Creating Trust By Being Real In Communication: Marketing with Integrity
Networking marketing needs trust. For a brand to achieve long-term success, trust is not optional-it is mandatory. This falls 9 points behind business, but not stunningly so: the global Edelman Trust Barometer for year-end 2021 found only a little more than six in ten people (61%) say they trust businesses at least half as much now as last year. For companies, this shows just how important it is to get authenticity back into their communications. Patagonia is one of the brands that have done a great job in this area. Patagonia – famous for environmental activism and considerable investment in sustainability as part of its brand DNA. That year, Patagonia debuted its \”Don\’t Buy This Jacket\” ads insisting consumers think about the ecological impact of their purchases. It was a surprising strategy but one that underscored Patagonia\’s commitment to sustainable manufacturing as well as drove sales and captured the hearts of its customers who shared values for truth in product information. Transparency: Patagonia wears their values of what the brand stands for, they make sure that maybe even above everything else; as a biz owner will understand you do have your secrets and secret ingredients to various things but just like anything worth lasting in life comes from full transparency! Value-Driven Marketing – Use marketing messages that convey the core values of your brand to connect with your target audience more profoundly. Buffer Open Salaries: A Real-life Example
Buffer (a social media management tool), is known for radical transparency. One of the most notorious practices is their open salary policy, openly sharing your own and other’s pay slips along with a public spreadsheet containing all salaries where anybody can calculate how much people are paid based on co-factorization. By being this open, Buffer has created a level of trust and loyalty amongst its customers and employees. Communication: Be Transparent, Similar to Buffer trust is built upon an open communication policy. Create Loyalty: Publishing the secrets behind your products will not only create loyalty among customers but also in-house. Pro-Communication Strategies
Honest Advertising:
Avoid hyperbole and outlandish comments. Make sure what you are promising with your advertising is something you can deliver. Transparent Storytelling:
Tell your brand story so that people know about challenges and failures. It gives the impression of a more approachable and genuine personality. For Example: TOMS Shoes often tells stories about the communities they assist with their One (One program, which gives them a human touch and increases trust. Incorporating Customer Feedback:
Proactively seek out and incorporate customer feedback into your products/services. Demonstrate to your audience that their views are important and send them into the conversation with a sense of purpose. For instance, Lego does so often and has used input from its legions of fans not just in new product development but to give credit where it\’s due. Consistent Messaging:
Make your message consistent throughout all channels. Consistency Is the Path to Trust Worthiness
For example, Nike delivers a coherent message of empowerment and athletic excellence across all its marketing channels. Real Social Media Engagement
Interact with your social media audience in a relevant and genuine way Comments, user-generated content, and transparency issues
What you can get practical right now! User-Generated Content (UGC):
Urging your customers to talk about their brand experiences on social media. Just like what an e-commerce payment provider in the Philippines does, re-posting UGC gives you authentic content but even shows your customers that their voices matter. Examples: GoPro regularly crossposts videos and photos that demonstrate to its fans the different ways they can use these products in action. Behind-the-Scenes Content:
Share behind-the-scenes content to show your audience inside your company culture, product development or just some typical day ins and outs. Ex: Ben & Jerry\’s regularly shares exclusive content relating to making their ice cream, as well as uncovering how some of the social events operate that they\’re involved with. This creates an indication of trust and transparency
Unbiased Reviews & Testimonials:
Publish accurate reviews and feedback around the website or in almost any support brochures. Credibility: the real testimonial from your actual client can make your image influential. Example: Warby Parker highlights negative and critical reviews among a mix of the positive, showing transparency in addressing past problems. Transparent Pricing:
Your pricing and any additional fees should be laid out upfront. Steer clear of hidden fees and make your pricing information as transparent as possible. Industry Leader Perspectives
Marketer Seth Godin said it best in a quote that has become an aphorism: \”People do not buy goods and services. They purchase relationships, stories & magic. This quote, the reason for it is to indicate or reflect that when you connect through authentic storytelling and transparent communication in your way people start listening with their hearts not only just looking. Being Honest When You Fail as a Crisis Manager
That is even more critical when a crisis comes into view. A brand is only as good as its reputation, and not having proper communication systems in place can make a fatal hit out of even the smallest error. In 1982, Tylenol endured a notable issue when certain jugs of its agony alleviation cases were found to contain cyanide bringing about various passings. The parent company Johnson & Johnson responded with 100% transparency. The company quickly recalled all Tylenol products and stopped production, followed by complete cooperation with authorities. Responding quickly, and with candid transparency ensured not only the damage was neutralized at once but the trust of consumers over time. Over time, Tylenol\’s market share bounced back and the brand retained its image as a safe and dependable one. Act Swiftly: Address the crisis with speed and transparency Own up to it and Inform your customers of what you are doing to fix the problem. Longer-term Trust – by making honesty a priority in times of crisis, you could well end up building more trust and loyalty long-term with your customers. Building a Culture of Honesty
For trust to be built through authentic communication – it needs to start from the heart. Not only does a culture of honesty and transparency for your employees but it also reflects in the way you send out external communications. Real-Life Example: Zappos — Company Culture
One of Zappos, the online shoe retailer is a great example that supports both customer service and company culture. Lots of transparency, open communication and empowerment. Zappos created huge brand loyalty by persisting in communicating openly not only inside, but also to the public – as their marketing and customer interactions prove. Align Internally: Make sure to align your internal culture with the honesty and transparency you wish to project externally. Keep the Employees Empowered: Give employees a strong voice when communicating directly with customers. This is why trust-building takes consistent, authentic communication. In using authenticity in every area of your advertising, you can build real relationships with customers and distinguish yourself from a crowded crowd. Please feel free to share your feedback and what you have learnt with me in the comments gang. How are you using truth in marketing? Describe one problem you had, and what did you do to overcome it. Let\’s have a real conversation and learn from one another.
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