It’s not news that your marketing can’t be all about you. To borrow a pop culture expression, your prospects just aren’t that into you. They’re into what you can do for them.
But once they’ve established that what you can do for them will address the problem they’re trying to solve, your prospects will want to know what kind of company you are and what it’s like to work with you.
Tie Passion and Product Together
A great way to do this is to get behind a cause that ties into your business mission. One of my favorite examples of this is Honda’s support for Project Drive-In, which is an effort to save the remaining drive-in movie theaters in the country.
It’s a fun project, it’s as close to controversy-free as can be imagined, and its automative focus ties in with Honda’s business.
“Sure,” you might be saying. “Easy for Honda. Cars and drive-ins are fun and interesting. Who wouldn’t love that?” That’s a fairly common refrain from those of us in less exciting businesses, particularly in the B2B world. There is, after all, no “Project Fax Machine” to save the last beeping, whirring, thermal-paper spitting wonders of the 1980s.
So anyone marketing copiers may have a little more work to do, but consider the approach of Skody Scot & Company. It’s an accounting firm. Not too sexy, right?
‘Boring’ Industry Doesn’t Have to Mean Boring Marketing
Boring or not, Scody Scot is so passionate about its mission to help non-profits manage their financial reporting — it works exclusively with non-profits — that it provides its services free to any non-profit with annual revenues below $50,000.
Some of those firms are non-profits that are just getting started. Some will grow and eventually become clients. Others are simply small operations that will never grow — and they’ll never provide revenue.
What they do provide, though, is arguably more important: a concrete demonstration of Skody Scot & Company’s commitment to its mission of helping non-profit organizations.
Adding Cause Marketing to Your Marketing Mix
The trick for marketers is to find a cause that you and your team are passionate about, identify how it aligns with your message, and how you can support that cause. It may be a very personal approach, like that taken by Skody Scot, or a much more public effort, like Honda’s.
These kind of passion projects provide the perfect counterpoint to parts of your marketing that attract your target audience with a focus on how you can help them. By also demonstrating how deeply you believe in your work, you can deepen the emotional connection between you and your audience.
And if you really, really, really can’t find a cause to align your business with, it’s not because you’re in a “boring” industry. Chances are, you have a brand and positioning issue to solve before you can tackle you marketing questions.