If you are an eco-friendly brand, we have some fantastic news for you. It is a great time to be a company that puts the environment first. According to recent research by Accenture, one in three people ranks sustainability as one of their top three considerations when making a purchase.
So, there are plenty of eco-conscious shoppers out there. The trick is getting your company in front of them. And that can be easier said than done.
If you are struggling to know where to begin with a digital marketing strategy for your eco-friendly brand, here are five tips to get you started.
1. PUT your ethics front & centre
If you want to attract eco-conscious consumers, you need to demonstrate that your products or services meet their needs. Customers are increasingly savvy, especially when shopping or researching products online.
Your commitment to sustainability should sing through every word of copy that you write. Whether you are putting together your website, writing product descriptions, or posting on social media, it should be clear to even the most casual browser that you are an environmentally friendly brand.
Make sure you can back up your claims – online shoppers are getting good at spotting any attempt at greenwashing. Honesty and authenticity are the best policy when talking about what makes you a sustainable business.
2. UNDERSTAND YOUR CUSTOMER
At the heart of any marketing strategy should be a thorough understanding of your target audience. And that is especially true of sustainable brands who want to boost their digital presence.
Because your target audience buys based on their values, you need to know what those values are. But it also helps if you know more. Who are your customers? Where do they hang out online? What tone of voice do they respond to best? What are they typing into Google when they search for environmentally friendly brands?
Once you’ve built a strong customer profile, you can use it to guide your eco-friendly marketing strategy.
3. EMBRACE content marketing
Producing high-quality content that brings genuine value to the reader is an excellent way of marketing to eco-conscious consumers.
Writing blog posts, guides, and articles to showcase your business’s expertise in sustainable living does several different things to build brand awareness:
Helps likeminded people find you via searches
Builds trust by showcasing your values and expertise
Promotes your products without being too salesy
Gives existing customers a reason to engage with you again
Encourages people to subscribe to your emailing list
4. Explore ppc advertising
Ideally, all your customers would find you organically through searches or social media. And if you master content marketing, it can take you a long way towards meeting that goal.
It’s a long-term strategy, however. And you need to bring in eco-aware customers in the meantime. So, if budget allows, consider investing in pay-per-click (PPC) advertising. Depending on what you’ve discovered about your customers, you might advertise via Google, social media, or both.
The advantage of PPC, as the name suggests, is that you only pay when people click on your ad. It can be a cost-effective way to market your ethical brand.
5. establish an audience on social media
The world and their dogs are on social media these days. And if you want to find new customers for your eco-friendly company, connecting with them on social media is a vital step.
When marketing to eco-conscious shoppers, it is essential to build trust. So, growing your audience on social media should take the same approach as creating content for your website. Focus on posts that share your expertise, showcase your ethics, and bring value to your reader.
People are increasingly considering the environment when they choose which brands to shop with. Putting your sustainable credentials at the heart of your eco-friendly marketing strategy is the best way to attract new customers. These five tips should get you started.