Episode 22
Using Authenticity To Build Trust In Your Marketing
In this episode of Better Marketing, Marketing Magic in Minutes, I talk about authenticity, it is the name of the game in today’s marketing world, and trust me, it’s not just a buzzword, it's the real deal if you wanna connect with your audience and grow your business.
But what does it mean to be authentic? It’s not about spilling your guts online or being overly raw; it’s more about showing up consistently, staying true to your brand voice, and keeping it real with your values. We dive into why trust is the foundation of any brand, especially for service providers, and how it can lead to loyal customers and sweet referrals. Plus, I’ll share some personal stories (because who doesn't love a good tale?) to illustrate how embracing your quirks and being your true self can set you apart in a sea of polished perfection.
Remember to download my FREE GUIDE to get started.
Visit www.tracyheatley.com and use the code POD2025 to win a power-hour session with me!
Transcript
Foreign.
Speaker A:Welcome to the Better Marketing Podcast, bringing you marketing magic in minutes.
Speaker A:I'm Tracey Heatley and I thank you very much for tuning in to this episode.
Speaker A:Today we're delving in to something that's often talked about in marketing, but not always fun, fully understood, and that's authenticity.
Speaker A:We hear the phrase a lot, don't we?
Speaker A:Just be yourself or I'll train you to be authentic.
Speaker A:I hear and see things like this all the time on social media, but what does that really mean when it comes to your brand?
Speaker A:And more importantly, how can being authentic help you build trust, connect with your audience and grow your business?
Speaker A:So let's explore that together.
Speaker A:What authenticity really means.
Speaker A:When I talk about authenticity in marketing, I don't mean oversharing or being raw for the sake of it.
Speaker A:I mean showing up consistently showing up honestly, being yourself, keeping to your real values, your true brand voice, your true individual voice, and your genuine intentions.
Speaker A:It's about being transparent.
Speaker A:It's about saying what you mean and meaning what you say.
Speaker A:And it's all about backing up that with the actions.
Speaker A:Because here's the thing, people can spot fake a mile off.
Speaker A:We've all experienced marketing that felt a bit too polished, a bit too salesy, or just too good to be true.
Speaker A:And when that happens, trust goes out of the window.
Speaker A:In fact, I was doing a training session, an AI training session this week and I was training somebody on a one to one basis to do with ChatGPT.
Speaker A:So it's somebody that is already using ChatGPT.
Speaker A:They just wanted to take the marketing to the next level and using that as a tool.
Speaker A:And one of the things that they were concerned about, and rightly so, was if they used AI in their marketing, how it would be perceived by others.
Speaker A:Because he'd been able to spot when people have used AI to do all of the marketing, and we covered lots to do with that in the training, but said this time and time again about AI.
Speaker A:It's about training your AI to work for you.
Speaker A:And understandably, I get why he was concerned about that.
Speaker A:You know, he's a service provider.
Speaker A:By the nature of his business, authenticity is essential.
Speaker A:So I can understand why you might have concerns about using AI, but you can still be authentic and use AI as well.
Speaker A:So let's get back to the matter in hand about why trust is everything.
Speaker A:Trust is the foundation of any brand, especially if you're a service provider or you're running a small business.
Speaker A:People want to work with you and people buy from people they know they like and they Trust, trust being the important thing there, especially when it comes to getting repeat business.
Speaker A:That doesn't mean that you have to share your life story on social media, but it does mean showing up with honesty, owning your wins and your mistakes as well, sticking to your values even when it's not convenient.
Speaker A:And I guess ultimately it's about doing the right thing even when nobody's looking.
Speaker A:This is what builds loyalty.
Speaker A:The loyalty leads to referrals.
Speaker A:Referrals lead to repeat business and to long term success.
Speaker A:So let's talk a little bit about social media and the pressure to perform, because there is that pressure, isn't there?
Speaker A:So I'm going to relate this part specifically to LinkedIn for a moment.
Speaker A:LinkedIn's kind of my go to social media platform for my business.
Speaker A:I get more business from LinkedIn than any other platform right now and it's been like that for years.
Speaker A:To be honest, I still do other aspects of marketing with my businesses, but LinkedIn works particularly well.
Speaker A:So whether it's LinkedIn or it's another social media platform, you'll be able to relate to what I'm going to say now.
Speaker A:It's easy to scroll and feel like everyone else has got it all figured out when you're on social media.
Speaker A:You see the awards, you see the achievements, you see the flawless brand photos and suddenly start questioning your own progress.
Speaker A:But remember, people post what they want others to see.
Speaker A:It's just highlight reel.
Speaker A:Everyone, and I mean everyone, has ups and downs in business.
Speaker A:No one's journey is a straight line.
Speaker A:I know mine certainly haven't.
Speaker A:I've had ups and downs in business over the years, believe you me.
Speaker A:So if you ever feel like you're falling short, you're not.
Speaker A:You're just seeing a filtered version of reality.
Speaker A:Some of my most successful clients are the ones who don't try to be anything other than themselves.
Speaker A:They embrace the quirks, they lean into their own voice and they focus on helping their audience, not impressing them.
Speaker A:If you're not confident being visible yet, that's okay too.
Speaker A:Just start small.
Speaker A:Post something helpful, share something real.
Speaker A:Connect with people one conversation at a time.
Speaker A:Start by commenting on other people's posts.
Speaker A:If you're not quite ready to start posting yourself and putting yourself out there.
Speaker A:But being authentic, it doesn't mean being loud, it means being your true self.
Speaker A:And be thinking about your brand values for your business as well.
Speaker A:I was recently honored to be a finalist at the Freshers Business Awards, which is an annual business awards ceremony that's happened for the last I think it's five or six years now here in the northwest of England where I'm based.
Speaker A:And this is a charity award, so it's, it's an honour to be nominated and then to be a finalist.
Speaker A:Brief brings me a lot of joy.
Speaker A:I didn't win on the night, but that's okay.
Speaker A:During the evening, someone I only know through social media because we're connected on LinkedIn approached me at the end of the night.
Speaker A:She'd been part of the judging panel and she, she was stressing to me that how much of a lovely personality that had and don't ever change.
Speaker A:In fact, she said, you're mint, which is a phrase I've not heard for years.
Speaker A:That's a proper northern phrase phrase.
Speaker A:But for any outside, anyone outside of the north of England, it's a classic compliment.
Speaker A:She went on to say how much she and the other judges enjoyed talking to me during my interview process.
Speaker A:Don't ever change, she said.
Speaker A:Just carry on being you.
Speaker A:And that made my night.
Speaker A:I may not have walked away with a trophy, but her words meant a lot to me.
Speaker A:So sometimes there can be a disconnect, can't they, between what you see on socials and how somebody's showing up on social media compared to how somebody is in real life.
Speaker A:And sometimes it can be quite a big disconnect between the two.
Speaker A:But with me, what you see is what you get.
Speaker A:And according to this lovely lady, I'm one of the most inspiring people she's met.
Speaker A:And she said I'm actually more inspiring in real life, so I'll take that.
Speaker A:But my point is that there's real power in simply being yourself.
Speaker A:Just be you.
Speaker A:Now, I want to talk about how I see this with my clients.
Speaker A:Whether it's through mentoring or my strategy cycle program, mindset always plays a part.
Speaker A:I see it time and time again.
Speaker A:People hold back because of fear of judgment or don't want to seem boastful and arrogant.
Speaker A:So sometimes they're playing down their big wins that really they should be sharing in order to boost their marketing.
Speaker A:But being proud of your work and sharing it in an authentic way isn't arrogance.
Speaker A:It's confidence.
Speaker A:And it's necessary.
Speaker A:Your ideal clients want to see you, the real you, the one who understands them, the one that can help them, and the one who actually cares about the product and the service that they're providing through their business.
Speaker A:So my final thoughts on this or authenticity isn't a tactic and it never should be.
Speaker A:It's a long term brand builder.
Speaker A:It creates trust, it strengthens your reputation and it helps your business grow in a way that feels aligned, not forced.
Speaker A:If you want to go deep into this, maybe listen back to the episode that I did on the magic of a Marketing mindset because it all ties together.
Speaker A:You can also download my Small Business Guide.
Speaker A:It's called A Small Business Owner's Road Map to a Better Strategy.
Speaker A: competition using the code POD: Speaker A:So when you download it, make sure you use that code and you will be put into a draw and you could possibly win a free Power hour with me.
Speaker A:It's an online session so it doesn't matter where you are in the world.
Speaker A:And during the hour with the winner, I will be focusing on anything to do with their marketing and AI.
Speaker A:So any challenge that you have we can go through.
Speaker A:So download the guide.
Speaker A:It's definitely worth a read.
Speaker A:And if you're ready to take your marketing to the next level with purpose and integrity and of course, authenticity, check out my strategy cycle program or booking a mentoring session with me.
Speaker A:You can find out more about these on my website.
Speaker A:There's loads of free resources on there as well, so do give it a Visit.
Speaker A:It's Tracy Heatley.com that's T R A C Y H E A T l e y n.com if you would like me as your AI trainer, marketing mentor, consultant or outsource marketing director, you can get in touch with me by the website and book a 30 minute discovery call.
Speaker A:I'd be happy to meet you and chat with you more.
Speaker A:I'm a chartered Marketer.
Speaker A:I'm also a CIM Certified AI Marketing Specialist.
Speaker A:My name is Tracey Heatley and I thank you so much for listening.
Speaker A:Next time we'll be exploring what a strong personal brand really means and how to build one that supports your business growth.
Speaker A:Until then, remember, better marketing means better business.
