Use the Ick to Create Better Marketing: Strategies for Small Businesses

How Embracing Authenticity Can Transform Your Marketing Strategy

For small business owners, the journey of marketing can often provoke discomfort, what some refer to as the "ick." Cristina Jerome, a seasoned creative strategist, believes that acknowledging and leveraging this feeling can lead to innovative marketing strategies.

Jerome, founder of the non-profit social club Off Worque, emphasizes that real connections form the backbone of effective marketing. For her, the emotional journey of building a brand—rather than just chasing KPIs—has made her marketing efforts feel less “icky.” Instead of solely focusing on conversions, she nurtures relationships through storytelling and community engagement.

Redefining Influence: Real Customers as Your Best Advocates

In her dynamic approach, Jerome urges brands to shift their focus from influencers on exotic getaways to the everyday heroes: the real customers. Instead of spending thousands on social media campaigns targeting unreachable influencers, she suggests investing in devoted customers. Simple gestures, like appreciating a loyal customer, can yield more authentic brand advocacy than any influencer partnership.

For small business owners who may not have the budget for extravagant rewards, consider thoughtful recognition programs. Surprise freebies or loyal customer shout-outs could foster goodwill and deepen customer connections.

Culture-First Marketing and Genuine Connections

Jerome argues that effective marketing should be culture-first, rooted in genuine stories rather than surface-level inclusivity. Small businesses can adapt this model by aligning their mission with authentic cultural narratives. As noted in a study from Harvard Business School, consumers today gravitate toward brands that reflect their values and beliefs. Building a brand community encapsulates this idea, transforming consumers into advocates who share your story.

Incorporating customer feedback and engaging them in the product development process can empower your community and strengthen loyalty. Companies like Glossier leverage their customer base's insights, inviting them to co-create products that resonate with them. This collaborative approach fosters a sense of belonging, making customers feel valued and heard.

Fostering a Brand Community

To create meaningful engagements, small business owners must prioritize authenticity. Building a brand community starts with inviting customers to participate. Use social media to not only promote your brand but also provide a platform for customers to share their experiences.

In doing so, your marketing not only becomes less “icky” but also serves to engage and build lifelong relationships with your customers. As your community grows, they will advocate for your brand in ways that traditional advertising can't match. Remember, it’s not merely about sales—it's about cultivating connections.

If you’re looking to elevate your marketing strategies, remember that embracing authenticity, engaging real customers, and nurturing community ties can create a ripple effect that benefits your local business, fostering growth and longevity.