Authenticity is more than just a buzzword for 2024. This effective marketing strategy and business best practice that all brands should follow.
Why is authenticity so important in today’s age? It will help you engage customers and build a trustworthy brand your audience gravitates toward. Behind every product or service purchases, is a successful company that people engage with, and authenticity is a huge part of that
Despite its importance, many brands struggle to come across as authentic to their audience. Keep reading to learn the ways to practice authentic marketing.
Why is Authenticity So Important in Marketing?
Authenticity happens when brands engage deeply with their audience. This requires fostering personal connections and ensuring customers feel heard and understood.
It’s not always easy to get authenticity in marketing right. Most brands focus on promotion. However, authentic marketing centers around non-promotional content. It sounds counterintuitive, but this perspective shift could be your brand’s most powerful move.
Most people don’t enjoy feeling like you are just there to sell them something, and they don’t like seeing ads all the time.
Are you aware of just how many ads you see every day? Americans are actually exposed to anywhere between 4,000 and 10,000 ads every day. This number has doubled since 2007 now that advertisers have realized the benefits of digital marketing.
This amount of ads leads to ad fatigue. This happens when:
customers are exposed to the same ad over and over
customers see ads that aren’t relevant to them
customers see ads that disrupt them from whatever they are doing.
Needless to say, people are sick of ads, and they don’t respond well to pushy, overly salesy content. Your potential customers will tune you out unless you build a solid relationship with them and center their wants and needs first.
Making your audience feel connected to your brand will help them become more receptive to your marketing efforts. To make them feel connected, you must offer them value in your content.
Benefits of Authenticity in Marketing
Increase brand awareness (both online and offline) – being genuine and authentic makes a brand more recognizable and memorable and sets you apart from the competition.
Boosts brand trust and loyalty – people notice when a brand is being transparent and honest.
Connect with consumers on a human level – marketers can get an increased sense of connection and community.
Grows online engagement – relatable content means more likes, shares, comments, other interactions that extend the reach of your marketing efforts.
Satisfied customers are more likely to share their experiences through word of mouth (including online reviews).
Improved employee morale – people like working for brands that value authenticity – better performance and lower turnover.
How Does AI Impact Authenticity in Marketing?
At its core, authenticity is about human connection. This connection means being honest and transparent with your audience about who you are.
The misuse of AI poses a huge threat to the authenticity of your brand. Perhaps the biggest concern with AI-generated content is the lack of human touch. Brands that over-rely on AI tools to generate content and messaging are put at risk of coming across as inauthentic, and negatively affect your business.
6 Ways to Execute Marketing Authenticity
Develop a strong brand
Have a deep understanding of your audience
Be more human
Promote user-generated content (UGC)
Focus on original and helpful content
Publish social-conscious content
1. Develop A Strong Brand
A strong brand is an authentic one. To create an authentic brand, go back to your roots. The foundation of any brand should include your company’s vision, mission, and values. Developing your brand’s voice, messaging, and feel around these foundational pieces will help you become a more authentic brand.
2. Have a Deep Understanding of Your Audience
You can’t be authentic with your audience without knowing who they are. Knowing who your audience is goes beyond demographics – it’s understanding the behaviors, motivations, and pain points of your consumers.
When you have a deep understanding of your audience, you can create content that speaks their language and solves their problems.
3. Be More Human
Brands being more human is a simple, yet powerful way to be seen as authentic. A more “humanized” brand is one that connects and relates with their audience.
Showing the human side of a brand is a developing marketing trend in recent years, particularly on social media platforms. Don’t be afraid to show the people behind your brand. Consider sharing the story behind how a company or brand was created, or doing a behind-the-scenes look at your company.
4. Promote User Generated Content
Another way to be more authentic is to show user-generated content (UGC). According to Tint, a staggering 93% of marketers agree that consumers trust content created by other consumers.
Promoting content consumers create helps improve engagement and brand loyalty and build trusting relationships with your audience.
5. Focus on Original and Helpful Content
Sure, many brands publish content about the same topic, but the information and messaging should reflect a brand’s experience and expertise on that subject. Original content means you are presenting your own thoughts, ideas, data or imagery.
Creating helpful content can help you be seen as a thought leader and a brand that can be trusted. Helpful content can show your target audience you care about solving their problems, and you don’t just push products or services, offer solutions. When you take the focus off of sales and instead, center around the consumer, this will make them more receptive to your marketing efforts.
6. Create and Promote Socially-Conscious Content
DEI (Diversity, Equity, and Inclusion) is not just a trend; it’s a commitment to fostering a culture that creates equality. Promoting diversity, equality, and inclusion is an effective way to engage with your audience. People are more likely to purchase from brands reflecting DEI values, and there is proof to support this.
Closing Out: Authenticity in Marketing Improves Your Brand
In the age of AI, brands should strive to be more authentic. Building an authentic brand will make you likable and trustworthy and yield great results.
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