Developing authenticity on social media
How does it feel when you realize you’re being pitched something? Do you get a little twitchy and anxious to move on to something more meaningful and fulfilling when you see a clear attempt to sell you on a product? We all do.
With this in mind, being authentic on social is key to success, but how do you do it?
Authenticity is all about being genuine, which sounds simple, and it mostly is — once you have a couple of tips under your belt.
Fries before Guys — As with any marketing project, priorities are important in social media. More than sales or brand awareness, your main goal should be offering valuable information. So before you get into the sales pitch or behind-the-scenes corporate stuff, make sure you’re providing tips and advice that’s relevant to your followers. Be a resource and promote the sharing of ideas. That — and the occasional cat video — will give your followers a reason to keep coming back.
Bye, Felicia — Don’t want your followers to dismiss your message or, worse, you? Stay away from the brand-speak. People want the real you, the person behind the company. To get them to care about you (and your business), engage like a real person would. Don’t refer to yourself as your business. Comment and ask questions. Provide valuable information just for the sake of it, rather than always asking for something in return.
Messy Hair, Don’t Care — Life isn’t perfect, and your social media shouldn’t be either. By that, we mean you don’t have to use perfect grammar or big, fancy words in your social interactions. Communicate professionally but like you would if you were chatting with a colleague at the office or networking with someone over lunch. People trust people — and want to buy from people — who are real, flaws and all.
It may be quick and easy to set up your online presence, but developing relationships takes time. Remaining consistently engaged and interacting authentically with your followers is the foundation that will build your social media success.
One successful strategy you may be overlooking in growing your online business: YOU
Is your business lost in a crowded marketplace? You may be overlooking something that could differentiate your business from all those other competitors: YOU. Personal branding can be a powerful marketing strategy for small businesses, allowing an entrepreneur to capitalize on personal expertise and know-how to attract customers.
Personal branding shouldn’t be the sole growth strategy for your business. But it fills a unique niche in an overall marketing plan, particularly if you have an aptitude for connecting with people via social media. The first step: get a social presence. Launch a Facebook page. Build a LinkedIn profile. Learn how to talk Twitter-style. But keep this in mind, cultivating a personal brand should never turn into a self-aggrandizing “look at how great I am” sales pitch. Also remember to aim for consistency in your online branding and your printed materials.
Personal branding should not consist of an effort to emulate those marketing campaigns crafted by large companies. Although Madison Avenue-style marketing attracts lots of social media followers, it lacks a personal connection that’s so important to cultivating a local, trusted persona.
So how do you stand apart from the crowd? Build a personal brand with a commitment to humility. (This is why we didn’t use a superhero for our photo.) Start with an attitude that readily acknowledges you are not a self-made success story. There are and were many people in your life who contributed to your business and helped your enterprise grow. Remember the neighboring businessman who gave you that first big break by referring you to a business-oriented network? And don’t forget about the customer who took the time to share the story of the excellent customer-service you provided in a time of need.
The next step is to envision what kind of brand best fits you. What effect do you typically have on others? Is it a calming influence or are you a live wire who crackles with energy when you enter a room full of people? Do you see yourself as a hero, or a humble servant? Remember your personal brand should be built upon your authentic self. Never try to foster a brand that is counter to your basic nature.
Above all, let others see your personal brand as you interact in your community, through high-quality printed materials, fun swag and consistent branding through all of your promotional collateral. Have fun with it, get out of your comfort zone and be willing to play up the part — zany, caring or flashy — as opportunity knocks. And definitely share your personal brand through social media channels. If you’ve always been one with a great sense of humor, you’ll find your personal brand may catch on like wildfire among your followers.
Subscribe to our monthly newsletterGet valuable information on how you can improve your
social foot print while increasing your customer engagement
and conversions. (Delivered only once a month!).