{"id":50864,"date":"2023-03-23T15:12:01","date_gmt":"2023-03-23T04:12:01","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50864"},"modified":"2023-12-26T18:07:32","modified_gmt":"2023-12-26T07:07:32","slug":"dos-and-donts-authentic-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/dos-and-donts-authentic-marketing\/","title":{"rendered":"Dos and don\u2019ts: How to Make Your Brand Marketing Authentic"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Table of contents<\/h2><ul><li><a href=\"#h-do-find-a-balance-between-personalisation-and-trust\" data-level=\"2\">\u2705 Do: Find a balance between personalisation and trust<\/a><\/li><li><a href=\"#h-don-t-have-a-disingenuous-digital-marketing-strategy\" data-level=\"2\">\u274c Don\u2019t have a disingenuous digital marketing strategy<\/a><\/li><li><a href=\"#h-do-stay-true-to-your-brand-story\" data-level=\"2\">\u2705 Do: Stay true to your brand story<\/a><\/li><li><a href=\"#h-don-t-sideline-your-values\" data-level=\"2\">\u274c Don\u2019t: Sideline your values<\/a><\/li><li><a href=\"#h-do-embrace-customer-testimonials\" data-level=\"2\">\u2705 Do: Embrace customer testimonials<\/a><\/li><li><a href=\"#h-don-t-rely-on-attention-seeking-digital-marketing-strategies-nbsp-at-the-cost-of-meaningful-interactions\" data-level=\"2\">\u274c Don\u2019t: Rely on attention seeking digital marketing strategies&nbsp; at the cost of meaningful interactions<\/a><\/li><li><a href=\"#h-do-own-your-mistakes\" data-level=\"2\">\u2705 Do: Own your mistakes<\/a><\/li><li><a href=\"#h-do-embrace-marketing-automation\" data-level=\"2\">\u2705 Do: Embrace marketing automation<\/a><\/li><\/ul><\/div>\n\n\n\n<p>Customers are on to you. Try to fool them into thinking your brand is something it isn\u2019t and they won\u2019t hesitate to walk. Worse, they might even trash your brand on Twitter in the social media equivalent of knocking over tables and spilling drinks on the way out. But when a brand is true to itself, it\u2019ll drive customer loyalty \u2014 authenticity is the new north star of marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-find-a-balance-between-personalisation-and-trust\">\u2705 Do: Find a balance between personalisation and trust<\/h2>\n\n\n\n<p>In the age of <a href=\"https:\/\/www.salesforce.com\/blog\/how-to-create-a-customer-centric-experience\/\" target=\"_blank\" rel=\" noopener\">customer-centricity<\/a>, <a href=\"https:\/\/www.salesforce.com\/au\/blog\/the-6-best-examples-of-personalised-marketing\/\" target=\"_blank\" rel=\" noopener\">personalised marketing&nbsp;is crucial<\/a>. Consumers know they\u2019re being marketed to, and in more sophisticated ways than ever before. Rather than tolerating marketing\u2019s presence, they expect<a href=\"https:\/\/www.salesforce.com\/au\/blog\/the-6-best-examples-of-personalised-marketing\/\" target=\"_blank\" rel=\" noopener\"> tailored, personalised, relevant messages<\/a> and products.&nbsp;<\/p>\n\n\n\n<p>In fact, <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">according to a Salesforce report featuring insights from nearly 17,000 consumers<\/a> and business buyers, 73% of customers expect companies to understand their unique needs and expectations, while 56% expect offers to always be personalised.&nbsp;&nbsp;<\/p>\n\n\n\n<p>However, there\u2019s a fine line between personalised and creepy. Your customers want to know that you\u2019re transparent <a href=\"https:\/\/www.salesforce.com\/au\/blog\/first-party-data-economic-downturn\/\" target=\"_blank\" rel=\" noopener\">with how you use their data<\/a>. In <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">our State of the Connected Customer report, 61% of consumers<\/a> said they were comfortable with companies using relevant personal information in a transparent and beneficial manner \u2014 up from 52% in 2020.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This creates a tight balancing act for marketers \u2014 to build brand trust, you need to be transparent, while still being careful not to overstep any boundaries that might make them feel uncomfortable. At the same time, you need to ensure that all marketing reaches the right audiences on the right channel, with the right message, at the right time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-have-a-disingenuous-digital-marketing-strategy\">\u274c Don\u2019t have a disingenuous digital marketing strategy<\/h2>\n\n\n\n<p>It\u2019s that cringe-inducing moment \u2014 a teenager\u2019s dad tries to use popular slang around her friends, or a teacher attempts a pop-culture reference to a show they\u2019ve never seen.<\/p>\n\n\n\n<p>It\u2019s easy to laugh when this stuff happens in our personal lives. But when the equivalent happens in brand marketing, it\u2019s a sure-fire way to alienate customers.<\/p>\n\n\n\n<p>No matter how much data and analysis is fuelling an interaction, your brand must speak to the individual in a way that comes across as natural and friendly. And when a brand tries too hard, it can damage trust in just a few false moves.<\/p>\n\n\n\n<p>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.Start by looking at your <a href=\"https:\/\/www.salesforce.com\/au\/blog\/how-personalisation-transforms-customer-experience\/\" target=\"_blank\" rel=\" noopener\">branding and messaging through your customers\u2019 eyes<\/a>, 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 who you really are.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Nail personalised marketing<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Get lessons from marketing leaders at Spotify, Amazon and Netflix.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/blog\/the-6-best-examples-of-personalised-marketing\/\">Read the blog<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-stay-true-to-your-brand-story\">\u2705 Do: Stay true to your brand story<\/h2>\n\n\n\n<p>Most companies feature an origin story,a mission statement and an overview of their company values on their website. But it\u2019s crucial that brands tell this story across all platforms, not just their website.&nbsp;<\/p>\n\n\n\n<p>To keep this messaging consistent, create different versions of your boilerplate at a variety of lengths, and ensure everyone who communicates \u2014 across any function \u2014 has access to them and understands how to use them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-sideline-your-values\">\u274c Don\u2019t: Sideline your values<\/h2>\n\n\n\n<p>Another important consideration for marketers is to stay true to your corporate values. For many customers, it\u2019s not enough for companies to deliver a great product or service \u2014 <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">nine in 10 consumers expect companies to clearly state their values<\/a>, but only half feel this is common practice.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">Importantly, 85% of customers say their purchase decisions<\/a> are swayed by how companies treat employees, and over three-quarters watch for environmental practices, like protecting natural resources and achieving net zero emissions. Brands can\u2019t sit on the sidelines and not expect to be held accountable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-embrace-customer-testimonials\">\u2705 Do: Embrace customer testimonials<\/h2>\n\n\n\n<p>This is where customer case studies and testimonials will be key to your brand <a href=\"https:\/\/www.salesforce.com\/au\/blog\/build-resilient-marketing-strategy\/\" target=\"_blank\" rel=\" noopener\">marketing strategy<\/a>, because it shows 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, and giving them the stage at live events.<\/p>\n\n\n\n<p>Successful marketing 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<h2 class=\"wp-block-heading\" id=\"h-don-t-rely-on-attention-seeking-digital-marketing-strategies-nbsp-at-the-cost-of-meaningful-interactions\">\u274c Don\u2019t: Rely on attention seeking digital marketing strategies&nbsp; at the cost of meaningful interactions<\/h2>\n\n\n\n<p>Emojis in <a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing-cloud\/email-marketing\/\">email campaigns<\/a>? Sure, as long as they don\u2019t clutter up the subject line, or introduce a visual element that doesn\u2019t have anything to do with the text. Hire a musician for your customer event? It can depend on whether that artist is aligned with <a href=\"https:\/\/www.salesforce.com\/au\/blog\/how-brand-purpose-in-retail-experiences-became-a-customer-priority-new-research\/\" target=\"_blank\" rel=\" noopener\">your brand\u2019s values<\/a> and your customers\u2019 interests, and whether the event needs musical entertainment at all. Funny cat videos? Hmmm. Unless you\u2019re in pet care, maybe create videos that focus more on the customers interests and problems that relate to what you offer instead.<\/p>\n\n\n\n<p>Your digital marketing strategy should help you stand out, but you should 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 clever your opening line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-own-your-mistakes\">\u2705 Do: Own your mistakes<\/h2>\n\n\n\n<p>Let\u2019s say you want to start a marketing program on Instagram or TikTok. They can be great channels, but marketing primarily through images or video might be new territory, and the expectations of social media audiences can clash with corporate brand guidelines.&nbsp;<\/p>\n\n\n\n<p>For example, if your brand is more on the corporate side, your content might come off as too stuffy for the channel. Or, if you try too hard to align with the channel, your content might end up being too fluffy.&nbsp;<\/p>\n\n\n\n<p>Be upfront with your senior team about why you believe channels like Instagram or TikTok will be valuable to your audience and for your broader digital marketing strategy, and that you\u2019re experimenting as you go.<\/p>\n\n\n\n<p>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 into telling relevant stories.<\/p>\n\n\n\n<p>We all create 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<h2 class=\"wp-block-heading\" id=\"h-do-embrace-marketing-automation\">\u2705 Do: Embrace marketing automation<\/h2>\n\n\n\n<p>As many businesses are charged with doing more with less, marketers need to find ways to make the most of their existing tools and technologies.&nbsp;<\/p>\n\n\n\n<p>How can you ensure bespoke and personalised marketing experiences for every single customer at scale? It used to be a big problem, but digital solutions like <a href=\"https:\/\/www.salesforce.com\/au\/crm\/\" target=\"_blank\" rel=\" noopener\">customer relationship management (CRM)<\/a> technology and <a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\" noopener\">marketing automation tools<\/a> are remedying that.&nbsp;<\/p>\n\n\n\n<p>In particular, marketing automation tools will enable marketers to be more proactive and help them improve the customer\u2019s experience by nurturing demand in the most streamlined and always-on manner.<\/p>\n\n\n\n<div class=\"layout-two wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Get more insights and trends in our latest State of Marketing report<\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/state-of-marketing\/?d=7013y000002KdxJAAS&#038;nc=7013y000000vcuxAAA&#038;FALSEBlog-StateofMarketing&#038;utm_source=Blog&#038;FALSE&#038;utm_campaign=ANZ-Mktg-StateofMarketing&#038;utm_content=All-cont-7013y000002KdxJAAS\">Download now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-two.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-two.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-two.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-read-more\">Read more<\/h6>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/3-winning-b2b-marketing-strategies\/\" target=\"_blank\" rel=\" noopener\">3 Winning B2B Marketing Strategies<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/what-is-real-time-marketing\/\" target=\"_blank\" rel=\" noopener\">What Does \u2018Real-Time Marketing\u2019 Really Mean?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/the-6-best-examples-of-personalised-marketing\/\" target=\"_blank\" rel=\" noopener\">The 6 Best Examples of Personalised Marketing<\/a><\/li>\n<\/ul>\n\n\n\n<p><em>This content was updated in March 2023.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How you approach brand marketing will make all the difference in securing customer loyalty for years to come. Here\u2019s how you can optimise your digital marketing strategy so it\u2019s authentic to your brand.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"b61c3c16e8d347f18a74674c6ac5455d","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2499,2539,2531,2578,2455,2594],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50864","post","type-post","status-publish","format-standard","hentry","sf_topic-b2b-marketing","sf_topic-best-practices","sf_topic-customer-satisfaction","sf_topic-digital-marketing","sf_topic-marketing","sf_topic-b2c-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dos and don\u2019ts: How to Make Your Brand Marketing Authentic | Salesforce<\/title>\n<meta name=\"description\" content=\"How you approach brand marketing will make all the difference in securing customer loyalty for years to come. Here\u2019s how you can optimise your digital marketing strategy so it\u2019s authentic to your brand. A brand strategy that\u2019s grounded in authenticity will secure customer loyalty for years to come. Here\u2019s how to do it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/dos-and-donts-authentic-marketing\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dos and don\u2019ts: How to Make Your Brand Marketing Authentic\" \/>\n<meta property=\"og:description\" content=\"How you approach brand marketing will make all the difference in securing customer loyalty for years to come. 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