6 Ways to Make Your Marketing More Authentic and Ethical
If there's one thing we can all agree on as online entrepreneurs in this day and age, it's that marketing is becoming more and more complex 🤯
With so many social media platforms, advertising channels and strategies popping up, it can be hard to know which marketing approaches are authentic and ethical - and what's not.
In this blog post, I’m sharing six ways you can make your marketing more authentic and ethical. By following these simple tips, you can create campaigns and content that your customers will love - and that you can feel proud of.
Ethical and Authentic Marketing: Why It's Important
Let's start at the very beginning, shall we? Why is ethical and authentic marketing is so important?
Basically, customers want to feel like they're being treated fairly. They want to know that the brands they support are honest and ethical and are aligned with the values they hold dear.
The flip side is also that if you can create a marketing campaign that feels authentic and ethical, you'll feel a whole lot better about the impact you are making, how your business is viewed, and the message you are sending to your audience! Which, in turn, makes the whole business of showing up to market your business a whole lot easier 😍
How to Make Your Marketing More Authentic and Ethical:
1) Make sure your marketing materials are truthful and accurate
When creating any marketing materials like email newsletters, social posts, or long-form content like blogs, podcasts and videos; make sure that all of the information you’re sharing is truthful and accurate.
Don't make any claims that you can't back up with evidence - and, if you can, share those trusted resources with your people! They’ll appreciate the transparency and you’ll sleep better at night knowing you’re properly attributing your research.
It’s also critical to be honest about your company's strengths and weaknesses. If you're caught lying or stretching the truth, it will quickly destroy your credibility - and your business, so it’s rarely worth it! Honesty is truly the best policy.
Want some help picking the right marketing strategies for you as a solo business owner? Check out this blog post where I share my best advice for picking your marketing strategy!
2) Always put people first, before profits
Not only will you feel like a good person by putting other’s first, before your profits, but when you treat people like actual humans they’ll be a lot more likely to buy from you. When a customer feels like they're being treated as an individual rather than just another number in the system, it helps them see that you care about their needs and not just your own bottom line.
Of course, we all need to make money; we are running businesses after all. But making money in an ethical way just feels so much better, and if you focus on your people first and be honest, sales and profit will naturally happen.
3) Don't mislead customers or use unethical tactics to get them to buy from you
Say no to bro marketing!
Don't use misleading advertising or other ethical tricks to get customers to buy from you. This includes fake reviews, shady referral programs, and false scarcity tactics. Be truthful with the testimonials you share, set up above-board referral partnerships and use genuine urgency if needed so that when an offer expires, it’s well and truly gone.
You want your customers to know that they can trust you - and if they feel like they've been tricked into buying something they don't need or want, it will have the opposite effect.
4) Put yourself in your customer's shoes
Try to see things from your customer's perspective. What do they want or need?
If that’s something you can help with, how could you provide it for them by using ethical marketing practices?
Remember, always be honest and ethical, but don't forget about the customer who is going through the process of buying whatever it may be. When you remember the human experience of engaging with your marketing, you’ll be able to spot anything that doesn’t feel right before it ever enters the world.
5) Stand behind your products and services
If you're ethical, you won't have anything to hide.
Spell out your terms and conditions for your services with clear contracts shared before any money exchanges hands.
And stand proudly behind your products, with a satisfaction guarantee. If something isn't right or goes wrong, take responsibility for it and fix the problem! It may cost a little more money upfront, but it is worth investing in an ethical marketing strategy.
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6) Always check back in with your brand values
And finally, a little introspection is always a great way to check in with yourself and your own core brand values.
There's no shortage of ethical dilemmas in the world. You might even find that your ethical and authentic marketing plan is being challenged by a new trend or idea - but don't let other people influence what you do! Trust yourself to know right from wrong, and always check back with your brand values before making any decision.
Final Thoughts
Creating marketing that not only feels authentic but is genuinely aligned with your ethics and values is not only good for business but also a huge trust-building factor for your future clients. Follow these 6 steps to check in with your marketing strategies and ensure they’re aligned with the brand you’ve so proudly built!
