There are plenty of blogs out there about important aspects of digital marketing. Many of them talk about factors like the people on a marketing team, customer profiles or user experience. Content marketers, like me, will even claim — rightly for the most part — that content is the basis for all forms of digital marketing.
However, there’s another aspect of digital marketing that forms the base for even content. This factor is highlighted by a study from IBM that states that 44% of consumers are purpose driven. In other words, they are consumers who purchase products and services from brands that closely align with their values. Thus, having a greater purpose than simply selling products and services is the most vital, and often overlooked, aspect of digital marketing.
Why is purpose such an important aspect of digital marketing?
Have you ever looked at a product description online and gotten the feeling that the company didn’t care about anything but selling it? You probably have, and if so, you probably didn’t buy that product. There are a growing number of people who feel just the way you do, as the IBM study above makes clear. From a digital marketing perspective, having a greater purpose upon which all marketing efforts are based is vital for many reasons. Here are a few of them:
1.You will get called out for not having a greater purpose.
Drifting along with digital marketing that isn’t underpinned by a greater purpose? Your potential customers will notice, and they won’t keep quiet about it, either. One study reports that 51% of the people surveyed said they have called out a company on social media. Often these callouts result from things like poor service or poor product quality, which I’d argue are simply signs of a business that lacks a deeper purpose.
2. Your potential customers will dwindle.
If your company has been called out online or in social media, other potential customers will see it. After all, research shows that about 95% of people read online reviews before they buy anything. Thus, being called out for issues that stem from a lack of greater purpose is likely to lead to people moving on to a competitor with better reviews.
3. Your content isn’t likely to create customer trust.
One of the main goals of digital marketing is to create content that demonstrates expertise, authoritativeness and trustworthiness (EAT). In fact, search engines are looking for content that demonstrates these traits. A lack of a clear, deep-rooted purpose can lead to content that has a harder time incorporating these qualities. As a result, search engines are less likely to index the content highly and customers are less likely to read it. Even if a potential customer does read it, they’re less likely to feel a greater trust for your company after reading content whose sole purpose is to sell them on a product or service.
Want your digital marketing to showcase your business’s deeper purpose? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and bringing in new clients. However, it’s difficult to attract visitors to your site when your digital marketing isn’t communicating your business’s deeper purpose well. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones by infusing their deeper purpose into every aspect of their digital marketing. If you’re looking to use purpose-driven marketing to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about all our digital marketing services or to schedule a complimentary consultation.
