So, I bet you’re wondering what on earth Tinder has to do with running your business. I promise, it will eventually make sense…
I would completely understand if you were a little bit confused right now (to be honest, I never thought I would be mentioning Tinder in one of my blog posts either).
First, let me tell you about the story of Kate…
*Kate is a completely fictional character made up for the purpose of this blog post 🙂
A few months ago, Kate’s sister convinced her to join Tinder. Kate was a bit of a workaholic and hardly ever got out. It wasn’t like prince charming was going to come knocking at her door. After sitting on the idea for a few days, she decided to just go for it. “What have I got to lose?”, she thought.
Within the first few weeks of joining, Kate had started conversations with a few guys. No one really stood out though and to be brutally honest, she got REALLY sick of the same old “how was your day?” icebreaker for nearly every single message…
Most of the time she would find herself swiping through the selection so fast that she would actually start to zone out as her mind wandered on to a completely different topic.
One particular night, she was swiping through, when her thumb suddenly froze.
The profile that she had landed on was for a person who was particularly familiar to her…
Yep, it was her ex-boyfriend’s profile. The one thing that most people dread when they enter the world of ONLINE DATING!!
Firstly, let’s look at some of the reasons why she stopped on his profile:
He had already carved a space in her mind as someone she knew, liked and trusted.
A connection had already been created.
So how on earth does this experience relate to business…?
When clients are trying to find you, it’s like swiping through a hundred Tinder profiles.
When we look at specific industries, there is often a distinct theme in terms of how business owners present themselves to their audience – whether it is through their brand style, website copy or package inclusions. They tend to mention exactly the same features and benefits, packaging their services in the same way as everyone else in their specific industry.
Remember how I mentioned the never-ending ice-breaker of “how was your day?” on repeat??
Unfortunately, there is no real way to differentiate your business from someone else’s, unless you have something that no one else has got.
Lucky for you… YOU DO!! (I’ll get to that in a minute).
Think about it, just like Tinder is encouraging its users to literally “judge a book by its cover”, your potential clients are doing the same to you. Except, they’re judging you in relation to your brand, your website, your testimonials, imagery, social proof etc.
With that in mind, you need a way of standing out, a way to create that sense of familiarity. You need to carve a space in their mind as someone they know, like and trust BEFORE the prospect of a sale is even mentioned.
Asking for a sale straight away is like swiping right on Tinder (swiping right means they’re “right” for you) and then sending a message asking them if they want to make a commitment to you! Ahhh no thanks….
How do you create familiarity with your potential clients BEFORE the sale?
I’ve listed a few ways below:
1. Video Marketing
This is something which I am still trying to plan out myself, so trust me, I know how hard it is to put yourself out there when it’s on camera. It’s nerve-wracking and requires a certain level of vulnerability if you truly want to connect with your audience.
However, video is extremely effective in terms of providing your potential clients with a taste of what it would be like to work with you. It provides them with an opportunity to hear your voice, see your face, experience your personality. In turn, this helps to reduce the risk and anxiety that they feel when it comes to hiring you.
2. Facebook Advertising
When I say Facebook advertising, I’m not talking about creating an ad to promote your latest lead magnet, special offer or service. One way in which you can create a genuine rapport with your prospects is through simply promoting posts which don’t require your audience to do anything in return. No opt-in. No exchange for information. Nothing.
These posts help to increase your exposure but don’t require your audience to opt-in, hand over their details or punch in their credit card numbers. They are simply there to provide value – nothing more, nothing less.
3. Facebook Group Involvement
One thing you need to do in order to increase your leads and sales is to position yourself as an expert in your field. When I say “expert”, I don’t mean that you need to know absolutely everything there is to know about your role. Simply offering valuable advice and tips to someone who may not know as much as you is beneficial.
When joining Facebook groups, think about where your ideal clients hang out. Many groups have strict rules and it is important to respect them. However, that doesn’t mean that you can’t offer advice when it is requested.
Use the search field in the left-hand column to type in a keyword that is related to their problem or how they are feeling (stress, website design, business checklist). This will bring up all of the group posts which contain this keyword and will make it A LOT easier for you to respond rather than having to sort through every single one. Just make sure they are current and weren’t posted 12 months ago!
4. Email Newsletter
If you don’t already have a newsletter for your business, now is the time to create one (regardless of whether you are a photographer, wedding planner, beautician, florist etc.). Your email list is one of the only things that you own, so nurturing that list as if every subscriber on there is a private client of yours is critical.
Again, this is something that I have only just taken control of myself. The more I read though, the more the importance of maintaining your email list comes up! By consistently showing up in your subscribers’ inbox (not every day, but on a regular basis), the more likely it is that they are going to form a connection to you and your business.
I’d love to know what you think about this topic! How do you build the “know, like, trust” factor with your audience?