If you would like to build an ethical business, your principles should be implemented in your marketing practices, as well as your structure and sales funnels. It doesn’t matter if you are selling jewelry or information products, you have to play fair; not only to maintain your business reputation, but also to keep your existing customers. Marketing ethics is something that is often neglected by managers and experts, still it has a great impact on companies, performance and profitability. Below you will find five ethical considerations to check before creating your marketing strategy.
1. Marketing to Vulnerable Groups
If you are selling subscriptions to games and music downloads, it is important that you protect people who have disabilities, who are disadvantaged, or have limited decision-making skills. You will need to make sure that you are not allowing gambling addicts to get their hands on software that can make them lose money. Likewise, having an effective age verification process on your website can protect children and their families.
2. Easy Cancellations
When you are selling physical or information products on subscription, it is important that you communicate clearly how the customer can cancel their account and get a refund. The age when many supplement distributors got away with automatic billing just because the cancellation was hard is over. Now people will check the terms and conditions and want reassurances that they can change their mind about their purchases. Communicate your terms and conditions clearly on your website, in an easy-to-understand language.
3. Backed Up Claims
Highlighting the positive aspects and benefits of your product is not against the law, and is needed to develop effective marketing campaigns. Use real testimonials to build credibility, instead of using unsupported claims just to make a few extra sales. When there is evidence that your product or service works, create an infographic demonstration or a PowerPoint presentation, and list the sources.
4. Affiliates: Do Your Research
Even if you are not selling your own products or services, you should take ethics seriously. You can find a reliable WordPress landing page builder that will create a marketing message about the product, but don’t just copy what the merchant has to say about their offer. Check the research, talk to real customers, and search for reviews on rating sites and social media. Be aware of the recent social media mayhem, too, and critically analyze where the information is coming from.
5. Privacy and Marketing Preferences
Finally, it is important that you respect your visitors enough to ask for permission to market to them. It is always better if you can send out weekly offers and not contact your clients through the phone than getting complaints about your marketing campaigns. Always use double opt in when asking people to sign up, and keep on updating your database, keeping personal information secure.
No matter what you are selling online, you should implement your ethical principles in your web marketing campaign to maintain your reputation and standards, keep your customers happy, and avoid complaints.
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