Author: Tom Cottrill | Date Posted: Oct 28, 2020
There is no denying that small business owners, families, teachers, and front-line workers are feeling the effects of 2020. As we near the end of this roller coaster of a year, you might start seeing that the holiday season is already looking a little different. People are spending less on gifts, Black Friday sales are moving online and holiday gatherings are looking a lot smaller.
So, how can you navigate through all of these changes and find ways to brighten your customers’ spirits this year? As always, we’ve got you covered.
Purpose-driven marketing is when brands use their presence to connect with customers on causes they both believe in. It’s a long-term strategy that is designed to turn your one-time customers into life-long advocates. And while this approach has been around for years, it has taken on a whole new meaning since COVID-19.
People are being more thoughtful about where and how they spend their money. They are more likely to support brands that are doing good in their communities, that are donating a portion of their profits, and that are creating products that help the causes that truly matter. Ultimately, everyone wants to feel as though they are a part of something bigger. People are more driven than ever to connect, to make a difference, and to grow.
Where does your company fit into this equation? When your brand narrative shifts from selling to supporting a cause that your customers care about, you can start to turn customers into brand advocates who will support your mission. In fact, according to Forbes.com, 88% of consumers want to know the brands they support have a real impact.
What are some ways to accomplish this on your website during the holiday season? Below are just a few ideas that have worked well for other companies and can act as a gateway to changing your company’s mission:
The biggest takeaway for your brand is that purpose-driven marketing isn’t a fad. This is the way of the future and it’s important to your customers. Make small changes to your company’s mission now and slowly shift your approach as we head into the holiday season and 2021. Almost two-thirds of consumers are more likely to choose a company that supports a good cause so why not let it be you? It’s a win, win situation for everyone!
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