Be Real, Get Real Results: The Power of Authenticity in Marketing

Millennials and Gen Z have reshaped the digital landscape in the last decade. According to the founder of CMA, Chris Marr, 70% of buying decisions happen online before the buyer even talks to someone from the company. This means all your Marketing focus should be on your digital presence and online footprint.

We live in a world that is completely influenced by what is presented to us online. Millennials and Gen Z grew up during the rise of the internet and have seen it evolve. However, today, because there is so much choice we have less patience and want to make decisions fast but also don't want to be pushed into making a decision. Buyers want to know what they are buying is the real deal and will look to supplement their decisions with word-of-mouth recommendations, The Holy Grail of Marketing tactics. People will look for recommendations from their friends, family and more often than not - Influencers.

Influencers have shaken up the sales funnel for businesses. It's about selling the lifestyle of the product rather than the functionality. If you find the right influencer to work with you've hit the jackpot. However, hiring influencers can be an expensive process and many small businesses do not have access to those kinds of budgets for big names all across TikTok. So how can you make sure you don't lose out on the 'golden ticket' strategy that influencers provide?

You make the content yourself. People think you need high production value to create something people want to engage with. But the truth is, Influencers have changed the game when it comes to filming content. Being your true authentic, raw self becomes a must-do when it comes to filming. There's no need for expensive equipment and editing software, People want to feel connected to you so the less polish on a video the better they feel - it's almost like talking to a friend or relative instead of a business trying to sell you something.

Just talking about your brand isn't enough—it needs to have some real meaning behind it. Think about your business's core values. What does your business truly stand for? This can help you find social topics that your brand can talk about online. Gen Z and Gen Alpha are super passionate about social justice and are drawn to brands that support important causes, whether it's helping out locally or tackling big global issues like disaster relief, activism, or raising awareness.

By showing that your brand cares about these things, you'll make a much bigger impact on your audience. People will start to connect with your values and beliefs, even if you don't post about them all the time. So, be bold! Remember, your brand is a reflection of you, so make sure it stands for something you truly believe in.

Ogle can help build strategies like this that are tailor-made to your business to help define what your audience wants from you. If you're looking to revitalise your content strategy, contact us below.

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