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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jun 12, 2012 4 min read

Using Community Outreach To Support Your Marketing Strategy

volunteers resized 600 Based on changes in buyer behavior, traditional forms of advertising such as billboards, Yellow Pages and television ads are becoming less and less relevant within today’s marketing practice. Creating user-engaging content through your website, blog and social media outlets is the way to go when it comes to building awareness, driving leads and increasing your company’s sales.

Of course, in order to make the most of your marketing strategy you need to be constantly looking for new methods of engaging customers and prospects.

One great way to do that is through community outreach, especially if you are a local business looking for local customers. By giving back to the community your business serves, you help those in need while simultaneously supporting your marketing efforts by promoting an increased awareness of your products or services.

By performing community outreach, you instantly improve public perception of your company, building prospect awareness and customer loyalty. Why? People do business with people (not businesses) and make purchase decisions emotionally.

If your company champions a cause, you give them a reason to connect with your business on an emotional level.

If you are interested in leveraging this participation to grow your business, then it’s important to plan your community outreach initiatives with respect to your company’s mission, values and target markets. For instance, if you are a food product or snack manufacturer, you might want to sponsor or help coordinate a can drive in collaboration with local food pantry.

Once you have a plan in place, be sure to aggressively share the story with as many people as possible. This is where social media and the internet become key players.  First, share the story with everyone. That means creating press releases, blog posts, social media updates and other ways of sharing your story. Be sure to include pictures or, better yet, a short video. Distribute the content to your entire network, your team’s network and your company’s network. A recent study showed that each of these contacts results in an additional 20 contacts through each of their networks. You do the math, the reach of your community involvement adds up quickly. 

Make sure there is a page on your website where interested people can go to see more, connect with your company and reach out to you if they’re interested in your products or services. This drives more traffic to your website and increases leads.

Finally, try extending your network. Post pictures to Pinterest or tweet from the event. Remember: activity breeds activity and you never know who might be listening. All of these initiatives together help you build and drive a dynamic Marketing Machine that gets found, gets leads and grows revenue!

Download The Ultimate Inbound Guide to learn more about how to add a powerful inbound marketing channel to your business.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.