Thanks to mission-driven brands like Beyond Meat and Warby Parker, we all know that brand purpose is an incredibly powerful marketing asset. But many marketers don’t realize that any brand can leverage the power of purpose to boost organic visibility and sales.
Mission is a powerful force-multiplier for your SEO campaigns.
We’ve recently worked with a number of brands with phenomenal success due to the connections they’ve built with customers and influencers. These brands are built around a purpose that is deeply held by their founders. The purpose may be a social mission or the founder’s compelling backstory or the craftsmanship behind their products.
Here are some of our favorite brands that have seen substantial organic growth thanks to mission-driven SEO.
Fire Dept. Coffee is a firefighter-run coffee company that donates 10% of net proceeds to wounded firefighters and their families. Their story has earned them free endorsements from sites in the Navy, firefighter, and first responder communities. These connections generate the backlinks and engagement that Google is looking for.
Fire Dept. Coffee promotes their brand purpose heavily, which encourages like-minded sites to share their story.
Prosperity Candle supports women refugees by employing them for a living wage as candlemakers, often providing them their first job outside a refugee camp. Instead of blogging about its candle products, Prosperity Candle features inspiring stories about the women who make the candles. This engaging and shareable content generates the signals Google likes to see: low bounce rates, high time-on-site and high click-through-rate on search results pages.
Prosperity Candle creates engaging, shareable content around their brand purpose: supporting women refugees.
For every pair of glasses DIFF Eyewear sells, they donate a pair of reading glasses to an individual in need, furthering their mission to use fashion as a force for good. This mission resonated with big name celebrities like Khloe Kardashian, Jonathan Van Ness of Queer Eye, and popstar Jessie James Decker — all of whom starred in viral influencer marketing campaigns for DIFF. These campaigns have been viewed hundreds of thousands of times, generating a massive boost in DIFF’s organic visibility.
DIFF’s mission to provide the gift of sight to those in need helped them attract major celebrity endorsements.
The big takeaway is that brand purpose will help you develop more compelling content, connect with like-minded influencers (without paying for product reviews), build search engine authority and do good in the world.
Mission-driven brands have the opportunity to out-perform brands focused on technical SEO because they naturally generate the signals Google is looking for — i.e. backlinks, reviews, content partnerships, and engagement.
Interested in developing a Mission-Driven SEO campaign? Drop us a line to get started.