Last week, I wrote an article, “Successful Marketing is a Matter of Trust.” I suggest reading it, but the general tone is that creative advertisement is worthless unless there is truth behind it. In fact today trust may be the most important factor in winning over customer/client audiences.
As social marketing has evolved and become a key element of a brands marketing mix, many people are talking about building relationships and trust. Having strong relationships ultimately leads to a strong pipeline of sales. Establishing trust motivates initial consideration, sales, loyalty, and word-of-mouth marketing. But relationships and trust are not attributes reserved for the marketing department. Maybe it is the marketing department that looks to develop and leverage customer relationships and trust. But it is everyone’s job in the entire organization to increase relationships and trust.
What really surprises me most of all is that with all this blabber of relationship and trust building that social marketing spawns, no one is talking about the pinnacle prerequisite. That is integrity, or business integrity. Integrity is defined as “the quality of being honest and having strong moral principles; moral uprightness.” Business integrity is doing right by your target audience. It really comes down to doing something for your customers as opposed to being in business just to satisfy a corporate agenda. How many businesses live in this culture? Yes, I believe all businesses should strive for strong revenue and profitability, but they should do so by delivering value to their target audience. I think most companies start out this way. But for some the lure of money acts like an addictive drug and reshapes focus and true goals somewhere down the line.
Now don’t get me wrong. Please do not read me as a naïve businessperson looking for companies to be actors in a Disney fairytale movie. Today, there is a much greater need for business integrity than in years past. It comes down to two audience expectations. First, as the customer characteristics change, business integrity has become not only more important, but paramount. More than 85% of millennials correlate their purchasing decisions (and their willingness to recommend a brand to others) to the responsible efforts a company is making. (Source – Millennials – The Next Generation of Consumers) The second reason that business integrity is a must is due to changing social behavior. People pass judgment on companies’ operations, practices, and commitment. The democratized public has a strong voice that travels wide and fast in our new digital world. The general public has demonstrated that they will speak their mind about worthy brands and questionable one. More and more whistleblowers have emerged because they digital world gives them power they lacked prior to the emergence of digital technologies. We have two types of whistle blowers now – both employees of a company and the brand’s target audience.
So lets assume you buy the importance of business integrity. As a marketing executive, you should magnify your company’s business integrity. This is for one simple reason – people judge companies on perceived integrity and demonstrating it wins customers. Here is an old cliché you should consider executing – “We do what we say and say what we do.” That’s right … go ahead. Make sure your corporate communication is actually reflective of your true business culture. If you have policies and procedures crafted for delivering excellence to your customers, make sure you really adhere to them. If you are committed to delivering value, stick to it. Don’t squeeze out dollars for operational costs at the expense of customer user experience. Use social media, content marketing and other digital platforms to amplify what you are doing. Your audience wants to hear how you are helping worthy causes, solving their problems, and generally leading business operations that are worthy of their purchase and loyalty.
Marketing is easiest when you don’t need to make something up. It is easiest when you have a product or service that is truly valuable to a target audience. It is easiest when you don’t have things to hide and worry about. It is easiest when your company has true integrity to deliver value where revenue and profit are the outcome. It is easiest when you have true business integrity. So go ahead. Don’t be bashful. Flaunt your business integrity and why you deserve to win the hearts and minds of your target audience.
Make It Happen!