homepages, blog posts, social media ads and more.

2. Personalise your brand with your story

They say you have to sell yourself before you can sell your business and to a certain extent, it’s true – customers align themselves with brands that have memorable stories. It allows them to get to know you and your brand on a deeper level. Take two wellness retreat businesses as an example. Both businesses offer prestige retreat packages, however, one brand focuses on its services and does not share the reason behind why they started the business in the first place. The latter business shares a personal self-development story and a newfound love of self-care before starting their business. This is the story that connects them to their audience. So whether you’re hustling as a single Mum, left your full-time office job to pursue your true passion, or doing something else entirely – personalising your content via storytelling is a great way to reach audiences on a more personal level and convert potential customers to buyers.

3. Develop your brand memorability

Everything you share with your customers – your logo, tagline, images and any external facing collateral communicates a message to your customers about your brand. We know that brand memorability leads to sales – that’s why the Apple name and logo is estimated at over 408 billion dollars! Customers only need to spot the image of the apple logo to know that a new Apple product is on the market. Start brainstorming your brand logo by jotting down different ways you can attract customers with a simple, memorable image. What colours will you use? Are these colours oversaturated in the market? What font type best exudes your brand? Nailing these details has the potential to sit in customers’ minds for a lifetime! The same goes with your business tagline or slogan – what words have the market cut through? What’s been used before? Are you using unique language that speaks to your target market? Taglines that communicate their unique value proposition in a ‘new’ or creative way boost brand recall, identification, sales and customer retention.

4. Use content marketing to create a sense of safety and trust

With the plethora of new businesses, faulty products, unreliable shipping times, and online scams, it’s never been more important to instil a sense of safety and trust in your customers. You want to be the business that doesn’t let its customers down. Building a sense of safety can be done by communicating what customers can expect in the future from your business based on past and present experiences. An easy way to do this is to create a comprehensive FAQ page on your website that covers the common customer enquiries (you’ll save on bulk customer enquiry emails) such as, a clear return, refund, and exchange policy. Businesses like Koala use strategic content marketing such as a free trial period to instil a sense of trust and confidence in products. In other words, the business is so confident about its offering that they’re willing to trial their products for free!

5. Use selective language to foster trust and safety 

A subtle way to build customer trust is to use trustworthy language that humanises your business offering and reflects your brand personality. According to Zippia, 86% of customers will consider a brand’s authenticity before making a purchasing decision and 57% of the same pool of consumers believe that less than half the brands they come across feel authentic. Using authentic language that exudes honesty and transparency can be a gamechanger. Avoid heavy-hitting overpromising language like ‘no-fail’ or ‘bulletproof’ that aligns yourself to a hard seller. Plus, it’s unrealistic to think you can satisfy every customers’ needs. Another easy trap you can fall into is overusing marketing buzzwords like ‘sales funnel’ and ‘lead generation’. You can still use some marketing terminology to showcase your marketing knowledge without overdoing it. If you’re worried about SEO, don’t fret – being selective over your buzzwords will only help you rank higher for SEO.

There are so many ways you can infuse your brand and content with KLT marketing. If you’re interested in implementing these tools into your business strategy, contact us today.