Being transparent has never been more important in marketing, or in business. As information is now so accessible, brands that are open and honest with their customers win.
Gone are the days of the hiding behind small print and bewildering copy, today’s customers want – and expect – honesty.
While transparency may seem risky to some companies in highly competitive markets, those who take the leap will undoubtedly see the rewards.
How your company can be more transparent
1. Know your customers
Firstly, you need to establish an effective working relationship with your customers. This requires engaging in an ongoing dialogue with them to understand and fulfil their requirements.
2. Tell the truth
As penned by Ernest Hemmingway, “Write the truest line you know.” Consumers are bombarded with exaggerated claims from companies to the point where they start to phase out colourful adjectives that don’t have any real meaning behind them. Explain what you do concisely, and honestly.
3. Use facts, not opinion
Numbers and statistics create a stronger impression than opinion and are a simple way to show transparency. However, for this to be valuable to your customers, you should add context to explain what the figures mean in relation to your business model.
4. Be timely and responsive
As social media is so immediate, you need to make sure you participate in conversations as they happen. If there is a crisis or controversy occurring at your company (no matter how big or small), you should post an update or a blog that tells your customers that you are aware of the situation and are working to rectify it. It’s much better than leaving people hanging to draw their own conclusions.
Complete transparency in your marketing is a must. Being open about your business gains trust and loyalty, which helps to build positive relationships with your customers.