Authentic Marketing for Holistic Business Owners

Why is it that when I say the word ‘marketing’ to holistic business owners and spiritual entrepreneurs they literally cringe? That dirty ‘M’ word that seems to evoke thoughts of hard sell, cold call telemarketing or visions of selling your soul on Instagram for likes. Yep I get it- when your business comes from a place of pure authenticity, this feels completely misaligned. 

Well I’m here to tell you it does not have to be like that, have you heard of *drumroll* Authentic (Quiet) Marketing? It is honestly just a fancy name for talking about your products and services in a truthful, simple and helpful way.

I am absolutely passionate about changing the perception of marketing for holistic businesses for a very important reason- I strongly believe that in today’s world more than ever people need you and what you are offering. Likely why you went into business in the first place right? Without implementing marketing of some kind it becomes infinitely more difficult to share your message and build the business that you are dreaming of.

In this blog we are focussing on Authentic Marketing – diving into what it is, how it benefits your business and how you can implement it in a way that aligns with both you and your clients. So let’s ditch the negative thoughts you may associate with the term ‘marketing strategy’ and think about this as simply great ways to share your magic.

Part 1- Understanding Authentic Marketing

Let’s get started by understanding exactly what Authentic Marketing is. The general definition of marketing is “the activity or business of promoting and selling products or services, including market research and advertising.” I think where we all start to come undone is the focus on the words ‘promoting’ and ‘selling’.  So what about if we insert the words ‘communicating’ and ‘sharing’ so our marketing definition goes a little more like this;  “Marketing- the activity of communicating and sharing products and services” 

Then when we are talking about Authentic Marketing-  simply add that we are doing our marketing in an honest and meaningful way. So here is my version of an Authentic Marketing definition;

Authentic Marketing - the activity of communicating and sharing your magic in a meaningful and aligned way.

And the beauty of this approach is that the communication messaging and method is entirely up to you and what you are personally comfortable with. Activities that feel natural, simple and are focused on fostering relationships with your community. Many of you are probably already doing this without realizing it’s marketing because they align with the values of your holistic business. Have you done any of the following things? Attended a networking event or retreat, participated in online communities and conversations or kept in touch with your customers over email or Whatsapp? All of these activities fall into the marketing bucket and can feel much more natural as they are focused on fostering relationships and building trust with your community. 

Part 2- Core Principles of Authentic Marketing

Now to go through some of the core principles of Authentic Marketing as I feel this can help you to get an understanding of how it aligns with your business values.

Being Genuine: 

Authentic marketing begins with being true to yourself and your business. It's about presenting your real self, not a polished, corporate facade. Sharing your genuine experiences, stories, and values.

People connect with people, not brands. Showcase the human side of your business through personal anecdotes or experiences, share your team highlights and behind-the-scenes content.

Transparency:

Be open and honest about your products, services, and business practices. Sharing not only your successes but also your challenges and how you overcome them.

People value clear, simple communication. Provide clear and honest information about what customers can expect from your products or services. Avoid exaggerated claims and ensure that all marketing messages are a true representation of the actual experience.

Connection:

Focus on creating meaningful relationships with your audience. Engaging in two-way communication, listening to their needs, and responding thoughtfully.

Take a customer-centric approach by putting your customers at the center of your marketing efforts. Understand their challenges, preferences, and aspirations, and tailor your messaging to resonate with them.

Sustainability:

Instead of chasing quick wins, focus on sustainable growth. Build strategies that support long-term customer loyalty and engagement.

Ensure your marketing practices are ethical and environmentally friendly. Think about what your personal and business values are and stay true to these in your marketing efforts.

Part 3 - Strategies for implementing Authentic Marketing

The first step is to do a little bit of homework so you can put your time and energy in the right place. Where do your people spend their time online? What topics are your audience interested in? What type of content do you feel comfortable making?

This is where I give you full permission to lean into what feels good for you – there is no one fit strategy that works for everyone. The truth is if you hate doing it- you won’t. If your intuition tells you it feels misaligned with your personal values- don’t go down that road either as you won’t last long. Choose something that you know you can stick to. In my experience it is always more important to be consistent with your chosen plan than jump on the latest trend. Consistency will always win in the end.

The Power of Storytelling:

Use storytelling to connect with your audience on an emotional level. Share the journey of your business, your mission, and the impact you aim to make. 

Tell stories that your audience can relate to. This helps in building a deeper connection and makes your brand more memorable. Remember that the purpose of authentic storytelling for your business is connection and communication - not entertainment.

Be Intentional:

Instead of bombarding your audience with constant promotions, choose quality over quantity and ensure every interaction adds value. 

Respect your audience's time and attention. Avoid intrusive or disruptive marketing tactics. Engage with them in a manner that feels respectful and considerate. Try to think about the communications you like to receive and the frequency you feel comfortable with - this can be a good guideline for what your community might feel is appropriate.

You might choose to send one email a month or post on socials once per week, whatever you choose just make sure you are consistent. 

Find Your People:

Create spaces where your audience can interact, not only with you but also with each other. This can be through social media groups, forums, or local events.

Foster a collaboration over competition mindset and actively participate in and celebrate your community. Show appreciation for your audience's support, encourage feedback, and make them feel valued and heard.

Know Your People:

Personalize your communication to address individual needs and preferences. Start to understand how to use data and insights to know your audience better and tailor your messages accordingly.

This doesn’t have to be super in depth, it could be as simple as checking your best performing posts on Instagram and looking for things they have in common, or it could be through common themes that you see coming into your conversations with clients.

Whenever possible, engage with your audience on a personal level. This could be through personalized emails, direct messages, or personalized recommendations. 

When you know what your audience is currently talking about it will make content creation so much easier!

Stay True to Yourself: 

Maintain high ethical standards in all your marketing practices. This builds trust and credibility with your audience. 

I like to think of how I respond to marketing, if you don’t like getting emails everyday from the same person about the same thing and feel it is not genuine – then take note and don’t follow the same strategy.

Ensure that your marketing messages align with your business practices. Being consistent between what you say and what you do strengthens your brand's integrity.

4. Practical Steps for Getting Started:

Now that we have covered what Authentic Marketing is all about, let’s take a look at three simple ways you can include Quiet Marketing within your business this week.

Step One - Show up Consistently

Choose which social media platform aligns with you and your audience and commit to showing up consistently.

Don’t forget to make it realistic – if you can only commit to posting once a week, do that, but do it every week!

Step Two - Connect with your Audience

Commit to staying in touch with your existing clients. Send out a weekly, fortnightly or monthly email to your list (yes even if it is small!) You don’t need to sell anything if it feels uncomfortable to start, simply stay in touch.

Share an experience or challenge that you have been facing and how you have overcome it, or your thoughts on a recurring pattern you see showing up with your clients. You might like to share your available appointment times or business updates like opening times or holiday closures. Get in the habit of staying in touch regularly.

Step Three - Build and Engage Your Community:

Building a business is really about building community and the more you participate, the more you get to know what they really need.

Engage in social media groups rather than scrolling silently, comment on things that you find interesting or inspiring instead of just giving a like, start having more conversations with the people you serve.

Marketing shouldn’t feel difficult and misaligned. It is something that comes hand in hand with running a business and will ensure you are able to continue serving your people for years to come.

As a holistic business owner, you have a driving force behind you and it is usually related to serving your community on a bigger level. Think of it this way – If people don’t know about you and your magic, then how can they participate and benefit from your offerings?

So keep sharing your magic far and wide- authentically of course!