Do I disagree with the idea behind the know, like, and trust factor?

No. This marketing commandment holds a great deal of value. It captures the golden trifecta a founder/marketing team needs to get in place to build meaningful connections with potential customers.

But while this framework holds true, there’s a pervasive misunderstanding regarding what needs to happen before anyone can know, like, and trust you. Or your SaaS solution.

Your potential customers have to see you first.

Why did we stop prioritising visibility campaigns?

The answer is quite simply because we turned 'brand awareness' into a very bad thing.

With the advent of marketing CRM tools (all of which represent great innovation), we could track marketing campaigns, and by default, marketing budgets down to the sub-atomic particle level. A real win for keeping focused on marketing to your target audience.

However, this development gave rise to lead generation campaigns becoming the last word – and the only word – in marketing. Brand awareness campaigns couldn’t be as neatly tracked. It was easy to jump to conclusions that brand awareness campaigns were not earning their keep. And worse, that running brand awareness campaigns was a fluffy and unnecessary marketing ego stroke.

How wrong we were.

Without brand awareness campaigns, you are consigning your lead generation campaigns to an awful fate.

Firstly, they have to work much harder. And secondly, they cost much more.

The reason why will be revealed soon; but first, a refresher.

The know, like, and trust paradigm: a refresher

The know, like, and trust factor is a sequential process through which potential customers graduate. The ultimate aim is to turn them into loyal advocates for your brand.

• Know: this stage involves… wait for it… awareness. Potential customers need to know that your brand exists and understand what it stands for
• Like: once familiar with your brand, customers assess whether they resonate with it. They evaluate your values, messaging, and overall appeal
• Trust: building on the knowing and liking foundation, trust comes next to solidify your relationship with the prospective customer

The misconception: neglecting visibility

While the know, like, and trust framework is widely acknowledged, the crucial role of visibility often gets overlooked.

Don’t wrongly assume that emphasising trust and likability alone will naturally draw attention to your brand. Without sufficient visibility, reaching potential customers becomes an uphill battle.

Reveal – this is also why lead generation campaigns have to work harder and cost more money. They are expected to deliver on something they were not designed to do.

Why visibility matters in the know, like, and trust factor

• Visibility acts as the gateway to the entire know, like, and trust journey.
• Awareness generation: before customers can know your brand, they need to encounter it. Increasing visibility through strategic marketing efforts ensures that your brand's presence registers with your target audience
• Initial impressions: first impressions count. When customers encounter your brand for the first time, their initial perception is influenced by its visibility. A strong presence increases the likelihood of making a positive impression, laying the groundwork for subsequent stages
• Cultivating familiarity: repetition promotes familiarity. Consistent visibility reinforces your brand's presence in customers' minds, facilitating the transition from mere awareness to genuine recognition and understanding
• Trust and credibility: trust hinges on familiarity and consistency. A visible brand inspires confidence because it signals stability and reliability. Customers are more inclined to trust brands they frequently encounter across various channels

How do you enhance visibility?

There are any number of ways to enhance visibility. The most important thing to focus on is the very beginning of the funnel. This is not the time to invent sophisticated conversion campaigns. You want your audience to see you. Yes, elementary, but as a collective the marketing class is doing this poorly right now.

• Content marketing: produce high-quality content that resonates with your target audience. Leveraging blogs, videos, social media posts, and other content enhances your brand's visibility while providing value to consumers
• Search Engine Optimisation (SEO): optimise your online presence to improve search engine rankings. Appearing prominently in search results increases the likelihood of attracting organic traffic and bolstering visibility
• Social media engagement: engage actively on social media platforms frequented by your target audience. Regular interactions, sharing relevant content and participating in conversations elevate your brand's visibility and foster community engagement
• Paid advertising: supplement organic efforts with targeted paid advertising campaigns. Platforms like Google Ads, social media ads, and display advertising enable you to reach specific demographics, amplifying your brand's visibility to potential customers
• Partnerships and collaborations: forge strategic partnerships with influencers, complementary brands, or industry leaders. Collaborative initiatives expand your reach and expose your brand to new audiences, enhancing visibility organically

Also, consider where your brand is being seen. The media offers a visibility platform few founders actually leverage. But being seen in a high-quality publication holds a different status to being seen in your own social media feed. So, weave a publicity element into your visibility campaigns to be seen.

The see factor

I’m not arguing that the know, like, and trust factor baby needs to be thrown out with the bathwater. This factor is a sound guiding principle for cultivating meaningful connections with customers.

However, it's imperative to debunk the misconception that trust and likability alone suffice.

Spoiler alert: they don’t.

But add a foundational layer of visibility and watch your lead generation campaigns perform magic.

This article originally appeared in the May/June issue of Startups Magazine. Click here to subscribe