Cause marketing. It’s marketing that gets covered by the newspaper. It’s when a for-profit organization teams up with a cause to raise awareness, fun, or consumer participation. This is done for the purpose of potential profit to the organization.
But profit isn’t the sole benefit. Cause marketing has a virtual plethora of other benefits to your organization, cause, employees and customers.
Successful cause marketing isn’t easy, however. In order for cause marketing to be successful, it is imperative that you really delve into what matters to your ideal customers. Selecting a cause that aligns with your audience is crucial. If you do good, but it is in the wrong place, then does it really count?
Well, of course being in good standing with the community and industry is important, but you will find that the executives will likely not want to fund a cause if there is not proof that it’s positively contributing to your company.
Delve Deeper Into Your Target Market
When you find a cause that your target audience can back up, you really learn the things that motivate your customers. These are things that they will spend extra time and cash on. That’s a pretty special set of motivators.
Now that you know more about the motivations of your audience, you can take theses learnings back to your regular marketing efforts.
Engage Your Employees
When I wrote in the past about engaging your employees, I didn’t cover this. Cause marketing is a brilliant way to get your employees involved.
Find out what they are excited about, what causes they would rally behind. Poll them to get ideas on what sort of cause you should fund. Then let them get involved. Give them paid time off to support the cause. What employee wouldn’t want a moment out of the office and get to support a good cause? It just makes everybody feel good.
If you are so inclined, you can even provide them with branded physical and virtual tools that make them appreciate and promote the cause even further.
You already have a group of people that have bought from you in the past. Why not make them happy they bought from you? That will make them continue to purchase from your organization.
Thinking about your existing customers can also tell you a lot about which cause to select. Learn more about the people who work for the businesses that buy your products. What charities do they participate in in their free time? What do they post about on social media? These are clues that are invaluable for learning the most that you can about the those who buy your product. Hopefully this will allow you to attract more people from that audience.
Cause marketing gets a lot of press. That means that the events you sponsor or even throw will be talked about, for free. This is some of the most natural PR your organization can get.
You support the cause, then the cause supports you. If you’ve targeted your cause to the right market, your name will be read off the screens of laptops, tablets, phones and maybe even a newspaper!
Reach New (And Relevant Audiences)
Again, dependent on if you targeted the audience correctly using their pain points, you have a potential to reach a brand new audience. After all, if you picked a cause that is of interest to your ideal customers, what is to say that that very cause doesn’t affect another similar audience?
This new audience will be exposed to your brand and will likely keep your company top-of-mind next time they need to purchase something to make their jobs easier.
Start New Conversations
In B2B, your content is likely focused on education or your product and services. Cause marketing gives you something new to talk about.
With a cause comes passion. This is perfect for B2B, which can often feel lifeless and emotionless. That is, until you give it a cause. Suddenly you have a movement to talk about, something that people care about. This brings variety to your content.
Before cause marketing, the only reason that people were buying from you was to fill their need and your pocket. But give your company a cause and people will buy from you to support it. Brand marketing just might change your company forever.
Does your organization do cause marketing? How is it implemented? Let us know in the comments section!
Acadia Otlowski is the editor and copywriter at HiP. She handles writing subject lines and email copy as well as contributing weekly to the blog. Acadia is a journalism major turned marketing enthusiast with a heavy background in research and writing. Outside of work, she is an avid reader and storyteller, as well as a fire performer.