Authentic Marketing 101

Marketing… it can be a concept fraught with negative connotations. Slick, sleazy, manipulative are some of the words that are likely to come to mind when considering the word. Without such connotations, the word simply refers to "the action or business of promoting and selling products or services, including market research and advertising." So how did marketing get such a bad reputation?

In short, the answer is inauthenticity. Often marketing actions manifest as gimmicky, pressuring or aggressive; they’re, by design, attempting to push you toward making a buying decision using terminology such as: "Act now!" "Be the first!" "Don’t miss out!" And while the message may not outright lie, the truth may be stretched, exaggerated or distorted to fit a certain narrative. They have one purpose; they exist solely to sell you something. They are all "call to action" with no substance behind them; they’re the "junk food" of the advertising world.

Authentic marketing, conversely, is rich and dense; nutritious, even. It tells a story, takes you on a journey,entices you to make a decision without barraging you. Authentic marketing informs and engages. It provides context. It demonstrates how the product or service it represents will solve a problem, fulfill a need or want you have.

Indeed, inauthentic marketing works - if it didn’t, the advertising world would have abandoned it long ago. The problem with it is that it feels like what it is - to both the marketer and consumer - a blatant plea for a sale. And many marketers and consumers are uncomfortable with that dynamic; they find it unappealing and distasteful. Many a businessperson may shy away from marketing altogether rather than embark on a practice that makes them feel so slimy… so shady.

That’s what makes authentic marketing a win-win for all concerned. Potential customers get the benefit of useful, pertinent information. They get the benefit of your experience and insight, and an opportunity to learn about and interact with you, the professional, and your products and/or services. You, the businessperson, get the opportunity to offer helpful information, share your expertise and learn what your potential customers want and need. Authentic marketing is an ongoing conversation inside a relationship between you and those you seek to serve. While inauthentic marketing works, authentic marketing, when performed properly, can be even more effective at gaining customers and retaining them.

An authentic marketing strategy evolves organically and begins with a particular mindset: Determining who your "ideal customers" are. It may be as many as five or ten identifiable demographics and that’s fine. Target each with a customized version of your offerings that speaks directly to them. For example, a minivan may be great transportation for a band and a soccer mom alike, yet you wouldn’t market to them with the same message or even find them in the same place. Consider groups’ unique pain points and desires - then seek to demonstrate how your product or service can address those.

Marketing can be accomplished by running ads on TV, radio and social media or in print, but it’s so much more than that. Think of marketing as anything you do to personally present your offerings to the public, such as:

• Speaking engagements
• Trade shows/exhibits
• Seminars/webinars/workshops
• Videos
• Website content
• Blogging
• Active involvement in a social media page or group
• Social clubs
• Networking events

There are SO MANY opportunities for authentic marketing! They may not all suit your style, however. Start with something squarely in your comfort zone and go all in with your participation. If your gut tells you a platform you’ve chosen isn’t right, trust it and try another. The gut is a highly accurate authenticity-detector - it will balk if the fit between you and the marketing channel is wrong. Marketing where you’re feeling uncomfortable is, in and of itself, the antithesis of authenticity. When it’s right, you’ll know because you’ll find a groove. You’ll know what to say and how best to express it. There’s no unease or discomfort involved because you’re simply communicating about yourself and your offerings in a contextual and yes, authentic way.

When you do communicate about your offerings, make sure that it reflects the you behind the brand. Authentic marketing, by nature, includes a healthy portion of your persona, interests and voice. Include information about your life; avoid making it solely about your products and services. A friend would tire of your company if all you ever did was rattle on about work. The same applies to your marketing audience. The goal is to amplify your brand - and when you bring yourself to the table, it fosters a connection with others and builds community.

Marketing is essential to the robust growth of your business, so don’t avoid it because you don’t want to feel pushy or salesy. Adopt an authentic marketing state of mind so that you’re not selling, you’re serving. When customers feel that the sales take care of themselves.

How could you more authentically market your business?