Authenticity in marketing is one of those terms that many people see as an oxymoron. After all, it is marketing…is there any possibility that people are being authentic in the ads and promises that they offer on their website?
The Goal of Marketing
What is the goal of marketing? For many people they automatically answer to make sales of their product or service. And yes, that may be the end game for most people who are looking to market. However, Robert Murray has explained marketing in a way that I wish other people would listen to. He states:
“The real value of marketing is in it charting the direction for the business.”Robert Murray
This is so true, and I couldn’t have said it better myself.
When businesses come to Salesboxer, they often say “I want more sales.” I often reply with ok, that is what we all want. However, how are you going to get those sales. Plugging an ad into Facebook is fine, but is it going to get you the results that you want if no one really knows who your business is? No, it is not.
How Authenticity in Marketing Affects Your Reputation
Once I talk to businesses about their entire marketing approach, I often dive into the authenticity in marketing that we want to see. Should you promise that you are the lowest price plumber in the area? Not unless you know for a fact that you are. Should you state that your moving services start at $200? Only if they truly do, but in this case, a $200 move may be just moving a few boxes not an entire household. When someone reads either of these statements, when they find the these may have been nothing more than a marketing tactic…they are going to be disappointed. And a disappointed customer can lead to negative reviews, the person going to the competition and other issues.
So, should you make promises like lowest price, best service or whatnot in what you offer? No…you really shouldn’t. You need to stick to the facts. For example, if you offer free consultations, this can be a point that you advertise because it is true and it can bring people to you. The ultimate goal when it comes to authenticity in marketing is to show the world why others have worked with you. This may mean including customer testimonials, reaching out to past customers to tell the world their experience with working with you and ultimately developing content that shows you are the expert for your industry.
It is a long process, but being authentic in what you are marketing is the only way to ensure that your business stands the test of time. For those who are looking for help with this process, Salesboxer is here to make it happen for you. We cater to small businesses who are looking for an affordable way to develop their online content and develop their reputation, yet don’t have the time to devote to this on their own.