Interactions in a virtual world are very different from a traditional setting. Reaching out to potential customers in the digital space could be an issue for a company just transiting into this space. Effective digital marketing requires the infusion of elements of traditional communications into a world of virtual interactions.
Meta Credit Inc experienced this challenge when they digitalized their operations. The company provides credit consultancy services, helping individuals improve their credit scores. They also offer other services such as lease negotiation, concept development, business consultation, and funding.
The credit consultancy sector of the economy is very unique. It comprises licensed, bonded, and insured industry players. The sector is also home to rogue players; no license, no bond, no insurance. Some are one-man companies with no employees operating from home. They constitute a major headache for legitimate companies who have to carry out their activities in the face of the antics of these charlatans. These fraudulent companies swivel unsuspecting individuals of their funds. They deceive, mislead, and take advantage of clients. In addition, they also introduce irregularities in prices. They offer credit consultancy services at ridiculously low prices.
Basically, they have succeeded in creating a bad stigma for the industry. As a result, genuine industry players have to make extra efforts to convince defrauded clients that they are genuine. Legitimate companies need to fully convince these clients that they have no intention of deceiving or promising services that they will be unable to offer. Marketing now boils down to assuring victimized clients that they wouldn’t be going through that experience again. It’s a peculiar case of being empathic and apologetic at the same time. It’s much easier to convince victimized clients if you are relating with them physically. This can’t be said of a virtual environment. In a nutshell, digital marketing on its own is quite complex, and the irregularities of these rogue players make it more tedious.
Lessons from Meta Credit Inc
Meta Credit Inc was able to tackle this challenge by recruiting a crop of young, highly-skilled individuals well-versed in e-commerce. Furthermore, they faced the challenge head-on using social proofs. They regularly post videos of customers sharing their experiences with these charlatans and their experiences with Meta Credit Inc. In these videos, clients who have been defrauded in previous times explain the difference between the outcome of the Meta Credit process and a cheaper alternative. In addition, Meta Credit Inc invests in advertising and has influencers with a large following such as professional athletes and rappers, endorse the brand.
One way of building a company is by having a deeper understanding of its target audience. This becomes very crucial when you’re not seeing them physically. Therefore employing young individuals who perfectly fit the description of their target audience was a wise investment. It leaves no room for second-guessing. The marketing campaigns were undertaken by individuals who share the company’s vision.
In conclusion, the use of authentic testimonials was a no-brainer.
