Opinions expressed by Contractor the contributors are theirs.
According to research by Stackla, 90% of customers place great importance on authenticity when selecting businesses they like and support. But what exactly is authenticity? How can we show our customers that we are human and reliable and not just a brand with an agenda?
Here are six practical tips for bringing authenticity to your startup’s marketing strategy.
What is authenticity in marketing?
Authenticity is having a real connection with your target audience. If you’re not authentic, it’s hard for customers to connect with what you do. People want brands they can relate to – companies that look like them, but are better at their job or service because of their experience and expertise. Authenticity is also transparency and showing the world who you are and what you believe in. So consider authenticity as the personality of your business; it should be unique for each brand.
How startups can bring authenticity to their marketing
Did you know that almost 90% of all startups fail? Startup marketing is difficult because you are often underfunded, have a limited customer base, or are just getting started. As a co-founder and business owner, I understand the challenges you face. I failed several times. That’s why I’d like to share some of the marketing strategies that have worked well for me and helped people connect with us on an emotional level every day.
Related: 9 Sales Presentation Tips That Will Close More Deals
1. Know your target audience
You need to know who your target audience is and what their needs and interests are before you can create a message for them or talk about it on social media like Facebook, Instagram, and Twitter. The more you know, the better your marketing will be.
It’s your job to create an emotional connection between your brands and your customers, and authenticity is also key here. Once you understand your target audience and their needs, you can speak to them more effectively on the appropriate social media channels.
2. Be authentic in your marketing messages
Knowing your target audience doesn’t mean you should be overly promotional. You can still show people who you are as a brand and what makes your business unique while being more realistic about the benefits of your business. Establishing authenticity in marketing means not trying to be something you’re not. People will see through anything that looks fake or dishonest. If you decide to be honest with people, lay all your cards on the table. Don’t try to market your startup as something it isn’t.
3. Be consistent with posts on social media channels
It’s no secret that social media has changed the way brands communicate with their customers. Social media channels like Facebook, Instagram, Twitter, and TikTok are powerful tools that can help you build relationships with people interested in your startup’s products or services. Your brand message should be consistent across all of these channels. You need to be consistent with your words, images, and tone of voice if you want your target audience to trust what you say. Why, for example, should potential consumers believe you if you send mixed messages on social media?
Remember to keep in mind that social media is a two-way street. Startups need to engage and respond quickly when people ask questions or have concerns about their product or service – this also helps build trust. It’s best to create a single voice for your brand across all of your social media channels. It will help you connect more personally with people, and that’s what authenticity is: being real.
4. Give people something to talk about
Don’t just sell your product or service to people. You have to give them a reason why they should buy from you. If someone isn’t interested in what you have to offer, there’s no point in pursuing the relationship. Give potential customers something that will make them want to work with you rather than against you.
Related: PDOOH: A Marketing Term Entrepreneurs Should Know
5. Create an authentic voice for your brand
If you’re looking to build a brand that people will love, your voice needs to be authentic. Without an authentic voice, your customers may not get the experience they expect and may harbor negative feelings about your business. Don’t expect to retain customers or get people excited about your product if you don’t look like yourself. It’s not just what you say that counts. It’s also like you say. Having an authentic voice for your brand means letting go of the idea that marketing is a science, not an art. You need to be creative in everything that comes with your business, from product development to marketing and sales.
6. Use metrics and data analytics to improve your marketing
Just because you’re authentic doesn’t mean your marketing will succeed every time. Even if you put a lot of effort into it, it can still fall flat. Remember that marketing is half art and half science. You need to be creative in everything you do and keep in mind that metrics and data analysis are key to adding substance to those creative decisions. What works today might not work next month or even tomorrow, so don’t get too attached to one marketing strategy.
Take advantage of cutting-edge marketing tools like social media advertising, influencer marketing, and even email campaigns to get your startup’s name out in the world. Keep track of everything you do to improve it over time.
Related: Marketing Trends in the Post-Pandemic Business Environment