Why Marketing Authenticity Is So Vital
There’s a shift happening out in the world – and it’s becoming increasingly obvious.
Consumers are losing patience with the “fakers” out there. Those brands who talk big but don’t follow through, the ones with shiny Instagram profiles but no real substance.
They are done being “sold to” and looking for an authentic connection with the businesses they purchase from.
And I’m right there with them!
The marketing industry seems to be awash with “gurus” offering instant solutions and magical strategies to make your business blow up.
But it’s all a show. The truth is that there is no simple formula to marketing your business.
However, one of the pieces of the puzzle is about marketing authenticity.
Today, I want to talk about how to cut through the big talk and identify those fake marketing “gurus,” and how to help your business grow by being your lovely, unique, authentic, best self.
Why Marketing Authenticity Is So Vital
Talking The Big Talk
Marketing your business can feel like an uphill battle at times. There’s just so much to learn and so much to do – it’s no wonder that many of us look for a quick fix solution. We want someone to give us the magic formula to take our business to the next level.
And there are plenty of people out there who promise just that. They say things like:
“Buy my programme and you’ll be making 7 figures in the next month.”
“Do this one thing to find marketing success.”
“Take my course and you’ll have a gazillion new followers by tomorrow.”
You get the idea, I’m sure you have seen plenty of marketing “gurus” making similar claims.
As much as life would be easier if any of their claims were true, I’m unfortunately here to burst that bubble.
Identifying Fake Gurus
The influencers/gurus/pros who promise these outlandish things are not practicing authenticity. They are giving false hope and simply making money from YOU, not from their secret marketing beans that supposedly grow giant marketing beanstalks.
The truth is, even though digital advancements have sped many things up in life, marketing is still a long game. It takes time, practice and consistency to build a successful following – among dozens of other puzzle pieces.
You need to know your numbers, understand your customers, and put in the hard yards – and yes, practice marketing authenticity in the process.
That’s not to say that there are no genuinely fantastic marketers out there. The internet is just as full of diamonds as it is with chunks of polished glass.
Loads of people in the digital marketing space have great tips, advice and systems. It’s great to soak up the information they offer and learn how to apply it. However, it must be done in a way that works for your business, rather than blindly following a formula.
If you have been burned by a “fake guru,” don’t be embarrassed. We all learn as we go along, and I’m betting your BS radar has been honed as a consequence. All the better to help you identify the authentic personalities offering you real value.
Why Marketing Authenticity Is Important
Today’s consumers are savvy. They know when businesses are feeding them a line, and they will be turned off fast.
More than ever, honesty, transparency and purpose are valued over a slick sales pitch. A massive ninety percent of consumers look for authenticity when deciding which brands to support.
Companies that are still using canned marketing techniques and out-of-date generic messaging are fading fast. The truly successful businesses have strong brand values that they stand by, support causes they care about, and are authentic and honest about who they are.
Authenticity is your way to stand out from the crowd and appeal to your target customers. It’s about selling to people that want or need what you provide, not trying to offload or upsell to those who can’t or won’t benefit from doing business with you.
In the long run, marketing authenticity is an essential part of any marketing strategy.
How To Be Authentic
Let’s ditch the sales pitches, funnels, and formulas for a sec and talk about how to be real with your audience.
Here’s where to start:
- Don’t make false promises! Work with facts to build trust.
- Personalise the connections with your audience wherever you can.
- Be up front about who you are and what you stand for – and stick to that consistently.
- Focus on the solutions you provide to your ideal customers.
- Listen to your customers and encourage two-way conversations.
- Don’t show up on platforms where your people aren’t showing up – you will only waste your (and their) time.
Marketing boils down to finding out what your ideal customers want and providing it for them. Today’s consumers are searching for a connection in an increasingly disconnected online world. They want honesty, transparency, purpose, and authenticity. Work on adding these values to your business instead of looking for quick fixes.
And, if you need help getting your authentic marketing message out to your audience, reach out to us and we can help develop an advertising plan that works for your business.
