Transparency at the heart of brands’ content marketing
Posted: Thu Dec 26, 2024 8:48 am
Tip #1: Communicate your environmental commitments
Environmental impact is a major concern for consumers; a company's carbon footprint is a good indicator for deciding whether or not to source from it. So be transparent about your commitments as a responsible and civic-minded company.
Here are some ways to better communicate on this subject:
• Dedicate a landing page of your site to your commitments in terms of sustainable development and the environment;
• Integrate pictograms on your website to clearly highlight your reassurance elements;
• Indicate the Quality standards and certifications obtained;
• Create an FAQ (Frequently Asked Questions) page to answer this type of question;
• Create a blog in which you will cover in-depth, in-depth subjects that interest your audience;
• Communicate regularly on your news in terms of environmental impact, for example on the composition of your new products, the recycling of your packaging, the way you manage your waste, etc. and relay them on social networks.
These are reassurance elements. A VSE or SME clearly does not have the same notoriety as a large company. Therefore, by mentioning these reassurance elements , you reassure and develop the trust of Internet users for your brand.
Here are some examples of social media communication. Here, the Intermarché brand created stories grouped under the name of "proofs". Proof of their daily commitments; the group wants to be transparent about the origin of its products and their composition.
social media proof
In the email below, the Petit Bateau brand communicates its commitments by showing its involvement in the development of more responsible fashion.
small boat responsible fashion
Tip #2: Prioritize engaging with your audience
Also, it is essential to create spaces that promote exchange and interaction with your customers and prospects. The more you communicate with them in complete transparency , the more you will show them that you are a transparent company that they can trust. And they will naturally have more confidence in you.
You need to value and highlight all the spaces that allow you to have a real conversation with your targets . Communication should not only be one-way.
Your targets should be able to ask you questions. Of course, the FAQ plays a little role in this, because these are the most common questions that your visitors may ask, but it is not enough.
You can invite your audience to ask you specific questions on social media.
Also, online surveys are a way to give your customers and prospects a voice denmark telegram data sk them relevant questions about what they expect from you in the future in terms of transparency, customer relations, etc.
Short but regular surveys allow you to communicate more honestly and transparently with your customers, while strengthening your relationships. Be honest about the purpose of these surveys and tell them what the data collected will be used for. You will benefit from it.
Finally, you can use these surveys to say what type of customer relationship you want to build with them. This is the perfect time to create a close relationship.
develop your customer relationship
Tip #3: Be transparent about delivery and after-sales service
Before placing an order on your site, your customer does not rely solely on the presentation of your items. He also looks at many elements, these famous reassurance elements , which will push him to buy or not.
So, if he sees that you clearly talk about the after-sales service policy, delivery times and costs, customer returns, the possibility of exchanging an item, you reassure him immediately. It is with full knowledge of the facts that he will buy.
Nothing is worse than not knowing how an order is going.
Even before he places an order, your customer must be informed about the sequence of events: when will he receive his order? By what means? If he is not satisfied, how will the items be returned?
Remember to mention all the elements that your customer may have questions about. Include all of these elements in your FAQ, and don't forget to highlight them in your promotional emails.
Use Marketing Automation wisely by creating adequate automations . For example, a buyer who puts items in his cart without finalizing his order will receive an email telling him that he can easily return the products ordered if they do not suit him. If he is still hesitant, this will help him make up his mind.
And once the customer has placed an order, they will need to be reassured by sending automated messages at each stage, until their products are delivered.
Here is an example of an email that plays on full transparency with future buyers: we give all the necessary information to the customer so that they can make a purchase with complete confidence and security.
cotton counter - transparency
Tip #4: Show behind the scenes of your business on social media or in your emails
Don't hesitate to highlight your employees, show your offices/premises, what's going on behind the scenes. First, you strengthen the proximity with your targets, and second, you will gain credibility.
Talk about your company's news on social networks or by email , about upcoming developments, and do so in a somewhat light-hearted way. Internet users love the little stories that brands tell them, and they follow them as if they were the latest trendy series.
Whether you are communicating about your new products or promoting your employees, try to captivate your audience by telling original and unusual stories. You will make them want to be followed and strengthen the credibility of your brand, to gradually conquer the hearts of your targets.
Here is an email presenting the stylists of the Cyrillus brand in an original way.
Behind the scenes of our artists… the stylists – Emailing Cyrillus
Environmental impact is a major concern for consumers; a company's carbon footprint is a good indicator for deciding whether or not to source from it. So be transparent about your commitments as a responsible and civic-minded company.
Here are some ways to better communicate on this subject:
• Dedicate a landing page of your site to your commitments in terms of sustainable development and the environment;
• Integrate pictograms on your website to clearly highlight your reassurance elements;
• Indicate the Quality standards and certifications obtained;
• Create an FAQ (Frequently Asked Questions) page to answer this type of question;
• Create a blog in which you will cover in-depth, in-depth subjects that interest your audience;
• Communicate regularly on your news in terms of environmental impact, for example on the composition of your new products, the recycling of your packaging, the way you manage your waste, etc. and relay them on social networks.
These are reassurance elements. A VSE or SME clearly does not have the same notoriety as a large company. Therefore, by mentioning these reassurance elements , you reassure and develop the trust of Internet users for your brand.
Here are some examples of social media communication. Here, the Intermarché brand created stories grouped under the name of "proofs". Proof of their daily commitments; the group wants to be transparent about the origin of its products and their composition.
social media proof
In the email below, the Petit Bateau brand communicates its commitments by showing its involvement in the development of more responsible fashion.
small boat responsible fashion
Tip #2: Prioritize engaging with your audience
Also, it is essential to create spaces that promote exchange and interaction with your customers and prospects. The more you communicate with them in complete transparency , the more you will show them that you are a transparent company that they can trust. And they will naturally have more confidence in you.
You need to value and highlight all the spaces that allow you to have a real conversation with your targets . Communication should not only be one-way.
Your targets should be able to ask you questions. Of course, the FAQ plays a little role in this, because these are the most common questions that your visitors may ask, but it is not enough.
You can invite your audience to ask you specific questions on social media.
Also, online surveys are a way to give your customers and prospects a voice denmark telegram data sk them relevant questions about what they expect from you in the future in terms of transparency, customer relations, etc.
Short but regular surveys allow you to communicate more honestly and transparently with your customers, while strengthening your relationships. Be honest about the purpose of these surveys and tell them what the data collected will be used for. You will benefit from it.
Finally, you can use these surveys to say what type of customer relationship you want to build with them. This is the perfect time to create a close relationship.
develop your customer relationship
Tip #3: Be transparent about delivery and after-sales service
Before placing an order on your site, your customer does not rely solely on the presentation of your items. He also looks at many elements, these famous reassurance elements , which will push him to buy or not.
So, if he sees that you clearly talk about the after-sales service policy, delivery times and costs, customer returns, the possibility of exchanging an item, you reassure him immediately. It is with full knowledge of the facts that he will buy.
Nothing is worse than not knowing how an order is going.
Even before he places an order, your customer must be informed about the sequence of events: when will he receive his order? By what means? If he is not satisfied, how will the items be returned?
Remember to mention all the elements that your customer may have questions about. Include all of these elements in your FAQ, and don't forget to highlight them in your promotional emails.
Use Marketing Automation wisely by creating adequate automations . For example, a buyer who puts items in his cart without finalizing his order will receive an email telling him that he can easily return the products ordered if they do not suit him. If he is still hesitant, this will help him make up his mind.
And once the customer has placed an order, they will need to be reassured by sending automated messages at each stage, until their products are delivered.
Here is an example of an email that plays on full transparency with future buyers: we give all the necessary information to the customer so that they can make a purchase with complete confidence and security.
cotton counter - transparency
Tip #4: Show behind the scenes of your business on social media or in your emails
Don't hesitate to highlight your employees, show your offices/premises, what's going on behind the scenes. First, you strengthen the proximity with your targets, and second, you will gain credibility.
Talk about your company's news on social networks or by email , about upcoming developments, and do so in a somewhat light-hearted way. Internet users love the little stories that brands tell them, and they follow them as if they were the latest trendy series.
Whether you are communicating about your new products or promoting your employees, try to captivate your audience by telling original and unusual stories. You will make them want to be followed and strengthen the credibility of your brand, to gradually conquer the hearts of your targets.
Here is an email presenting the stylists of the Cyrillus brand in an original way.
Behind the scenes of our artists… the stylists – Emailing Cyrillus