What is Conscious Marketing and Why it’s so Important
Conscious Marketing in the Making
When I was in college studying marketing in the early 90’s, we had a ‘field day’ and were sent off with a local company sales rep to get a taste of the real world. The company I was partnered with sold something – I forget – and we visited a few existing clients that day.
When I reported back to the class, the professor said ‘Jessica mentioned something that’ll make her a wonderful marketer. Does anyone know what it was?’ After a few wrong answers, one girl spoke up, ‘She said one client had beautiful blue eyes.’
There was more though. The client was from South Africa, had a lovely accent and a few African wildlife knick-knacks on his shelves. The professor explained why all of this was important: I not only looked directly in his eyes, but also noticed things about him that I was personally interested. And this created a bond between us.
I didn’t care how much revenue this client brought the company. I don’t even remember what the sales rep sold him. I was only interested in him; as a South African expat and lover of African wildlife. At the time, I had no idea I was also going to be an expat speaking out for African wildlife.
And this how Conscious Marketing works. By having a genuine interest in your customers that has nothing to do with accounting, you’ll soon be able to develop an incredible offer that they truly want and need. And because of this, you’ll increase your revenue! Win-win.
Conscious Marketing Defined
Marketing used to be – and in many cases, still is – associated with manipulation, competition battles and expensive advertising. Did you also feel the pain in your gut when you read that?
Marketing was all about the 4 Ps (product, price, promotion, place), benefits and features and although these things are important, it’s not everything and will not make your business thrive because it’s lacking the most important P = PURPOSE. Before, Marketing had only one purpose: To convince consumers to buy from you.
Well, guess what? Conscious consumers don’t want to be manipulated. People don’t care about your products or services. They care about how they feel when they make a purchase.
They want to know they’re doing something good for themselves, others and the environment. They want to reduce their carbon footprint, make use of the ‘less is more’ concept and make the most out of their lives by feeling fulfilled and happy.
Now that conscious marketers know how the human mind works, we can start making meaningful changes in our industry. Conscious marketing is not only about marketing, it’s about ethically running your purpose-driven business and connecting with people who share the same values.
A Conscious Marketing Strategy Defines How to Run your Business
Your Conscious Marketing Strategy either makes or breaks your company. Why? Because it’s so much more than ‘just’ marketing. It defines your entire operation, from your purpose to your target audience to the types of companies you want to partner with to the people you want to hire. It gives you a solid foundation of how you will succeed in business.
In a nutshell, your Conscious Marketing Strategy IS your business plan, so give it the full attention it deserves and treat it with respect.
Connect with People of the Same Mindset
Traditional marketing practices connect brands with customers. Conscious Marketing practices connect your ethical brand with people who share the same values.
The difference is that conscious marketers don’t view their customers as people who will fill their wallets. They view them as people who are working towards the same goal. And where there is understanding, there is love and respect.
When people who share the same values meet, magic happens!
You’ll start to:
- Form cooperations you never thought would be possible
- Build a community of people who rave about your brand behind your back
- Witness a super loyal team doing the smartest work ever
- See your business thrive!
Create a Conscious Marketing Strategy
If you want your business to thrive, it’s time to create a Conscious Marketing Strategy!
To do this, I developed a 7-step plan that’ll help you define everything from your business purpose, to your ideal customer, goals and objectives and your content distribution plan to designing your editorial calendar as well as planning your assessment and optimization process.
In my free eBook, ‘Conscious Marketing for Ethical Brands‘ I outline these 7 steps in an easy-to-understand fashion, so go ahead and grab it. You’ll not only get those tips, but also other Conscious Marketing tips that will help you run your business to success!
Want your Ethical Business to Thrive?
I’d love to hear about your marketing experience with your ethical brand.
Please comment below and let’s talk!
Sending the very best,