How to Market Your Sustainable Business?
Modern consumers are becoming more environmentally aware. This has created an increased demand for companies and businesses to become more green and sustainable. Companies that adopt a more eco-friendly approach are more favored by the consumers these days. Being environmentally friendly today has become sort of mandatory for businesses which makes it critical to successfully market your sustainable business. The main reason is that consumers expect businesses to think green and ensure that their business operations aren’t negatively impacting the environment.
Key Ways to Market Your Sustainable Business
If your business is sustainable, it’s time to include that factor in your marketing efforts. That way, you’ll be able to extend your reach on the market and gain a competitive advantage over businesses that aren’t eco-friendly. In addition, you’re not just gaining a favorable reputation that ensures customer engagement and loyalty, but you’re also contributing to the greater good. That being said, here are a few ways to market your sustainable business.
Understand your audience
Simply telling everyone that your business is green and sustainable won’t do you much good. If you want to actually reach out to your audience and tailor your messages well, you have to understand them better. As mentioned before, consumers expect your business to be environmentally aware and socially responsible. However, there’s a deeper meaning in those expectations.
Your customers want you to act and not just brag about it. Therefore, do some research before you decide to create a sustainability marketing plan. Take time to understand your audience’s needs, expectations and demands. That way, you’ll be able to create a marketing campaign with the right kinds of messages that will resonate well with your consumers and yield the results you were hoping for.
Claiming that your business is sustainable and eco-friendly and actually being sustainable are two different things in the marketing world. You cannot expect your customers to take your word for it without showing any evidence of sustainability or environmental friendliness. To remedy that situation, your business should become more transparent and leverage that transparency in your marketing campaigns.
Show your audience how you make your products and how to recycle them properly. This can portray all of your business operations as eco-friendly, ranging from the manufacturing process all the way to recycling. Transparency is a good way to show that you can actually walk the walk and not just talk the talk. Not only that, but consumers generally prefer businesses that are willing to become transparent in order to engage with their customers.
Develop a sustainable solution
When marketing your sustainable business, it’s not just about promoting your eco-friendly products. Showing customers that your entire business is environmentally responsible is an excellent way to engage them and attract their attention. For example, a sustainable e-commerce store will undoubtedly benefit from having eco-friendly products for sale.
However, going a step further to show your customers that other business processes are suitable as well, such as packaging, delivery methods, materials, as well as any other aspect of your supply chain ranging from suppliers to manufacturers, is even more beneficial for your store. You can even leverage professional help, such as consulting with a Shopify agency that will help you emphasize your sustainability through great web design. That being said, the more sustainable your business is, the more favor it will gain from consumers.
Marketing your business doesn’t revolve solely around promotions and campaigns. Engaging your customers and establishing meaningful relationships with them is also an essential aspect to market your sustainable business. Social media platforms are an excellent channel to achieve that. You can share relevant content about sustainability and the environment with your audience. Just make sure your content is relevant and that your company is fully dedicated to activities you claim to be doing in your content.
In addition, ensure you showcase your audience that you’re supporting or even sponsoring events about sustainability, environmental awareness and eco-friendliness. That way, with the mix of content, practices and activities, you’ll be able to best show your audience just how sustainable your business actually is. What’s more, your audience will be more willing to engage your brand, not just on social media, but through your events and actions as well.
Nowadays, our environment is suffering from the negative impact of industrialization and exploitation of resources. Consumers are very well aware of the negative impacts and are expecting from companies they do business with to take more responsibility for their actions. Businesses that are becoming more environmentally aware and responsible aren’t doing so just to appeal to their customers, but to make the world a better place as well.
This article on how to market your sustainable business was provided by Lauren Wiseman. Lauren is marketing specialist, contributor to bizzmarkblog.com and entrepreneur. She helps clients grow their personal and professional brands in fast-changing and demanding market, strongly believing in a holistic approach to business.