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4 Ways Authenticity Drives Marketing Strategy

4 Ways Authenticity Drives Marketing Strategy

Authenticity: You Are Your Best Asset

In a digital world, it is so easy to put your message out to many people at once. With so much noise, it can be hard to truly capture your customer’s attention. Then once you have it, it can be even harder to keep it. These days, customers are yearning for authenticity to help them make decisions.

If they’re seeing real people talking about real things that are helping their real pain points, they can relate to it much better. There’s also a huge sense of trust that comes with that, much more so than just an ad announcing a bunch of information that they don’t know is true or not. If you’re ready to work some real authenticity into your marketing, there are 4 easy things you can start doing today.

4 Ways Authenticity Can Help Your Digital Marketing

With Authenticity, Be Human

This sounds simple, but it is actually much harder than you think. Bots are everywhere, and so are robotic-sounding ads. If you’re looking to truly connect with your target audience on an authentic language, you need to start speaking their language. Incorporate wit, slang or emojis to make it look like they are connecting with a real person, rather than a totally emotionless bot or block of text.

4 Ways Authenticity Drives Marketing Strategy

4 Ways Authenticity Drives Marketing Strategy

Let Your Customers Do The Work For You

Actions speak louder than words, and nothing is more valuable than a word-of-mouth referral. Encourage your customers to post about their purchase or experience with you, and make sure you repost that user-generated content for others to see. Send free product or offer free services to influencers in your industry so you can leverage their platform, as well. People love seeing other people they can relate to using new products or services that they haven’t heard of. Tap into it!

Stop Talking About You and Start Talking About Them

It can be tempting to want to talk about yourself all day in order to sell yourself. However, it’s important to have a hearty balance of NOT doing this. What are your target audience’s pain points? What problem would your product or service be solving for them? Once you have that answer, create some marketing around that. This way, you’re not selling yourself directly. You’re talking to them on their level, letting them know you can relate to them.

Stay Consistent

There’s nothing worse than a brand who can’t keep consistent with their marketing. It gets confusing for the customer and can be hard for you to truly find your target audience’s sweet spots. Once you find something that works, don’t try to reinvent the wheel. Stay consistent, or if you do feel the need to switch things up, plan it out and transition easily into it. You can also try A/B split testing to see what might work without abandoning your current messaging.

Still need more tips on finding your authenticity? We can help!

Armed with over 9 years of experience in digital marketing, Jaclyn Uloth started her career at a full-service digital marketing firm for five years, guiding many websites to completion as well as developing and executing sophisticated marketing strategies for countless brands. More recently, she was in charge of digital, social media and paid advertising efforts for well-known multinational franchise operations. Currently, she is using her years of experience and writing abilities to write marketing copy and blogs to boost the online presence of the brands she works with.