In this day and age, customers have access to huge amounts of data. The internet has facilitated the rise of online reviews which means company reputations are more in the spotlight than ever before. For this reason, companies have to embrace transparency, by ensuring that marketing campaigns are crystal clear from the get-go.
Transparency Improves the Credibility of Your Business
Transparent marketing not only builds trust between you and your customers but also helps improve credibility. When running promotions, be open and honest. One mistake that a lot of businesses make is that they hide terms and 
conditions within the small print, or they accidentally over or under-promise when it comes to deliverables. Transparent marketing helps to ensure that the standard you set in your customer’s minds is accurate, and if this can be done correctly, it paves the way for organic, positive reviews later down the line.
Take this Betfair Prize Pinball for example, on the page you’ll notice that the terms and conditions for the promotion are clearly outlined, with guidance on how to claim the bonus before signing up with an account. Transparency like this helps customers to build trust and it also translates to more loyalty and credibility for your company.
Over the years, people have become accustomed to marketing tricks through traditional practices, and for that reason, transparency is a great way for you to stand out from the crowd, for all the right reasons. According to Sprout Social, 86% of customers take their business elsewhere if a company is not transparent on social media, so it’s quickly becoming a key factor for commercial success in 2024.
Consistent Communication and Long-Term Brand Loyalty
If you’re able to be honest and if you are able to set achievable standards, then you are more likely to have satisfied customers. Consistent communication is one of the best ways to turn customers into repeat clients. There is nothing more frustrating than ordering something online and then receiving a completely different product in the post.
Loyal customers are the backbone of success for the majority of companies. Suppose you can ensure that your customers are loyal. In that case, this will lower your cost per acquisition, and it also means that your marketing efforts will be far more affordable as you’ll be able to target repeat customers with rewards.
The DWFGroup have posted research stating that 94% of consumers are likely to be loyal to a brand, if they are completely transparent. If you can put a focus on this going into 2025, the results will speak for themselves.
So that brings about the question, what can you do to ensure that your brand is transparent? One thing you can do is work on your pricing structure. Ensure that each pricing bracket is clear with what your customers are actually paying for, and what they will receive. Some companies offer quotes online for bespoke services, and although this is great, you have to remember that somewhere, your customers will have probably posted the price they’ve been quoted. Be fair and always have your own benchmarks when giving quotes, to ensure transparency and honesty across the board.
