5 Effective Strategies For Corporate Social Marketing That Make People Take Action

There has been an increasing focus on corporate social marketing. For example, last week I learned that values-motivated consumers make up 18% of the US buying population. Even if it is still a small percentage, along with other agendas, they are shaping the way organizations communicate today.

Do your marketing and customer experience strategies align with the needs of these granular audiences?

Keep reading to learn the following:

• What's corporate social marketing why this is important for your organization.
• Key challenges organizations face.
• How to create effective corporate social marketing
• 5 strategies to uplift your corporate social marketing for customer experience and video marketing.

What's Corporate Social Marketing?

Corporate social marketing can take many forms, such as sponsoring charitable events, promoting sustainable practices, or developing advertising campaigns that focus on social issues.

From a monetary perspective, corporate social marketing is a type of marketing that focuses on the promotion of a company's products or services in a way that also encourages social or environmental responsibility.

There are many benefits of corporate social marketing for businesses. It can help to build brand awareness and reputation, increase customer loyalty, and attract new customers. For these reasons, customer experience initiatives provide many benefits to these corporate social marketing.

Additionally, it can help businesses to fulfill their social responsibilities and contribute to the betterment of society.

Key Challenges Your Brand Face

There are two realities.

1. No matter the size of your organization or industry, you serve people. The same people you try to attract and retain with customer experience and marketing strategies.
2. At the same time, it is fair to say that corporate social marketing mainly affects larger organizations.

Most of this is due to a new army of consumers with a new way of thinking. Also, it is part of many governments' and institutions' agendas. For example, United Nations's Sustainable Development Goals (SDG).

These are some key challenges organizations face.

• In many cases, brands only think about their responsibility toward shareholders only.
• Organizations have a hard time showcasing what they've done as part of their social impact initiative.
• Customers' perception is not aligned with the organization's.

How To Create Effective Corporate Social Marketing

If you want to create highly effective corporate social marketing strategies, it is imperative to adapt the experience and content to the context of granular audiences.

The more relevant the strategy is to the specific needs of the audience, the more likely it is to be successful. Contextual factors such as demographics, location, and even time of day can impact how receptive an audience will be to a particular corporate social marketing campaign.

By taking these into account, companies can create campaigns that are much more likely to resonate with their target consumers.

Let's take a look at this from a video marketing perspective.

5 Strategies to Make Effective Corporate Social Marketing Videos

Customer experience is vital in your video marketing strategy. Customer experience impacts every area of your organization. What most marketers don’t know is that this also includes corporate social marketing initiatives. When a video marketing strategy is aligned with the customer experience best practices, businesses are able to make videos that help customers and win business.

The following video explains 5 strategies to make corporate videos for social responsibility:

1) Be Granular

Segment your audience in the following way. From a general audience, bring it down to a specific marketing segment. Then, create buyer personas. Then, take it one step further and use what I call the augmented buyer persona.

What's an augmented buyer persona? An augmented buyer persona is when you take into account the individual's buyer persona and the specific data from that person.

2) Know Your Audience And Personalize Your Marketing

If you are sending one-to-one marketing campaigns related to corporate social marketing, your campaigns will be a lot more effective if you use customer data.

If you have a one-to-many campaign in mind, you can still use customer data to craft the right video content for specific audiences that share certain characteristics.

For example, based on location, age, gender, and more.

There are different sources of information for this customer data.

Use data from your CRM or from a customer data platform. You can also rely on third-party sources like Facebook Ads, YouTube Ads, and more.

Remember to collect and manage your own data. Keep it updated and use it to create targeted messages.

3) Challenge People

Most corporate social marketing videos are meant to get views. And, there is nothing wrong with getting views. However, if you want a video campaign that makes people react, just like in sales, you need to challenge your audience with a clear call to action.

So, yes, this means that even if you create a corporate video to explain a concept, the message will be more clear if there is a next step the viewer can take.

If we are talking about a one-to-one, personalized marketing campaign, then use in-video calls to action (or video CTAs) with interactive video software like Pirsonal.

4) Increase Campaign Engagement With Personalized Videos For One-to-One Communications

Most audiences are saturated. Make personalized videos to increase engagement and create tailored messages that make viewers pay attention and take action.

Personalized videos are videos automatically created using customer data. Most organizations use the "first name" personalization tag. But there is a lot more you can do to boost video engagement.

5) Increase Ads Performance With Dynamic Ads

If you do online video ads, you can use a similar approach with dynamic video ads. Simply don't use sensitive information like the first name personalization field, and stick to contextualized data.