Trust, authority and reputation are three elements that are needed for every business. When these three elements are present, then prospect become emotionally engages which leads to loyalty.
The businesses that don’t use “TAR”, they will find that they dilute the choices which create tougher decisions for future prospects wo don’t want to make those type of decisions.
In the digital marketing world, this concept also applies. These three elements, Trust authority and reputation are the DNA of the most successful SEO and content marketing campaigns in today’s world.
If you look at any of the organic top ranking businesses TAR is present.
In this blog, Voova Digital will tell you about why and how to build trust, authority and reputation from content and SEO.
“People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt.”
When initiating a digital marketing campaign, there are many SEO professionals and content marketers that soley focus on the What and How of the clients products and services. This usually is features, pricing, and everything that is different from the competition.
This is what typical research data claims a business’s web presence needs for success, and it fails to target the emotion side of things by first asking Why.
The Why of a business should be immediately addressed. Again, think of Apple, but this time rather than the company story, think about its individual products.
Apple doesn’t just sell MacBook Pros; the product inspires human creativity, which is the clear message of the latest MacBook Pro page copy.
This simple ad immediately answers the Why of the product and is followed by the typical How and Why. Apple’s page begins by highlighting “A Touch of Genius” to answer the Why of the product, followed by the How and What of the product.
The other genius Apple campaign that begins with Why was the simple iPhone 4 ad: “This Changes Everything. Again.”
Companies that ask Why first will naturally appeal to a prospect’s emotions, and influence the three elements of TAR that can begin a lifelong relationship – sometimes romance – with a company and its products.
What & How
Once you appeal to the emotional side of a prospect, it’s time to back up those feelings with rational data – and that’s where the What and How come into play.
Here is where the usual discovery elements of SEO and content marketing campaigns surface – the competitive analysis, keyword research, content calendars, and site structure, to name a few.
The What and the How are vital, but should always follow the Why.
Appeal to emotion first; follow with rationale.
The What and How break down a company’s offerings. The answers to What and How clearly explain what a service company completes from strategy and process perspective, and what a product company offers from a features and specs perspective.
Again, the What and How are absolutely needed to rationalize the emotional Why of a company and its products or services.
The natural byproduct of this strategy is the growth of TAR elements. The more consistent the What and How are defined, the more respect a client will have for those TAR elements that play off our emotions.
In the bestseller “Zero to One,” Peter Thiel says:
“Doing what we already know how to do takes the world from 1 to n, adding more of something familiar. But every time we create something new, we go from 0 to 1. The act of creation is singular, as it the moment of creation, and the result is something fresh and strange.”
A marketer’s top mission should focus on delivering something “fresh” to client campaigns (and sometimes strange), bringing its client’s online presence from “0 to 1.”
The solution resides in exploiting the strongest TAR elements, and it all begins with asking the correct questions, always beginning with why.