Interested in exploring this topic further? We are starting our workshop series soon! Which are you most interested to learn about? ?? Discovering which marketing channels are best for your business ?? How to use your startup marketing budget effectively ?? Ways to authentically communicate your values?
You’re a conscious business owner. You care about your customers and want to make a positive change in their lives. Maybe you have a fashion brand with a transparent supply chain, or you’re a non-profit looking to solve food insecurity. Whatever it is you’re working on, your mission is to help make the world a better place. So why, when it comes to marketing, would you abandon your values? We have been taught how to sell using fear. The beauty industry often preys on our fear of aging and succeeds at doing just that, to the tune of $625 billion in revenue in 2023. The fitness industry preys on our fear of gaining weight and was valued at $112 billion last year… The marketing is working. The promise of a better body that will attract the right partner / job / life has always been the bread and butter of sales and marketing, and the fear of missing out drives people to buy - simple enough. Things are changing, however. Consumers are aware of how old-school marketing makes them feel, and many are no longer resonating with brands that prey on their insecurities.?Not only is the old playbook becoming bad for business, it’s not aligned with your mission and does nothing to uplift or inspire your customers. So how do you market consciously? First, be honest about your objectives. Remind yourself that it’s about solving a real problem that your customer has, not generating a product that you think is needed. Putting your customer truly at the forefront will ensure you reach your business goals instead of fizzling out. When it comes to a marketing strategy that supports your customers’ needs, start with the core values of your company. If you value… ?? Innovation - Invite your best customers to become part of your inner circle. Organize a meet-up to share sneak peeks of new products, generate ideas and gather feedback. Let them share what they’ve learned with their community through an affiliate program. ??? Community - Build an influencer community by recognizing loyal fans and partnering with aligned creators, no matter how small their audience. Reward them with gifts or features and turn them into passionate advocates. ?? Creativity - Pay artists. Skip AI and hire local talent for design, photography, and social content. Be flexible and allow their unique style to shine through, it brings fresh energy and authenticity to your brand. ?? Collaboration - Partner with aligned businesses to create cross-promotional campaigns, offerings and events. While you may be concerned about “competition”, demonstrate instead that a rising tide lifts all ships. Create partnerships with the brands you respect, even if they are in your same industry. ?? Diversity - Most marketing come from within a company’s echo chamber. Invest in research to understand diverse customer segments and diversify your team. Craft messaging that speaks to regional and cultural nuances instead of a one-size-fits-all approach. How do you consider marketing consciously?