We are in the business of designing marketing funnels that help businesses grow. In this article we are going to explore why you should keep your purpose front and centre, and give you 3 tips for supercharging your business purpose whether you are a start-up or an established business.
There are 3 building blocks that are essential elements of marketing strategy that will drive growth for your business:
1. Business purpose
2. Buyer personas
3. Content strategy
At the heart of each building block is real evidence: knowing why your company exists, who your customers are, what problem you are solving – and designing an effective and valuable content strategy on the back of all that.
The three building blocks of successful marketing strategy
Rule 1: Know why business purpose is so important
In our experience, the first problem marketers run into with funnel design is that their brand’s purpose is not clear. We’re not unrealistic. We’re not suggesting that every brand needs to have a higher esoteric mission (although these are great!). But every business should know and be able to articulate who they are, what specific problems they solve and what makes them unique.
One of the key elements of customer driven marketing strategy is a clear brand purpose
Purpose is the rallying call that will set your direction, inspire your staff, ensure you’re focused on customer value, and drive performance.
This will only work if you can communicate it consistently in a way that your audience understands – be that customers, employees, partners, investors, stakeholders or influencers.
And to do that it’s essential that you build a messaging architecture that can guide you when you need to explain your business and your proposition.
Rule 2: Be your authentic self
Sounds cheesy but it has never been more true. Now is the age of authenticity and if you can hitch your purpose wagon to a higher mission, all the better. B corps are an excellent example of this. Started in 2007, certified B corporations are businesses that look at using their power to address social and environmental issues.
B corps demonstrate that you can (and must?) put your higher purpose before profit.
Rule 3: Be consistent
To recap, your business purpose is the rallying call that will set your direction, inspire your staff, ensure you’re focused on customer value, and drive performance.
But it can only work if you can communicate it consistently in a way that your audience understands – be that customers, employees, partners, investors, stakeholders or influencers.
And to do that it is essential that you build a messaging architecture that can guide you when you need to explain your business and your proposition. We’re going to share with you two really useful templates that will help you capture who you are, what you do, what’s unique, what your key messages are, and credibility points to validate your position.
You can download them both here
>>>>F&G Blank Message House & Elevator Pitch Template.
Examples of companies with their purpose front and centre
And finally, to give you some inspiration, we asked some of the F&G Funnel Mechanics team who came to mind as companies with a powerful and effective purpose. Have a read and see what you think – are they strong and successful?
How could they be improved?
1. Microsoft “to empower every person and every organization on the planet to achieve more.”
2. Lush “To make our products by hand with only vegetarian ingredients and little-to-no preservatives.”
3. Innocent “We’re here to make it easy for people to do themselves some good (whilst making it taste nice too)”
4. Salesforce “To help our customers transform themselves into customer companies by empowering them to connect with their customers in entirely new ways. To deliver our customers a carbon neutral cloud we went even further offsetting emissions throughout our data center supply chain.”
5. Apple “To empower creative exploration and self-expression.”
6. Smol “We believe it’s the little things that make a big difference. High performance, eco-friendly cleaning products conveniently delivered to your home at the best price, guaranteed.”
7. Girls Who Grind Coffee “To empower women throughout the coffee industry – from the women who grow the coffee, to the importers, to women who enjoy drinking it.”
8. Oddbox “To rescue odd and surplus food in order to reduce food waste and foster conscious consumerism.”
9. John Lewis & Partners “The Partnership’s ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. Because the Partnership is owned in Trust for its members, they share the responsibilities of ownership as well as its rewards – profit, knowledge and power.”
10. Beam “Giving homeless people a career, pride and true independence.”
We explore the other key elements of developing your marketing funnel for growth in another article here. Understanding business purpose is a huge topic. We recommend you getting (re) acquainted with Simon Sinek’s ‘Find Your Why’.
Otherwise let’s talk.