What Transparent Marketing Looks Like & How to Approach it Effectively

What does transparent marketing look like - and how should you approach it effectively?

Transparent marketing is an example of ethical marketing in action and it's an approach that many brands are using to build trust and engagement and to drive sales sustainably in the process.

With transparent marketing, brands share their marketing strategies in and clear and open way. This can mean anything from sharing the names of their customer services advisors to being clear and open about their product names and descriptions.

The point about transparent marketing is that it removes the element of confusion for customers and it helps to build trust and brand engagement in a new way. Customers feel that they can build a connection with brands because they have faith in what they see and as they learn about that brand, they don't feel that they are being mis-sold or tricked in any way.

It's worth comparing this approach to the marketing of old which often relied on confusing or misleading imagery or text in order to sell products and services. Today's customers expect brands to share their values and this means open and honest communication with an emphasis on value, trust, sustainability and purpose.

This is particularly true with the millennial audience who often choose to spend their money with brands that have a strong ethical stance. If those brands can further demonstrate their commitment to ethical marketing with transparent marketing, they have a far better chance of engaging with this audience and building up a profitable long-term relationship with them.

So how can you approach transparent marketing in an effective way?

Put names to your customer services staff

When you list your customer services staff on your website, include a photo of them and their names. This helps customers to see who they are engaging with and to feel a sense of relationship with them. This is equally true when your customer services agents are speaking on the phone or sending emails. Personalise and humanise them as much as possible again to create that connection and trust.

Talk about what you do

Transparent marketing also means being clear about the way that your business is run. To build this sense of engagement, talk about your approach to product development. Is it environmentally friendly? Do you have a diverse recruitment strategy? Do you promote from within? Do you support local Communities with volunteering? What other approaches do you use to ensure that your products are sustainable and share the same values that your customers have?

Deliver your promises

When you say that you'll do something, deliver on those promises. Customers want to patronise businesses that put their money where their mouth is!

Build a community

Social media is a fantastic way to create a sense of community so really invest in it. Answer feedback open and honestly, take any criticism on the chin and put it right, provide plenty of value, fun, useful content and even offers and promotions to really give your customers something special. This investment will reap rewards!

Advertise ethically

Threeps is a fantastic example of a transparent and ethical mode of advertising. Rather than advertising income simply going into the hands of intermediaries, Threeps allows customers to take control and to divert a contribution of advertising expenditure to charities and good causes that they believe in - for free. Customers simply watch content from brands that they want to see and then choose which charity will receive a donation - at no cost to them - at the end of the content. It's a real feel good for customers, who view brands on the Threeps platform as offering something of ethical, sustainable and meaningful value.

Contact us to find out more! https://threeps.media/