It’s unthinkable to launch a business nowadays without first strategizing your content creation and activity on different social media platforms.
Content marketing and social media presence are both awesome tools in terms of generating leads and strengthening brand awareness.
That’s why most people rely on them heavily.
Yet only a few understand how long it truly takes from the time someone clicks on your Facebook ad or reading your blog article to the time they actually decide to purchase your product.
Wishful thinking sometimes makes us believe that it takes only a few blog posts and well-crafted social media ad to capture leads, transform them into prospects, and then convince them into closing a deal.
The truth of the matter is that this is a very lengthy process, and only on rare occasions will people choose to buy something from you without taking the time to analyze the trustworthiness of your brand.
Trust makes or breaks businesses
What do social media and content marketing have to do with building trust?
Well, think about it …
Which would people rather purchase a product from: a brand they trust or a brand they aren’t familiar with?
The answer is obvious.
To build this trust, you’ll need to put a lot of effort into applying online marketing techniques that come from a place of honesty.
Apart from that, you’ll have to provide valuable content through your blog and social media content that helps your leads and prospects overcome a specific challenge.
And you’ll have to do it again, and again, and again, until your followers will acknowledge your desire to serve, instead of sell.
After all, nobody wants to be sold, and people have a strong subtle advertising detector. Talking about your products or services just once will make people immediately forget all the other times you provided them with awesome content, actionable insights, and immediate solutions.
And the only reason why it takes time between when someone first lands on your blog or reads your helpful post on social media and the moment they decide to get out their credit card is that trust is built with time.
It can take days, weeks, months, or even, in some cases, years.
Trust and in-person events
Is there any alternative to connect with leads quicker and get them to trust your brand after just a few interactions?
The answer is yes.
According to Seth Godin, “In a world that scans instead of reads, that gossips instead of researching, it turns out that the best way to earn trust is through action.”
If you want to improve your sales performance, think about planning live events for your leads and prospects.
These events can take different forms, such as conferences, fireside chats, or seminars.
By running events for your target group, you’ll have the perfect occasion to interact with people face-to-face, provide them with massive value, and build trust faster.
Why is trust built faster at events than through blog and social media posts? ]
Because it’s one thing to access your website (if people can find it in first place) and read a few articles, and another completely to attend your event, enjoy brand experiences that deliver that “WOW factor,” and gain access to great insights and awesome speakers.
When executed with authenticity, your events will provide an immersive and holistic context for your leads and prospects to get to know your brand, and actually start trusting it.
In-person events have the power to sway a customer’s opinion regarding a brand, no matter how big or small, and influence their purchasing habits while creating an emotional and connection.
Results from an EventTrack survey showed that if you decide to plan brand events, you’ll increase the chances of improving your consumers’ perception about your brand and influence their future purchasing decisions.
A powerful, valuable, and well-designed brand experience can easily shape the attendees’ perception about your company and make them believe in your business enough to purchase your products.
The secret is to run live events without falling into the temptation of selling your brand or products.
During events, you should keep your focus on what your attendees need and how you can help them without trying to sell them anything.
You can do that by analyzing what previous challenges or questions your leads and prospects had, and then supplying them with immediate solutions or actionable insights during the event.
Also, don’t forget to put some thought into the entertainment factor and brand experience itself, revealing your value proposition through meaningful interactions, a personalized approach, and a sincere desire to help your audience.