Cut the BS: Build Trust Through Authenticity
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The document provides information on building trust through authenticity. It discusses how authenticity is important to consumers and brands. 75% of Americans changed brands during the pandemic, showing consumers look for alignment between brand values and their own. The document then provides tactics for conducting an authenticity audit, including asking whether content is true, will benefit the audience, can fulfill promises made, is sustainable, and believable. Real-world examples and an explanation of key aspects like value, trust, voice, transparency, and relatability are presented.
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Cut the BS: Build Trust Through Authenticity
- 1. MASTER CLASS PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022 DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest Donna Mostrom FOUNDER & CONSULTANT DAMN SMART MARKETING, LLC Cut the BS: How to Use Authenticity to Build Trust
- 2. Why It Matters 86% of consumers say authenticity is important when deciding what brands they like and support. https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/
- 3. People Changing Brands 75% of Americans changed brands during the pandemic. https://www.mckinsey.com/featured-insights/coronavirus-leading-through-the-crisis/charting-the-path-to-the-next-normal/consumers-who-switched-brands-during-the-pandemic-most-often-cited-price-and-value
- 4. https://www.brandwatch.com/reports/state-of-social/ Community content has never been more important. The market is saturated, and an alignment of consumer values with a brand’s mission and purpose often influences consumer purchasing decisions. Consumers are increasingly looking for authenticity from brands. - State of Social, Brandwatch
- 5. How It Affects Perception Builds trust Credibility Makes you relatable Connection Creates brand loyalty Brand evangelism
- 7. Value
- 9. Value
- 10. Trust
- 12. Trust
- 13. Voice
- 15. Voice
- 18. Transparency
- 19. Relatability
- 21. Relatability
- 23. Conduct An Authenticity Audit 1 2 3 4 5 Is it true? Will this benefit my audience? Can I fulfill my promise? Is it sustainable? Is it believable?
- 24. Is It True? Back up with data Credible source User-generated content (UGC)
- 25. 75% of marketers know that adding UGC makes brand content more authentic. 81% of consumers said they needed to trust a brand before buying from them. https://www.tintup.com/blog/user-generated-content-stats-2021/ https://www.edelman.com/sites/g/files/aatuss191/files/2019-07/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf Is It True?
- 27. Can I Fulfill My Promise? Set realistic expectations Be reliable Take action
- 28. For many years as marketers, we’ve made things shinier, bigger, and brighter than they actually are. And this is terrible for the customer experience. The reason is you are starting a relationship with your customer by letting them down. - Blake Morgan
- 29. One-time vs. ongoing Easy to maintain Show up Is It Sustainable?
- 30. Consistency On brand Track record Is It Believable?
- 31. Uncover Your Authenticity Pitfalls 1 2 3 4 5 Is it true? Will this benefit my audience? Can I fulfill my promise? Is it sustainable? Is it believable?
- 32. See my work: DamnSmartMarketing.co Hire me: Donna@DamnSmartMarketing.co Connect with me: Linkedin.com/in/donnamostrom