Engagement

How Transparency Leads to Loyalty

by Margaret McNamara Posted On September 12th, 2017 | 2:11pm EST

You know all about brand storytelling. You’ve heard over and over again about the importance of having a compelling narrative that explains your company and its purpose. However, an effective tactic to telling that story — one that you might not think of — is pulling back the curtain and letting some of the wires show. When the name of the game is brand loyalty, it is all about trust and transparency.

Don’t be afraid to showcase the process. Consumers like to see how things are made and where ideas come from. Post videos of the production line before you release a new item. Create an interactive map that shows the beginning to end of operations: start with where your supplies are coming from and walk the consumer through the whole process until your product ends up in their hands. You could do a virtual tour of your office space, ‘gram a picture from this morning’s brainstorm session or tweet something funny that was said in the office that day.

Keeping it personal will only make your brand more personable. You know that replying to messages, comments and tweets and having a strong relationship with your influencers and engaged audience is important. These are the things that make you reliable, but what makes a community is starting — and holding — a conversation. Our suggestion? Host a Twitter chat. Twitter chats are not only great engagement opportunities, but they allow you to get to know your consumers and for your consumers to get to know you. After all, your consumers are a huge part of your story. Without them, there isn’t much to work with, so keep them in the loop.

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