Best practice online marketing

If you’re in business then you’re in competition with a huge diversity of other businesses that are threatened by your presence and will do anything to knock you down wherever they can. Unfortunately some businesses can employ some rather untactful strategies to force you down, harm your brand and stab you in the back. This is not good for business or competitiveness and quite often your customers will be able see what’s going on from a third party perspective which can ultimately damage both brands.


We’ve mentioned before about how important your brand and image is to the survival of your business. Whatever it is you do your brand is more than just a logo, your website and a marketing plan. It is everything that defines you as company. It is your conversation, what you do, how you act and how you treat your customers. The image you perceive yourself internally is what is reflected externally and what your customers will see. If your business is healthy inside it will be healthy outside. This is where being fair and honest can really add value to your brand.

Reciprocal fairness


We’ve all been approached by someone at some point offering an “exclusive deal that we feel hard to resist”. However, quite often the catch 22 with this special offer is that you have to do something for them first. Otherwise known as “win-win” deals they offer value to both sides of the deal so both parties can prosper.

However, quite often this is not the case. A deal where one party takes all and the other party gets very little isn’t desirable for many reasons, one being it just isn’t fair.


Naturally businesses often overlook this point and swallow their pride as a client tightens the noose for every penny and you still deliver a high end product or service despite the constraints. There’s a popular advert on TV in the UK at the moment, advertising an online market comparison site which mentions how the British public suffer from the cringe gland and have the inability to ‘haggle’. Whilst somewhat direct there is an element of truth behind this sentiment for so many business owners. The fact is if you are expecting a favour in return, unless you have a very close and honest relationship or a contract has been drawn up and signed there is potential you could get stung.


Another consideration is that if your hands are tied and the budget is thin how likely are you to deliver a real tangible product or act like a true partner? More likely you will look to reciprocate the treatment you’ve received.


This doesn’t mean you’re a bad business person but simply we are ‘social animals’. If someone treats us well, and is fair, we feel we should treat them likewise. If someone screws us over – well – they can’t expect us to give 110%. The same can be applied vice versus. Particularly in the service industry, where experience and time costs. If you want a professional service, expect to pay a professional price, not a tin pot fee.


Being fair to your customers and suppliers


Psychological studies have shown people quite often care more about how the decision was arrived at more than what the actual final decision was. Treat your suppliers and customers fair and they will treat with fairness in return. If at any point you feel to be getting the raw end of a bargain you must state this to the other party and regain as much fairness as possible for mutual agreement. By doing this you can get more out of the deal long term through a strengthened relationship which will help referral business and repeat business.


Fairness of the process colours people’s perception of the outcome.


How to “be truly fair”?


As aforementioned, internal perception reflects external image and unless you have a genuine intention to be fair, you will be unlikely to achieve it. Fairness is formed from a process of listening to feedback and clearly defining the rules of engagement in a friendly and meaningful manner. If you perceive to be the underdog you’ll be taken for a walk.


When managing your website for core online marketing, don’t use black hat techniques that take users on a journey full of pop ups, spammy links, advertisements and cloaking of URL’s. Not only does this retract value from your brand but you will most likely get penalised by the search engines. Operating fairness online includes link exchanging and outsourcing the same rules apply offline and online.


The outcome of any deal must be staged and clearly noted so each party can monitor the progress. Even if the outcome has a negative effect they are less likely to be resentful if they have been treated fairly. In addition this can lead to future business prospects.


This type of attitude can run throughout all aspects of your business from initial enquiry to initial sale and after sales service. Always aim to maintain mutual agreements and that the customer and yourself are happy, this lead to long term benefits where the client always feels they are getting a great service and are less likely to cause a stink.


But what happens if a customer is being unfair to you?

This does happen; we’ve seen it a lot, even in our own business. Some clients will try to take advantage. In these situations try to make the process fair and transparent, even though they might not like the outcome you seek.


Rise above and hold your ground


You can still play hard whilst also using a fair process no matter how violent the market can be. The fairness makes the “hardness” acceptable. A fair process adds value, rather than destroying it by incurring extra costs. Don’t diminish and hide under a rock just because your competition is playing unfairly. Your customers will be able to see you playing the professional game and honour you for that.


To summarise


Do you return to companies who you felt treat you unfairly? By employing a ethos of fairness and respect for your clients and suppliers you will define yourself as a strong brand. This must be transparent throughout your business, down to every single employee. Make sure they know the company objectives and understand the mission statement of your business.


“Great brands aren’t just about the outcomes they achieve. They are also about how the process by which they achieve those outcomes, and if that process adds emotional value, as opposed to destroying it – by being seen to be fair – then your brand becomes stronger.”