Make Your Marketing More Authentic
It is safe to say that public trust in institutions these days is at an all-time low. According to recent reporting, only 7% of Americans have “a great deal” of trust and confidence in the news media,[i] with only about a third saying they trust the U.S. Congress.[ii]
When it comes to the business world, the perception amongst Americans is no better. Only 14% of citizens find big businesses to be trustworthy,[iii] while over 70% have little faith that brands will deliver on the promises they make. One conclusion that can be drawn from these statistics is that displaying authenticity in your marketing has never been more important. In this blog, we will talk a bit more about why authenticity matters, as well as how you can weave it into more of your marketing initiatives.
The Power of Authenticity
Why does authenticity matter? Well, because it can make a real difference in dollars-and-cents. 86% of customers are on the record stating that brand authenticity is important when deciding where they are going to shop.[iv] In addition, Gen Z, one of the most powerful up-and-coming consumer groups, wants to purchase from companies that support social and environmental issues over those that do not.[v] What is abundantly clear is that companies must put authenticity front-and-center to compete in the marketplace today and tomorrow.
How You Become More Authentic
Luckily, there are a variety of easy steps business leaders can take to start promoting brand authenticity:
- First, clearly define your values. After all, being authentic means that you are what you say. But you can’t live up to what say you are until you define it. And no, that doesn’t mean simply just listing your products or services. Instead, develop a comprehensive brand story, including a “promise” for how your company will help customers live better lives.
- Next, communicate your story. You have likely already heard about content marketing: a strategy for using content to draw people to your website and convert them into leads. However, you can also use content marketing to highlight your brand story and promise. To do this, reduce how often you’re hard selling and produce more educational content. This can solidify your reputation as a helpful resource rather than merely a money-making entity.
- Consider reviewing and revising your brand’s image – including fonts, colors, slogans, logos and imagery. So much of how human beings perceive others depends on non-verbal characteristics. Think about what’s right for your target clients. If you want to position your business as a socially conscious enterprise that Millennials and Gen. Z. will love, then those principles must also be reflected in your brand aesthetics.
- Put the human at the center of your communication. It isn’t good for companies to drift into cold, impersonal communication – which certainly doesn’t scream authenticity. Always remind your customers of the real humans working hard behind the corporate veneer, figures who are passionate about helping them solve problems. There are variety of ways you can do this – from taking people behind the scenes of your business to running employee spotlight features on your blog.
Authenticity is the Way of the Future
In our digital-first economy, customers are growing increasingly savvy, and unsurprisingly, this has changed their expectations. It is no longer sufficient to have good products or service; customers are also prioritizing companies that are invested in improving their lives and communities. Just like any other market trend, companies that don’t adapt do so at their own peril.