The strategy centers on promoting authenticity to boost website visitors by fostering genuine engagement on social media, optimizing website content, and leveraging email marketing. For social media, it suggests creating behind-the-scenes content and encouraging user-generated content, which helps display a brand's human side. For instance, hosting live Q&A sessions provides direct interaction with the audience, while partnering with value-aligned influencers can enhance authentic collaboration.
Optimizing website content involves revamping the ‘About Us’ page to tell a genuine story and updating the blog with authentic narratives. Incorporating real-life product images and featuring team member interviews showcase expertise and values, making content more relatable.
In email marketing, segmentation personalizes messages, while storytelling over multiple campaigns builds deeper connections. Sharing behind-the-scenes stories in newsletters and highlighting sustainability efforts backed by data reflects authenticity. A friendly, conversational tone in emails fosters a personal connection with subscribers.
The strategies
⛳️ Strategy 1: Foster genuine engagement on social media
- Create and share behind-the-scenes content to showcase the brand's human side
- Engage with followers by responding to comments and messages promptly
- Host live Q&A sessions to directly interact with the audience
- Encourage user-generated content and share it on the brand's profile
- Partner with influencers who align with the brand’s values for authentic collaboration
- Run competitions or challenges that involve user participation
- Utilise polls and questions in stories to gather audience opinions
- Share customer testimonials and success stories authentically
- Highlight real customer reviews and experiences
- Regularly update the brand's social media stories with authentic content
⛳️ Strategy 2: Optimise website content for authenticity
- Revamp the 'About Us' page to tell a compelling, authentic story
- Include personal anecdotes or quotes from the founder or team members
- Ensure all product descriptions are written in an honest, straightforward manner
- Update the blog with authentic case studies or customer narratives
- Feature interviews with team members to highlight expertise and values
- Showcase unedited, real-life images of products in use
- Incorporate customer feedback into the product development process and share it
- Regularly update a FAQs section to include genuine customer inquiries
- Use clear, authentic calls-to-action that reflect the brand’s ethos
- Encourage website visitors to engage through surveys regarding site improvements
⛳️ Strategy 3: Leverage email marketing to highlight authenticity
- Segment email lists to personalise messages with authentic content
- Create an email series that tells the brand’s story over multiple weeks
- Share behind-the-scenes stories in newsletters
- Showcase authentic customer stories or testimonials in campaigns
- Highlight the brand’s sustainability efforts, backed with real data
- Offer exclusive previews to loyal email subscribers
- Use a friendly, conversational tone in all email communications
- Include video messages from key team members
- Provide a platform for customers to share their stories in email campaigns
- Solicit honest feedback from subscribers and share outcomes
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
