Creating authentic content for your brand and being transparent in your actions is an incredibly powerful way to build a loyal following.

There’s an old industry joke that states the most crucial thing in marketing is authenticity, and if you can fake that, you’ve got it made. While that may have worked once upon a time, in today’s digital age, people can smell a rat instantly, so really, the joke’s on you. Creating authentic content for your brand and being transparent in your actions is an incredibly powerful way to build a loyal following. It can build deep connections, create trust and even have your audience care about you and what you do, and for you, the business owner, there’s nothing better than that. Most people are exposed to more than a dozen marketing channels every day, including various social media platforms, emails, Google searches, websites, radio and TV. Take email marketing as an example, the average consumer receives multiple marketing emails every day – ‘EOFY sale’, ‘We thought you’d like these’, ’25 per cent family and friends discount!’. Some could receive in the hundreds. But consumers are savvy, and what this volume of information does is actually make them less tuned into marketing messages because they become familiar with the approaches and all the copy starts blurring into one, so they become unaffected. 

What does this mean for you? You begin losing any cut-through because everyone is saying the same thing, and consumers scan through the volume of marketing and move on. Nothing gets any real attention. The result – you lose out on sales.

.: Brand Strategy

The good news is that you can overcome this. How? Well, as mentioned earlier, authenticity is key. The best way to get through to potential buyers is to build your brand’s personality, as well as your own, letting people get to know you on a deeper level. People want to have deeper connections with the brands they do business with. Suppose a brand can make an effort to speak to their audience on a more personal level. In that case, people will respond positively because the dehumanisation of society resulting from the digitisation of communication has led to a lack of personality and effective communication. Consumers are not interested in gimmicks but rather seek genuine brands and come from a place of sincerity, and brands that understand and embrace this will find that people will respond to them very strongly.

.: Understand Your Audience

The first step to being more authentic in your content marketing is to make sure you fully understand your audience, the values they hold dear and subsequently to ensure your brand reflects those values. If your audience is particularly focused on compassion, then you need to build your brand to show that your focus is also on compassion. It’s also important to be articulate, so people understand what your brand stands for. Avoid using jargon and hyperbole and get to the point because it will help your audience understand quicker what your brand represents. Sales talk is off-putting and is the perfect way to make consumers disengage from the conversation you’re so desperate to have with them.

.: Attributes Window

Next, understand that people are drawn towards attributes such as friendliness, warmth, honesty, thoughtfulness and open-mindedness. They also like brands that teach, help and assist them, and are not just about the brand themselves. Followers become loyal when they have access to easily digestible and readily available information, when they know it’ll be easy to solve a problem they might encounter, and the brand is friendly and approachable. It’s about making it straightforward for people to access what they need. You only need to look at the success of a little American technology company bearing fruit for its logo to see how this rings true.

.: Add Value

When it comes to video content – and this is where it’s really at in this technology-driven era, you need only look at the rise of video platforms such as Tik Tok and YouTube – understand why you are creating the video (building brand awareness? Educating?), plan and be strategic. Ensure the quality is good, be it shooting from your phone or a full-blown set-up, or you can put viewers off, but don’t be rigid as though you’re reading from a script. Above all, be consistent, you can’t build a loyal and long-term following if your views are all over the place. Deliver valuable content your audience wants to consume, and engagement will follow.

.: Deliver Consistent Message

Finally, it’s vitally important that your content reflects all these points mentioned across the entire organisation, whether it be your website, social media, or how you interact in stores. And everyone involved needs to be across this and know what it is you stand for and trust in your brand because it can be destroyed in one moment if not everyone is on board. Remember, your actions are as necessary as anything else.

In a nutshell, authenticity is your brand’s best friend. It is imperative to achieve success, understand your audience and share the same values as them, be focused on the authenticity of your brand, and believe in what you’re doing. Take the opportunity to form a deeper bond with your customers because if done well, these values are the sorts of things that people share with their friends and it, in turn, creates more loyal followers. Build deep connections, generate trust and if you can have your audience care about you and what you do, there’s nothing better than that.

At redbikini, we live and breathe all things video production, offering more than 20 years’ on-set experience. redbikini and our digital marketing arm, LOOP, which we launched in 2020, helps South Australian businesses set clear, realistic and measurable goals to generate growth. Together we offer an affordable, step-by-step digital marketing program that identifies opportunities and helps take your business to the next level.

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“Risk is in the DNA of everything defence related”- Justin O’Brien

Companies with watertight marketing strategies, strong branding and alluring video content are the most likely to establish strong business connections when competing for defence contracts, according to a leading industry expert.

A concise and targeted marketing campaign also provided businesses an opportunity to make a great first impression and establish initial connections, said Justin O’Brien, creative director of video production company redbikini and B2B digital marketing business LOOP.

Mr O’Brien said it was vital for businesses to have a positive digital profile in order to stand out and “nudge” their tender in the right direction, noting the increasing competition vying for defence projects in South Australia.

“When people start analysing your business as a potential partner, it’s important that you’re putting your best foot forward,” he said.

“When a tender lands on someone’s desk from a business they may not be overly familiar with, the first thing they’ll do is desktop research to look at who you are.

“And when you have a competitive tender that makes it through to the second round of evaluation, this is where good marketing, your content, your website, can nudge your tender in the right direction.”

Mr O’Brien said marketing was about finding the best environment to sell a company’s products and services and putting them in front of the decision makers.

“Your website, digital communications and media communications all play an important role in continuing the sales process when you’re not in front of your customers,” he said.

Risk management was also a key factor contributing towards a successful tender process.

“Risk is in the DNA of everything defence related,” Mr O’Brien said.

“Keeping our defence force personnel is the principle driving factor in all defence procurement. But other factors such as workplace health and safety, cybersecurity and intellectual property are also vitally important.”

With contracts worth millions and even billions of dollars, defence companies looking to buy a product or service from another business want to be shown how potential risk factors can be minimized.

“When an organisation looks to an SME, the first thing they do is look to a risk analysis in order to establish whether they’re in safe hands,” Mr O’Brien said, adding that a lot can be determined based on a company’s website.

“Having brand and marketing assets that demonstrate your commitment to risk mitigation and effective quality procedures can be very advantageous in a tender environment.

“If you have a website that looks like it was designed in 1990 and you do little in terms of communication and managing your company’s own story these could be seen as negatives to some procurement officers”.

Mr O’Brien said this due diligence was also performed by companies moving into the Australian market to facilitate defence procurement.

“These organisations will be looking to partner with industry to fulfill local content requirements and they will apply the same criteria – the businesses that look to have their act together will be the ones to receive the first phone calls,” he said.

“Having a good tender is just the price of entry. If you don’t have a good competitive tender with the right product with the right risk with the right profile you won’t go anywhere.”

Like all business, defence organisations were also more likely to choose companies they knew of or had come recommended so it was imperative to have a well-executed and strategic marketing plan that was ahead of the curve.

“In defence as in life, familiarity matters,” Mr O’Brien said.

“People who know a brand or have had some sort of history with it, that familiarity produces an environment where they’re more likely to progress things because they have confidence that they’ll take the right steps going forward. It builds confidence.”

Mr O’Brien said it was important to note that tenders were never viewed in isolation and those likely to be chosen both ticked all the boxes and were a step ahead of their competitors.

“Often you’ll have competing products at the same level,” he said.

“Your website, digital communications, media communications all play an important role in continuing the sales pitch when you’re not in front of your customers and in order to work effectively, they need to be strategic.”

Mr O’Brien said video was a valuable marketing tool to effectively drive home the abilities of a business.

“A really well-executed video about your commitment to quality and employee safety might be what puts your tender within one per cent of the finish line,” he said.

“Whether someone is the CEO or a junior procurement officer, the one thing that unites them is that they find video easier to consume than the written word.

“A well-made short video that is of interest to them will perform better than a page of text – it’s strategic content, readily available and easy to consume.”

Mr O’Brien said often businesses made the mistake of not investing time and money into marketing themselves properly, which was detrimental to their brand.

“A lot of SMEs looking to target defence don’t have the time or money to put into it, it’s one of those things that get left on the to-do list,” he said.

“Those organisations that can recognise the opportunities that come with sound marketing and communication, and spend time and money on their brand so their organisation looks professional across the board, understand that it could be the difference between making it on the tender list to begin with.”

Mr O’Brien said it was vital for businesses to see the bigger picture.

“The bottom line is if you don’t view your business holistically and view marketing and communications as one of a number of vital cogs required to drive your business you’ll miss out on opportunities.”

Redbikini/LOOP boasts more than a decade of experience working for organisations in a B2B environment in defence and helps South Australian businesses set clear, realistic and measurable goals to generate growth.

With one of Australia’s largest defence vision libraries and an affordable step-by-step digital marketing program that identifies opportunities and assists clients to take advantage of them, the team at redbikini/LOOP stand ready to take your business to the next level.

South Australian advertising and digital agency Bigwig approached redbikini with the idea to film an eyeball up close for a Diabetes SA commercial, in part highlighting the correlation between the disease and its damaging impact on vision.

In theory, the concept seemed simple enough, but the filming process was in fact incredibly complex and technical and required a high-level of expertise and patience to perfect.

Welcome to the new roaring 20s: our attention spans are shorter, we consume information faster, and we frequent YouTube far more than we do speakeasies. In this golden age of video, the stats are looking up to a fast-paced future full of video content, so to help your videos cut through the pandemonium and save on brass, we’ve broken down the three strongest uses of video content to keep you ahead of your competitors.

The best way to tackle them? Through your video content.

Let’s say your company, Hypothetical Engineering Company (HEC), wants to perform work in three areas – air conditioner ducting for defence, council engineering for elevated structures, and commercial construction framing.

Each of HEC’s customer niches have very different pain points:

• Defence may be focused on quality processes, high-tolerance and precision, and safety and security procedures.
• Council may be a bit more focused on pricing than defence, but mostly concerned with time efficiency to reduce traffic disruption.
• Commercial construction may expect tolerances and timing to be given, and may be more price-sensitive, looking for lower costs and adding value.

Now that you’ve identified your customer niches and their pain points, it’s time to produce video content that directly addresses those concerns.

So how do you achieve this? By creating a brand campaign video that promotes HEC’s ability to carry out safe high-accuracy practices, with efficient systems in place to ensure on-time production, and its advanced technology to reduce construction costs.

This video utilises ‘Thought Leadership’ to best align your company’s digital marketing strategy with your audience and your vision. Designed to be widely distributed and direct to your target audience, this video is a sure way to drive traffic to your website.

• Who is your target audience?
•  Who do you want to speak to?
• What does a new customer look like for you?
• What niches do you operate in?
• What are the pain points of the people currently working in these niches?

We explore this deeper our blog post: Video Production in 7 Parts – Chapter 1: Strategy

Nova Systems, a professional service provider specialising in the provision of engineering and management services, approached redbikini with the aim of creating videos that would showcase their defence capabilities and company culture to appeal to potential employees.

With this in mind, video production company- redbikini created short and snappy Videos about Nova System’s extensive repertoire working within Defence bases both nationally and globally. The video’s entailed Interviews with passionate Nova Staff about their job, stylized portrait shots and well-crafted cinematic overlay.