Authenticity Is the Key to True Marketing and Social Networking Success

Authenticity Is the Key to True Marketing and Social Networking Success

The success of any business’s marketing and social networking strategy depends upon its ability to connect authentically to its audience.

On the surface marketing and social networking involves having a fun brand that engages consumers, speaking with informal, everyday language and growing the audience as much as possible. It’s essentially the establishment of a non-corporate online presence.

But there is a skill needed here that many overlook while they are busy garnering “likes” and trying to create viral campaigns. While some focus needs to be on growing your audience, the primary objective is having an ongoing, meaningful relationship with that audience. That requires building authenticity through skills like “code-switching” and building enthusiasm.

Understanding Code-Switching

Code-Switching is our ability to alternate between various types of speech with an audience. Using it helps make your brand authentic and relatable to your audience.

You may or may not notice yourself switching the way you speak to individuals in your everyday life. But if you think for a moment about the banter you have with the checkout girl versus the professional tone you use speaking to a client, you get the picture. The tone you use may differ from person to person, but it’s still you speaking. Your online presence can have many voices and still be true to the brand.

Code-Switching and Authenticity in Social Media

A potential consumer who views your Facebook profile or Twitter handle will not suddenly transform into a professional that only reacts to corporate information relating to the company and career. Profession may be the focus, but the entire thought process includes other parts of personality including marital status, hobbies or location.

You must avoid treating your audience solely as potential sales. As marketers, we need to remember the fundamentals of human nature and market our businesses accordingly. Our programs, campaigns and offers must reach consumers on a human level, based only in part on their status as a potential sale. Use code-switching to speak to the audience members in the ways that engage them most as individuals.

Authenticity Requires Honest Enthusiasm

Businesses with the greatest chance of success are able to find a connection between the products they offer and the needs of the consumer. Success means being excited about what excites consumers. If we strictly engage in professional interactions, we limit the engagement and reduce its effectiveness.

Being authentic about the best features of your company, brand and products garners a return enthusiasm when you talk about them in the voice that resonates with your audience. Authenticity cannot be faked or manufactured, though. You need to know what consumers love about your products and be truly passionate about those features yourself.

Let efelle show you how to enhance the authenticity of your brand’s marketing and social networking communications

With a long track record of marketing and social networking success for our clients, efelle can make a real difference for your marketing efforts. Call us at 206.384.4909 or use our online contact form for a free consultation.