Capture Hearts and Minds Through the Power of Authentic Marketing
As much as glamorous ad campaigns are exciting and might draw in a few new customers, it’s not the most relevant marketing that you should be focusing on right now. To achieve an entirely new level of engagement with today’s purpose-driven audiences you need a forward-thinking approach. The core of this process means finding the core purpose, the soul of your organization. This is Authentic marketing.
Why is it necessary?
There is so much ‘noise’, especially online, potential customers are tuning out anything that they feel isn’t relevant or necessary. What’s more, consumers have less and less patience nowadays for anything that feels less-than-authentic, and are instead opting to choose a brand not just because of their product offering, but because of their principles, morals and values too.
What should be your first steps into authentic marketing?
Know who you are and why you do what you do…
How can your customers believe in you and your business if you don’t? Your absolute first step into authentic marketing has to be to understand why your business exists to begin with and why you’re doing what you do.
Do you own a dental business? Maybe you started up because you want people to feel confident in not only their smiles, but themselves too. Or perhaps you started your own financial service business because you want to cut through the jargon and ensure that proper information is available to all.
Whatever your reasons, once you’ve determined what they are, promote these across your platforms, instead of encouraging sales instead, as it doesn’t come across as authentic and consumers won’t buy into that.
What do you believe in?
A lot of brands are intimidated when it comes to the idea of standing up for what they believe in. Now, more so than ever, consumers will quickly lose trust in a brand that doesn’t speak up on issues, however controversial.
More and more customers are opting to purchase from businesses whose beliefs align with their own, so don’t be scared…be honest about your beliefs and naturally, consumers will follow.
Be open, honest and transparent
Not all things in business are straight-forward and consumers really appreciate knowing when everything isn’t perfect. What may seem like a failure to you as a business owner, actually comes across as incredibly human to your customers, and what’s more, it’s perfectly normal.
You don’t always have to have everything together! If you’re open and honest with consumers, trust will be built and chances are, they’ll be more loyal to your brand too.
Show the faces behind the business
We see all too often where brands are so set in their ways that the business just doesn’t feel real anymore.
We absolutely love to see when a company opens its doors to consumers and shares what goes on behind-the-scenes, including the real faces that make up the business!
Stuck for what to post on social media? It doesn’t have to be a time-consuming task! Show a ‘day-in-the-life’ inspired video which details what really goes on in the business. Or perhaps showcase a member of your team and give customers a chance to get to know them.
Stop airbrushing everything (including your comments)
Similarly to being open and honest, that stretches to your comments section too! As much as you might be authentic across your social channels, it means nothing if you’re glossing over the cracks by deleting or ignoring comments and questions from consumers.
If something isn’t perfect, don’t hide it or ignore it – confront the issue and chances are, your customers will appreciate your business all the more for it!
Last but not least, give back!
If your business believes in being eco-friendly, practice what you preach!
Again, the idea of giving back doesn’t have to be expensive – it can vary from changing up your packaging materials to align with your beliefs to volunteering for the day, whether it involves picking up litter or planting trees.
Authentic marketing isn’t going anywhere
The idea of authentic marketing isn’t going away anytime soon.
Following the Covid-19 pandemic, more and more businesses are fully visible online, and so are their actions. Consumers are in no mood to be fooled and will not tolerate ‘fakeness’ as they might have done in the past.
If you’re unsure where to start in the world of authentic marketing, the team at HV Media Group can help. We don’t do jargon, we just want to help businesses like yours see REAL results.
If you’re serious about growing your business, get in touch about a FREE 30-minute strategy session here.