How to use authentic marketing to cut through to customers
People like dealing with people – fact! And in the real world, none of us is perfect. So why do businesses try to market themselves as infallible?
In recent years, consumers have become much more savvy. They know products are flawed, companies have had scandals, and the people who work for them are human. It doesn’t mean they expect any less of a great service, but they want to be able to trust what they are being sold.
This is why authentic marketing is a concept businesses have to grasp in order to cut through the noise, win more customers and encourage brand loyalty.
Here are some tips on how to use authentic marketing:
Who are you?
The only way to begin your journey to becoming a more authentic brand is to take a good look at what your business is, who your real customers are, and how you can best serve them. This may involve some soul searching, but it will help you write a more authentic brand story with which your target audience will engage.
Audit your marketing
Next, look at what really resonates with your customers. Scrutinise your Google Analytics, social media insights and email marketing results to see what is working and what is falling flat.
Just because everyone else is using the newest social media platform or sharing hilarious cat gifs, it doesn’t mean you need to as well. Especially if your customers aren’t engaging with it.
For the ‘no holds barred’ approach, ask your customers, partners and staff, what your business is doing right and what it is doing wrong. This exercise in itself will be good for your brand reputation and authenticity, as it shows that you are open to honest feedback.
Be honest about your business
Any successful business will have had setbacks; products that have flopped and services that weren’t as hot as you thought. Don’t market them as something they are not.
Be honest about failure and use it as an opportunity to promote how you have changed a process or improved your offer. Your customers will appreciate your candour.
Embrace honest reviews
Seek honest reviews of your brand. When people are looking for products and services, they will go online to check what other people think. The more opinions that are available, the more likely potential customers are to check out your business, even if there is an odd piece of negative feedback.
Ask your customers to leave a review on websites like Feefo, Google My Business and TripAdvisor. It’s also important to monitor what people are saying about you online and respond. Clients will like to see there are real people behind your brand.
Another way to gain honest feedback and reach your audience is to work with influencers. Pick ones that have a similar or the same audience as you.
Publish case studies
Another way to demonstrate how you work to customers is to publish client case studies on your website. Tell them the story of how your business works from start to finish and how it has helped real people like them.
If you want to find out more about how to use authentic marketing, then Amplify PR can help. We are a Southampton-based PR and marketing agency that works with businesses to build trust and loyalty with their customers. Get in touch to find out more about our consultancy services.