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 are small.
If we thought of results as a full scientific peer reviewed study, then outcomes are individual pieces of data, or an anecdote. You can’t get results without outcomes, but you can’t call a single outcome a trend.
As we market our social enterprises, it can often seem as through everything we do is chasing after outcomes. One more sale, one more media report, one more supporter, one more attendee. The best part about outcomes is that it is a definitive marker of change. Either you have changed someone’s mind to support the social goal, or perhaps you have shown the value you can provide, and they have changed their purchasing habits to include your social enterprise.
Outcomes are very important. They are the little pieces of proof that your efforts are worthwhile, and are making progress towards your desired results. They are the moments of success in series of long, hard efforts to make a social enterprise work.
As you start to record some outcomes from your marketing, this will be where you try to build in an inherent growth to your efforts. For every new customer, you are hoping they will bring 3 friends. Each time someone shares a youtube video of yours, you hope that this will generate enough other shares or views to grow within the algorithm. For each visit to your website bought with advertising, you should be generating many more organically. For each positive interaction with customer service, you anticipate they will tell their friends about the great experience.
The trick with outcomes is that they build up momentum and increase the pressure on individuals on the edges of your networks. Imagine for a moment: a potential customer is hearing from one friend that they’ve had a good experience with your bike shop, on another side, they’re seeing your promo video in their newsfeed, and when they actually need a new bike, your ad is at the top of the search results.
As your outcomes grow, they will start to create this natural pressure and momentum. Once you’ve done the hard work of pedaling up the first hill, you gain speed without extra effort coming down the other side. This will help you get up the next marketing hill. If you time it well, you will be able to keep this momentum over multiple hills getting faster and higher each time.
These hills are business and impact milestones. It will be difficult to get your first customer. It will be slightly less difficult to get your next 5 customers. You can build on the momentum of 6 customers to get 10 more. Then 20 more. As long as you are delivering on your overall promise to your customers, you will continue to build up a wider network of support that helps to propel your message to an even larger audience.
Going back to the earlier example of one person’s interactions with your brand. There are many different strategies being used. These strategies include online ads for web traffic, high quality customer service to retain existing customers and repeatedly solve their problems, and creating promotional videos for social media. We will get into how to create strategies in the next article.
As you start seeing the outcomes occurring from each strategy, you can leverage those outcomes to amplify the other strategies, creating a positive feedback loop. This is how companies can go from being relatively unknown to “being everywhere all at once.”
In order to keep up this momentum over an extended period of time, you have to keep up your marketing efforts. This means even when you have enough customers and clients, you have to keep working at your marketing. You don’t start marketing when you need more customers, you keep marketing so that you never have to go looking for customers or give up on your social goals.
Keep up the momentum, and keep it simple!
This is part of a 5 part series on Marketing Campaigns for Social Enterprise. The introduction can be found here: Introduction
Previous section: Part 2: Defining Results and How to Measure Them
Next section: Coming soon.