A recent eMarketer article reported that 90% of moms and 88% of millennials prefer businesses that participate in positive social and environmental activities.
Similar numbers said that these considerations influence which products and services they buy, and where they choose to shop.
At first glance you might say that “moms and millennials” are not your target market, especially if your focus is b2b. But don’t forget that these folks also have, or will have careers. They may not be wearing their “mom” hat when they’re looking at your b2b website, but that doesn’t mean that all their subconscious reactions go away.
I’ve been suggesting for a long time that a “Community Involvement” page in the “About Us” section of your website is a really great addition. If you invest time and resources in causes that are meaningful to your customers, if you support your chamber of commerce or take part in local charitable events, it’s well worth saying so.
And of course, you can make it fun – photos of your employees and friends taking part in events, maybe some video clips, all increase the emotional connections that your website and / or your Facebook page make with your visitors.
So unless you want your charitable contributions and participation to remain anonymous, tell the world what you’ve been doing. This may not directly get you the business, but it does have influence.