How to Bring Authenticity to Your Startup Marketing Strategy

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Opinion expressed by Businessman contributors are their own.

According to a study by Stackla, 90% of customers put authenticity first when choosing which companies they like and support. But what exactly is authenticity? How can we show our customers that we are human and relatable and not just a brand with an agenda?

Here are six handy tips on how to bring authenticity into your startup marketing strategy.

What is meant by authenticity in marketing?

Authenticity has a genuine connection with your target audience. If you’re not authentic, it’s hard for customers to relate to what you do. People want brands they can relate to — the same company they are, only better at their job or service because of experience and expertise. Authenticity is also about transparency and showing the world who you are and what you believe in. So, think of authenticity as the personality of your company; it has to be unique for every brand out there.

How can startups bring authenticity to their marketing?

Did you know that almost 90% of all startups fail? Initial marketing is difficult because you are often short on funds, have a limited customer base or are just starting out. As a co-founder and business owner, I understand the challenges you face. I have failed many times. That’s why I wanted to share some marketing strategies that have worked well for me and have helped people connect with us on an emotional level every day.

Related: 9 Sales Presentation Tips That Will Close More Offers

1. Know your target audience

You need to know who your target audience is and what their needs and interests are before you can message them or talk about them on social media channels like Facebook, Instagram, and Twitter. The more you know, the better your marketing will be.

It is your job to create an emotional connection between your brand and your customers, and authenticity is key here too. Once you understand your target audience and their needs, you can talk to them more effectively on the right social media channels.

2. Be sincere in your marketing message

Knowing your target audience doesn’t mean you have to over-promote. You can still show people who you are as a brand and what makes your company unique while being more realistic about your company’s benefits. Building authenticity in marketing means not trying to be something you aren’t. People will properly see through anything that seems fake or dishonest. If you decide to be honest with others, then put all your cards on the table. Don’t try to market your startup as something it’s not.

3. Be consistent with messaging across social media channels

It’s no secret that social media has changed the way brands communicate with customers. Social media channels like Facebook, Instagram, Twitter, and TikTok are powerful tools that can help you build relationships with people who are interested in your startup’s products or services. Your brand message must be consistent across all of these channels. You have to be consistent with your words, images, and tone of voice if you want your target audience to believe what you say. Why, for example, should potential customers trust you if you send conflicting messages on social media?

Don’t forget to remember that social media is a two-way street. Startups need to engage and respond quickly when people ask questions or have concerns about their products or services — this also helps build trust. It is best to create one voice for your brand across all your social media channels. This will help you communicate with others on a more personal level, and this is what authenticity means: being real.

4. Give people something to talk about

Don’t just sell your product or service to people. You need 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 instead of against you.

Related: PDOOH: Marketing Terms Entrepreneurs Should Know

5. Create an authentic voice for your brand

If you want to create a brand that people will love, your voice must be genuine. Without an authentic voice, your customers may not get the experience they expect and may have negative feelings about your company. Don’t expect to win customer loyalty or get people interested in your product if you don’t sound like yourself. It’s not just what you say that matters. This is also how you say it. Having an authentic voice for your brand means giving up the idea that marketing is a science and not an art. You need to put creativity into everything that comes out of your business, from product development to marketing and sales.

6. Use metrics and data analysis to improve your marketing

Just because you are authentic doesn’t mean that your marketing will be successful every time. Even if you try hard, everything can still fail. Remember that marketing is half art and half science. You need to incorporate creativity into everything you do and remember that metrics and data analysis are critical to adding substance to those creative decisions. What works today may 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 make your startup name known to the world. Track everything you do to improve it over time.

Related: Marketing Trends in the Post-pandemic Business Environment

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