Key Takeaways (TLDR)
Topic: What the know, like, and trust factor actually means in marketing and the specific, tangible actions you can take to build each element with your audience online.
What you’ll learn: Know, like, and trust (KLT) gets mentioned constantly in marketing conversations, but rarely gets broken down into anything actionable. This post changes that. It defines each element clearly, explains why all three are essential to building a healthy, successful business, and offers four concrete action steps for building each one. The know factor is about visibility and clarity. The like factor is about rapport, personality, and genuine connection. The trust factor is about consistency, social proof, and following through on every promise you make.
Who this is for: Entrepreneurs, coaches, service providers, and small business owners who want to build a loyal client base online and are ready to move beyond vague marketing advice into real, specific actions they can take starting today.
Written by: Emily Aborn, Small Business Copywriter, Podcast Host of Small Business Casual.
What is Know, Like & Trust?
And how on EARTH do we build it online?
You’ve probably heard about building “the know, like, and trust factor” with your community, customers, and clients.
Butttt, how do you actually build it? What even does that MEAN!?
Often mentioned in the marketing world, “know, like, and trust” (KLT) is vague and elusive (at best) and not many are explaining how to take actions that build it.
In this episode of Content with Character, I’m going to break each element of the know, like, trust factor into tangible action steps to get you on your way to building it with your people right away.
Know: This is people knowing YOUR business exists and understanding what you do. This is about clarity and visibility. People can’t choose to work with you if they don’t know you exist.
Like: We tend to, especially when working with service providers, purchase from people we like. Buyers often want to feel a connection with you. This doesn’t mean you need to share all your personal information, it doesn’t mean you need to be every client’s best friend, but you might consider sharing your personality, values, or style in a way that invites them to like you. This is about building rapport, reliability, and relationships!
Trust: Finally, people need to trust you. They want to trust you’ll deliver what you promise, trust that your expertise is solid, and trust that you’ll treat them like the gold they are. Trust is the foundation of business and loyal customers. Without trust, people may hesitate to move forward with you, refer you to others, work with you again, etc.
Why Does Your Business Need the Know, Like & Trust Factor?
Know, like, and trust go hand in hand and are essential to building a successful healthy businesss.
People don’t just buy products or services—they buy solutions from businesses they feel good about, have an emotional connection with, and TRUST to help. When you’ve earned all three, you’re not just another option; you become the choice for your ideal clients.
Sounds AMAZING, right!?
It is.
4 Ways to Build the Know Factor
- Be consistent in your content: Where you choose to show up and be, be there regularly. Don’t just show up when it’s time to talk about yourself and promote! Share valuable, informative, and consistent content on platforms where your audience hangs out (social media, blogs, podcasts, etc.).
- Be where your people are: Engage with your people where they ARE, even if that means being selective in where you’re focusing your time.
- Focus on quality over quantity: Focus on providing consistent value, not just random content. Make sure you’re letting people know about who you are and what you do.
- Collaborate! Guest blogging, podcast guesting, joint events and working with others is a great way to build your know factor.
4 Keys to Building Like
1. Be authentic and honest. Share your behind-the-scenes, your wins, your failures, be clear and upfront about your process and offerings and prices when clients ask.
2. Share personal stories! These can help show the human behind your business and create relatable, likable moments of connection.
3. Engage and interact with others. You know one thing people like a whole lot!? When someone else takes an interest or gets curious about THEM! The days of posting and ghosting are long in our wake. Engage, interact, respond to comments, DM’s, and open up actual conversations with others! Comment on THEIR stuff as much as you create your own. Shining a spotlight on others is a huge way to build LIKE because it’s collaborative and give-give.
4. Provide value in an entertaining or uplifting way. When we create things that are enjoyable and feel good, or inspiring to others, they feel good and want to be a part of what you’re creating! Negativity is for sure contagious and so is positivity and laughter. Spread the latter.
4 Elements of Building Trust
- Deliver on Your Promises. Be clear about what you offer and always deliver what you promise—consistently and without fail.
- Share Social Proof. Testimonials, case studies, reviews, and user-generated content help build trust. People love to see other’s opinions and real results.
- Share what you know freely. Share your expertise and insights regularly. This builds authority and positions you as a go-to source of reliable information in your field.
- Honor Commitments. Whether it’s a scheduled post, an email series, or a promise made in a sales call, follow through. Reliability creates trust.
- When working with clients/customers, be transparent about mistakes. If something goes wrong, admit it, and show how you will fix it. People respect honesty and accountability.
Speaking of know, like, and trust! Allow me to introduce myself…
👋🏼 Whalllleeeee, hello there! Let’s Connect!
I’m Emily Aborn, a Small Business Copywriter, Speaker, and Podcast Host. I live in the backwoods of New Hampshire where I spend my time hiking, building fires (in the wood stove, don’t worry!), reading, and learning all the useless trivia I can get my hands on.
Email: emily@emilyaborn.com
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FAQ: Know, Like, & Trust in Your Marketing
What is the know, like, and trust factor in marketing?
Know, like, and trust (often abbreviated as KLT) is a framework that describes the three-stage journey a potential client takes before deciding to hire you or buy from you. First they need to know you exist and understand what you do. Then they need to feel some level of connection or affinity with you. Finally they need to trust that you’ll deliver on your promises. All three matter, and you can’t skip any of them. People don’t just buy products or services. They buy solutions from businesses they feel good about and trust to help them.
How do I build the know factor for my business?
Consistency and visibility are the foundation. Show up regularly on the platforms where your ideal clients actually spend time, and make sure what you’re sharing clearly communicates who you are and what you do. Collaborating with others through podcast guesting, joint events, or guest blogging is one of the fastest ways to expand your know factor because you’re borrowing the trust and reach of someone else’s established audience. The key is to be selective rather than scattered. A consistent presence in a few places will always outperform a sporadic presence everywhere.
How do I get people to like my brand or business online? By letting the real you show up. Share the stories, perspectives, and behind-the-scenes moments that show the human running the business. Engage genuinely with other people’s content rather than just broadcasting your own. Ask questions. Respond to comments and DMs. Show curiosity about the people in your community rather than just asking them to pay attention to you. Positivity and warmth are contagious, and when people feel good engaging with your content, they want to keep coming back. You don’t need everyone to like you. You just need the right people to feel genuinely connected to you.
How do I build trust with potential clients before they’ve hired me?
Trust is built brick by brick through every small action you take consistently over time. Share your expertise generously and without holding back. Show social proof through testimonials, case studies, and client results. Honor every commitment you make, whether that’s a scheduled newsletter, a promised resource, or a follow-up call. And when something goes wrong, own it honestly and show how you’ll fix it. People don’t expect perfection. They expect accountability. Transparency about mistakes often builds more trust than a flawless track record.
How long does it take to build know, like, and trust with an audience?
Longer than most people want to hear, and faster than most people fear when they’re consistent. There’s no universal timeline because it depends on how often you show up, how clearly you communicate what you do, how authentically you share, and how well your message resonates with the right people. What’s reliable is that every consistent action compounds. Every piece of content, every genuine interaction, every promise kept is a deposit into a trust account that pays dividends over time. The best time to start was yesterday. The second-best time is today.
