Scott Stratten | Authentic & Transparent Marketing
Why is transparent marketing important?
Customers are increasingly seeking out companies whose values are similar to their own. People prefer to purchase products from companies that value the environment and their employees. Companies can reassure customers about their business practices by maintaining transparency about issues like wages, shareholders, partnerships, and where the organization purchases its materials.
This strategy can also assist businesses in routinely evaluating and improving their procedures because they are aware that customers will hold them accountable. Here are some additional benefits:
What is transparent marketing?
An approach known as “transparent marketing” involves a company strategically disclosing their financial and personnel information, such as staff names and budgets. Customers are more likely to trust a company’s product and business strategy when they appear sincere and open. This strategy aims to demonstrate a brand’s human side, among other things. This will make the company seem more approachable and familiar. People may feel as though they know a company better if it has a billboard with images of its executive team.
What are some transparent marketing methods?
There are a variety of ways to approach transparent marketing. Different methods will work better for different organizations. Here are some methods from which you can choose:
How do you implement transparent marketing?
You may think about your level of comfort, how much information you want to share about business operations, and any changes you want to make to your business procedures when determining which approach to take. Here are some extra actions you can take, with an illustration:
What are some transparent marketing examples?
Transparent marketing can take many different forms depending on how businesses approach it. Here are a few examples of how some companies might use it:
Example 1: Software company
A software company releases its source code as open-source, allowing anyone to view, modify, and distribute it. This demonstrates the company’s confidence in its product and shows that it doesn’t prevent anyone from using or criticizing it. Additionally, customers find comfort in the knowledge that there is nothing in the code that they are unaware of.
Example 2: Nonprofit organization
A nonprofit organization makes their internal communications public. They accomplish this by publishing meeting recordings and making emails accessible to everyone. By doing this, the nonprofit gives its audience reason to believe that it is adhering to its stated values and using resources responsibly.
Example 3: Restaurant
A neighborhood restaurant issues a press release outlining why it decided to start purchasing its produce from neighborhood farmers in order to support local businesses. They discuss why they believe in supporting local businesses, what they appreciate about the ones they have partnered with, and what they would like to see change as a result. This makes their audience feel like a part of the decision-making process and astounded by their dedication and thoughtfulness.
Please note that Indeed is not affiliated with any of the businesses mentioned in this article.
FAQ
Why transparency is important in marketing?
Transparency makes trust possible, and trust is the cornerstone of any relationship that will last for a long time. A company can increase customer loyalty when it forges strong bonds with them. According to a Label Insights study, 94% of respondents said they would stick with a brand that was transparent.
What is Digital Marketing transparency?
Transparency is more than just a catchphrase because it is essential to a company’s overall success. The phrase implies operating with ease so that customers can observe and confirm your actions. Simply, openness, communication, and accountability.
How do you show transparency to customers?
When it makes sense, transparent digital marketing lets people see what’s going on behind the scenes and does away with secrecy and any potential for deception. Customers can trust you more when they feel like they truly understand the information you have and how it is used.
