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Social Enterprise Marketing Campaigns Part 3 So far, we’ve covered goals, as well as results and measurement. Now we’ll move on to the desired outcomes of your marketing campaign. Outcomes differ from results in their scale. If you were thinking about a marketing campaign like a bike trip to grandma’s house, the goal would be the destination. The results and measurement is the total distance travelled. The outcomes would be every 100 meters, or each block you bike. Outcomes a

Social Enterprise Marketing Campaigns Part 2 Now that we’ve determined what our goals are and how our branding directs our goals, how will we know when we’ve achieved our goals? If you don’t have an immediate way of answering it, then you need to define what measurements you are going to use, and what results will indicate a completed goal. So, how do you determine what counts as positive results? This will depend on what kind of goals you set for yourself. If you selected an

Social Enterprise Marketing Campaigns Part 1 As you start out with your marketing, you need to have a good grasp of what your brand is. You probably have an idea of what your brand is, whether it is written down or not. Having an explicitly written brand is essential. By having written brand values and characteristics all of your marketing and communications efforts will be connected. If you don’t know what your brand is, think about your brand as a person. One individual. Wh

Or: Intro to Social Enterprise Marketing Campaigns Learning to ride a bike is one of the stereotypical moments of childhood. You can probably remember when you learned how to ride a bike. You probably had someone helping you stay upright by pushing you along. Then you learn how to pedal fast enough to stay upright on your own. You also learn that sometimes you just need to bail into a nearby lawn. There are a bunch of moving parts that all work together to ride a bike. You ha

Or: Values, Alignment, and Customer Questions Marketing is about aligning your product or service with the values of your customers, then helping them overcome the objections they might have about purchasing the product or service. I’ve been thinking about this concept for a while now. As of right now, I’m convinced it’s one of the most important intersections between marketing and sales. I’m going to break it down in a couple different ways. First off, aligning the product o

Or: Sell it Again, Sell to Someone New, Sell Something New, or All of the Above. To grow a business, it needs to raise revenue. There are many ways to raise revenues but we will be looking at either selling more things or selling to someone new. There are other ways to raise revenues, such as raising prices, but we’ll be focusing on products for this post. You can read more about pricing here. As a social enterprise, you will have to sell something. Whether you choose to sell

Or: The What, Where, When, and How Much of Marketing. Over the next couple blog posts, I will be going over the basics of marketing, and how it can be applied by social enterprises and social entrepreneurs. For this series I will be focusing on what you need to get from thinking about starting a social enterprise, to getting your first customers. When you’re starting out as a new business, many of the decisions you make will affect how you can do marketing in the future. Your

Or: Why Should I Care About Marketing Funnels? If you’ve been paying any attention to social media in the past few years, you will have seen the huge growth of viral awareness campaigns. These were typically started by non-profits and other organizations that require donations to continue functioning. One of the most popular and effective campaigns was the ice bucket challenge that was created by the ALS association. Awareness campaigns like this are based on a few key assump