Purpose-Driven Marketing: What It Means & How To Use It

What is Purpose-Driven Marketing?

Purpose-Driven Marketing goes beyond the corporate bottom line and is fueled and centered around a particular cause, mission, purpose or vision. This is a relatively new movement that many businesses and brands are centering their business models around to connect with their audience. According to a Forbes interview, a purpose-driven brand is a successful brand, and a brand’s purpose should be the center of attention in order to be successful. We have now entered an era of “radical transparency” and believe that customers are, in fact, more than just buyers.

As a result, brands are encouraged to create parallels between their brand identity and their customers’ beliefs. This is where purpose-driven marketing plays an integral part in your business’ brand marketing strategy.

Why is Using Purpose-Driven Marketing the Path to Success in Today’s Market?

Simply put, purpose-driven businesses perform better and attract more customers. Employees who feel motivated by a stronger sense of purpose and clear social incentives tend to be more productive on average. Everyone in your company knows that one of your key objectives is to generate profits, but having a purpose beyond the bottom line is what motivates staff to push towards profitability. 

Today’s customers are more conscious of social issues, from environmental matters to charitable causes, and are more likely to respond favorably to a company that shows their commitment to being part of a larger social and environmental context, with a stated purpose of improving the lives of all its stakeholders. Purpose-driven companies win hearts and minds rather than simply offering products and services, and that is the secret to their success.

How Any Brand Can Use Purpose-Driven Marketing

Purpose-driven marketing actually shouldn’t be something you need to wrack your brain over. The fact that your brand exists means that it already has a purpose. All you have to do is bring that purpose to the forefront and create synergies between matters that your customers are passionate about. Once you do this, you can build stronger and more authentic connections with your customers.

Find your purpose and stick with it

Purpose-driven marketing is a long-term approach. You can’t just choose something that is trending and try to build a successful marketing campaign around it. You need to decide what your purpose is – if you don’t already know – and keep focusing on that throughout your branding and communications going forward. Be consistent with your purpose, core values and messaging.

Develop a foundational strategy

All marketing campaigns require a strategy that you can use to direct your messaging towards; purpose-driven marketing is no different. Draw up a plan with a campaign goal and stick to it, ensuring that your purpose-driven marketing flows naturally with your core values, and preferably, that it connects directly to your products and services.

Remember: It’s not about you. It’s about helping others

Approach purpose-driven marketing with an open mind and with a focus on helping others, rather than thinking about how it can serve your brand. Be authentic and honest, and deliver on what you promise.

Why Purpose-Driven Marketing Matters

The main benefit of purpose-driven marketing is that it demonstrates to your customers that you see the bigger picture and that you care about more than just promoting products, making sales, and turning a profit. It also gives you a chance to make what you do mean more in the long run, to make a lasting impact, and to make a contribution to something important. Your customers will reward you in the short term for showing what is close to your heart and making your voice heard, but in the long run, committing to a cause will bring its own rewards.

Conclusion

Working towards a common goal or a shared set of values with your customers creates a strong emotional link with a huge impact. Ultimately, this will help drive your purpose-driven marketing efforts forward and continue to build a community around issues and causes that matter.

Here at Famous WSI Results, we are firm believers in giving back to our community. We look to make our town a better place by helping those in our community achieve success through learning new skills. Serving our community is our responsibility and honor. Below are a few organizations we at Famous WSI Results hold dear to our hearts.

Junior Achievement

The children of today will be the leaders of tomorrow. Junior Achievement nurtures the leader and inspires the youth of today to compete in a global economy. AIS President, Matt Doyle and Executive Content Manager, Denise Bernstein both volunteer in the classroom to inspire our future leaders.

Delaware Grounds Management Association:

Board Member for DGMA. The DGMA is dedicated to the proliferation of exceptional horticulture through the advancement of professionalism and knowledge, for the benefit of consumers and grounds care professionals in our community.

Knights of Columbus, Holy Child Council [No. 12190]:

The Knights of Columbus is the world’s largest Catholic family fraternal service organization with 1.6 million members. It provides members and their families with volunteer opportunities in service to the Catholic Church, their communities, families and young people.

The Delaware KIDS Fund

The Delaware KIDS Fund is a local organization founded by Thomas J. Hanna to help Kids In Distressed Situations by providing goods and services to children at risk and in distressed situations. 

Toys for Tots

The primary goal of Toys for Tots is to deliver, through a new toy at Christmas, a message of hope to less fortunate youngsters that will assist them in becoming responsible, productive, patriotic citizens.

Need help?

Contact Famous WSI Results today! We help small to mid-sized business owners who are too busy running their businesses to focus on their marketing efforts. We are particularly vested in Search Engine Optimization, website design, mobile website design, pay-per-click campaigns, and original content management in order to help our clientele claim their share of the marketplace.  

Famous WSI Results is a partner of WSI Corporate, a marketing consulting agency in Toronto, Ontario, Canada. Our main goal is to help businesses compete in the digital future and increase their bottom line to gain new customers and engage with existing customers. We are lucky to have credible resources to share with you through WSI, and want to give a huge thank you to Cheryl Baldwin for inspiring today’s blog post.

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