The reason your business is environmentally conscious is likely because you want to be a good citizen of the planet. However, because other people also care about green living, you can use your environmentally friendly business practices as part of your marketing platform. Just make sure the reason you’re choosing green business practices is for altruistic reasons and not just to make another buck or two.
About 53% of consumers would rather buy from a company with a reputation for being green. So, whether you’re implementing a new plan to become environmentally friendly or you already have a plan in place, it is smart business to let consumers know you’re green.
There’s a variety of ways you can get the word out to consumers that you care about being as friendly to the environment as possible.
1. Include a Green Statement in Company Literature
Make sure your customers and potential customers know your company is green. Add a green leaf and a note that the company is green to emails, your website, social media pages and any other material that’s sent out from your company. Customers want to support green-friendly companies, but they have to know that you’re reducing your carbon footprint.
You can also go into additional detail on your website and explain the specific ways your company is green. How are you protecting the earth for future generations? Share both big and small things your company is doing.
2. Enlist the Help of Employees
To have a totally green-conscious company, you need to bring your employees into the environment-saving loop. Hold meetings where you explain the elements of green technology you’ll incorporate into the company, share ways employees can help — such as reducing paper usage — and ask for their ideas. The more involved your employees are, the more ways you’ll find to reduce your company’s carbon footprint.
In addition to their help with going green, ask them to talk to their family, friends and neighbors about the things your company is doing to be environmentally friendly. Word of mouth is one of the best ways to get the word out about just how green you are.
3. Offer Environmentally Friendly Products
Figure out a way to help your customers become greener, too. For example, if your goal is to help other businesses become as environmentally friendly as you are, then figure out a way to help them achieve this. Even if you offer a service, you can offer tips for reducing energy usage to the companies you work with. Other things you can do include offering electronic billing and payment to reduce paper usage and reducing the size of office space (and thus energy use) for your company by allowing some people to work from home.
However, your green attitude needs to go a lot further than just adding a product that’s recycled. Think through the very processes you use to make, ship and even advertise the product. Every element of your business should consider how a purchase of that product impacts the earth for future generations.
4. Create a Selling Point
What benefit does your green product or company offer to consumers? How can you sell your environmentally friendly practices to the consumer? Once you figure out what your selling point is, you need to figure out the best way to market it to consumers.
For example, Tide came up with a “wash in cold water” challenge to market their Coldwater detergent. This was seen in television and print ads. By focusing in on that one selling point, Tide came up with a very effective marketing campaign.
This is what you need to do with your product. What’s the biggest green benefit to the consumer?
5. Social Media and Online Marketing
Take the time to promote your green practices on social media. Join groups that attract environmentally conscious consumers. Go to blogs that seek out moms who want to reduce their carbon footprint. Seek out those people who will actually care that your business is environmentally friendly. You can utilize the selling point you came up with in suggestion four above. However, be careful not to sound spammy when promoting your green business on social media and on blogs.
When consumers see a post from you about your business, is it clear that you’re an earth-friendly business? Even if you’re just talking about the services your company offers, it should be clear that you care about energy usage.
6. Take the Time to Get Certified
Another thing you can do to market your environmentally friendly business is to take the time to get certified as a green company. This shows consumers that you’re serious about taking care of the environment. For example, you might want to get the Green Seal for businesses or go through the Green Business Bureau (GBB).
Be Upfront and Honest
One of the most important things you can do is to be an open book about your green practices. Share the things you’re doing, get certified and allow consumers to check out your products and processes. There’s nothing worse than trying to take advantage of a trend, such as people’s interest in green living, in order to make sales.
You truly have to care about the environment first, and then utilize that in your marketing second as part of your overall branding strategy.