Do you have the KLT factor?
I owe my blog theme this month to a recent marketing course delivered by Cheshire and Warrington Growth Hub and Carpe Diem wherein the concept of H2H marketing was the focus and where I was also introduced to the room by a fellow delegate as a person that is ‘known, liked and trusted’.
‘Know – Like – Trust’ – we hear it a lot in business but are we really working on it every day and how well are we doing?
Clearly, I was quite humbled by the introduction, not least because it confirmed that I remain loyal to my founding values to embed KLT (as I’ll now refer to it) into my DMO (daily method of operation). I’m in an ultimate “people” business you see. I run networking and business support events and consultancy so the KLT factor is critical.
KLT and being human
Despite the plethora of digital marketing methods aimed at influencing emotions and purchasing behaviour, the need for human interaction, connectivity and authenticity is an absolute pre-requisite. Basic human instinct is ensuring that even well-orchestrated digital spin will no longer suffice. As a champion of face-to-face networking and connecting people, I find the nuances of human behaviour fascinating. Translating this into an equal measure of KLT in the digital world can be challenging though across multiple media, with numerous connections and without the benefit of visual contact and intuition….and an 8 day week in which to be regularly visible and engaged. On or offline, there’s only so many relationships you can manage at one time after all and those people and relationships are continually evolving.
KLT and social media
Let’s take Linkedin for instance, what does KLT look like here? We meet people or view their profiles, we like what we see and we decide to connect. It’s a media that we trust after all and feel we should be present on because it’s the “professional” social media channel. But when do we pass from ‘know to like’ and ‘like to trust’? Linkedin is about networking (and yes, marketing and selling too when done correctly) but it is vastly under-utilised by many (and I include myself in this category too).
I use Linkedin on a daily basis but, like many, not as much or as well as I could. Of course I want to promote my services. I want to make connections and be known for putting on great events and being a connector of people. Beyond knowing me though, I want folk to like my business culture and values and what I deliver. Beyond liking me, I want them to trust me enough to share my content, events and vouch for what I offer. The ‘trust’ element of K-L-T rightly takes time but it’s an investment worth making as ultimately I want my contacts to feel that my service has been worthwhile so they may tell others about me so that more people could get to know, like and trust what I do. The cycle is that simple when we remember the human side.
How long does the KLT factor take to achieve?
I get asked sometimes how long it should take to win business from networking. Quote “I’ve attended three events but not won new clients yet”. I wish the answer was a simple one and I had it. There are obviously plenty of strategies on sales funnels, pipeline conversion and equations calculating the average number of touch points before a purchase is made. Purchasing behaviour is clearly influenced by the features and pricing of the product or service but above all by human emotion. The KLT factor sits at the core of this. How long the KLT full rotation may take and how we network, market and sell is the ultimate question though and, where Linkedin is concerned, one I eagerly await the discussion of at Colony’s next speaker event on 18 May (view details here).
How do you get the KLT factor?
There’s all the usual marketing activity you can do of course but this is outbound promotion of course – whether push or pull marketing, it’s still intended at transmitting messages that you hope will resonate with your audience. We humanise it by adding plenty of personal content, often stepping out of our comfort zones, bearing our souls and opening ourselves up for both potential positive as well as negative comment. But, there’s an easier way, which brings me full circle to the start of my article. You let other people do the talking to promote your KLT factor.
The power of KLT testimonials
I was grateful for the introduction I got on the course but I’ve been humbled by the content of a testimonial video I recently commissioned. Seeking feedback, whether positive or constructive, is integral to business improvement but let’s face it, getting lovely review’s is heart-warming as it confirms what you’re doing right. I provided no brief and no questions and left the experts at Magic Pony Films to decide how best to interview event attendees. The video here surpasses anything I could say or do myself to promote the KLT factor of Colony and myself as its owner.
Whatever the preference for making and developing business connections, whether on or offline, I would encourage any business owner to engage with the human side of their business, focus on their KLT factor in the knowledge that it could yield huge rewards and seek feedback and testimonials – you may be pleasantly surprised with what you receive.
Enjoy this short clip.
By Kirsty James, Owner, The Colony Networking Group
Kirsty James works one-to-one with small businesses on networking strategy, business development planning and signposting to suitable business support groups and local events. She also organises Colony’s mixed-gender and women’s networking events in the Warrington area and assists third parties to organise their own lead generation events.
For more info about Colony’s business events including our 18 May Linkedin Essentials event, click here
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