Trust is something that must be earned in every relationship whether it’s family, romance and even business! Consumers are bombarded with hundreds of marketing messages a day through social media, television, the internet, billboards and more. On any given day they might see ads for three companies that are exactly like yours; the same products/services, the same price and the same accessibility. What is going to set your business apart from the others? Our simple suggestion, authenticity!
Authenticity is defined as “not false or copied; genuine; real.” It is to represent, “one’s true nature or beliefs; true to oneself or to the person identified.” It can be scary to show your true self especially in business. People get hung up on presenting perfection, but perfection isn’t real, and your customers know that. You want to create a brand that stands for something, a brand that consumers are proud to support! Read below for a few tips on how to present a genuine brand to your consumers.
The new age of consumers are smart, they can smell a deceitful marketing message from a mile away. Be transparent with the facts about your products and services because your potential customers have a wealth of knowledge at their fingertips (Google). They can easily find the facts, so you want to be the person who provides those facts! Does your vitamin B12 supplement really help people lose weight? Or does it give people the energy they need to make it to the gym? Define the differences so customers know what to expect because if it doesn’t go the way you market your product, they will lose trust in your business.
Connect with Customers
Use your social media as a tool to connect with people not just make a sale. Be someone that consumers can relate to. Show the ins and outs of day to day business and not just the good stuff. Show the not so glamorous side of things. Be honest when mistakes are made and share the story of what you learned from these mistakes. It’s pretty simple, just be a human that other humans can connect with. They will gain trust in you and that is what creates returning customers and customer referrals.
Share Brand Values
We’re not saying to get all political on your consumers (that’s a no-no) but you should have brand values and do things that enforce those values. For example, a brand value might be treating children with respect and speaking out against child abuse. Share petitions that help create harsher punishments for those who harm children. Run a campaign or start a Go Fund Me to help local children. Donate a portion of proceeds to back up the cause. Show consumers that you don’t just stand for a value, but you are going to put your money where your mouth is and make a change!
Authenticity should be your guiding compass in business in order to gain the trust of consumers. Never force something in your personal life or in your business practices that doesn’t feel genuine because people will sense that and pull away. Own up to it when you make a mistake and give your customers a sincere apology. They will appreciate it, and this will make them comfortable continuing a relationship with your business because they know that if a mistake is made, you will go out of your way to make it right.
Authentic marketing is the key to success in today’s world. By following these rules your following, your customer base and your business will grow from there. We know that creating an authentic brand is easier said than done that is why we are here to help you navigate the tough decisions and to create a brand that you and your customers can be proud of. If you want to keep up with the latest marketing trends be sure to join our email list to stay up to date and be the first to know when we send out our latest tips and tricks!