Purpose-driven businesses are not a new concept but have increased in popularity over the years largely because it aligns your team with a common purpose and helps attract the right partners and customers–making it an essential component for the growth of many businesses.
According to an interview in AdAge, the growing trend is not whether businesses should give back to their community but how they should do so. Below are a few tips to create a purpose-driven marketing plan.
A Purpose-Driven Marketing Plan
1. Choose a Cause
If you haven’t found a cause that aligns best with your company, now is the time. Find one that aligns with your core business offerings while also increasing awareness of your company and the cause.
For example, if you’re a technology company, you could find a local nonprofit that helps underprivileged children gain access to computers and technologies they need for school. Your business can donate your unneeded machines or offer to help refurbish the computers that have been donated.
2. Be Consistent
Like with many facets of business, consistency is key. Once you find a cause that aligns with your area of expertise, commit to partnering for the long haul to create a lasting impact.
3. Market the Mission
Be sure to market your efforts and the nonprofit’s mission throughout the year. Consider creating a new section of your website highlighting the organization and your partnership, adding the partnership to your sales materials, or crafting mission-centric social media posts for your digital marketing calendar.
4. Measure Results
Like any business plan, you have to measure your success. While the choice to partner with a local organization is most likely stemmed from your business recognizing the need to give back to the community, you may also see positive business growth as well.
Businesses have seen a massive growth attributed to purpose-driven marketing. According to a Cone Communications study, 89% of Americans are likely to switch brands to one associated with a cause and 54% of Americans bought a product associated with a cause over the last 12 months.
Here are a few ways to measure how mission-based efforts have impacted your business.
- An increase in leads and sales; You’ll see this through a gain in visitors, subscribers, or customer inquiries.
- A boost in general awareness or increased trust of your company; Have you seen a rise in the engagement of your content or are you closing deals faster?
- A rise in brand loyalty and advocacy; This can be measured by return visitors to your website, gaining new customers through referrals, or positive brand mentions online.
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