Authentic marketing is the practice of speaking, writing, and behaving in a way that is transparent and genuine and reflects your own (or your firms) writing style and humour.
Remember that your connections are becoming increasingly savvy and can quickly spot inauthenticity. Here are a few tips for embracing authenticity in your social media marketing.
Be Real
Sounds simple, right? Particularly on LinkedIn, people are connecting to YOU, not your company, so it’s important that people relate to you as an individual and professional, not just the voice of your business.
Let your personality shine through. By showing up and being authentic, you allow your audience to see themselves in your stories.
Showing your interests, thoughts, and opinions allow them to connect with you and feel like they know you a little; remember the know-like-trust triangle? This is your opportunity to do some work on the first two points; remember to keep it real and professional (avoid trolling etc).
You’re only human.
No one is perfect, so it’s important not to try to portray that you are. People relate when you show them your human side. By opening up on social media, you can improve your online ‘relationships’ like you do your real ones.
Keep your voice consistent.
Have a brand voice and ensure it’s consistent across all of your social media content.
Developing different content for different platforms that resonate with their wants and needs (connections on Facebook want different things to those on LinkedIn, for example) so producing content for both is the best way to see ROI; however, your ‘voice’ should be the same across all brands, think of Coca-Cola, you know what you’re getting regardless of which platform you see them on.
It’s not (just) about you.
Don’t use social media to simply self-promote. Instead, offer thoughtful answers to questions and needed information. If your company spends time creating content such as blogs, white papers, or infographics, sharing them online is the best way to get noticed and create traction with your social media.
Also, ensure you’re not posting solely about what’s happening in your firm. A few key updates here and there are good for followers to know – more than that will bore them. Think of what their challenges are and post information that will support users in addressing them.
Share content for industry magazines, or the news that resonates with you, with a small comment on why you’re sharing; this will make you more human and relatable.
Don’t always be selling.
The whole point of your marketing strategy (including social media) is to drive new business.
It may seem counter-intuitive; however, you shouldn’t be selling all the time.
Play the long game by creating posts designed simply to resonate with followers and connect with your audience.
Make sure your posts are a balance of those designed to generate leads and those shared simply to create positive moments with your audience.
Interact with your audience directly.
The best way to turn your social followers into advocates is to interact with them.
Get to know your followers and take time to respond to their comments and interest.
Respond quickly to any questions or messages you get. Remember that prospects will check your social profiles and immediately find you more credible if you’ve clearly been responsive and engaged with followers.
Be transparent and honest.
This isn’t ground-breaking advice, but we can all use the reminder.
Social media is full of “enhanced” content designed to make the poster look better. People are becoming more likely to spot this and don’t appreciate it. Take transparency a step further by sharing behind-the-scenes looks at your staff, your services, events, etc.
Takeaway
Remember that every item you post will be permanently attributed to you. Make sure posts don’t only promote yourself but create trust and goodwill among your followers.
It takes time to cultivate an authentic social media presence, but following these steps will help you get there.
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