The world today is very different than it was a generation ago. Back then, we had mass media that was truly massive. There was only a handful of television channels, for instance, and it seemed like everyone subscribed to the local newspaper. If you wanted to talk with someone on the phone, you had to both be sitting at home, within a cord's length of the telephone plug.
For marketers, the flow of information was therefore much easier to handle. The relationship between customers and brands was generally a distant affair. Marketing messages could often be successful while using a lot more flash than substance and employ sales tactics that were old-school even then. If someone wanted to complain about a company, they wrote a letter--on paper.
Life as We Know It
Today, of course, we live in the Information Age. Media is social, and almost anyone can publish almost anything online for free. It is a much more democratic framework, and it produces much different expectations.
People now value being connected, both to each other and to the organizations or brands that they are interested in. They can "follow" a company or "like" a brand. It is a relationship, and relationships play by a different set of rules.
One of the big new things that old marketing agencies have to adjust to is the level of transparency that is now expected. We live in a world of glass houses, whether we like it or not, and we have to learn to behave accordingly.
Why Transparency Is Needed
Secrets are very hard to keep these days. The sheer amount of information available means that the truth will eventually get out. Even "top secret" government information now seems to be open for the taking, much to the chagrin of the government itself.
When no secret is safe, the only safe thing to do is to have no secrets. The truth will come out eventually, and even if the truth itself isn't that bad, people will find fault with you for keeping it a secret.
And if you really do have nothing to hide, being transparent about it will help your audience feel more connected with your company. They'll see you as a friend or partner they can trust.
How to Be Transparent
So what does it really mean for a marketing agency to be transparent? Do you use Instagram to upload photos of what everyone eats for breakfast each morning? Tweet the details of an upcoming marketing campaign that was supposed to be a surprise?
The answer is "no" or at least "probably not." You don't have to share literally everything, and there are limits to how much people even care. Here are some tips on how you can be effectively transparent.
- Don't stifle conversation. People will talk about you, and you can't control what they say. Sure, perhaps you can censor negative blog comments, but that will just (rightfully) upset them more and lead to a bigger backlash on a potentially larger forum. Instead of censoring or being defensive, you should engage with such people and resolve any issues publicly.
- Proactively deal with your mistakes. Everyone messes up at times. If your company makes a mistake or discovers a problem, be the first to acknowledge it. By presenting the story yourself rather than waiting for someone else to uncover it, you control the discussion and prove that such gaffs are rare for your business. Additionally, your audience will perceive you as an honest and responsible company.
- Show your personality. Being transparent allows you to build a closer relationship with your clients. So, yes, post that photo of the office Halloween costume contest. Give people an occasional peek behind the curtain. People will feel much more connected with your company when they understand your brand personality.
- Share your knowledge. This is the essence of inbound marketing. You may fear that by publishing what you know, other people will copy and start doing the very things that make you successful. And if they do? That's good. They will have just established that you are a leader in your field and that you are the one to go to if you want to be a step ahead of the competition. More likely, you will just prove to potential customers that you are the solution to the problems they are facing and are worth doing business with.
Becoming transparent is simply part of the process of transitioning from traditional marketing to today's digital world. With transparency, you gain a clear advantage over those who are unwilling to change.
* Image courtesy of freedigitalphotos.net
