Authenticity the Key to Growing Your Business

keysWhen it comes to content marketing, you can try all the advertising, promotional, and PR ploys, but authenticity remains key. What is authenticity, you might ask? It means staying true to your business values:

It may sound like a no-brainer, but very few companies are able to withstand internal pressures or external turbulence without losing their authenticity, according to a recent study.

How to apply authenticity
It all starts from the top, so set a vision that your company’s personnel understand, embrace, and can implement. Then ensure that your “authenticity” motto aligns with your business goals, so you can clearly demonstrate to stakeholders such as investors and lenders that you have a growth strategy in place. Here’s how to do that:

Be real
Sounds easy, right? But you’d be surprised how many companies lose their operational soul, delve into every sector deemed profitable, or adopt strategies that are counter to their mission. Define what your business does — its mission and vision — and stick to those core values.

Be charitable
Ever heard of something called “corporate social responsibility”? Well, CSR is one way an organization can give back to society-at-large and the communities in which it does business. Consumers love that, and it’s a win-win for both the company and the aid recipients.

Be consistent
Don’t give mixed messages that might lead to mistrust and confusion, both of which could make you lose customers down the road. Stay close to your values, mission, and vision as much as possible. For example, Apple’s tagline is “Think different.” All of the company’s products and services somewhat match that slogan.

Back up what you say
To build trust and customer loyalty, your word must be credible. If you want to establish a solid reputation, make sure your company delivers on its operational commitments. For example, if “Maintain customer satisfaction 24/7” is your tagline, prove it to patrons in the way your handle things like complaints, merchandise delivery, and service quality.

Be responsive
The last thing you want is bad press, so don’t let word-of-mouth tarnish the reputation you’ve spent years, if not decades, building and growing. Be quick in handling customer inquiries as well as questions from any other relevant party. Think regulators, business partners, activists, and consumer groups.

Respect privacy
Build solid privacy practices in the way your company operates, especially when it comes to archiving online data. In this age, everything business-related is kept on the “cloud,” so make sure your cloud provider has implemented effective policies to safeguard your company’s data, as well as your customers’ private information.

Cultivate your client base
To grow your business, you must cultivate your clientele. These include your existing and past customers, along with a mishmash of interested parties ranging from prospects to social media followers. It’s important to cultivate fans because, while some may be unable to buy your product or service today, they definitely will in the future. Plus, they’ll encourage their friends to do the same.

Polish your reputation
Don’t spare any opportunity to polish your reputation, establish authority in your industry, or seize on a good PR occasion. Being authentic also means burnishing that authenticity every now and then, so everyone will take notice, including your competito

What is Content Marketing?

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You’ve probably heard all the buzz about content marketing, yet may still be wondering what, exactly, it is. Content marketing is simply the new form of marketing that uses informative content, rather than blatant sales pitches, to attract potential customers. Instead of proverbially bashing people over the head with whatever you’re trying to sell, content marketing entices them to come to you to learn more about your product, services, and brand.

So, how the heck do you do that?

Create a two-way conversation.

Old-school advertising was pretty much a one-way street with the company doing all the talking. Content marketing turns it into a two-way conversation by actively engaging the audience. Do this by encouraging comments on your blog posts and social media sites, holding contests, or otherwise reaching out to your audience for input.

Keep up your end of the bargain.

Asking for audience participation is good, but it’s not so good if you do nothing with the information you gleaned. Reply to audience comments; respond to their requests and needs. Perhaps a certain aspect of your website keeps getting the same complaint. Hold up your end of the conversation by acknowledging the issue and perhaps even tweaking whatever’s wrong to better fill people’s needs.

Make it easy to find you.

Of course, you won’t have any conversations at all if people can’t find you. In addition to a user-friendly company website, you should set up a blog and accounts on your chosen social media platforms that all easily link back to your website. When you share a blog post or add new information to your website, share the link across your social media channels.

You don’t have to go nuts and join every single social media platform out there. Instead, focus on the ones where your target audience is most likely to tread. Learn more by analyzing the social media habits of your target demographic, then go where those folks go.

Fuel your audience with quality content.

Keeping your audience engaged means keeping up a steady flow of quality content. Again, you don’t have to go nuts trying to post something new and exciting every five minutes, but you do want to add fuel to your content marketing fire with fresh content on a regular basis.

Note the keyword “quality” here. Provide content that’s polished, informative, compelling, and even entertaining. While text may make up a good chunk of your content, also take advantage of the power of pictures and videos. Include them in related posts, or let them fly solo if they say all they need to say on their own.

Since people are none too fond of reading the same stuff again and again, make sure you cover a variety of different topics that are relevant to your audience.

Bombarding your audience can consist of that aforementioned strategy of beating them over the head to “buy, buy, buy” with every post you create. But it can also include posting at such a rapid and fanatical rate that your audience has no time to absorb, respond, or even breathe.

More is not necessarily better, especially if the more is of poor quality. Over-posting can not only mar your reputation as a professional, but it can backfire in a big way. Instead of being attracted to your company, you may instead find your audience fleeing in droves, leaving you with no one left to talk to but yourself.

Mastering the art of attraction is just one aspect of content marketing, but it’s one of the most essential for eventual success.