Going from Know to Trust requires a stepping stone, and that’s called a Like. You can try to jump over that stone, but it leads to a transactional two-step. You may make a sale, but it will not build a relationship.

Relationships are key in the B2b world because businesses need to be reminded that you are there to serve them when needed and that they can continue to trust you.

Like is a connection. Online a connection is a follow, friend request, or whatever a social platform says its phrase is defined as a positive affinity, rapport, or fondness with someone in a digital sense.

In the literal sense, like means you have something in common. For example, I like dogs, golf, music, humor, motivation, family, and business. The more you have in common with certain people, the more they will like you.

So, it is the activity that gets someone who knows you to know you better. It’s about informing without dividing. It’s about making them feel something. It’s about forming a bond around subjects that matter to both of you. The goal is to stay in touch and be top of mind. The goal is not just to sell something.

There are three final points that I believe need to be addressed.