Building a successful business online requires reaching potential clients through strategic and authentic marketing practices. Companies that utilize transparent practices are more successful than companies that shy away from expressing their brand personality and business practices.
Transparent practices are crucial if you want to build trust between potential clients and your brand. If you hide your brand personality, if your message is inflated or muddled in industry jargon, or if the message is too focused on the company, it will be difficult to reach a large range of potential clients and strategic partners.
The key is to get real. Take some time and evaluate your business mission and what your company stands for. Take a look at where you aren't being as authentic as you could be, then rework your message to reflect the personality and the message you want to communicate.
Here are three result-driven ways to authentically market your business online and offline:
Share your brand story and your company's personality on your website. Don't make your potential customers feel out of the loop or intimidated when they visit your website. Website copy that lacks a clear, authentic message and unique company personality will weaken the connection between the visitor and your brand image. A site with a transparent About Us page with SEO optimized web copy is a powerful tool that facilitates a strong connection. Not only do potential clients like to see whom they're doing business with, but they also like to see an authentic brand story and the personality of the company.
Become transparent on social media sites. Social media sites are the perfect places for website marketing and promotion. They are also ideal for reaching a high concentration of potential customers and strategic partners and for integrating your company into the online community. They are an informal way to market your business and let your personality and brand image shine through in a fun and interactive way.
Offering behind-the-scenes information, sneak peeks, photos, videos, and recent news about your business on these social media sites provides potential customers a clear understanding of your brand image and your practices. It also gives prospects a sense of the personalities behind the business.
Share yourself and your company at networking events. A networking event is the perfect place to meet referral partners, strategic partners, and potential clients. Your goal at a networking event is to be remembered-in a positive way-by a handful of people with whom you speak. Don't be afraid to let your personality shine through when discussing business. This transparency is the key to showing others that your business practices and brand image are authentic. Allow potential customers and strategic partners to build a strong connection between you as a person and your brand name. When you are remembered, your business will be remembered.