September 09, 2020
Marketing has become more than just talking about a great product—it’s the outstanding values of a company that will really keep customers coming back. From influencers to commercials, your product alone isn’t enough anymore, especially when marketing to the younger generations. What does your company believe in? What issues are important to you? And most importantly: what are you doing about it?
This information isn’t necessarily new though. Back in 2018, a survey from DoSomething indicated 76% of respondents would buy from a company just because they align on their values. On the flip side, 67% stated have stopped, or would stop, supporting a company because of a differing stance on an issue. So what to do? Here are some ways you can promote your company values the right way.
1. HBR’s “Brand Advocacy Map”
The Harvard Business Review developed a unique framework to help guide organizations create a culture where they live their values. The map is divided into four quadrants that gauge the authenticity and credibility of a company’s brand advocacy. You can use this model to find where your company stands here.
2. Engaging the right influencers
Influencers have established credibility and trust within their respective audiences. Knowing where an influencer stands on an issue important to your organization is crucial. Additionally, it’s more likely that the right influencer will have an audience that shares the same values as them—and in turn, your organization, if you choose them correctly. Influencer marketing is a huge opportunity to not only reach a targeted audience, but also reach them in a meaningful way.
3. Speaking up
During these uncertain times, people want brands they can believe in and rely on. Previously, we've discussed the catastrophic effects of not speaking up on pressing issues, but even when the hashtags are no longer trending and things appear to go back to "normal" it's still crucial to keep these important conversations alive.
4. Walking the talk
Lip service will no longer suffice: audiences see right through it. Go beyond the standardized public statement condemning racism or expressing condolences over a natural disaster. What are you doing about it? Not just as a one-time thing, either: what are you consistently doing to make the world a better place? That’s what matters.
In today’s tricky times, there’s no simple answer on how to connect with your customers. However, the values you hold dear are the most affordable and effective marketing tool you have at your disposal. When you use your voice for good, your customers will rally behind you.
Kate serves as Senior Marketing Coordinator at the CMO Council where she drives the social media engagement strategy and assists in content and creative development for the CMO Council’s biweekly newsletter, Required Reading and monthly e-journal, Marketing Magnified. She is a first point of contact for interviews featured in CMO Council reports as well. Kate holds a bachelors degree in Communication Studies and Foreign Affairs from Slippery Rock University of Pennsylvania and currently resides in the Bay Area with her rescue dog, Archie. When she’s not writing for CMO Council, you can find her chipping away at her endless stack of novels on her bookshelf or writing her own.
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