4 Examples of Difficult Business Transparency
Marketers everywhere insist that successful businesses should become more transparent with their audience. After all, people want to do business with those they know, like, and trust. And what better way to accomplish that than by showing your potential customers or clients who you are?
But transparency encompasses more than just your brand. There are times in your company history when you might have to become transparent with something uncomfortable or something you want to change. But just how far do you go?
In 2017, Entrepreneur ran an article entitled “How Transparency Became a Top Priority for Business, and Why You Should Care.” In it, contributor Larry Alton shared an important statistic:
“According to a recent study by Label Insight, up to 94 percent of consumers surveyed indicated that they were more likely to be loyal to a brand that offers transparency, while 73 percent said they were willing to pay more for a product that offers complete transparency.”
Those are impressive reasons to become more transparent.
Adopting a culture of transparency means you make it clear what your business mission, goals, and culture are. It may also include your business history, failings, operations, and performance. However, it does not need to include your “secret sauce.”
It’s easy to think of the happy things you can to share with your audience to help them get to know you better. Maybe you got a new puppy over the weekend or your child graduated from school. These personal shares make it easier for people to feel connected to you and your business. These are the easy wins. Transparency in social media posts should keep in mind your ideal audience and always provide one of the following themes:
If the post doesn’t accomplish any of these, even in a liberal way, rethink that post.
But what about the times when you have something difficult to share? It’s important to be transparent at those difficult times too.
If you want to adopt a culture of transparency at your business, know it’s not an occasional thing. Transparency must flavor your approach to problem-solving even when it’s difficult. You need for customers to know and trust you and you can’t do that by showing yourself as the perpetual perfect hero.
Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and the Event Manager Blog.
She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.