Over the last couple of years environmental policies and a sustainable economy have become some of the most frequently discussed topics in the business world and for a good reason too. According to a recent survey, 90% of CEOs also believe that sustainability is important to the success of their companies. Therefore, it shouldn’t be a wonder that green policies are gradually expanding to the fields that haven’t been so closely associated with sustainability like, for instance, green marketing.
So, let us take a quick look at some of the perks of making your marketing more eco-friendly and see how you can do that in the most efficient and beneficial manner.
The benefits of green marketing
For a very start, green or sustainable marketing can be described as a process of promoting goods and services while producing a minimal negative impact on the environment and meeting the requirements and needs of society. It boils down to promoting your sustainable policies while doing it in a sustainable manner.
By satisfying these separate needs, your business gains some distinct advantages:
- improved image of the company
- the opportunity of expanding to foreign markets
- friendly relations with local organizations and government bodies
- opened doors to premium market segments
- reduction of costs
All of these tangible benefits can ultimately translate to higher ROI and increased revenue.
Setting up a green marketing campaign
Single out unique green selling propositions
So, keeping everything we just said in mind, one of the first steps you should take is to set up your green marketing strategy is to assess your company and see which of its facets can be marketed as green or eco-friendly. As long as they accurately describe your products or services buzzwords like ‘free of toxins’, ‘biodegradable’, and ‘zero waste’ can have a very powerful impact on your intended customers. Getting certification like Green Seal and Green Business Certification Inc. will make this task considerably easier.
Move on to digital marketing strategies
The business world is rapidly moving in the digital playing field and so should your marketing strategies. That is why we can agree that aside from producing a very tangible impact on the environment, paper leaflets, small promotional gifts, and direct mail are simply no longer that efficient. What you should do instead is to invest in professional content marketing services, social media strategies, email marketing, and SEO. All these methods are as just as effective as they are environmentally friendly.
Make sustainability a part of your company’s culture
Your employees and your customers are the best ambassadors of your brand. However, if you truly want them to carry this torch, sustainable policies you are going to adopt and promote must not be only surface-level. In other words, instead of presenting your company as eco-friendly try to actually make it so. Ruthlessly recycling, switching the incandescent lighting for LED alternatives, supporting local green initiatives, and creating a culture of sustainability will eventually ignite a very positive word of mouth.
Let the pricing reflect the green nature of your business
Hand-made, fair-trade, and sustainably produced products more often than not cost more than cheaply made alternatives. And while this fact may be clear to you it takes some effort to explain this to your intended customers. Still, if utilized well, this alleged disadvantage can be used as a marketing asset that graces your products with an exclusive, premium aura. So, don’t shy away from setting the cost at a higher point and use these facts to offer a unique value proposition (e.g. 50% more energy savings).
Cross-promote with local vendors
Of course, all these associated companies need to be on the same page when it comes to environmental policies. What does this alliance bring to your company? First, there is an opportunity to engage in shared marketing campaigns and cross-promote your products and services with these established companies. Second, supporting and publically endorsing the local eco-friendly vendors makes your company a very influential and beneficial force in the local economy which is a status you should, by all means, pursue.
We hope these suggestions helped you realized the full potential of making your marketing campaigns greener and showed you the direction in which you should take your first steps. Environmental issues we are experiencing become more apparent with each passing day and companies are expected to act on them. Making your marketing efforts more sustainable while at the same time presenting yourself in an eco-friendly manner is certainly a good place to start.
