Standing out in the landscape of local business is no small feat. As an entrepreneur or professional, your online presence can be your strongest asset, but only if it’s authentic.
Authentic marketing isn’t just a buzzword; it’s a powerful strategy that builds genuine connections with your audience. This blog explores how embracing your true self in both social media and website presence can transform your brand’s impact.
Why Authentic Marketing?
Authentic marketing is about being genuine and true to your values. Rather than prioritizing sales above anything else, in authentic marketing we build trust and lasting relationships with customers, both online and offline.
Authentic marketing has three massive benefits over more traditional approaches:
- Trust and Loyalty: Authenticity fosters customer loyalty.
- Engagement: Engaged audiences are more likely to become loyal customers.
- Growth: Sustainable business growth through genuine connections.
When “Chloe” and I first started working together, she worried that social media brought out the worst in people, especially during the pandemic. However, through my coaching, she began to see social media through a new lens, recognizing its potential for promoting her services and growing her business.
“Chloe” realized that by sharing authentic glimpses of her life—her love for music, her family, and her pets—she could become more relatable and approachable to her audience. This shift not only improved her online presence but also led to more genuine connections and increased interest in her services. She now loves how she’s showing up, especially on Instagram!
Steps to Embrace Authentic Marketing
- Know Your Values: Start by identifying your core values. What principles guide your business? What do you and your customers care deeply about? Clearly articulating these values will help you stay grounded and consistent in your marketing efforts.
- Be Genuine: Authenticity means being genuine. Show up as yourself in all your communications. Let your personality shine through, and don’t be afraid to share your thoughts, experiences, and even your vulnerabilities.
- Share Your Story: Everyone loves a good story. Share your journey as an entrepreneur, the challenges you’ve faced, and the milestones you’ve achieved. Stories resonate on a personal level and can create a strong emotional connection with your audience. Be sure to include it in an About page on your website, too.
- Engage Honestly: Interact with your audience sincerely. Respond to comments and messages with care, and don’t shy away from addressing concerns or admitting mistakes. Honest engagement builds trust and shows that you value your customers.
Consistency Across All Platforms
Consistency is key to building a recognizable and trustworthy brand. Whether you’re posting on Instagram, updating your website, or sending out newsletters, ensure your tone, style, and values are uniform. For instance, if your social media showcases a fun and approachable persona, your website should reflect that same energy, avoiding overly formal language.
When a customer or client moves from one format of interacting with you to another, they should still get the same experience.
Practical Tips for Authentic Social Media Presence
- Behind-the-Scenes Content: Share your business’s day-to-day activities, such as through b-roll footage and in stories. This transparency helps humanize your brand and fosters a deeper connection.
- User-Generated Content: Feature customer stories and testimonials. Share snapshots they’ve taken, and don’t be afraid to ask for their opinions!
- Real-Life Visuals: Use authentic photos and videos. This includes both professional photography and candid shots, both resonate more than stock images. Share photos and videos that reflect the real people and processes behind your business.
- Transparency: Be clear about your products or services’ capabilities. Over-promising can lead to disappointment, while transparency builds credibility.
- Feedback and Engagement: Actively listen and respond to customer feedback. You can do this by sharing comments, DMs, and question boxes, as well as direct to camera story-telling.
Enhancing Your Website Presence
- About Page: Craft a compelling story that reflects your values and journey. Include a photo of you and your team. Besides the homepage, the About page is generally the 2nd-most visited page of your website!
- Authentic Testimonials: Display real customer reviews and feedback.
- Blog Content: If you have a blog, regularly update it with genuine and helpful content that is aligned with your values.
- Visual Consistency: Use real photos of your business, team, and products. Use the same ones you’re using on your social media so that both of these places look and feel the same to potential customers or clients.
- Clear Messaging: Ensure your website’s language reflects your brand’s true voice and remains consistent with your newsletter and social media. One good way to gauge this is to show up the same way that customers/clients would expect to see you when they interact with you in person.
Actionable Steps to Start Now
- Audit Your Online Presence: Review your social media profiles, website, and other digital touchpoints. Ensure they align with your authentic brand voice, and that your images authentically reflect you and your brand.
- Engage Regularly: Set aside time weekly to respond to comments, messages, and reviews. Authentic engagement can significantly enhance your relationship with your community.
- Create a Content Calendar: Plan blogs, newsletters, and posts that reflect your values and story, including behind-the-scenes looks and customer testimonials.
Authentic marketing is not just a trend—it’s a necessity in today’s competitive market. By staying true to your values, sharing your unique story, and engaging genuinely with your audience, you can build trust and loyalty that lasts.
As you refine your online presence, remember: authenticity isn’t just about what you show, but how you connect. Make sure every aspect of your marketing represents who you are. Start today by auditing your current strategies and aligning them with your core values and true voice. Your authentic brand awaits—let it shine!
This is a contributed piece by Jane Hamel, the web designer and marketer behind J Hamel Solutions. Jane works to empower local brick-and-mortar businesses to thrive by building vibrant online communities and increasing local awareness. She aims to drive in-person foot traffic and foster a sense of community, ensuring that local businesses remain integral, bustling hubs within their neighborhoods. Through strategic social media management and website design, Jane connects businesses with their customers, enhancing visibility and fostering strong, lasting relationships. She loves connecting with others on Instagram!
Interested in submitting a contributed piece? Fill out our contact form.