Skip to main content
Instapage

Don’t risk your business and consumer relationship over ‘alternative facts’

fact-signs-truth-ss-1920A new term popped up recently, and it’s a dangerous one for marketers. Kellyanne Conway, counselor to our new president, introduced us to the term “alternative facts” just days after his inauguration. And because I’m a child of the ’80s and ’90s, I’ve learned things from presidents and first ladies of the past: I’ll always “Just say no” as Nancy Reagan taught us in elementary school.

My concern with the term “alternative facts” is not a political one, but rather one of good conscience for marketers.

As content marketers, we have a duty to ensure what we’re sharing with our customers is true information that’s fully representative of our brand or product. We’ve all seen marketing claims that we felt were seriously overstated, and it’s important that we don’t allow those types of practices to thrive in today’s content marketing era. It’s our duty to be honest about what the products or services we represent do for a customer.

Honesty is the best policy

Why does it matter if claims are exaggerated or people fudge a little bit in their marketing? It matters because today’s consumers expect honesty; they feel a connection to companies when they read custom content; and they count on us to ensure what we’re producing is honest.

We’re in an era where consumers are creating relationships with brands that publish custom content. They look forward to reading what we write, and they use it to help them make purchase decisions. It’s up to us to be honest and trustworthy.

We need to remember this and ensure we continue to provide helpful content that tells the right story. Don’t try to hide facts. Be open and honest.

Truth in advertising isn’t a new concept; it’s something anyone with a marketing degree most likely studied in college. There were huge issues with pricing and marketing claims in the ’70s, and steps were taken to reform the situation.

So, as a content marketer, what should we be focusing on? Answering your customers’ questions. Talk to them and ask what questions they have when they’re trying to decide between your product and a competitor’s.

Don’t lie or try to omit something to make your product seem better. Be honest, tell the truth, and provide information they can count on.

Don’t take advantage of that trust and positive relationship that content marketing is creating for you and your consumers. Respect it and protect it for the long term.

Continue to provide your customers with great content that’s useful and honest, and they’ll reward you with their loyalty and purchase when ready.

Imagine if the majority of the people who read your website content or blog post or saw something on social media would research your product and convert.

Focus on your customers and create great content, and you will likely be rewarded. As Nancy Reagan taught us in the 1980s, just say no — but this time, to alternative facts. Don’t let this new term sneak into your marketing efforts.

Don’t take advantage of the trust your consumers now place in you. It’s not worth risking all the efforts we’ve made as an industry over the past few years. It’s not worth the trade.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…