{"id":50293,"date":"2020-05-08T18:14:00","date_gmt":"2022-10-18T18:14:16","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50293"},"modified":"2025-01-22T10:35:10","modified_gmt":"2025-01-21T23:35:10","slug":"how-to-authentically-market-your-brand","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-to-authentically-market-your-brand\/","title":{"rendered":"How to Authentically Market Your Brand"},"content":{"rendered":"\n

Right now, it seems like everyone is talking about the current state of the world. From blog articles to social media posts to podcasts. If you\u2019re a marketer you\u2019re probably wondering \u2014 how do I market my brand to my customers right now? And should I even be marketing?<\/p>\n\n\n\n

Firstly, the answer is, yes. And secondly, authenticity is crucial. <\/p>\n\n\n\n

In the age where consumers understand they\u2019re being marketed to, brands need to get a little more creative with how they\u2019re delivering personalised and sensitive messages and content. Adding to the marketing conundrum, is many consumers are well aware of personas and how organisations target based on common characteristics. <\/p>\n\n\n\n

This creates a tight balancing act for marketers. On the one hand, what was once their \u2018magic\u2019 now happens in plain sight \u2014 anyone can see, for example, the data social platforms hold to enable advertisers to target them, or the locations of a Facebook business page\u2019s administrators and the range of ads they are running at any point in time. On the other, advertisers still need to perform these \u2018magic\u2019 tricks, to reach those audiences on the right channel, with the right message, at the right time.<\/p>\n\n\n\n

No matter how much data and analysis is fuelling an interaction, it\u2019s more important than ever for brands to speak to the individual<\/a> in a way that is authentic. Because when a brand creates any crisis-related content for content sake, it can damage trust in just a few false moves. <\/p>\n\n\n\n

If the marketing team communicates in opposition to established brand voice, tone and style, or contradicts the brand\u2019s values and messages, customers are quick to relay their reactions to friends and family. Add social media to the mix, and those mistakes get quickly amplified. <\/p>\n\n\n\n

Even for marketers that are successfully managing that balancing act, authenticity is tough to measure. Start by looking at your branding and messaging through your customers\u2019 eyes<\/a> and their current challenges, rather than your own priorities. What do you want them to think and feel? Then, with some help from these dos and don\u2019ts, start reminding everyone why you can help them:<\/p>\n\n\n\n

Do: Make your brand marketing clear, sensitive and engaging<\/h2>\n\n\n\n


Start by thinking about the messages that government bodies are putting out. They\u2019re all around staying home, staying safe and keeping healthy and entertained while doing those things. <\/p>\n\n\n\n

Most companies and brands can authentically connect with one or more of them. For example, Salesforce customer and giant ecommerce leader Showpo<\/a> is creating fun Instagram Stories around working from home and what to wear. And you guessed it \u2013 they\u2019re a fashion label. It shows you don\u2019t have to directly address the crisis to create authentic marketing<\/a> that stays true to your brand and addresses your customer\u2019s pain points during this time.<\/p>\n\n\n\n

Don\u2019t: Use look-at me methods to grab the attention of your customers <\/h2>\n\n\n\n


Fear-inducing blog headline? Not unless you want to appear next to a bad news article.  Pictures of popular places that are empty? Maybe share images that focus more on the customers interests and problems that relate to what you offer instead. <\/p>\n\n\n\n

Digital media includes all kinds of ways for organisations to stand out, but think about what happens after the customer has noticed you. If they turn to the core message and it\u2019s unrelated to what attracted their interest, or isn\u2019t compelling or meaningful to them, they\u2019ll just feel cheated, no matter how attention-grabbing your opening salvo. <\/p>\n\n\n\n

Do: Own your mistakes<\/h2>\n\n\n\n


Let\u2019s say you want to try marketing through Instagram for the first time. It can be a great channel, but marketing primarily through images might be new territory, and the expectations of Instagram audiences can clash with corporate brand guidelines. <\/p>\n\n\n\n

Marketing on Instagram could come off as too stuffy and corporate for Instagram, or too fluffy for your brand. Be upfront with your senior team about why you see a channel like that as valuable to your audience and for your marketing strategy, and that you\u2019re experimenting as you go. <\/p>\n\n\n\n

In fact, why not try asking customers for comments and suggestions about what they\u2019d like to see from you on a channel like Instagram? Show the behind-the-scenes of a photo or video shoot that lets them understand the effort you\u2019re putting in to telling them relevant stories. <\/p>\n\n\n\n

We all create some content that falls flat occasionally. Be prepared to own up to mistakes, laugh at them along with your audience and show you\u2019ve learned next time around. <\/p>\n\n\n\n

Don\u2019t: Be hypocritical <\/h2>\n\n\n\n


It sounds obvious, but there are plenty of examples of where companies will talk about values that they don\u2019t really stand behind. This could include firms that offer platitudes about the environment but create a lot of internal waste, or who tout the importance of diversity and inclusion but have an all-male board of directors. Walk your talk<\/a>. <\/p>\n\n\n\n

Customers often pay more attention to brands than companies realise. Make sure if you\u2019re marketing around doing good during the coronavirus pandemic that it aligns with your company’s values.<\/p>\n\n\n\n

Do: Make your customers brand ambassadors<\/h2>\n\n\n\n


Even when marketing materials are well-produced, customers might ask, \u201cBut do they really know what it\u2019s like to be me?\u201d. Let your customers answer this question \u2013 share their stories of success and motivation, told in their voices. <\/p>\n\n\n\n

This is where case studies and testimonials can be key to a brand\u2019s identity, because it means you\u2019re putting customers first and not letting your own brand get in the way. You can do the same thing by featuring customers in interviews via videos and podcasts. <\/p>\n\n\n\n

Successful marketing right now demands an innovative and creative approach to getting on the same page as your customers. Do it with a light and authentic touch, and to thine own brand be true.<\/p>\n\n\n\n

For more marketing insights watch the Marketing: The New Decade Of Data, Trust And Engagement<\/a> session at World Tour Sydney.<\/p>\n\n\n