Is your business Green enough?
If your business is thinking ‘green’ – that’s great! If you’re not quite there yet, let’s see if this blog gives you some encouragement. If not from a ‘Save the Planet’ point of view, perhaps from a marketing perspective!
In 2018, Research body Nielson looked in to the growth of businesses in 3 categories – chocolate, coffee and bath products the US. Nielson discovered that “Overall, sales of items with certain sustainability claims across all three categories grew faster than the total category.”
To put this into perspective, their research found that in 2018 chocolate sales grew by 4.5%, while sustainable chocolate sales grew by 16%. In the same research, trends show more people tend to spend their money on green businesses. Which of course is great news if you’re a sustainable business and talk about your sustainability – but what about everyone else?
Two years on for this research it’s easy to identify that long-established brands are looking into how they can be more sustainable in order to keep abreast of their competition. Therefore making more competition in the same space. In order to help your brand be ‘heard’ in a more competitive arena
If you’re a sustainable business, here’s a few quick tips to effectively market your brand.
1) Use the right language.
Rather than just ‘promoting’ how sustainable your business is, show the benefits and positive effects that your choices are having on the world. Make your content about your customers and how making positive choices makes them feel. Addressing the audience as ‘You’ and ‘Your’, makes the content personal to the user. Providing stats, for example as used below by Toms, explains that buying from them has a positive knock-on effect and will make the buyer ‘feel’ good.
2) Make an impact with current issues
Yes it’s true, there are always problems in the world and always wrongs that we need to right – whether it’s in the UK or around the world. However, if you’re able to link your product or brand with certain issues – this ‘could’ strengthen the need for your product, or a consumer’s relationship with your brand.
If you’re able to utilise video content to get your message across – even better. Video content is a great way to increase engagement and get your message across quickly.
3) Make an impact with current issues
Yes it’s true, there are always problems in the world and always wrongs that we need to right – whether it’s in the UK or around the world. However, if you’re able to link your product or brand with certain issues – this ‘could’ strengthen the need for your product, or a consumer’s relationship with your brand.
If you’re able to utilise video content to get your message across – even better. Video content is a great way to increase engagement and get your message across quickly.
4) Know your audience
Harness as many of the free analytical tools are out there as you can! Use Facebook insights, Twitter and Google Analytics to absorb information about who your audience is, and what they’re interested in and what they’re saying. The more you get to know your audience, the more specific you can make your marketing.
The power of social media also means that you’re able to segregate your audience into different groups and demographics through targeted advertising. This method is far more effective than a leaflet drop, or just leaving impersonalised content out there.
You could consider creating a Facebook group as a way of communicating with your audience and sharing information and updates on the subject matter they’re interested in. Build up a relationship which is authentic and natural – and their loyalty to your brand will shine.
5) Who compliments your brand?
Teaming up with other businesses, bloggers or influencers can be really powerful when it comes to digital marketing. Think of it as – rather than standing on a wall by yourself shouting about your cause – 5 of your friends are doing it with you. What will be louder? But not only that, someone may have to come to hear your friend shout on that wall – and now they know about you! Which is great, as you’ve now gained another loyal follower.
Allowing other businesses to point relevant content towards you, and for you to do the same is a great way of building a newer, bigger audience.
6) Stay true to yourself
Brand guidelines can be really useful and help to keep you on track. As part of your marketing strategy, these guidelines can ensure that your message is consistent across all platforms and on every post. Don’t get caught out or swept away!
Spend some time working out what your ethos, vision and objectives are, as well as how these are to be communicated in different channels. For example, will you do fundraisers with the team, donate a certain amount of time of cash per year? Or will you do your bit by rallying up the troops when it really counts. Consider ‘why’ you care about sustainability and what brought you on this journey in the first place.
In summary...
Marketing for sustainable brands can be exciting. The industry is constantly growing as people are becoming more conscious of issues around the world. Using the best digital marketing practices and effective social media management will help reach your audience and help your business continue to grow in a way that you’re happy with.
If you want to find out about how your messages can be fine tuned to accelerate the growth of your brand, get in touch with the consultancy to chat about a marketing strategy for your business or join one of our marketing workshops for more expert advice.
