Authentic: We hear this word often in business, not only when it comes to online marketing.
- Build authentic relationships.
- Create authentic marketing messages.
- Send authentic letters or notes.
The reason we hear this word throughout all facets of our business is because authenticity stretches across every person in your company.
But how can brands show their audience that they are authentic without coming on too…inauthentic?
Let’s see what consumers think about authenticity and brands online.
- 86% of consumers say authenticity is important when deciding what brands they like and support.
- 81% of surveyed consumers said that they need to be able to trust the brand in order to buy from them.
- 66% of consumers think transparency is one of the most attractive qualities in a brand.
- 77% of consumers buy from brands who share the same values as they do.
- 79% of people say that user generated content highly impacts their purchasing decisions.
These numbers are astounding. And for a business owner like yourself – they should impact how you position your brand online.
What Exactly is Authenticity?
Webster defines authentic as “not false or imitation: real, actual” – which sounds simple enough. But how do we translate this throughout your online marketing.
Here’s Five Things Your Competitors are Doing that You Should be Too!
Do you watch your competitors online marketing and wonder why yours is falling on flat ears? Keep reading.
1. PEOPLE Are the Heartbeat of Their Business
One of the best ways to build authentic marketing campaigns online is to show the backbone of your business, your employees.
Your employees not only serve your customers but they are the difference in a thriving business and one that well, isn’t thriving.
Likewise, consumers want to support businesses that care and support their employees. Pulling down the sheet to show the back-bone of your business and integrating your employees throughout your marketing messages builds authenticity online.
2. Understand How to Serve Your Audience
Authentic online marketing stems from the understanding of your audience. Answer these questions before creating content online:
- Who is your audience?
- What do they like/dislike?
- When they make purchased, what do they value the most?
- When it comes to your brand, what means the most to them?
By identifying what matters to your audience your brand can build authentic, relevant content that inspires, educates and helps your audience.
3. Humanize Your Tone of Voice
Do you know what drives a consumer mad online? Seeing the same generic, bot responses to any questions that are posted to their brand.
Allow your social media managers to craft responses that are both authentic and human. Not only does this humanize your brand on social media – it builds great customer service and leaves a lasting impression.
Automated, generic responses are one of the most inauthentic things your brand can do online.
4. Consistent Content Creation & Publishing
Whether you content is on social media, YouTube, blog content or Podcasts – having consistency builds authenticity online.
Why?
The content your brand creates and publishes should serve your audience. But, if you go MIA for a few weeks, it leaves “some not-so-good tastes” in your consumer’s mouths.
Your audience follows you on these channels because they are interested in your brand. When you provide inconsistent content for them, it shows where your priorities are.
5. Support Non-Profit Causes
Does your business support non-profit organizations? This is a great way to build authentic messaging and get your audience involved.
Consumers want to feel that they are doing good when they spend their money. Showing them how you support different causes and organizations is just one way they know your brand is one they want to support.
However, inviting them to support the organization with you builds a human connection with your audience that drives an authentic approach.
Cut Through the Noise
When it comes to cutting through the noise in today’s online marketing arena – be authentic. Transparent companies that are considerate, compassionate and honest with their consumers build authentic online marketing campaigns.
Brands that are authentic in everything that they do seeps into their marketing messages online.
About Backstage Digital
Backstage Digital is a digital marketing agency specializing in lead generation for their clients. We create custom digital marketing campaigns that generate results for our clients. More importantly, our clients have a 24/7 dashboard to review the ROI of all digital marketing campaigns. Contact us to learn more.