Consumers are Very Sophisticated – You Must Be Genuine.
Avoid Being an “Online Used Car Salesman”
Today’s consumer can smell a disingenuous company a mile away. When they catch a whiff of BS, they quickly jump ship. Why? Because the Internet has created a space in which people can easily be phony. It’s much easier to present a façade online than it is in face to face interactions. They have seen it way too many times. It’s left people craving honesty and authenticity.
What Constitutes Authentic Marketing?
In short, it means is being true to your brand promise, and treating customers as friends. When you value these people, they value you. It is that simple. Cherishing that connection and staying true to it is essential. Businesses that “push the envelope” look greedy and impersonal. Those who practice authentic marketing are seen as friendly, substantive, and worthy. Here are some ways to market your business more authentically:
- Cultivate consistency – One of the biggest indicators of inauthenticity is inconsistency. When a company can’t seem to decide on who it is or what it wants, it’s going to be viewed as disingenuous and even sneaky. Be consistent with your message and the voice that delivers that message.
- Provide proof – If you make a claim, have the data or anecdotes to back up that claim. We’ve all seen politicians lose favor in the public eye because they make false claims. Avoid that at all costs, since being authentic means being transparent. That means that you’ll be accountable for your claims. Make sure they are backed up by facts.
- Respond promptly – Social media has given all businesses the opportunity to talk directly to their customers on a daily basis. When someone asks a question via social media, have a real person personally answer that question (or respond to that complaint or comment) as quickly as possible.
- Choose a cause to support – Pick something that you or your business has a real connection with. There are so many charities and projects that you can easily find one that matches your brand’s personality and goals. Supporting a cause that you really care about will show consumers your human side.
Take it from Will Smith:
“Smoke and mirrors in marketing is over; it’s really over,” said actor Will Smith at this year’s Cannes Lions International Festival of Creativity.