Sustainable products and services are everywhere and green marketing for these products and services is at an all-time high.
The green industry is currently the fastest growing market sector and knowing how to properly market your company’s sustainable initiatives and green products has never before been more important. What many companies fail to realize is that there are some serious dos and don’ts associated with the marketing of this sector.
Educating people about a product or service is not new to the marketing industry, but how to use it to market effectively in the green industry is. Practicality speaks to businesses first and foremost, so educating them on why your product or service is practical and how it will benefit them should always come first in your marketing approach; the green attribute is the icing on the cake. What is great about sustainability and going green in general? Both are tied very closely to saving money. High efficiency, more productive, use less energy, these are all aspects of sustainable marketing that provide practical use: translating into spending less money. For a business this is huge. Green building is a great example: they provide companies with lower energy costs, healthier, more productive employees, lower health care costs, etc. These are green attributes that save money and again increase practicality of your product or service. Thank you to Sumter County, NC for the image.
SEO and blogging
Most businesses and individuals educate themselves using the Internet. This is why Search Engine Optimization is so important in today’s marketing industry. You want to be sure that you are a relevant search result when people and companies are searching for green products/services. You want to make sure your website uses proper keywords, words built around sustainability, you, and what you have to offer. A great way to do this is by incorporating a blog into your website. Creating content and showcasing your knowledge, not just on your product, but sustainability in your industry and in general is a great way to establish credibility and to build trust with potential clients. Every blog post written is just one more page added to your website to help increase traffic, grow an audience, and to gain credibility in your industry and with your clients. This is very important for marketing and helps showcase your knowledge on industry topics and sustainability.
No Green Washing!
One really important aspect of green marketing that is not discussed often enough is No Green Washing! Green washing occurs when companies label their products/services green, environmentally friendly, recycled, sustainable, etc. but they really aren’t. They are only using a PR ploy to grab attention and to try to gain trust. Businesses and people who are buying your product do not want the wool pulled over their eyes nor do they want to be outright lied to and given that we are living in the information age, if you aren't being honest, typically your clients will find out. This is why walking the walk and talking the talk is so important. You do not want to harm the credibility of your business by trying to be something you are not. Writing a blog, as mentioned before, is a great way to show that you are not a part of the green washing issue, so long that you are truthful in your words. Thanks to Print Eco Software for the image.
3rd Party Certifications
A great way to showcase your legitimacy and to prove that you are not a part of the green washing issue, is through third party certifications. Having an unbiased entity become part of your company shows potential clients that you are serious about going green and are honest in your assertions. There are several third party certifications and verifications for all different industries: Leaping Bunny for the cosmetic industry, Green-E for the renewable energy industry, Energy Star for appliances, LEED for green buildings, etc. For example, by utilizing LEED in the green building process and becoming certified, individuals and businesses alike are able to recognize the commitment a business has made to their sustainable initiatives. LEED is such an established entity that there is no question about a business’s commitment once their office has become certified. This makes for a great showcase for your commitment to sustainable initiatives and is great for marketing. Photo by Lohre & Associates.
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For a no obligation free consultation on how to best market your green product, green service or green office please contact Chuck Lohre, LEED AP ID+C. He'll offer helpful marketing suggestions for understanding your buyer personas, creating content that speaks to your customers, finding the best places to advertise and managing prospect lists and email news. Article from the Cincinnati Business Courier.