Strange how “authenticity” is the newest marketing trend. It’s not that “telling the truth” is sort of a new idea. It’s not. What is new (or new-ish as of the last decade) is that in the consumer marketplace, and our daily lives, we are confronted with thousands of media messages. As a result, the authentic voice stands out – just as the same-old, same-old gets garbled.
This is why social proof is increasingly of value. As consumers look for validation of the promises a company makes, they want to know what a real live person says about what you just said. That’s the purview of customer testimonials.
There’s another proof that is also increasing in value: Third-party validation. That’s a marketing science term for “recognized expert” or “influencer.” Local home/garden columnists, mom bloggers, DIY experts, energy efficiency gurus and weather aficionados – as well as loyal customers active in social media – are the kind of folks who could be influential ambassadors.
Along with your own decidedly one-sided marketing materials, these ambassadors speak from authenticity as a third party. And they’re a source of success in social channels because they have followers who read what they provide.
To influence their role as influencers…
Identify potential ambassadors in your market and cultivate authentic relationships through email and social platforms. Open the flow of communication between you. Share quality, timely information that is easy for them to incorporate and share with their followers.