- June 29, 2023
- 5 minute read time
We are saying hello to a new generation of customers. Consumer expectation is for more than a good service or an outstanding product. People want to engage with ethical companies and have an authentic sense of their responsibilities. Whether through sustainability, demonstrating good ethical and employee practices, or contributing to their communities. How companies are perceived is more important than ever.
Here is my advice about putting a purpose at the heart of your marketing strategy, to win the hearts of customers and safeguard the future of your business.
- Be clear about your purpose
What drives your business, what do you want to say and what does the journey look like to achieve this? Taking a step back and asking yourself what you want to communicate may seem simple, but you will be surprised how many startups and SMEs don’t do it. We are always determined to bake our purpose into every one of our deliverables, and once you establish your purpose, your messaging will flow naturally.
2. Consider your customer
Does your purpose relate to and identify with your customers? Is it important to them? Will they invest in your values and ideas? You need to build up trust and loyalty, so find a purpose that is meaningful to your customers and then demonstrate it through positive actions.
3. Keep consistency
Ensure that your whole team is on board with your purpose. If your Marketing Manager is championing one ethos, but another section of the business does not echo the same values, your strategy loses credibility, and this will confuse your target audience. Organise regular catch-ups with colleagues, and certify that the purpose is not just a one-off project, but embedded into your company culture.
4. Develop a voice
Having one voice trickling through your brand messaging and marketing assets is also an important part of achieving the overall goal. Depending on the size of your business, the same person or team should create the content, and this will ensure your brand voice remains reliable and reputable.
5. Choosing channels
In an overcrowded landscape, selecting the appropriate marketing channels is key. Firstly, find out which channels your customers are engaging with. Is a specific social media platform receiving regular activity, or are your newsletters experiencing a flurry of signs up each month? Also, what type of content is converting them? Quality over quantity here, avoid jumping on bandwagons to post for the sake of posting. You may appear less in feeds temporarily, but in the long run, you will build authentic relationships with your customers.
6. Demonstrating your purpose
Your purpose-driven marketing strategy should reflect who you are and what you stand for as a business. There may be associations and certifications you can get on board with to demonstrate your commitment. For example, BCorp or 1% for the planet. Always remember that actions speak louder than words, so whilst it’s great to say it, it’s more important and credible to be doing it.