The most popular search term for 27 Feb 2011 was ‘Egypt’. How does knowing that help your business?
First you need to know that at that time Egyptians had been experiencing some challenging times in the days leading up to that date. Many people were concerned about those events, and others wanted to help where possible.
The point is – people care about other people, and they like other people who also care. What this means is your business needs to have a ‘cause’, a public conscience that your customers – actual and potential – know about.
How to you establish that?
The most important point is to choose a cause that relates to your business and resonates with your customers. For example a medical practitioner might choose a cause associated with finding cures for common diseases, a company that provides services to the education industry might choose to assist the education of disadvantaged children, and I’m sure you can think of many more examples and of the right choice for your business.
Another important aspect is that you must not advertise your cause just to generate profits – if you do your customers will know, and it won’t work for you. You must have a genuine desire to make a difference.
Done properly your customers will know that you are someone who really cares about your fellow human beings – including them – and that’s good for business.
Why? Because people buy from those they know, like and trust, and having the right social cause means that people will feel that they know you, they will like you, and that generates trust.
Do you have a good story about supporting causes? Or a favourite cause you’d like others to support? Let them know by commenting here.