What do you think of when you see a person’s business title, and how do the role assumptions we all inevitably bring to the table affect our ability to market authentically?
Can we find our own more effective and authentic marketing identity and build greater business communication opportunities by ditching preconceived role beliefs?
Marketing has seen dwindling levels of trust in recent years, and as our CEO Lee Odden observed in his recent “In Search of Trust: How Authentic Content Drives Customer Experience,” building great customer experiences is an uphill battle if customers don’t trust brand communications.
86 percent of customers have said that authenticity is important when deciding what brands they like and support, which ought to make marketing that resonates with truth a key goal among forward-thinking B2B marketers.
Understanding that we’re not interacting with businesses but with human beings is also especially important as we push towards 2021, as our senior content strategist Nick Nelson examined in “How Authentic Content Builds Brand Trust in Uncertain Times.”
So sit back and let’s explore how to find your 工作职能邮件数据库 most authentic marketing identity through the lens of authenticity when it comes to how we perceive the many professionals in our business lives.
Looking Anew At Our Universe of Business Associates
Back in 2011 during my decade as lead editor at search and social media conference Pubcon I created a grid image in a style that was popular at the time, making light-hearted fun at how some people in the world of technology might mistakenly view those in different segments of the industry.
It highlighted how we sometimes tend to see ourselves and others who hold the same positions that we do in generally more favorable light than how we view our associates who have differing roles.
Back then I included search engine optimizers, social media optimizers, social media marketers, chief executives, and affiliate marketers, and I thought it might be time for an update including chief marketing officers, chief information officers, and influencers.
Collage of heroes and unsuccessful people.
While “To thine own self be true” is unmistakably sound Shakespearian wisdom, it’s also important to see others as they truly are — without the prejudice of weighty titles.
Being true to ourselves starts when we strip away preconceived notions of what a CMO does or what a CEO doesn’t do and look instead at the totality of each person — a shift that can begin a newfound level of productive communication in both our professional and personal lives.
After all, as Vanessa Colella, chief innovation officer at Citi, recently noted in an American Banker podcast, “We’re all the same size rectangle on the Zoom screen.”
Using A Fresh Understanding of Others To Learn More About Ourselves & Tell More Authentic Marketing Stories
We’re all so much more than mere titles — each of us is a fantastic and unique collection of strengths, weaknesses, and the cumulative collection of professional and personal journeys our lives have given us.
Our personal histories shape the stories we’re able to tell in our marketing, and making our storytelling authentic is a primary factor in making it successful.
“We’re all so much more than mere titles — each of us is a fantastic and unique collection of strengths, weaknesses, and the cumulative collection of professional and personal journeys our lives have given us.” — Lane R. Ellis @lanerellisCLICK TO TWEET
Let’s now look at five tips for uncovering and putting your authentic marketing identity to work:
1 — Bring Measurement to Authentic Content Experiences
“Creating trust with authentic content experiences must be a measurable exercise,” Lee has urged. “Beyond share of voice and brand sentiment metrics, marketers must pay attention to measuring the effectiveness of content through the customer journey,” Lee added.
It’s not enough to infuse authenticity in top-notch digital content, as to truly understand the significance and success of our efforts we need to incorporate a measurement to gauge performance.
Measurement comes in many forms, from manual to automated solutions, and each can only tell you so much if you don’t have the proper key performance indicators (KPIs) relevant to your authentic campaigns. Albert Einstein offered insight that applies to marketing measurement and analytics, “Not everything that can be counted counts, and not everything that counts can be counted.”