Seth Godin is the author of 18 worldwide best-selling books. He writes about the post-industrial revolution, the way ideas spread, marketing, leadership and thinking differently.
In an interview with Robert Bruce on Rainmaker FM, he said: “Marketers need to tell a story that resonates with your audience then spreads.”
Not only that, he stated that the story needs to be true. In today’s environment of ‘false news’, I thought it was worth revisiting what it takes to buildtrust with an audience.
During the interview, Godin went on further to talk about how the job of the marketer is to get attention from their audience. Due to the scarcity of attention now, you need to work harder to earn it. Also, due to past attitudes and approaches, marketers don’t get attention or trust without earning it.
He said that “the internet builds connections”. Once a connection is made, it’s up to the marketer to capitalise on that connection and earn the trust necessary to make a sale.
Today, one mistake on the internet can be expensive for a business. Everything is “out there” forever. If your story turns out to be false, if the promises you make are false, if your product isn’t at least average, you won’t be successful. But, before you even get a chance to be successful you need to make connections, earn attention and develop trust.
Obviously, using social media is a great way to meet and get to know your audience. You need to make connections with them where they are, be it LinkedIn or Facebook.
Perhaps they’re on a forum that you know about – if so, join that forum and participate. Invite comments on your blog and make the connection. Encourage them to sign up for your newsletter or email list.
Once you’ve made a connection and someone has signed up for your newsletter, or subscribed to your blog, or followed you on social media, now is the time when you earn their attention.
You cannot force them to pay attention. You’re competing with a lot of “noise”, as Seth Godin says in the interview. You’ve got to differentiate yourself from the rest and earn and keep the attention of your audience by telling a compelling and true story.
Ideally one that illustrates how your product or service solves their problem.
As you make connections, earn attention, and tell your story, your audience will start to develop trust in you.
It won’t happen overnight because these things take time.
But you can speed along the process by being in the different places where your audience is, not exclusively online, and by being true to your values, goals and niche.
Over time, when you do what you say you will do, word will get out, and you will have finally developed enough trust to start getting buyers.
Building trust is an ongoing process that will never end as long as you’re in business.
As long as you understand that and create marketing strategies and tactics that reflect that knowledge, you will differentiate yourself from others and develop your business in a sustainable way.
Source: http://www.copyblogger.com/seth-godin- marketing/
Google “quietly launched” Meet by Google Hangouts, a new video conferencing application designed for HD video meetings. Meet is currently available for the web and joins Google’s lineup of business products known as G Suite.
Google plans to shut down Spaces, its group messaging tool, on April 17, 2017. In an official announcement on the Google Spaces Help page, the company states that Spaces will be read-only as of March 3, which means that users won’t be able to create new spaces, posts, or comments.
Facebook launched Messenger Day, a new way to share photos and videos “as they happen” in the stand-alone Messenger app. Like with Snapchat Stories and Instagram Stories, Messenger Day allows users to customize their photos and videos with thousands of frames, effects, and stickers and each post disappears after 24 hours.
Facebook updated its monetization policies for Instant Articles. Now publishers and advertisers may place ads every 250 words instead of 350 through Facebook’s Automatic Ads Placement feature. Publishers also have the option to manually place each ad into Instant Articles.
Facebook announced that it’s “beginning a test of new advanced measurement tools focused on reach and attribution” that will allow the platform to “bring the insights from Atlas to more marketers, regardless of their size.”
Facebook is testing “a redesigned surface on city Pages that showcases information about [a] city… in a way that is more personalized and relevant” to specific users. The goal of this redesign is to “help people get a better sense of their city, or a city they’re visiting through their friends’ eyes” by offering “suggestions for events and places to visit in numerous cities across the globe.”
Facebook announced that reactions “will [now] affect post ranking slightly more than Likes” in the news feed algorithm because it has found reactions to be “an even stronger signal” when it comes to indicating what content users would like to see.
Twitter announced Moments analytics are now available to all Twitter users on the web.
Twitter Safety released some additional updates that leverage Twitter’s technology “to reduce abusive content” and give users “more tools to control [their] experience” on the platform.
Instagram rolled out an early version of geostickers in Instagram Stories for New York City and Jakarta. There are now “more than a dozen new stickers” for each city, including unique stickers for select neighbourhoods and landmarks that are “designed to match the vibe of the location it represents.” Instagram plans to roll out more creative tools “soon,” but hasn’t yet confirmed when geostickers will be available for more destinations.
Pinterest rolled out a new Pinterest browser button which allows “any image on any website… [to] be a jumping off point for discovering ideas on Pinterest.” For the first time, users can use Pinterest’s visual search technology outside of Pinterest and across the web by simply hovering over an image and selecting the magnifying tool to “instantly discover visually similar ideas on Pinterest.” There is also an option to zoom in to learn more about a specific item inside an image.
Reuters reports that Facebook-owned WhatsApp is beginning to test a possible new revenue model for the messaging service with “a handful of companies that are part of the Y Combinator startup incubator.” The new system would allow businesses to “talk directly to WhatsApp users for the first time” for a fee.
YouTube shared that “people around the world are now watching a billion hours of YouTube’s incredible content every single day.” The company reflects on this major milestone as representing “the enjoyment of the fantastically diverse videos that creative people make every single day” and share on the site to a global audience.