How we do Marketing
Hey there! Whether you're the new marketeer or just curious, welcome to Significa's marketing team! You've probably already noticed — we do things a bit differently around here.
As you've seen in our Code of Ethics, Manifesto, and Playbook, we're driven by quality in everything we do — and marketing is no exception. We focus on creating real connections, sharing genuine value, and engaging with our audience in an honest way.
Why it matters
Everything we do at Significa is built on trust. Our clients trust us to deliver honest results, and our audience trusts that what we share is genuine. Breaking that trust would mean losing everything. But this isn't just about avoiding trouble — it's about creating something sustainable. Integrity is at the core of who we are, and it's the non-negotiable foundation behind all our successes.
The good, the bad, and the ugly of Marketing
So, let's dive in — what counts as good and bad practices in marketing at Significa? Where do we draw the lines, and what's expected of you as a marketeer here? Let's take a deep breath and start with the bad stuff. We'll clear that up first, then lighten things up with the good stuff—and yes, we'll end on a happy note!
The No-No’s:
Fake Engagement: We hired you, not a bot. We're not here to inflate numbers or create the illusion of popularity. Fake engagement doesn't bring value to anyone—it doesn't convert into real business, and worse, it damages credibility. We're all about organic, real growth, always.
Clickbait or Deceptive Headlines: Managing expectations is a crucial component of a project's success, it's the same with our marketing. A flashy headline leading to underwhelming content is a surefire way to lose trust. We don't bait people in with empty promises. If the content can back it up, go ahead—make it shine! But remember, it's all about setting the right expectations and delivering on them.
Automated Cold Messaging: Nothing screams “we don’t care” like a cold, automated spammy message blast. People see through it instantly. We ensure every outreach is personal and meaningful.
Manipulating Data: Only highlighting the positives while hiding challenges helps no one. We’re transparent about both successes and struggles because, let's be real, have you ever heard of a project that hit perfection on the first try? No, and if you have, someone's probably fibbing. Be honest with the data, don’t cherry-pick and together, we can grow and learn from whatever it shows.
The Yes, Yes, More of This Stuff, Please:
Alright, let’s leave the Dark Arts of Marketing behind and focus on what truly matters. Here’s what’s expected—and required—of you as a Marketeer at Significa:
Transparency: Whether it’s about our own projects or our clients' products, honesty is essential. If something isn’t perfect or has limitations, we own it. Being upfront helps us build stronger, long-lasting relationships with both our clients and audience, no matter how difficult it may be when the results aren’t as desired.
Authentic Engagement: Quality over quantity, always. That shouldn’t come as a surprise if you’ve spent some time reading through this Handbook. Instead of chasing follower counts, we focus on real, meaningful engagement. This means thoughtfully responding to comments, sharing content that resonates, and building a community that feels valued.
Respect for Privacy: We don’t collect personal data, use cookies, or track unnecessarily. If we ever do handle data, it’s with clear consent, and we absolutely won’t sell or misuse it. Privacy is a core value at Significa—we want our users to feel safe and respected whenever they engage with our content.
Ethical SEO: We aren’t creating content for algorithms. Search engines reward valuable, relevant content—and so do we. Instead of stuffing articles with keywords or using dodgy techniques, we aspire to always create high-quality content that answers real questions and serves a purpose. That’s exactly why you’re here.
Why is this important?
Significa thrives because our clients and audience know they can count on us. Shortcuts, fake engagement, and dishonest marketing might deliver quick wins, but they erode trust over time. Without trust, there’s no foundation for growth. Trust builds longevity and meaningful connections that can help grow Significa in the long-term.
Our company culture is built on trust. Naturally, our Maximum freedom, maximum responsibility mindset flows into our marketing. Just as we trust each other to do great work, we extend that trust to our clients, visitors, followers, and users. When we operate with transparency and authenticity, we don’t need to micromanage our results.
Marketing shapes perceptions and drives behaviour, and we take that responsibility seriously. When we market something, we’re building experiences and relationships, not just selling services. Ultimately, it’s important because by upholding high ethical standards, we can ensure that the impact we make is both positive and long-lasting.
Day-to-Day Marketing Expectations
Here’s how to stay aligned with our values in everything you do:
Always ask: Is this real? Whether it’s a blog post, caption, response or a social post, ask yourself: “Is this the full truth? Is anything misleading?” If you’re unsure, get feedback from the team.
Quality over quantity: There’s no need to post constantly just to stay visible. A well-thought-out post that sparks genuine conversation once a week beats ten rushed, un-engaging ones.
Learn and improve from honest data: Instead of tweaking metrics to make things look good, share what the data actually shows, even if it’s not perfect. We learn from real results, not from polished numbers.
Be personal, be real: Our marketing needs to take the same approach as we do in every aspect of our work: personal and relational. When responding to feedback or engaging on social media, take the time to be human. People connect with brands that sound like real people, not marketing machines.
Have questions or unsure? Let’s talk
Nobody knows it all on Day 1 (or even year 10). If you’re unsure whether something crosses the line or fits our approach, just ask. The team is here to help, and open communication is key to keeping us all on the right track.