Marketing a Brand With Purpose 

The global pandemic highlighted the rise in inequalities and directly impacted the way that customers do business and their purchasing habits. Not only that, but the ongoing climate change threats have also greatly shifted expectations from markets and investors, making businesses realize that they have to take action as soon as possible. Everything that’s been happening has shown companies that people are increasingly looking for purpose and value, both in the workplace and with the companies that they choose to do business with. It goes without saying that providing real value to customers is no longer enough for most businesses to survive, and many have started to look for different ways that they can provide value to their communities, general society, and the planet. More and more companies have started implementing their purpose into their business operations, as well as their marketing efforts. However, it’s important for companies to know that their purpose shouldn’t just be used as a simple buzzword to attract more customers because a lot of consumers these days are easily able to see through whether a company is authentic with its purpose or not. After all, if a company doesn’t stand by its purpose and support it through actionable steps, then the consumers are going to see that disconnect and stop supporting the company. Fortunately, there are a few different ways for companies with a purpose to market themselves to their consumers in a way that’s truly effective.

Influence

The purpose of a company shouldn’t exist in a vacuum, because one of the reasons why companies need a purpose is not just to create more value for their customers, but to be responsible and provide value to a larger ecosystem, which can include customers, local communities, and more. As companies are struggling to meet various regulatory demands, they have to balance those demands with the responsibility that they have regarding their purpose. Consumers are eager for more authenticity and transparency in what companies are doing, and businesses that are able to clearly show the way that they take action in support of their purpose are the ones that will gain a competitive advantage. There is a long way to go before any company is truly able to figure out the best possible way to go about supporting a purpose through every business decision, however, companies can decide to take the lead through their authenticity, and continue to make a positive impact.

Employees

Aside from showcasing the purpose, and supporting it through action, companies should make sure that their purpose is ingrained inside the business as well as the business operations. After all, two-thirds of all employees feel like their purpose has been defined by the work, and companies that have a strong purpose can directly impact their productivity and sense of worth. After all, when a person is looking to get more meaning from their work, they are looking to work for a company that’s able to make an impact on the world in a positive way.

Leveraging Podcasts for Brand Marketing

More people than ever are listening to podcasts because they are a very convenient way to consume content on a variety of subjects, while being able to enjoy other things as well, or complete their daily tasks like walks, drives, household chores and more. For companies, that means knowing how to take advantage of all of the strategic opportunities that they can get from promoting themselves through podcasts, and choosing the right podcasts and hosts that will allow them to reach their target audience in a meaningful way.

Hosting

One of the ways companies can promote themselves through podcasts is by simply creating their own podcast. Though it can be fairly simple from a production standpoint, creating a podcast requires a significant amount of work, from brainstorming podcast topics to creating discussion ideas or bulleted lists about what the host is going to be discussing throughout the podcast, recording, and editing the content, and then getting it published to the right platforms. Not every company is able to invest all of the time or effort that it takes for it to create their own podcast, however, those who are able to do so can get a lot of benefits and advantages from it.

Sponsorships

Another great way for companies to promote themselves, and their solutions to the target audiences via podcasts is by investing in podcast advertising campaigns. With the variety of podcasts in the market that are hosted by influencers, news outlets, thought leaders and more, podcasts have loyal followings who tune in each week. In creating paid promotion on podcasts whose audiences align with the target audience of the brand, companies can target their audience through ad flights – and even go so far as to track conversions through unique URLs for promotions that are specific to that show, allowing them to measure which podcasts are performing the best for their marketing.  

Guest appearances

Finally, companies can promote themselves and their solutions to the target audiences, as well as position themselves as industry leaders by appearing as guests on relevant podcasts for segments that relate to their business and its offering. In these appearances, the company can discuss various topics of importance in its market or industry in a way that will interest the listeners while indirectly promoting the business.

Ad Targeting and YouTube

Through placement targeting on YouTube, companies can display their video ads on specific channels and videos on the platform, or have their ads show up under specific keywords or topics.

Videos and channels

Companies that want to show their video ads on any sort of content that’s published on specific channels on YouTube need to select the YouTube Channels in the Placements option of the YouTube advertising platform. Then, they’ll have to enter the links to all the YouTube channels that they want to target. If a company wants to show its advertising campaigns on its own YouTube channel, it should also invest in advertising those same videos on other relevant industry YouTube channels that the target audience prefers to engage with. On the other hand, if a company wants to show its video ads on specific videos on the platform, it should select the YouTube videos option in the Placements tab of the YouTube advertising platform and input the links for the videos that it wants to target specifically. Companies can use the strategy to target specific industry-related videos, or viral and evergreen video content on the platform. Additionally, with this capability, companies can also target specific videos on their own channels, especially if the ad video that they want to promote provides a solution to the issue or pain points that are discussed in that specific video from the company. Finally, companies can also use this placement targeting to exclude specific videos or channels from their ad placements, so that they can prevent the advertising campaigns from becoming too broad.

Keywords

To be able to target potential customers through the ad targeting options on YouTube with specific keywords, companies need to use a couple of dozen keywords for the content targeting capabilities on the platform, which is quite different from the traditional keyword use for other types of advertising campaigns on other platforms. Then, once the company publishes its campaign, it can monitor the performance and remove any keywords that are not performing as intended from that list.

Topics

Finally, companies can also utilize placement targeting on YouTube to display their video ads under specific topics which allow businesses to reach a lot more content as well as potential customers with their advertising campaigns on the platform. This is a beneficial strategy for companies that want to reach potential customers that are consuming content of a specific topic or category and might be interested in what the company has to provide to them. However, it’s important for companies to remember that when using this targeting strategy, not every video on the same subject is going to have the same level of quality, the same target audience, and the same perspective, which means that by targeting topics companies can end up reaching potential customers that have very different levels of brand awareness about the company, or that are at different stages of the buying journey. To create more narrow targeting, companies should be selecting the most defined categories, and include multiple topic options, and category levels.

Learning About Targeted Campaigns from H&M

Recently, the Swedish multinational clothing company H&M released a brand new collection of biodegradable baby clothes as a way to better target millennial parents.

This new clothes collection is a great way to better understand the brand’s overall strategy of trying to appeal to a brand new generation of parents that are unlike any of the other parents that have come before them.

With the new collection of compostable baby clothes, which is the first for the brand, H&M is trying to guide the public conversation toward more sustainability inside the fashion industry.

Additionally, the brand has started focusing on creating marketing campaigns that are targeted at millennial parents, simply by giving those new parents a lot more peace of mind regarding their purchasing decisions.

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Top Examples of Brand Essence

A company’s brand essence can influence all of its promotional efforts, as well as the perceptions that customers have of it. While it might be easy to come up with a logo or tagline, the brand essence isn’t an obvious element of a company. Some of the top brands have a brand essence statement that connects the idea behind the business to its visual identity, marketing campaigns, and product offerings.

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