Are you looking to improve your green marketing efforts? The good news is it doesn’t need to be a complex process. Thanks to technology there are so many ways that small businesses can improve their green marketing, even without a huge budget. To take your green marketing campaign to the next level, let’s examine a few ideas.
What is green marketing?
Green marketing simply refers to selling products or services by highlighting their environmental benefits. Some call it eco-marketing or environmental marketing, and consumers recognise such brands by terms like “organic,” “eco-friendly,” “recyclable,” or “sustainable”.
Inspiration for your green marketing campaign…
1 . Innovative Content
If you really want to take your green marketing campaign to the next level you’ve got to create innovative content that stands out. You’ll need to create content that’s unique, educational, entertaining, and SEO optimized. When you’re creating content for your website and social media here are a few things to consider:
- Interactive content like quizzes and polls can help you to boost engagement.
- Your content should respond to all four types of search intent.
- Content creation tools can be useful to improve your blogs and visual content.
2 . Video Marketing
Video marketing is a surefire way to improve your online visibility, drive engagement and generate leads. There are lots of ways that you can use video content, from Instagram Stories and live streaming to video ads and YouTube explainers.
The first step is to find a video production company. These companies can help you to assess your goals and create top-quality video content to get your brand story across. There are lots of benefits to creating video content for your brand, from increased sales to authority in your industry.
When you use personalisation in your green marketing campaigns you can improve your chances of success. There are many ways that you can deliver personalised marketing whether it’s personalised videos, emails, or product recommendations.
According to Decibel, ‘80% of people are more inclined to purchase from a company that provides tailored experiences.’ When customers feel valued they are more likely to invest money and time in your brand. Offering custom messaging is a great way to show your audience that you care.
4. Competitor Research
To level up the 2021 marketing campaigns you’ve got to perform plenty of competitor research. It’s important to differentiate yourself from your competitors if you want to increase sales. Taking the time to research your competitors can help you to gain the upperhand. When you are conducting your research these ideas may be useful:
- Which marketing strategies do your competitors use?
- What can you learn from their weaknesses?
- How can you differentiate your content and brand?
5. Work With Eco-Influencers
Working with eco-influencers is a fantastic way to improve your green marketing efforts. Influencers can help you to gain the trust of your audience, promote your products and boost your visibility online. Nano influencers have small audiences yet their engagement rates tend to be very high. You don’t need a huge budget to work with nano influencers and you’ll still see some great returns. Before you choose influencers to work with, you’ll need to establish your needs. It’s important to work with collaborators who are right for your brand and image. Think about the authors, academics, bloggers and vloggers within your niche and target those with an audience that would appreciate your product or service.
6. Green Initiatives
Consumers like to purchase from brands that care about the planet. When you’re creating your marketing strategies you’ll need to think about CSR. You’ll want your customers to understand your sense of Corporate Social Responsibility. Perhaps you donate to earth-kind charities, or use eco-friendly materials? Sustainable eyewear brand Wires Glasses recently launched a campaign to plant a tree for every purchase over £30, this give the customer an added incentive to purchase and helps to combat climate change. Whichever green initiatives you have it’s important to get these across in your marketing. From green marketing strategies to earth-kind employee schemes there are lots of ways that your company can make a difference.
7. Try Chatbots
Chatbots can help you to support customer service and promote your company. Your chatbots can answer customer questions, market your company, collect feedback, and much more. Most modern websites use chatbots, by using the latest AI technology you’ll support the growth of your business. Chatbots are a great marketing tool because they are useful to help with lead generation. There are plenty more benefits of using chatbots such as:
- Can improve the customer experience.
- Save time using automation.
- Inexpensive to implement and scale.
8. The Customer Experience
If you want to market your company right you’ve got to focus on providing an excellent customer experience. When customers have a great experience, they’ll spread the word. On the other hand, negative reviews tend to travel fast on social media. There are lots of ways that you can improve the customer experience including:
- Host live events to provide entertainment or education.
- Improve your customer service.
- Create a memorable unboxing experience.
- Ensure that your website is simple to use.
- Run contests and other forms of interactive content.
9. Analytics Tools
To improve the success of your green marketing campaigns you’ll need to focus on analytics. There are several different types of analytics software tools you can use to collect useful data about your marketing. With the help of the right insights, it’s simple to improve the success of your campaigns. Here are a few options to start you off:
Crazy Egg: This is a piece of website optimization software, using the tool you can get info about how customers behave on your website. A few of the software features include heat maps, confetti tools, and CRM
HotJar: Another great user behavior tool, using HotJar you can get a clearer understanding of your website users. With HotJar you can visualize conversion rates, performance, and the consumer experience. Insights like these make it easy to improve your marketing campaigns.
10. Customer Feedback
If you want to improve your green marketing campaigns, you’ll also want to gain customer feedback. Design surveys to gather opinions about your blog posts, social media content, and so on. Your customers will be able to give you a clear idea of what’s working and what isn’t. From NPS forms to longer surveys there are many ways to collect customer feedback.
There are plenty of ways to level up your marketing, once you’ve designed a killer campaign you’ll start boosting your brand power. For more ideas about green marketing check out sustainable marketing podcasts like ‘Can Marketing Save The Planet.’
Photography by Annie Spratt