For marketing to be successful, it needs to ask “how can I help you?” Not “What can I sell you?”. It is no longer enough for businesses to broadcast into the void, offering audiences thinly veiled sales messages that have no real resonance or value. Customers of today want to be enrolled into a brand’s bigger vision. They want to know your why, and how your purpose aligns with their lives. When you focus your marketing on authentic communication and human-to-human connection, building a personality around your brand that helps you stand out as a business that actually cares. You’ll not only increase your bottom line, you’ll create communities of loyal and passionate brand ambassadors who drive your business forward. Approaching marketing from a place of purpose has a huge impact on all areas of your business. Read on to explore your why. What is purpose-led marketing? The word purpose means intention. It’s a goal, essentially, a desired outcome. Really, every business has a purpose, whether that’s to change something about their industry, make the world that little bit better or increase their profits.
Purpose in itself isn’t a particularly inspiring proposition. So, what do we mean when we talk about purpose-led marketing? For us, purpose is about being true to a set of clearly defined values. This is the heart of your business, the north star that guides everything from the way you operate to the way you communicate. If marketing is guiding the flow of information about a business into the world, purpose-driven marketing is ensuring that information h Water Transportation Email List as a meaning beyond simply selling a product or service. It is the communication of a business’ values as well as its value, and it talks directly to the values of its customers. This is what enrolls them in the brand far beyond the sale, and is the basis for Hubspot’s flywheel model. “Today, customers are skeptical, knowledgeable, ans audiences through engaging communication, delights them with a product or service, and creates a feeling of loyalty that keeps them coming back for more.
Bonus points: they bring their pals along for the ride. Get this right and your flywheel won’t stop spinning, and a spinning flywheel means continued business growth. Why is purpose so important in business? According to a Forbes interview with Jeff Fromm, CMO and expert on Gen Z and millennials, “a purpose driven brand is a successful brand.” After all, people don’t buy what you do, they buy why you do it, and the spirit in which you do it is more important than ever. The 2018 Cone/Porter Novelli Purpose Study found that “78% of Americans believe companies must do more than just make money; they must positively impact society as well.” And 68% say they would be more willing to share content from purpose-driven companies. Due to COVID-19 and the global pandemic, purpose in business matters more than ever. And this is only one part of the story. With increasing global pressures, businesses have “an opportunity, and an obligation, to engage in the urgent needs of our planet” (Mckinsey 2020). It’s no longer enough to talk a good talk with a set of values slapped to the wall in the staff room. Businesses need to act, and marketing can be the mouthpiece for action.