GlassTalk Episode #69: Building Trust Online with Keith Daubmann

Introduction and Business Background

• Keith Daubmann, from MY Architectural Glass, is using social media to assist the industry and his business, with a presence on platforms like LinkedIn, Instagram, Facebook, TikTok, and YouTube 01:41.
• Daubmann’s company, MY Shower Door, was started in 2003 by him, his brother, father, and mother, and initially focused on heavy glass frameless shower enclosures 03:55.
• In 2012, they started their own manufacturing company, D3 Glass, despite initial rejections from bankers due to the recession 04:51.
• Daubmann’s mother encouraged him to get on social media, and he started with LinkedIn after watching Gary Vaynerchuk’s videos 08:01.

Social Media Journey and Building Trust

• He began posting consistently, starting with daily selfie videos, and later evolved to using TikTok reels and modern pop culture to integrate his business and help people 09:37.
• Building trust online is crucial, and it can be achieved by being authentic and putting oneself out there, as people are more likely to do business with those they trust 10:17.
• Dale Carnegie’s principle of needing 7-10 “touches” to build rapport and trust with someone can be accelerated through social media, allowing for faster trust-building and sales 11:12.
• Social media can help establish a personal relationship with potential customers, making them more comfortable and likely to do business with you 19:10.
• Fear is a major factor holding people back from using social media for business, as they are afraid of being judged or putting themselves out there 19:52.
• Being authentic and true to oneself on social media can lead to success and open up new opportunities, as seen in the case of the speaker’s business 14:57.

Overcoming Fear and Creating Content

• Many people are hesitant to create content online due to fear, but social media platforms provide an opportunity to reach a large audience quickly and easily 20:16.
• A single post can change the dynamic of a business overnight, as seen in the example of Ocean Spray’s sales increasing after a viral video featuring their product 22:25.
• Being genuine and relatable is more important than being polished or professional when creating online content, and finding someone in your organization who is comfortable on camera can be beneficial 23:59.

Promoting Others and Building Relationships

• Promoting other businesses and showing appreciation for their work can lead to reciprocity and new business opportunities, as seen in the example of promoting a homebuilder on social media 26:51.
• Building relationships and trust with potential clients through content creation, such as podcasting, can lead to new business opportunities and a 100% success rate in engaging in business after the fact 29:00.
• Building trust online involves offering value, creating content, and letting people get to know you, which can help temper down anxiety and build trust almost immediately 29:58.
• Being authentic and not polished is important, as people can tell when someone is being phony, and authenticity helps build trust 31:10.

Authenticity, Humor, and Soft Skills

• Using humor in content can help people think clearly and make better decisions, as studies have shown that people are 31% smarter in a positive frame of mind 31:41.
• Soft skills, such as situational awareness and customer service, are essential in building trust and making customers feel comfortable 33:25.
• Showing respect for customers and being considerate of their needs can help build trust and make them more receptive to messages 33:55.
• Providing a preview of what customers can expect, such as through social media, can help reduce anxiety and build trust 35:44.
• Paying attention to customers’ needs and being aware of their concerns can help provide excellent service and build trust, as seen in the example of a restaurant waiter who identified the customer’s type A personality and provided tailored service 38:07.
• Building trust online requires being situationally aware of all components involved in transactions and paying attention to details, which can help establish connections and speed up the process when people know you through social media 39:46.

Consistency, LinkedIn, and Analytics

• Consistency is key to success on social media, and trying to make viral videos can be counterproductive; instead, focus on creating quality content and engaging with your audience 41:34.
• LinkedIn is a recommended platform for business, with a high concentration of decision-makers and a low percentage of users who post content, making it easier to stand out 43:20.
• Using analytics can help track the effectiveness of social media posts and identify what types of content resonate with the audience, allowing for adjustments to be made to improve engagement 46:00.
• Consistency and managed expectations are important when building a social media presence, as it may take time to build a community and gain influence, but it’s possible to go viral overnight 47:02.
• Using analytics in business can help inform decisions, such as designing showrooms to feature popular products and displays, and can improve overall performance 48:29.

Personal Branding and Addressing Fears

• Building a personal brand on social media can benefit employees, even if they don’t own the business, as it can lead to increased recognition and potentially better job opportunities in the future 48:47.
• Fear is a major obstacle for people who are hesitant to use social media, including fear of being judged, fear of not being tech-savvy, and fear of not having the time or money 52:53.
• Consistency is key on social media, and it’s not about the number of views or followers, but about reaching the right person who might need or want the product or service being offered 57:12.
• Even a small number of views can lead to significant business opportunities, as illustrated by a story about a $250,000 job that resulted from a social media post with only 200 views 57:12.
• It’s not necessary to be a natural at social media, as skills can be learned with practice and dedication, and even people who are not tech-savvy can become proficient with time 54:07.

Building Trust and Targeting Content

• Building trust online is crucial, especially in industries like architectural glass, where it’s about the right people, not the most people 58:25.
• To create effective content, put yourself in the shoes of the person you’re targeting, such as designers, architects, or building engineers, and develop content that satisfies their needs and wants 59:40.
• Content should be tailored to specific audiences, such as designers, contractors, or owners, and address their unique concerns, like timeliness, accuracy, and trust 01:04:25.

Trust, Value, and Differentiation

• Trust is a key factor in decision-making, and showcasing real-life jobs and being available can help establish trust with potential clients 01:05:26.
• Price is not the most important factor, and having all the other components, such as trust, timeliness, and communication, is crucial for success 01:07:42.
• Building trust online is crucial, especially for glass companies, as it helps differentiate them from competitors who focus on discounting prices 01:07:51.
• The number one complaint of glass companies is being undercut by competitors, but a social media approach can help build value and differentiate a company 01:08:13.
• By showcasing a company’s culture, values, and processes on social media, customers can start to see the value beyond just price, making it easier to build long-lasting relationships 01:10:17.
• Keith Daubmann believes that social media is the best way to garner new opportunities and build rapport, and it’s more effective than traditional methods like trade shows or phone books 01:11:17.
• Daubmann’s approach to social media has helped shift the conversation from price to value, with customers recognizing and trusting his company, MY Architectural Glass 01:09:43.