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 most authentic marketing identity through the lens of authenticity when it comes to how we perceive the many professionals in our business lives.
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