As a Changemaker you are driven by your passion and purpose – and wanting to make a difference in this world – and helping us all to change the paradigm. However, you may find yourself facing the challenge of marketing yourself and your services – a realm that might feel unfamiliar or even uncomfortable. This article is here to guide you through effective marketing strategies that align with your values, so you can authentically connect with your ideal clients and amplify your impact.
Embracing Authenticity: The Heart of Changemaker Marketing
Marketing for changemakers is not about flashy sales techniques or pushy tactics. Instead, it’s about building connections based on authenticity and shared values. Just as you are committed to creating positive change, your marketing should reflect your genuine beliefs and resonate with those who share your mission.
The 7-Step Strategy for Marketing for Changemakers
Marketing for Changemakers, Step 1: Start with Self-awareness
Usually marketing programs tell you to start with your client avatar. But I say ‘Forget Your Avatar and Start With Yourself’! Begin your marketing journey by understanding yourself deeply. Reflect on your values, story, and worldview. By embracing your authentic self and sharing more of you in your marketing, you attract supporters who resonate with your genuine passion.
In the Marketing Like We’re Human book, I call this stage ‘RUMBLE’.
Marketing for Changemakers, Step 2: Identify Your People
Shift your focus from chasing clients to resonating with kindred spirits. Craft solutions that align with your mission and values. Understand your ideal client’s thoughts and emotions, and empathize with them on a profound level.
Here are a few questions to help you identify your people:
- Whom are you best aligned with?
- Who shares the same values as you?
- Who gets you?
- Who would love your offer?
These questions are an excerpt from the 7Ps of Humane Marketing One Page Marketing Plan. You can get your copy here.
Btw, this also applies if you are a Changemaker who’s working on the organizational level. Organizations are made of people, and they have a certain culture. So just apply the above questions to organizations to find out which type of company is aligned with your worldview.
Marketing for Changemakers, Step 3: Craft Your Unique Value Proposition
Let’s say you’re looking for a graphic designer. You have three choices: a super cheap one, who’s main differentiator is that she’s cheaper than anyone else, or two similarly expensive ones. Both have great skills and experience, which you can see from their portfolio. But one of the two also aligns with your values. You can tell because she’s the author of the book The Human Centered Brand. Her name is Nela Dunato, and you end up hiring her for your rebrand from Gentle Marketing to Humane Marketing. 🙂
That’s the power of the Unique Value Proposition: resonating with YOUR ideal clients. So when you think about your offer, go beyond the features and benefits. In terms of skills, Nela probably has the same skills, uses the same programs, and has access to the same fonts and colors as the other designer. But she didn’t just describe her offer. She brought her unique values and her perspective into the equation, which made her offer irresistible to me.
How do you solve your client’s needs, and how is your offer unique and different from all the other changemakers who offer the same thing?Here are some questions to help you come up with your Unique Value Proposition (excerpt from the Selling Like We’re Human book):
- What problem are you solving for your clients?
- How do your core values make you and your business different from your peers?
- How is your coaching offering different from all the other potential solutions?
- What unique perspective do you bring to your area of expertise? What have you done before coaching that helps you today?
Also, when you think about your Unique Value Proposition think about what your client wants, not what they need.
P for Product is the fourth P of the 7Ps of the Humane Marketing Mandala. It also stands for services, but that didn’t start with a P 😉
Marketing for Changemakers, Step 4: Shape Your Online Presence
Your website is your digital home. One of the first marketing activities you’ll do when you start out as a Changemaker, is to build your website. A website allows you to showcase who you are, your Unique Value Proposition and your services, making it easier for clients to find and connect with you.
Many new business owners and changemakers underestimate the work behind the website. It’s not just about how it looks (logo and design). The true value of the website is that it effectively communicates who you are, whom you serve and how you serve them. It’s by spending time on what I’ve described above that you will get that clarity and understanding.
Steps in the website building process:
- Write down your story. Who are you? The true authentic you? What’s your worldview? How did you become who you are today and how does that relate to your ideal client? That’s the content for your About Page.
- Identify your people: Who are you trying to reach? What are their needs and what’s their current situation? Understanding your people is essential to create a website that resonates with them.
- What’s your Unique Value Proposition? How are you different from other entrepreneurs? What’s your offer. That’s the content for your ‘work with me’ page.
- Keep it simple and user-friendly: Your website should be easy to navigate and understand. Avoid clutter and unnecessary elements that can distract from your message. Use clear and concise language to communicate your offerings and value proposition.
- Showcase your expertise, your skills, experience, and credentials. Use testimonials, case studies, and success stories to demonstrate your track record of helping clients achieve their goals.
- Incorporate calls to action: Your website should include clear calls to action that encourage visitors to take action, such as signing up for a free consultation or subscribing to your email list.
- Invest in professional design and development: If you don’t have the skills or expertise to design and develop your website yourself, consider hiring a professional. A well-designed and functional website can be a great investment in your business.
Listen to this episode on the Humane Marketing Podcast: Websites for Coaches: Everything You Need to Know
Marketing for Changemakers, Step 5: Create Content that Connects
Maybe you have heard of ‘Content Marketing’. By creating valuable and informative content, you can establish yourself as an expert in your field and build trust with your ideal clients. Writing about your topic of expertise allows you to stay top of mind with them.
There are many different types of content you can create. Blog posts are a popular choice, as they allow changemakers to share their knowledge and expertise on a particular topic. Videos are also effective, as they provide a more personal and engaging way to connect with your potential clients. When coming up with content, divide your expertise into three to five main topics and then always write about those. You want to be known for those content pillars.A content strategy is also part of the Promotion, which is the fifth P of the 7Ps of the Humane Marketing Mandala.You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here.
Marketing for Changemakers, Step 6: Social Media with Purpose
You can also use social media posts to share short, bite-sized pieces of content, such as motivational quotes or tips, as well as longer-form content such as blog posts or videos.
Choose the social media platform that resonates with your values and ideal clients. Many of my clients choose LinkedIn as it’s the most professional and high-level platform of all the social media channels. With my background of running a LinkedIn Consultancy for over 10 years, I confirm this choice and see many Changemakers making a great impact on LinkedIn.
Marketing for Changemakers, Step 7: Create Powerful Partnerships
Working together in partnerships can make your impact much bigger than if you were working alone. When you team up with other Changemakers who care about the same things, your influence can reach much farther and make your combined efforts stronger.
Teaming up with others has many benefits:
More Skills: Working with people who know different things can help you solve harder problems better.
More Resources: Partners can share things like money, tools, and ideas, making your work easier.
More People Reached: When you work with others, your ideas can reach more communities and groups.
New Ideas: Teaming up with different people can help you come up with even better solutions to problems.
Stronger Voice: When a bunch of people work together, they can speak louder and get more attention for their ideas.
Learning Together: You can learn from each other and grow faster by sharing what you know.
Lasting Impact: When you work as a team, your efforts can have a bigger and longer-lasting effect.
Help in Tough Times: When things get hard, your partners can support you and help you keep going.
Partnership is the 7th P of the Humane Marketing Mandala.You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here.Listen to this episode on the Humane Marketing Podcast: 10 vital business relationships
Empower Your Impact with Authentic and Humane Marketing
As a changemaker, your marketing journey should be a reflection of your dedication to creating a better world. Embrace authenticity and shared values, and you’ll attract supporters who align with your vision. By implementing this 7-step strategy, you will stand out as an authentic and impactful force for change, fostering connections that resonate and amplify your influence.
Marketing for changemakers is not about compromising your values; it’s about enhancing your reach and influence while staying true to your mission and values. Embrace authenticity, connect with like-minded individuals, and empower your impact with marketing strategies that reflect your dedication to positive change.
Like I always say on every podcast episode:
We are Changemakers before we are marketers. Now go be the change!
1. Can marketing truly align with the values of a changemaker?
Absolutely. Humane marketing strategies resonate with your values and mission, allowing you to connect with supporters who share your passion for change.
2. What if I’m uncomfortable with traditional marketing tactics?
Humane marketing for changemakers is about staying true to your values. You can choose strategies that align with your beliefs and engage with your audience genuinely.
3. How can I effectively share my story through content marketing?
Craft content that reflects your journey, values, and mission. By sharing your authentic story, you’ll engage your audience on a deeper level.
4. How do I find communities of like-minded individuals?
Look for online forums, social media groups, conferences, and events related to your cause. These platforms connect you with others who share your passion for change.If you’re looking for a community around Humane Marketing, check out our Humane Marketing Circle.
Other Resources You Might Enjoy
Blog post: Find Your People in Business
Blog post: Empathy in Marketing
Blog post: The Humane Marketing Glossary: Humane Marketing Words we love
Podcast episode: Find Your Why Using the 17 SDGS6 Episodes about the current paradigm shift and how this relates to the 7Ps of Humane Marketing, with Penney Peirce, a respected clairvoyant empath, visionary
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
- Transparency, Penney Peirce
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
The Humane Marketing Circle is our community of Humane Marketers.