Our first post on digital marketing for eco-friendly brands gave you five tips to grow your audience and find more conscious consumers online.
We always have more to say about eco-friendly marketing. So, we wanted to follow up with a few more ideas you can use to get your products in front of your target audience.
1. LET YOUR CUSTOMERS SPEAK FOR YOU
Trust is vital whenever you are buying online. And with so many companies out there using greenwashing tactics, eco-conscious buyers are understandably wary of shopping with a brand they don’t yet know.
One way to establish trust quickly is to get your existing customers to speak for you. Share their testimonials and feedback on your website and social media channels. And encourage user-generated content by asking customers to share pictures of themselves using your products.
You could even offer a small discount code or run a giveaway to encourage customers to share.
2. USE PAID SOCIAL MEDIA ADVERTISING
We’d all love to get the results we want from organic posts alone. But marketing on social media increasingly means paying for ads to boost your brand’s reach.
This doesn’t have to be bad news. With ever more sophisticated audience targeting, social media advertising can be a brilliant way to reach eco-conscious shoppers who don’t yet know about your company.
New shopping tools also mean advertising on Facebook and Instagram can help you grab the attention of potential customers as they browse.
3. WORK WITH INFLUENCERS
Building an online audience for your sustainable brand takes time. But working with influencers means you can jump ahead of the game, using their already established following to boost your own reach.
Marketing to eco-conscious consumers this way also helps to build trust in your brand’s sustainable credentials. Many of the influencers who occupy this space are well-known for being savvy buyers. Their audience trusts them to accurately judge whether a company’s claims stack up or not.
Working with them gives your brand the seal of approval from respected voices within the sector, as well as helping you reach new people.
4. ENGAGE YOUR MAILING LIST
Email marketing remains one of the best ways to engage potential and existing customers online. You can easily share news of sales, product launches, and special offers with people who have already shown an interest in your company.
For sustainable businesses, email marketing is also another opportunity to demonstrate your values. Build engagement by offering useful content to your subscribers – give them tips on eco-friendly living, thought pieces on sustainability, and ideas for combatting climate change.
5. CREATE VIDEOS
Video is becoming increasingly vital to any successful digital marketing strategy. Facebook may still hold the title of the most popular social media channel. But YouTube comes in second, and its audience continues to grow.
From TikTok to Instagram Reels, short and snappy video content is being embraced on every social media platform. Joining the trend will help your eco-friendly brand find new customers.
Creating video can take more time and thought than capturing a static image. But the good news is that your videos don’t have to look overly professional or polished. People increasingly value the personal touch – take them behind the scenes of your business and show them the humans behind the brand.
We may all be spending more time online than ever before, but people still want the human touch. Find new customers for your sustainable business by involving your existing followers, working with influencers your target audience trusts, and prioritising content that adds value to their lives. And if you'd like help putting this into practice, drop us a line!