Marketing Tips For Your Purpose-Driven Business

We're thrilled to share our all-encompassing guide to promoting your purpose-driven business and how to create vibrant marketing strategies. 

Join us at Team Empathy in exploring what makes a brand purpose-driven, how cause marketing differs from conventional marketing, and the bountiful benefits of having a deeper brand purpose. 

We've also put together a step-by-step guide on how to promote your purpose driven business with a bang! And of course, part of this includes having rockstar SEO skills!

So, whether you're a seasoned brand or a bright-eyed business just embarking on your mission-driven journey, there's a treasure trove of insights waiting for you. 

Buckle up, and let's dive in! 🥳

What's the Buzz About Purpose-Driven Brands?

Imagine a brand that's not just a business, but a force for good. That's a purpose-driven brand for you! 

These are brands that beautifully weave their mission into their branding strategy, creating a vibrant tapestry of values and vision. 

Everything that a purpose-led business does ties back to its purpose.

Not just known for their efficiency and groundbreaking innovation, these brands are all-stars when it comes to meeting societal needs. 

They create a fantastic win-win scenario that not only benefits communities and the environment, but also supercharges their operational efficiencies and customer loyalty. 

Talk about lightning-quick decision making and irresistible appeal to investors: these brands have it all. 

So, in a nutshell, a purpose-driven brand isn't just a business, it's a movement!

Does Marketing for Purpose-Driven Brands Dance to a Different Beat?

Absolutely! 

Marketing for purpose-driven brands is a whole new ball game. Instead of simply waving a flag for products or services, it shines a spotlight on the brand's mission and values. 

This involves crafting compelling stories that highlight the brand's impact and forging emotional bonds with their audiences. 

Mission-led business also calls for transparency, walking the talk and living by a set of strong values. 

This type of conscious marketing zeroes in on consumers who echo the brand's values, nurturing a community of devoted, passionate customers.

What are the Benefits of a Purpose-Driven Business?

A deeper brand purpose can bring so many different benefits to your business. Here are some of the benefits of putting purpose at the heart of your business:

👉 Carves Out Brand Differentiation

Your brand's purpose is like a magic wand. It can shape your image, influence your vision, mission and narrative, and also helps your business stand out in a hypercompetitive market.

👉 Boosts Brand Reputation

If your brand has a heartfelt purpose and is laser-focused on uplifting your audience's lives, you’re likely to naturally earn trust and respect. 

This purpose, which transcends the realm of profit-making, can give your brand's reputation a beautiful boost.

👉 Draws in the Right Crowd

A purpose-led brand that expresses its core values and objectives, is a magnet for like-minded individuals.

👉 Injects Innovation

Brands guided by a mission often lead the pack in terms of innovation. 

It’s your brand purpose that can light the spark for creating new products and processes that align with your mission.

👉 Fosters an Emotional Connection

Brands with a clear purpose can build deep, meaningful relationships with their audiences, thanks to shared values and goals. 

This results in a loyal fan base that sticks with the brand through thick and thin, and isn't easily tempted by competitors' flashy promotional tactics.

👉 And, Yes, Boosts Sales!

Purpose-driven businesses aren’t just heroes for societal causes, but they're also beneficial for a company's financial wellbeing. 

With 63% of consumers preferring to buy from brands with a cause, these businesses are  sitting on a goldmine of a competitive advantage. 

Being part of making a positive impact is irresistible to customers, with 80% expressing this sentiment. 

Interestingly, brand loyalty can switch lanes, with 66% of Americans open to trying a new product if it comes from a purpose-driven company.

Our Guide to Marketing Your Purpose-Driven Business

Wondering how to start marketing your purpose driven business? Here are 8 steps to elevate your marketing strategy to new heights!

🥰 Embrace Your Brand Purpose

First things first, your business strategy should be rooted in your brands’ purpose. 

Google for instance is dedicated to making information universally accessible. How cool is that!

One of our clients, Green Socials, embraces their mission as a central pillar of their marketing strategy. As a digital marketing agency in Australia for purpose-driven brands, Green Socials is committed to elevating brands that create positive impacts on the planet. 

🥰 Implement Your Mission in Everything You Do

Make sure that your brand's mission is shouting from the rooftops in every corner of your business. 

This will help to solidify your credibility by showing that you’re truly committed to achieving your mission. 

Patagonia, a super cool outdoor gear company, integrates environmental activism into all business decisions. They even pledge 1% of sales to environmental causes - now that's commitment!

🥰 Nail Your Brand Messaging

Get your brand messaging right and keep it consistent across all your marketing materials - this is key to reaching your objectives. 

Depending on the size of your business, either put your trust in one super talented individual or a dynamite team of professional brand strategists to ensure your brand's voice is consistent and reliable.

🥰 Know and Love Your Audience

Understanding your audience's values, interests, and issues is as essential as your morning coffee! 

Truly understanding your audience will help guide you in aligning your brand's purpose with causes that really matter. 

For example, your may choose to align your brand's purpose with environmental or social justice for young adults, or education and healthcare for parents. 

🥰 Find a Cause that Resonates

Once your brand's mission and audience are as clear as a summer's day, find a cause that really strikes a chord. 

TOMS for example, aligns its mission of improving lives with the noble cause of supporting health, education and community development programmes. Their "One for One" initiative donates a pair of shoes for each one sold, creating a beautiful connection with their customers.

And eco-clothing label, Tentree, is on a mission to create a better world through sustainable sourcing, helping to regenerate ecosystems and mitigating climate change through planting trees and using organic and recycled materials. 

🥰 Share Your Actions Online

Awesome purpose-driven companies like Ben & Jerry's use storytelling to showcase their mission and impact. 

They use multiple channels, including social media and public relations, to chronicle their brand's journey and dedication to causes like social justice and environmental sustainability. 

They even reflect their core values in their promotional activities, including unique ice cream flavours that raise awareness about societal issues - yum!

🥰 Engage Your Audience

Keeping your customers engaged is the secret sauce for purpose-driven brands. 

Get them involved in your cause through purchase-based programs, volunteering, or online initiatives. 

GoPro, for instance, features user generated footage on their social media, making their community feel part of the family and showing off their products in action - so much fun!

🥰 Measure Your Impact

Evaluating a purpose-driven campaign requires unique metrics that capture not only financial results but also the positive ripple effects on society and the environment. 

Key measures include audience engagement, brand image, customer loyalty, social influence, and earned media.

🥰 Promote Your Purpose Using SEO

Don’t assume that just because you do good, that everyone will know about it. To be discovered and to reach your audience, it’s crucial to use search engine optimisation (SEO). 

Let’s face it, SEO tactics change all the time and it’s pretty technical to get it right. That’s why we’ve created a free SEO Guide!

And if you need help, Team Empathy is here for you - we can help you build a digital marketing strategy that will help you reach new clients.

Finals Thoughts on Marketing Tips for Your Purpose-Led Businesses

In a nutshell, purpose-driven business offers an amazing cocktail of social and environmental impact with business success. 

By intertwining your mission with branding, your purpose driven business can build stronger connections with your audience, foster innovation, and stand out in increasingly competitive markets. 

Taking a unique approach to marketing by focusing on your mission and values, your business can create deeper emotional bonds with your consumers. 

This guide has hopefully given you a treasure chest of insights and strategies for promoting your purpose-led business. 

But remember, business is not only about financial gain; it's also about making a positive difference and creating a mission and vision that resonates with like-minded individuals. 

So, embrace the thrilling journey of being a mission-driven brand and reap the wonderful rewards it brings for both society and your business. Let's do this!