Winning customers’ enduring loyalty and support requires more than just selling a good product or offering a helpful service. Modern consumers are increasingly choosing to support businesses that are pursuing more than just profit. They want to know how the business is bettering the world around them.
When a company demonstrates that they have a purpose bigger than itself, they’re implementing “purpose-driven marketing.”
The core principle of purpose-driven marketing
Purpose-driven businesses place purpose at the centre of everything they do. Traditionally, organizations focused on profit first and foremost. On the other hand, with a purpose-driven strategy, profit is almost a by-product of fulfilling your company’s purpose.
Infusing purpose into every part of your business can help increase profitability. Being driven by purpose doesn’t mean you stop paying attention to profit. It simply means you fuel your company with a desire to fulfil its “reason for being.”
This reason often reflects a desire to positively impact the world in some way. Your goal could be social, environmental, or community-focused.
3 Benefits of marketing with purpose
There are many benefits to positioning your company around a purpose. Let’s take a closer look at three:
- Allow your brand to stand out from the rest: If your competitors are chasing profit over impact, doing the opposite can help you stand out. You demonstrate a sincere desire to improve the world and people’s lives instead of solely trying to make a buck.
- Increased customer loyalty: Customers are likelier to choose your brand consistently if they connect with your purpose. Marketing with intention helps you connect with consumers on a deeper level, fostering long-term loyalty.
- Improve business performance: If your employees connect with your purpose, it could lead to higher retention and improved performance. Employee loyalty and satisfaction, alongside increased customer loyalty, can help your brand grow faster than the competition.
How to implement purpose-driven marketing
You can integrate purpose-driven marketing into your business. Follow these steps:
- Define your purpose.
- Integrate your purpose into your business operations.
- Weave your purpose through your marketing messages.
- Engage your audience in your purpose.
The first step is to get crystal clear on what your purpose is. It needs to be sincere and authentic. Your customers will be able to tell if it’s not. Choose something aligned with your core offerings and company ethos. Then, tweak your business operations to align with your purpose. Once you’ve completed these steps, the purpose-driven marketing begins.
Circlewood Creative can help you integrate your purpose throughout your marketing materials. Communicating your purpose effectively using compelling storytelling and thoughtful language is important.
We can’t wait to hear how you’re making a difference!
