Building Know, Like, and Trust Online: What to Do
“Know, like, and trust cannot be built with an AI post, a pitch-slap, or a 'Great post!' comment. Your online presence needs to be authentically you, highlight your authority, and support your networking.” ~ Dr. Jennifer Gardella
Digital marketing is not just about posting “something.” Every time you post online in a blog, newsletter, or on social media, you have an opportunity to show the people already in your network who you are AND…
highlight your expertise
demonstrate how you take care of your clients
share your personality
comment on current events related to your industry
And when those pieces come together with your other networking activities, referrals start to flow. People understand your work and feel confident putting your name forward.
Sadly, we are seeing SO much content that works against the goal of building know, like, and trust in automated messages, immediate sales pitches, generic comments, and AI-written posts. Add to it all of the bogus engagement that feels forced or fake.
However, if you build an AUTHENTIC content strategy, you can harness the power of digital marketing that complements your networking and helps you to build know, like, and trust so your connections get to know you.
Your digital presence should support the reputation you are building in meetings and one-on-one calls and coffees. The content you share should help people recognize your expertise, understand your approach, and see that you are reliable.
So first, let’s get this one out of the way…
10 Things NOT to Do Online if You Want People to Know, Like, Trust, and Refer You
Do not use AI to write your content or emojis.
Do not send automated sales messages pretending to be personal.
Do not connect with someone and immediately pitch them.
Do not make every post about your services.
Do not engage only when you want something.
Do not leave generic comments.
Do not exaggerate your experience or results.
Do not argue, insult, or embarrass people publicly.
Do not share confidential information or private conversations.
Do not present a completely different personality online.
Now, let’s take a look at what to do:
10 Things to Do Online to Build Know, Like, and Trust
Show up consistently.
You do not need to post every day, but people should see and hear from you regularly. Consistency helps people remember who you are, what you do, and how you help.Be clear about what you do.
Your connections cannot read your mind about your expertise, so spell it out clearly and succinctly for them.Share information people can actually use.
Answer common questions, explain complicated topics, and help people make better decisions.Let people see how you think.
Help your audience understand how you approach problems.Engage with other people’s content thoughtfully.
Leave comments that contribute to the conversation. A useful observation, thoughtful question, or relevant example can sometimes create more connection than publishing another post of your own.Celebrate and support other people.
Congratulate people on promotions, awards, new businesses, speaking engagements, and other accomplishments.Make helpful introductions.
Connect people who may benefit from knowing one another. A thoughtful introduction demonstrates that you listen.Respond when people engage with you.
Acknowledge comments with substance, answer questions, and respond to messages. If someone takes the time to engage with you, treat that interaction as the beginning of a conversation.Share credible examples of your work.
Use case studies, testimonials, client-approved results, and practical examples to demonstrate your experience. Specific evidence helps people understand what you do and makes it easier for them to refer you.Make it clear who you help and how you help them.
People cannot refer you if they do not understand your work. Your profile, content, and conversations should clearly communicate the problems you solve, the people you serve, and the situations that indicate someone should contact you.
Big Tip: Don’t lead with “I’ve been doing this for 25 years.” Instead, your bio should start by addressing your clients' pain points.
Likeability Still Matters
Expertise matters, but people also want to know the person behind the work. Let your professional personality shine through your posts. Be warm, curious, and demonstrate that you want to have a real conversation. You do not need to turn every post into a personal story, but your content should sound like you. If your online presence feels stiff, generic, or completely different from the person someone meets in real life, it becomes harder to build a genuine connection.
Build a Digital Presence People Can Refer
Know, like, and trust is not built through one post, one message, or one online conversation. It develops when people repeatedly see that you are knowledgeable, helpful, responsive, and consistent. When your online behavior reflects how you treat people in real life, your network becomes more comfortable starting conversations, asking for help, and referring you to others.
Start with a few actions from the list above that you can sustain. Share useful information. Add something meaningful to other people’s conversations. Make introductions. Follow through. Let people see enough of your real perspective and personality to understand what it would be like to work with you.
While working on actions that feel good to you, start to remove the habits that make relationships feel transactional. Stop automating personal outreach. Stop pitching new connections. Stop appearing only when you want something. The goal is not to look active online. The goal is to build a digital presence that reflects your real reputation and makes referring you feel like a safe decision.
The Gardella Group helps businesses create research-based digital marketing strategies and human-written content that build visibility, credibility, and trust. If you have questions about digital marketing support, book a call with Jennifer: https://callwithjen.thegardellagroup.com/jens-calendar-booking-page.
