Authenticity is your superpower when marketing your small business (I promise)

Recently, I was creating a series of Instagram Reels and I was sat on the floor of my living room thinking to myself: how can I show off that I’m really fun to work with? I think I’m quite fun and my clients repeatedly feed back that working with me is fun, even when things get tricky, so there I was sitting on the floor of my living room trying to work out how to incorporate that into my video content.

When suddenly it came to me: I should do a roly-poly! I haven’t done a roly-poly in about thirty years but none-the-less, I was confident.

So, I pushed the coffee table to the side of the room, I set my camera up, and I went to the back of the room: I was ready. I was determined. I was going to do the best roly-poly of my life.

I launched into the roly-poly like I was a gymnast, arms lifted and I stepped into it, lifted my back leg off the ground and as my hands came to land on the ground, this is where I started going wrong. I don’t know if I misjudged my ability (probably this) or if it was the split-second panic of ‘Ooh is there enough space for this?’ but the roly-poly was very wobbly, off-centre and just… poor.

I watched back the clip about 50 times, laughing at myself.

And then I posted it anyway with a caption: creating content shouldn’t feel as difficult as doing a roly-poly in your 30s.

A big part of me, and what I’ve then mirrored in my branding is being fun, silly, and I don’t take myself too seriously. On social media and through my content marketing, I invite my audience in to hear about what’s not going right and how I work through it, as much as I celebrate with them the things that do go right.

So, do I wish I was better at roly-poly’s? Yes. Have I started practicing yoga again regularly in hopes that I can get back some flexibility? Also yes. But did posting the failed roly-poly fall in-line with my brand of authenticity? 100%.

I promise this blog is not an endorsement for doing roly-poly’s in order to connect with your audience.

The authentic advantage

My brand of authenticity will look different to yours because it’s all about being wholly and truly, yourself. And being 100% yourself is what sets you apart in the eyes of your ideal audience. I truly believe that when you embrace authenticity in your marketing, you tap into a power that resonates deeply with your audience. It’s not about putting on a show or a mask, it's about being genuine, transparent, and true to yourself and your values.

Building trust through authenticity

Trust is the currency of being a small biz owner, we don’t have the big budgets of more established businesses, so, I believe that authenticity is the foundation on which it's built. When you show up authentically in your marketing (and in your small business in general), you create a genuine connection with your audience. Authenticity breeds trust, and trust is what inspires potential clients to take that leap and invest in your products and services.

There’s been so many times that I get into discovery calls and the person I’m meeting with says: ‘I feel like I already know you from your social content!’ By being yourself, you’re giving your audience a taste of what it’s like to work with you, meaning that 90% of the time, it’s already a yes by the time you’re meeting with someone, the discovery call is just a confirmation.

Authentic storytelling

As well as not being afraid to be silly and laugh at myself, I use stories and storytelling to convey my messages, to take my audience on a journey. Some of these stories are highly personal, for example, I had sepsis in March 2023 and I’ve talked at length the impact that it had on me. But a lot of it is also really light and silly, observations from going to the supermarket and conversations that I have with my partner, Scott.

My background is in copywriting, I naturally know how to tell stories, and I often have clients tell me that they don’t know how to write, so they can’t share in the way I do. But I’ll tell you what I tell them: it’s not about being the perfect writer. It’s about sharing your journey, your struggles, and your wins authentically—it's what makes you relatable, human, and ultimately, irresistible to your ideal clients.

You also don’t have to share as deeply as I do, you should never go beyond what makes you comfortable. When sharing online, think about it like a friend turning up at your house to chat. Do you keep them on the doorstep, chatting there? Do you invite them into your living room? Or do you let them have free rein of your house? Hold your boundaries where it feels comfortable for you, just because you share anything on social media, it doesn’t mean you’re giving permission for anyone to rifle through your cupboards and drawers!

Cultivating community through authenticity

Authenticity isn't just about how you present yourself—it's also about how you engage with your audience. Foster a sense of community by authentically engaging with your followers on social media, responding to comments, and fostering meaningful conversations. As I said above, authenticity breeds trust, and in turn, loyalty, and a loyal community of followers can become your most powerful fans, advocates and referrers.

I truly believe that for everyone, being genuine and wielding authenticity is your competitive edge. Authenticity sets you apart from the competition, making you stand out in the minds of potential clients. When you show up authentically in your marketing, you position yourself as a trusted authority in your niche, making it easier to attract and retain clients in the long run. And this is because you’re encouraging your ideal audience to lean in and to really connect with you.

Tips for being authentic in your marketing:

I’ve shared a lot about being authentic in your marketing, but how do you actually do it? Here’s my top tips:

• Know your audience inside out: Authentic marketing begins with a deep understanding of your target audience—their needs, desires, pain points, and aspirations.

• Tell your story: Share your journey, experiences, and struggles authentically—it's what sets you apart and makes you relatable to your audience.

• Be consistent across all channels: Ensure that your brand messaging, tone, and visual identity are consistent across all marketing channels, for example, your tone of voice and messaging has to be the same as on your website or in your emails.

• Engage authentically on social media: Foster genuine connections with your audience by engaging authentically on social media, responding to comments, and participating in conversations.

• Focus on adding value: Provide genuine value to your audience by sharing informative and educational content that addresses their needs and inspires them to take action.

• Embrace transparency and authenticity: Be honest, transparent, and authentic in all your marketing efforts, building trust and credibility with your audience.

I truly believe by embracing authenticity in your marketing, you unlock the full potential of your life coaching business. Authenticity builds trust, fosters connections, and sets you apart. So I encourage you to go ahead and embrace your authenticity, and watch as it transforms your marketing from ordinary to extraordinary – with or without a roly-poly!

Need help infusing authenticity into your content marketing strategy? I can help! Whether you’d like a bit of one on one time with me to take your content strategy to the next level or for me to totally take it off your hands and create a done-for-you content strategy, book your free 30 minute discovery call and let’s chat!