Marketing with authenticity

A new trend in the marketing world is this idea that you want to be authentic in your marketing strategies. That means you want “real people” to be your advertising method instead of photoshopping the skinniest girl or trying to make your product look like only perfect people use it. But this also has a lot to do with making sure you are gaining trust with your customers through the things you write and post on your social media sites.

Why the switch?

The internet has made it possible to spot a fraud in minutes. It also makes it easier to find reviews on products or figure out whether or not a company is being completely honest with you. It has changed our society to one of business transparency. Customers want to feel like you’ve been upfront with them, and that may only be possible through honest communication. When they go to your site, they don’t want to feel like there are smoke screens. They just want to feel like you are giving them all the answers they need and being authentic.

How to create authenticity

One way designer Isabel Toledo created this authenticity with her new line of clothing was to have them worn by plus-sized models, according to the New Yorker. It was basically saying, hey, these are clothes that can be worn by real women, and we want you too. With this authentic marketing strategy, the designer was able to capture the attention of thousands of people and news outlets. It shows us that being authentic reaches to vast audiences who feel like they can relate to us.

But you don’t need plus-sized models to create the authenticity your brand needs to bring in more customers. In fact, you’re more likely to develop trust with your customers through the things they are seeing every day you your blog and your social media. Here are a few quick steps to follow when creating content:

  1. Be honest. People can tell when you’re a fake or just trying to get more cash.
  2. Be funny. Your customers will enjoy a good laugh, especially if it is a “that’s so true” kind of joke.
  3. Respond to customers. As your customers comment on your blog or social media posts, you’ll want to respond to them. It shows them that you genuinely care about building relationships. You will gain their trust and the trust of others who see the posts.

Of course, you could just use pay per call. You immediately develop trust when your customers are being referred by real people on the web. It might be a fast way to bring about more authenticity with your marketing.

Source: New Yorker