According to a Harvard Business Review study, “When companies connect with customers’ emotions, the payoff can be huge.” This shows that emotional connection drives brand loyalty and is one of the top indicators of potential consumer value. Another study reveals that customers are 71% more likely to recommend businesses with whom they have an emotional connection.
This explains why a large number of companies invest in their storytelling strategy. Most stories work on an emotional level. In an article published on Smart Insights, Jonathan Gabay notes, “Stories … activate sensory parts of the brain that help influence the meaning and purpose of what is seen and heard — helping provide a greater personal insight into life and events.”
While a brand story tells the audience what you are and what makes you unique, a social impact story can be used to raise awareness on issues in your community and around the world. Such stories connect with people’s emotions and can even inspire them to bring about change.
Here are 10 tips on how you can capitalize on your social impact endeavors to drive sales:
- Produce detailed, verifiable content on your website/blog that gives an honest and realistic picture of your social and environmental impact. Don’t try to cover up any areas in which you may be currently lacking; instead, explain to your readers how you plan to improve and meet your impact goals.
- Include references to your impact story in every piece of marketing and communications. This will show you as authentic and reinforce your commitment as a company.
- Draw out your customer experience and look for ways to include your social impact story into each connection. This could be anything from email marketing and your website to your social media posts and the booklets and other materials that can be found in your product delivery boxes.
- Discover ways to connect your impact story with emotional, story-driven communications. For example, you could publish blog posts about the issue(s) your organization supports and why they matter.
- Always furnish data-backed proof of your company’s social impact. Make it engaging by framing the data in a way that is educating.
- Engage your consumers by connecting their actions, behaviors and support directly to the impact your brand is building.
- Publish reports annually detailing your organization’s social impact and set goals for the next year.
- Build partnerships with non-profit and other organizations that are working to affect change in areas on the same issues.
- Don’t be afraid to use your brand for the good of the world. This will show your target customers that you care about more than just money.
- Consumers are always looking for companies that align with their values on social responsibility, climate change, carbon neutrality and the like. Support sustainable development goals whenever possible.
