As a purpose-focused brand if you’re following traditional marketing practices and a generic strategy you are missing a key component to better reach and connect with your customers. Triple bottom line businesses are unique and require a marketing strategy that aligns with and highlights your values.
What is Purpose-Driven Marketing?
We’re entering a new era of purpose or values driven marketing. It’s not just about selling products; it’s about a greater mission, authenticity, and community.
Now more than ever consumers are looking for brands that align with their morals and are making greater contributions to the world. Purpose-driven marketing combines promoting your brand and products, while also showing your core values and participating in greater-impact advocacy, awareness, and activism movements.
You are so much more than a profit-focused brand your marketing strategy needs to reflect that!
I know we’re tired of hearing about the importance of storytelling, but the heart of purpose-driven marketing truly is compelling stories – narratives that resonate with your customer’s visions of a better world.
Through storytelling brands can humanize themselves and connecting on a deeper level with their audience. Whether it’s a journey of social responsibility, environmental consciousness, or community empowerment.
To get started with your storytelling clearly outline the “why” behind your brand and the different customer personas who connect with that. What stories can you tell around your “why”?
Purpose-Driven Influencer Marketing
It’s not important who has the largest following, it’s about partnering with influencers who are passionate your brand’s mission. These influencers become advocates, spreading the message and values behind your brand. Authentic partnerships where the influencer is genuinely excited about the brand, resonates with audiences fostering trust and credibility.
Don’t view influencers as just another marketing channel, but as community members, ambassadors, and allies in the quest for a better world. Instead of pitching as many people as possible focus on finding the best fits for your brand and building a long-term relationship.
When reaching out to new influencers be sure to clearly explain how your values are aligned and respect the time and energy that goes into their advocacy work.
Looking for help with your pitches or building influencer relationships? Let’s chat!
Purpose-Driven Content Marketing
Clickbait SEO/algorithm designed content is out. Content needs to be delivering value – what is your audience taking away from your content? A sales pitch or something more? Seek to educate, inspire, empower, and encourage action. Whether it’s blog posts, videos, or social media campaigns, your content should be genuinely communicating what you do, why you do it, sharing knowledge, sparking conversations, and building community around shared purpose.
By becoming a source of inspiration and valuable information, you can position your brand as not just another company but a community leader and educator. Transparent and authentic content is also a way to build trust – something crucial in our current digital space where there is far too much deceptive behavior, greenwashing, and AI generated content.
Beyond Profit Metrics
With a purpose-driven marketing strategy you also need KPIs that go beyond traditional financial measurements, ROI, and conversion metrics to assess the broader success of marketing efforts in areas related to your purpose and larger impact goals.
Some examples of beyond profit marketing metrics can include:
- Community Engagement – assess participation in values-aligned campaigns, events, or initiatives.
- Social Media Advocacy – track educational and awareness-building content through social media engagement and shares.
- Donations – track donations to partner organizations/charities as influenced by campaigns and calls to action.
- Employee Satisfaction with Purpose – employee satisfaction related to purpose-driven campaigns and communications.
- Collaborations & Partnerships – influencer, organization, and brand partnerships with values-aligned campaigns.
- Consumer Perception – how your audience perceives the brand in terms of values and commitment to social and environmental responsibility.
- Educational Impact – assess the increase in audience knowledge about social or environmental topics as a result of educational campaigns.
- Customer Loyalty – loyalty and retention as influenced by the alignment of the brand’s values communication.
- Social Return on Investment (SROI) – evaluate long-term societal impact generated by marketing initiatives relative to the resources invested.