7 Steps to Creating a Purpose-Driven Marketing Strategy

founder and CEO of advantageis a branding and marketing agency that connects profit to purpose through performance-driven marketing.

A clearly defined purpose should permeate everything you do, from lead generation and customer journeys to sales and marketing. If we can achieve that injection, we can increase profitability. The reason is simple. Purpose has a lot to do with profit.

When your brand has confidence in who it is and what it does, and that confidence is evident, its position in the market is clear. Customers who see that confidence and connect to your purpose inherently know it’s a good fit for them. A customer relationship is established.

How to define purpose

The first step in creating a purpose-driven marketing strategy is identifying its purpose. It goes beyond a simple statement of what your business does. Ask questions such as:

• What is the dream I had to achieve?

• How does this business make the world a better place? What impact do you want to have on the world?

• What purpose are we committed to each day?

• What do we care most about, and what do our customers care about most?

The foundation of a brand is actually three components that work together, known as the three keys.

• Purpose: The reason the business exists and the mission and vision that drives it.

• Values: The principles and beliefs that guide our team and our customers.

• Stories: Authentic stories that make your brand unique.

Defining your brand’s purpose, values, and story reveals its underlying purpose. This purpose should be incorporated into the language used in all marketing content. One of the worst things you can do is be afraid to be honest and assertive about what a brand cares about.

7 Steps to Realizing Objectives to Guide Your Marketing Strategy

Any marketing strategy has a few key elements: a clearly outlined goal, the platform to use, and a budget. You also need a strategy for gathering marketing data so that you can understand performance across all channels. Follow these seven marketing strategy steps to ensure that purpose is behind your strategy.

Set clear goals and objectives.

A strategy must begin with a clear and firm idea of ​​the goals and objectives you want to achieve. How do you want your results to look? What about the journey itself? What do you envision for your customer relationships? Once those are established, the rest of the process is easier to implement.

Create a consistent voice for your message.

Now that you know your purpose, to do better marketing you need to develop a voice and tone that expresses your purpose and meets your customers’ needs.

The language should be consistent across all messages and platforms, so it’s best to have the same team create marketing content whenever possible. Audiences need a trusted and familiar voice wherever they see your message.

Identify the persona you are talking about.

Your purpose allows you to connect with people who share your values. Create personas for each component of your marketing strategy. What groups of people care about the same things you do? It means you can.

Build assets that establish trust.

It’s one thing for brands to publish tons of daily content that hits all the right keywords and ranks well on Google. Establishing credibility and authority is another. Your marketing strategy should consider how to build thought leadership based on your brand’s purpose.

Content should address industry developments, common customer questions, and topics that give people new perspectives. On purpose, create a marketing presence that shows, rather than telling, why your followers need to listen to you.

Select a channel.

Once you’ve identified the personas you want to target, decide which channels your audience will use. Where are they most interested and what types of content do they interact with? Which platforms do they go to when they need information or need to make a purchasing decision for a product or service? Do you? Keep your purpose in mind so that you can help people who share your values ​​understand where they are going.

Determine and track your KPIs.

Your feedback strategy should exist with insights gleaned from your marketing platform. Never underestimate how important customer feedback is and how it can help your marketing strategy. Feedback lets you know how people feel about traveling with you. This goes beyond simple social media metrics that track likes and clicks.

Wherever you are in the customer journey, ask for feedback on their experience, whether positive or negative. All feedback can give you invaluable insight into your customers’ minds.

Start at the top.

Marketing may seem reserved for the few employees who are SEO and social media experts. But just like your purpose, your marketing goals should permeate your entire business. It helps to see your purpose as an umbrella, the overarching theme that ties it all together.

This means that brand executives play a role. Purpose-driven marketing strategies don’t work when the marketing channel says he says one thing and the leader says another. Starting at the top can show people that you are keeping your promises and statements.

The marketing strategy process is a small but important one. Your strategy should be purpose-driven and tied to your business goals, and not compromise yourself just to attract leads. By following this advice, you will demonstrate your credibility in every message you send to the world.

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