I’ve talked a few times about the importance of social marketing around here. In fact, I think this is a very relevant topic for companies of all sizes and sizes.
However, despite its importance, what I notice is that most organizations do not know how to work social marketing, or else, they are unable to measure the gains it can bring.
In this article, I’m going to talk about how you can adopt this strategy in your company, and thereby leverage your business results.
Choose a niche that you identify with
The first step that I see as necessary to work on your company’s social marketing is to choose a niche that you identify with.
For example, I’m a Jiu-Jitsu lover, and that’s why I focus practically all of SEDA’s social marketing on this niche. But why is this identification important?
You have to understand that social marketing cannot just be about donating resources and wanting to see the results. You need to believe in that cause. It makes a big difference for people to see your business’ connection to the cause.
Otherwise, your support will come across as superficial. So think about supporting something you like: sport, the environment, helping minorities. Anyway, that’s the first point.
Engage with this niche
Then it’s crucial to engage with that niche market. Start participating in meetings or playing the sport, if that’s the choice. Finally, get involved.
This involvement will make you understand more deeply what are the main needs of that niche. You will understand what the pains are, the difficulties, and thus be able to help more effectively.
For example, recently at SEDA College Online we launched the “English for Jiu-Jitsu” course, with the intention of making it easier for athletes to communicate when participating in an international competition.
In all, we support 19 Jiu-Jitsu teams in 10 Brazilian states, and we also annually provide more than R$ 100,000 in scholarships, which are intended for more than 400 children from social projects.
And I practice Jiu-Jitsu every week. I am familiar with Márcio’s work at Cidade de Deus. I know all the difficulties and desires of these athletes, and I know how it makes a big difference in their lives.
Make a difference and not just marketing
Finally, what I have to say is that you have to make a difference in these people’s lives and not just in marketing. They need to understand that you really believe in the cause.
Then you will not only be helping to change lives, but you will also be promoting your business in that particular niche. It’s a win-win relationship.
The problem with social marketing is when only you want to win. Then, the impression you get is that you are doing that, solely and exclusively, thinking about the financial return you will have. Think about it!
