At the September 24 Fire&Spark Ecommerce Marketing Summit, our panel of experts discussed why brand purpose is a digital marketing strategy force multiplier and provided actionable steps for leveraging brand purpose to boost marketing and sales. Our complete notes can be found here, and you can access the webinar recording here.
If you’re short on time, here’s some highlights:
69% of US consumers are “belief-driven buyers,” meaning they prefer brands they connect with on a personal level. Brand purpose is how you transcend the buyer-seller relationship and become part of the consumers’ identity and community.
Today’s consumers are inundated with brand images and ads, so it takes more than the promise of value to stand out from the crowd. Brand purpose is your hook–it gives you something to promote that’s more interesting than the actual product.
Brand purpose does not have to be a social mission. For example, it can be your brand’s backstory, or dedication to a specific method of crafting a product–whatever is your brand’s reason for being.
On the internet, consumers get to choose what brand content they engage with (unlike TV ads). To pull target consumers in, you have to understand your audience well and create content at the intersection of their interests and your brand purpose. Immersion studies are a particularly effective way to understand your audience better.
Come up with “long versions” and “short versions” of your brand purpose story. This allows you to integrate your purpose into all brand touch points, from packaging to social media to website, and make your brand identity clear to anyone who interacts with your brand.
A strong brand purpose acts as an SEO force multiplier. It opens the door to more engaging content possibilities that increase your site’s authority and helps you partner with influencers that have an interest in your purpose. This increased organic visibility will in turn, increase the effectiveness of your paid and social channels.
Ready to grow your ecommerce brand by levelling-up your digital marketing strategy today? Schedule your free Fire&Spark consultation!
***A special thanks to our speakers who made this event a successful one: Katie Klencheski, Alex Malouf and Dale Bertrand.***