How will the lessons of Q1 prepare us for Q2? As the first quarter of 2015 draws to a close, it’s time to look back at the lessons we’ve learned. How can these lessons inform Q2 marketing plans?
Since January, we have been updating you on the business impact and importance of a strong purpose. We addressed communicating this purpose internally and externally, and highlighted examples of B2B businesses using marketing to promote the greater good.
In Q2, it’s time to apply these findings in your marketing. If your business doesn’t yet have a clear statement of purpose, it’s time to create one.
When crafting your Q2 marketing plan, be sure to address the following questions:
In the upcoming quarter, we predict an ongoing strengthening of the relationship between marketing and business purpose.
Consider the advertisements that have gone viral in recent years. Many B2C companies have learned that content with a strong sense of purpose engages an audience. For example, the #LikeAGirl campaign from Always drew admiring attention for its focus on girls’ self-confidence online long before its appearance in the Super Bowl. The central commercial of the campaign has been viewed more than 85 million times.
This quarter, B2B companies should fully embrace purpose-driven marketing as well. We know that emotion drives B2B sales just as it does B2C. We look forward to seeing more B2B companies using their marketing to support a worthy cause. The best campaigns will also showcase the concrete steps each company is taking to operate according to its values and to contribute to the causes they believe in.
How will your brand build purpose into its marketing this quarter and from now on?
Photo Credit: Sebastiaan ter Burg via Flickr Creative Commons
(Click here to expand)
