3 Ways to Use Authenticity to Build Customer Loyalty

Curated by WorkingFromHome

This article is an excerpt from the original article found in the Read More link – please follow for full article.

As Jeff Bezos says, “Your brand is what other people say about you when you’re not in the room.”

4 min read

Opinions expressed by Entrepreneur contributors are their own.

In recent years, the word authenticity has become the smart marketer’s approach to building customer loyalty, and with good reason.

The truth is — people are fed up with companies churning out perfectly polished brand images, well-crafted press releases, and corporate statements that sound like a publicist wrote them. They’re tired of some corporations turning a blind eye to the reality of their business (toxic workplaces, unfair wages, and poor working conditions for factory workers), or for that matter, lying about it all.

In reality, customers have become savvier, sassier, and more vocal about what they expect (and often demand) from brands these days. That’s one of the compelling reasons why smart brands are leading with authenticity, rather than relying on it as a last resort.

As Jeff Bezos, the Founder of Amazon says, “Your brand is what other people say about you when you’re not in the room.” To help create a more influential brand that people rave (instead of rant) about, here are some helpful tips to think about when planning marketing and communications campaigns.

Whether you’re just starting a company or have been in business for decades, here are three ways to use authenticity to build customer loyalty in today’s times.

Related: Why Authenticity Is a Key Ingredient to Entrepreneurial Success, and How to Make Sure You Have It

Engender trust from customers

To start with, authenticity inherently breeds trust. When customers get a better sense of the types of people who run a company, they begin to trust them more. Whether the message is coming from a brand founder or a social media marketing team, one of the keys to engendering trust amongst your customer base is to be open, honest, and transparent with them. Express your values, show your integrity, and share your beliefs in a way that reflects your brand identity.

For example, if you produce goods, consider posting Instagram stories that take your audience on a “behind the scenes” tour of your factory. Show your customers that the factory has undergone a social accountability audit and meets standards (for fair treatment of workers and safe working conditions). These are just some of the things that consumers care about, as human rights have become an aspect that customers consider when deciding which brands to support.

Related: Seven Ways to Build Consumer Trust Naturally

Create deeper connections

Another way to use authenticity in your marketing approach is to think about the human-to-human interaction.

Whenever your brand launches a marketing campaign, posts on social media, or engages with customers online, focus on creating deeper connections with them. They want to know that you care about their needs, are listening to their complaints and value their feedback.

In previous decades, companies would market to consumers like a one-way street. More often than not, their executive teams would hide behind FAQ pages on websites and rely on call centers shielded by 1-800 numbers. But, nowadays, everyone is essentially a click away. This means the power has shifted to give customers a louder voice (which can either be an asset or a liability to you, depending on what they’re saying about your brand).

Smart brands use social media platforms like Facebook and Twitter to actively engage with their audience. Instead of just constantly promoting and selling, their teams make sure to reply to comments and questions, to answer disgruntled complaints, and to even spotlight raving fans (which make them feel valued and recognized). Just like any relationship, both parties need to feel valued and heard. So, think about your online marketing approach as a two-way dialogue, which will create deeper connections and more loyal customers.

Evoke a sense of humanity

Finally, when you focus on authenticity as a core part of your marketing efforts, you evoke a sense of humanity. Whether your company donates funds to charities or actively supports worthy causes, brands that show care for humanity often go further in the eyes of consumers than those that are only profit-oriented. A perfect example of this is TOMS, the shoe brand that has earned strong brand loyalty through its philanthropic business model. 

Authenticity has become one of the most important aspects to incorporate into any marketing and communication strategy. The more effectively that you can connect with, listen to, and relate to your customer base, the more loyal they’ll be. And, that, we know – is one of the keys to a lasting business.

Related: Your Reputation is a Measurable and Valuable Asset

Source: Entrepreneur.com

Read more:
3 Ways to Use Authenticity to Build Customer Loyalty

You May Also Like…

3 Reasons Your Company Should Prioritize Data-Privacy Compliance and Safety Issues

3 Reasons Your Company Should Prioritize Data-Privacy Compliance and Safety Issues

Opinions expressed by Entrepreneur contributors are their own. You’re reading Entrepreneur United States, an international franchise of Entrepreneur Media. Recently Facebook, Instagram, WhatsApp, Messenger and Oculus went offline simultaneously for six hours, and for the entirety of those 360 minutes, it seemed we were experiencing an apocalypse of sorts. A corollary of the outage was that our manifest reliance on the Internet and social media had become an increasing cause for concern on the part of government regulators.Giant tech companies like Facebook and Google have, of course, amassed unparalleled  private and public sector importance and influence, primarily because of how much data they are privy to, and this has brought these tech giants closer to governmental regulatory crosshairs. As Internet reliance continues to grow, the FCC and other federal agencies are beginning to pay more attention to such matters as data security in businesses of all sizes. Now more than…

How to Stamp Out Employee Burnout

How to Stamp Out Employee Burnout

Opinions expressed by Entrepreneur contributors are their own. You’re reading Entrepreneur United States, an international franchise of Entrepreneur Media. There’s been much made of an impending “turnover tsunami” lately, with the Society for Human Resource Management (SHRM) being one of the first to sound the warning bell for organizations working hard to fill open positions and, especially, to recruit talent for hard-to-fill roles during a pandemic that continues to create challenges for employers and employees alike.Before the pandemic, employees had been suffering from a range of mental health issues business owners were attempting to address. Since the pandemic, these issues have only gotten worse.Employee stressors taking a tollEmployees feel out of control because, to a large degree, they are. They have no control over the virus, or over government and employer mandates that threaten to impact both their lives and livelihoods. And they don’t know what to expect next because, in…

Working From Home TV …

How to Send a Coupon After a WooCommerce Product Review – Website Tips

How to Send a Coupon After a WooCommerce Product Review – Website Tips

Do you want to send your customers a coupon code whenever they leave a product review on your WooCommerce store? Rewarding customers who leave reviews on your online store builds loyalty and leads to more sales. In this article, we’ll show you how to send a coupon after a WooCommerce product review. Why Send a Coupon After a Customer Leaves a Review? Usually when you’re shopping online, you’ll want to read reviews from other customers before you make a purchase. Positive reviews help to build trust and confidence in your business and products, and customers tend to spend more when a business has good reviews. However, many customers don’t leave reviews even when they’re happy with your business. A smart way to encourage your customers to leave reviews is to send a coupon code as a simple thank you. Coupons are a great way to promote your online store and…

Tips to enhance your own website…

How to Send a Coupon After a WooCommerce Product Review – Website Tips

How to Send a Coupon After a WooCommerce Product Review – Website Tips

Do you want to send your customers a coupon code whenever they leave a product review on your WooCommerce store? Rewarding customers who leave reviews on your online store builds loyalty and leads to more sales. In this article, we’ll show you how to send a coupon after a WooCommerce product review. Why Send a Coupon After a Customer Leaves a Review? Usually when you’re shopping online, you’ll want to read reviews from other customers before you make a purchase. Positive reviews help to build trust and confidence in your business and products, and customers tend to spend more when a business has good reviews. However, many customers don’t leave reviews even when they’re happy with your business. A smart way to encourage your customers to leave reviews is to send a coupon code as a simple thank you. Coupons are a great way to promote your online store and…

How to Add SEO-Friendly Recipe Schema in WordPress (Easy Way) – Website Tips

How to Add SEO-Friendly Recipe Schema in WordPress (Easy Way) – Website Tips

Are you looking for a way to add recipe schema to your WordPress website? If you have a food blog, then you can display your recipes as snippets on search engine results using schema markup. This can help you get more clicks and traffic to your site. In this article, we’ll show you how to add SEO-friendly recipes with schema in WordPress. What is Recipe Schema and Why Use It? A recipe schema markup (or structured data) is a special type of HTML code that’s added to your WordPress website, and it offers more information about your content to search engines. This information isn’t displayed on your website. It’s added to source code for search engine bots to read. Google, Bing, and other search engines use the schema markup to display additional information as featured snippets. These are highlighted results with extra info that are displayed at the top of…

23 Best WordPress Newspaper Themes (2021) – Website Tips

23 Best WordPress Newspaper Themes (2021) – Website Tips

Are you looking for the best WordPress newspaper themes? For newspaper websites, you need a theme that can prominently display your latest and trending news sections. With so many WordPress themes on the market, it can be hard to find the perfect newspaper theme. In this article, we will share some of the best WordPress newspaper themes that you can use. Building a Newspaper Website with WordPress WordPress is the leading and most popular website builder on the market. It makes it easier for absolute beginners to create any website in just a few minutes. There are 2 kinds of WordPress. They are WordPress.com, which is a fully hosted solution, and WordPress.org, which is also known as self-hosted WordPress. To learn more, check out our complete guide on the difference between WordPress.com vs WordPress.org. You should use self-hosted WordPress.org for your newspaper website. It gives you access to all features…

0 Comments

Submit a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.