In marketing, it is important to work with the values identified with your brand. It has indeed been commented on, on many occasions, that marketing tries to ‘deceive’ the customer and create a need for it. But, it is a theory with little argumentation since the user currently has access to a lot of information and is not easily fooled by any company.
In addition, they demand corporate social responsibility on the part of the brand and are increasingly paying attention to these aspects that they did not do before. That is why transparency marketing was born: we will see what it is about in today’s blog.
Let’s talk about this term
Transparency marketing is a practice in which companies/brands try to show themselves as they are to their customers, that is, transparently. This is to make the target audience feel closer to the company and show them the most human part of the company.
But, the big question is, how do I get to show this more human side?
Several actions can be carried out to achieve this: you can share information or stories of the company’s employees (always with their permission), show the company’s day-to-day (through Instagram stories or reels, for example), and show the entire process of production and manufacturing of the brand’s products or services… It is also important to be transparent when there is a crisis or mistakes by the company, accepting the error and redirecting the situation with transparency and clarity.
Benefits of transparency marketing
The main benefit of transparency marketing is that your customers will trust you because they know what is behind the brand. This can generate a good repercussion among your clients that will create the capture of new users and possibly, that they become loyal. In addition, some of the benefits that transparency marketing also gives us:
Being more competitive: is one of the strategies that can differentiate itself from other companies in the sector. If the client trusts a company, he will commit to buying the products or services from it.
Cost reduction: this time, the reduction would come from market research. If the information that a company would add to its marketing strategy is already available, it does not have to invest in market research.
Increased employee satisfaction: if a company is transparent with its public and its employees, they can have more confidence in the organization they work for and be more motivated and dedicated to the cause.
Fundamentals of transparency marketing
After researching different portals, we have found it convenient to list those foundations or pillars on which transparency marketing is based.
The first step is to define your brand’s values (work on branding) to find and define the target audience that feels aligned with the values you propose. This will generate loyalty on their part and a possible recapture of new users.
From this same term, the tendency that we are exposing is born. Transparency is based on being transparent with the actions carried out by your company, in the treatment of customers and employees, in the corporate social responsibility that you promote, and in short, in being honest with what your company does.
Experience is important in demonstrating the business transparency of your organization because it is considered to be of high quality. The recognition and experience of the people who share their knowledge on the Internet are significant factors for the company’s positioning.
At the beginning of the blog, people-centred marketing is essential. Your company should be seen as an ethical business, concerned about its customers and its workers, and committed to the environment or social actions.
How to implement transparency marketing?
The theory is very good, but we know that it is important to provide tools to start establishing this strategy in companies. For this reason, we leave you some tips to implement transparency marketing in your company:
Choose the approach by deciding the organization’s central values, selecting information representing the values you have chosen, and evaluating the information to avoid failures or unexpected results; if you find them, try to change them by implementing appropriate strategies for change.
After these first steps, plan this information and adapt it to the marketing strategy that your company has or wants to implement. Finally, when you have this transparency marketing plan drawn up, try to spread it so that it reaches as many people as possible. Then you will have to wait for the feedback from potential customers and adapt the plan to the needs they require.
Being transparent and honest with our clients should be a priority in all companies. Lately, with marketing trends, finding the proper techniques to communicate this transparency with the target audience is vital.
For this reason, it is important to establish the objectives of our strategy, design a plan and take into account the benefits that this will bring to the company.