How B2B Brands Can Tackle Social Responsibility
by MGB2B
Last week, we discussed whether corporate social responsibility is necessary for B2B brands and the many benefits your business can gain from it. Attracting better talent. Lowering costs. Improving your reputation. Even increasing profits. It’s clear that social involvement is crucial for B2B brands today. Follow these tips for B2B social responsibility to get your program started right:
Consider What Your Prospects Care About
Your marketing department may have some of the best information when it comes to the preferences of your prospects. There are many directions you can go when it comes to supporting social causes. You can center an entire campaign around a specific issue, or you can incorporate charitable actions into your business in other ways. You have to decide as a company what is the best approach to take. But it can only help to take into consideration what prospects value most. Find out what they care about, and if it aligns with your company goals, you’ve found your social responsibility focus.
Raise Awareness
To build your reputation, it takes more than making your current clients aware of your social efforts. Who else has stake in your company? Involving the community, shareholders, government, and other organizations can be an essential part of the process. It’s also important to play an active role in your local community. While thinking large-scale in your social efforts is good, it never hurts to participate in local events and support the community where your business resides. For small businesses, this may be the full extent of your CSR efforts, but the community help make your message go further.
Spread the Word on Social Media
Promoting your community involvement or charitable efforts on social media is key. If a regional office of your company is participating in community events, snap some photos and upload them to your social media channels. People will like to see your involvement and support in these local activities. And – even more importantly – it draws attention to the organization you’re helping.
Dedicate A Page On Your Website
While larger companies like Google can devote entire websites to their CSR efforts, you may want to consider a single landing page on your website. Many companies dedicate a page on their websites to “Community Involvement,” where they list their corporate social responsibility efforts or the organizations they partner with. This is an easy way to showcase your efforts. You can house your CSR stories here and drive people to the page through SEO and social media distribution.
Some may think corporate social responsibility is irrelevant for B2B brands. The truth is, prospects today want to work with companies that not only make good things, but do good things. What kind of good things has your B2B brand been doing lately?
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