There’s no better gift than the gift of giving back. Am I right?
That’s why so many companies take it upon themselves to implement a cause marketing campaign. Cause marketing is as a way to make a difference in the community as well as support organizations and those who need it most. In doing so, businesses create a movement fueled by the support of current and prospective customers.
Three of the more recognizable cause marketing campaigns include:
TOMS One for One
Walmart’s Miracle Balloon Campaign With Children’s Miracle Network Hospitals
(Walmart is a client)
Cause marketing campaigns aren’t just for the McDonalds’ and Coca-Colas of the world – they can be just as effective for B2B companies.
Here are 4 B2B cause marketing tactics that can help your company start giving.
1) Find A Cause & A Partner Organization That Resonates
Think about what moves and motivates your clients or customers. Perhaps a majority of a certain demographic have common interests.
Developing a cause marketing campaign is a great opportunity to strengthen rapport with your clients or customers and bond over similarities.
2) Set Goals
Even though the primary reason for implementing a cause marketing campaign is to make a difference for those in need, it’s beneficial to measure the campaign’s success. What are your goals – to improve retention, attract new customers, increase your social media presence or generate content?
Similar to marketing initiatives, it’s best practice to track and optimize as needed. The strides you take now will allow you to make a bigger impact in the future.
3) Get Customers Involved
When it comes down to it, everyone likes to be involved in a cause that helps the greater good. Do your clients a solid and take them along on this wonderful journey.
If you have a presence in a specific geographical location, partner with another organization with ties to the same area. Invite your customers to participate, either in person or via social media, to share the experience.
Who doesn’t enjoy a night of fun?
Consider hosting an event as part of your cause marketing campaign, something your customers can look forward to, so they can get to know the partnering organization and support a good cause. As a bonus, the event will make for great conversation for your customers to talk to their friends, family and industry colleagues about.
If an actual event isn’t feasible, another option would be to get customers involved with a company matching program. These opportunities remind your customers why they do business with you.
4) Celebrate Your Success
Investing in a cause marketing campaign takes time, energy and resources. You would be doing your company and the partnering organization a disservice by not showcasing all of your efforts.
Before, during and after the launch of your campaign, challenge yourself to find opportunities to make known all the wonderful accomplishments of the campaign. This can be done through social media, company eNewsletters or websites, and a savvy media relations campaign.
Your customers are an extension of your company and brand. Make them proud to do business with you!
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