Establishing a strong community connection is one of the most effective ways to improve your customers’ local engagement. Engaging in cause marketing can be the key to integrating and investing in a community to forge long-lasting connections through a genuine show of goodwill. Whether you're marketing during an economic downturn or simply want to give back to the community, cause marketing gains people's trust and, ultimately, their business.
Learning to use community marketing brings many benefits when implementing these strategies, especially when used in conjunction with the rest of your marketing efforts. You'll be able to boost brand awareness and sales in the long term. Here are some reasons why cause marketing strategies are so effective.
Community Marketing Promotes Loyalty
Using community marketing, you'll demonstrate that your brand is trustworthy and invested in the local community. Showing care and investment in your community and its residents inspires people to trust your brand. Around 85% of Americans are likely to trust and stick with brands with a history of being transparent. Community marketingcan help establish that transparency.
Not only does it effectively earn consumers' trust, but it can also improve employee retention and lengthen your overall relationship with customers. It inspires the same sense of loyalty in your employees as it does in your customers. As a result, you can save more money on employee turnover while generating more revenue through a higher average customer lifetime value (CLV). Put simply, community marketing can lead to more repeat sales from the same loyal customers with employees who know and are proud to be part of your company.
Giving Back Helps Your Brand Stand Out
Aligning your brand with specific causes that your customers support adds personality to your brand. It communicates what the people behind your brand value. Subsequently, you lend a human face to your business that may not be as visible otherwise. Many brands tend to come across as corporate entities that simply want to make money. Giving back shows customers that your brand mission is more complex and selfless than that. People are always looking for unique companies, and community marketing is one of the best ways to break through the noise in your industry.
Creative ads involving cause marketing can help differentiate you from competitors in ways that other marketing may not. Consider that 87% of consumers would switch to another brand if it's associated with a good cause. That is why businesses must support a cause that their audience believes in. You’ll have the opportunity to outperform competitors who haven't earned the same level of trust among consumers. You may even win over customers who were previously loyal to less cause-oriented competitors.
Community Marketing Improves Your Ad ROI
Community marketing can also reduce your long-term dependence on advertising by opening up a second opportunity to promote your business. You can make your business known in the community and further build trust without relying solely on ads. Whether you host events like marathons that put you in touch with locals or partner with another reputable brand for a fundraiser, community marketing can go well beyond ad campaigns.
The advantages of cause marketing have led to tremendous growth in the industry, with an estimated value of over $2.2 billion today. It translates to better overall ROI as you grow, without the need to spend as much on advertising. As you become more visible and reputable in your community, you'll begin to improve your market share as you connect with local consumers on a more personal level. You'll then be able to boost sales when using this type of marketing alongside other marketing tactics.
You could create ads that promote a local food drive that you'll be involved in along with another partner company. Your ad will likely attract people who are interested in this event. As they get involved, they'll learn more about your brand, which could lead them to your website, where you bring them into the sales funnel. Customers may also see other ads from you in the future and, because of your community efforts, recognize your brand and turn to you based on that positive recognition.
Gain Trust And Win Loyal Customers With Community Marketing Strategies
If your business can use cause marketing and community efforts to establish a local presence, that goodwill positively reflects your brand. You'll be able to attract consumers who share your expressed values and drive sales. At the same time, you'll have the chance to boost ROI without relying so much on ads to drive sales, as contributing to your community has lasting effects on your reputation. The sooner you start investing in your community, the sooner you can develop your community relationship.