According to a Stackla study, 90% of customers value authenticity when choosing companies to support. But what is authentic? How can we show our customers that we’re not just a faceless corporation?
For your startup’s marketing strategy, here are six practical suggestions.
- What is authenticity in marketing?
- How can startups bring authenticity to marketing?
- Know your audience
- Be sincere in your marketing messages
- Message consistency across social media
- Provide conversation starters
- Find your brand’s authentic voice
- Measure and analyze your marketing
What is authenticity in marketing?
Customers can’t connect with you unless you’re genuine. People want brands that are like them, but better at their job or service due to experience and expertise. Authenticity is about showing the world who you are and your values. Consider authenticity as your company’s personality; it should be distinct from others.
How can startups bring authenticity to marketing?
Know your audience
Before you can create a message for them or talk about them on Facebook, Instagram, or Twitter, you need to know who they are. The more you know the better.
Making emotional connections between brands and customers is your job. Understanding your target demographic and their needs allows you to better communicate with them via social media.
Be sincere in your marketing messages
Knowing your target market does not necessitate over-promotion. You can still show your brand’s uniqueness while being more realistic about your company’s benefits. Authenticity in marketing means not being someone you’re not. Anything false or dishonest will be seen through. If you want to be honest, lay all your cards on the table. Don’t misrepresent your startup.
Message consistency across social media
Clearly, social media has changed how brands communicate with their customers. Social media platforms like Facebook, Instagram, Twitter, and TikTok can help you connect with potential customers. All of these channels must have the same brand messaging. If you want your target audience to believe what you say, you must be consistent in your words, images, and tone. Why should potential customers trust you if you post contradictory messages on social media?
Remember that social media is a two-way street. To build trust, startups must be engaging and respond quickly to questions or concerns about their products or services. It’s best to create one brand voice across all social media. It will help you communicate more personally, which is what authenticity is all about.
Provide conversation starters
Don’t just sell your stuff. Give them a reason to buy from you. It’s pointless to pursue a relationship with someone who isn’t interested in your offer. Give potential customers a reason to work with you rather than against you.
Find your brand’s authentic voice
To build a brand that people will love, your voice must be genuine. Customers may not get the experience they expect and may have negative feelings about your company. Not sounding authentic won’t win you customers or get people excited about your product. It’s not just about what you say. So is your delivery. Authentic branding means letting go of the notion that marketing is all science and no art. From product development to marketing and sales, you must be creative in your business.
Measure and analyze your marketing
Authenticity does not guarantee marketing success. Even when you put in a lot of effort, things can still go wrong. Marketing is an art and a science. Everything you do should be creative, but keep in mind that metrics and data analysis are necessary to support your creative decisions. What works today may not work next month or even tomorrow, so be flexible.
Use innovative marketing tools like social media advertising, influencer marketing, and even email campaigns to spread the word about your startup. Keep track of your progress.