Social media has provided an opportunity for brands to connect with their consumers in a much more personal, authentic way. However, many companies fail to capitalize on this opportunity. The problem is that it can be difficult to be authentic online, especially when you’re trying to market to your audience. If you’re struggling to find your brand’s true voice on social media, then check out this advice!
“Authenticity” is another way of saying “honesty”. One of the biggest contributors to building trust in a relationship is honesty. If your company can own up to mistakes, be clear about its messages, and treat consumers with respect then you’ll be miles ahead of the competition when it comes to being authentic. A survey in 2014 showed that 63% of consumers would rather make a purchase from a brand that they perceived as authentic over its competitors. That number’s too big to ignore.
A brand also needs to be true to its identity if it wants to create loyal customers. Don’t try to hop onto every Internet fad in an effort to appeal to a crowd that’s not your own. Brands that try too hard to be cool often end up accidentally embarrassing themselves by not fully understanding a trend, they hit the wrong audience, or they’re not a brand that has any business trying to be cool. People can spot an imposter from a mile away. Don’t fall into the “cool” trap.
Self awareness and vulnerability can also help you find your voice. People respond well to brands that understand themselves and what they are. The popular game Cards Against Humanity managed to make $71,145 (most of which was donated to charities) on Black Friday by selling absolutely nothing for $5. They literally charged $5 for nothing. And people bought it because it was tongue-in-cheek and a self-aware acknowledgment of the absurdity of selling a product on Black Friday. Try to think about how your brand fits into this conversation by looking at your image.
Follow this advice and your brand will become a much more comfortable, authentic part of the online space.
Read the full article here: Keeping It Real: How to Build an Authentic Voice on Social