To attract savvy prospects, marketers today have to up their game and be helpful instead of just pushing salsy messages.
They are also expected to be authentic in their dealings.
There’s a definite shift from businesses being self-serving to being more client-centric.
The generally accepted way of “doing marketing”, the content marketing way, is to provide helpful answers to prospects’ questions, be relevant and help solve real problems thereby building the know, like and trust factor.
Sounds like a plan. And a good one too; no shady practices or scammy business.
So businesses are taught to use content marketing, to consistently create and promote quality material, to create brand awareness and build brand authority.
Along the way, you may also get some social likes and shares from those who appreciate your efforts. These are important to help amplify social signals, giving you additional incentives for being the helpful, authentic brand.
Giving first. Paying it forward.
What if you don’t get the likes or shares or comments? What if your efforts are not appreciated? What if business does not pick up even with all the consistent self-giving hard work?
Will you still be authentic? And helpful?
Or will you look for short cuts or the next marketing trend so you get the social signals and prospects you want?
Is Authenticity a state of being or another marketing “tool”?
Are businesses being authentic so they can get the social approval or is this a way of operation, a state of being?
Or is authenticity a marketing tool and buzz word?
Dutifully performing authentic activities is very different from being authentic. One looks to external signals for motivation, the other perseveres because it is how they are, regardless of others’ response (or the lack of it).
A state of being follows through
If authenticity or content marketing or whatever strategies you are using today are mere external trendy activities and not an internalized way of operation, you will be looking out for vanity metrics. Lots of those and you want the fast.
And the danger of giving up before you bear fruits will be great.
Doing activities that are not aligned with core values is tiring
Doing authentic activities may tire you out without these visible responses. Being authentic, however, will not. Because you are in your most natural state, functioning in alignment with your inner values.
Simply being in your most relaxed state and doing what comes naturally is not tiring or discouraging. External response will be important and encouraging but they are not the primary reason for the actions. And they cannot control your emotional or motivation
Have you aligned your marketing plans with your core values? Let this direct your business decisions and press on, regardless of external responses.
Keep being helpful and watch what happens.
Agree? Disagree? Thoughts?