Authenticity and relatability – Marketing for a better future

It has been a while since we last wrote an article.

Everyone starts with good intentions – either, you commit to writing fresh new content every week/month so that you don’t look out of date and out of touch with what’s going on in the world or the industry you work in.

The problem is, if you’re trying to stick to routine, you may be forcing yourself to write content that’s not as authentic as you would like it to be and as a result, you become less relatable.

However, if you take a long time to post fresh content, you may no longer be relevant, and your audience has gone somewhere else.

So, how do you get the balance right?

Being in the fortunate position we find ourselves in as a design agency, we have had the opportunity to see marketing methods such as Social Media Marketing, Micro-Influencer Marketing, Landing Page Optimisation, Search Engine Optimisation (SEO), Email Marketing and AdWords.

Across: Fast-Moving Consumer Goods (FMCG), Consumer Durables and other services, such as Financial and Health Care.

We therefore wanted to share with you 5 re-occurring conversations:

  • Be authentic – Don’t just promote your company or your product once and hope that you’re done. Authenticity is increased over time. Be engaging with your market.
  • Be relatable – Especially if you are going down the route of social media marketing, don’t necessarily target individuals with the most followers, look at the quality of their posts, their consistency and user engagement.
  • Understand your audience – Only by truly knowing your audience will you be able to get your USP across. Think about the placement of your USP and other calls to action on your landing pages and emails.
  • Be consistent – I know we said that this hard to get right, but it is important. Find that balance that lets you post consistently and stick to it – For this, you need a plan and you need to break your plan down into Hub & Hero content. Work this out before you begin, and it will save a lot of pain in the long run.
  • Know your search terms – When optimising your website and AdWords campaigns, choose the keywords that have relevance. Make sure to use a keyword research tool before you begin spending.

The great thing is, these principles don’t just apply to large corporates with huge marketing spends. All of these activities can be scaled back to the SME and Start-Up.

Nobody knows how long we will be in this current pandemic for and what the long-term outlook will look like.

All we know is, if we do our very best to be authentic and relatable in everything we do, we can create a better future for all.

If you’ve got any questions, we’d love to hear from you.

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