How To Market Your Green Business
When it comes to purchasing a green product, price and convenience rather than environmental claims have the greatest impact on consumers. With this in mind, green businesses need to focus on building a strong brand, using effective marketing techniques and leveraging social media to market their business successfully.
Joan B. Marcus, president of Joan B. Marcus Communications, shared these strategies during her presentation, How to Market Your Green Business at Energypath 2012, presented by Sustainable Energy Fund on June 28 and 29. Successful marketing starts with a memorable marketing message, according to Marcus. This message must include the consumer need the product or service addresses, the solution to that need and why the particular solution is better than alternatives. She urged attendees to include their marketing message in all of their marketing tools.
Eco-friendly businesses face specific hurdles when marketing their products. They must overcome consumer belief that green products are often inferior to similar products and that they are over priced. Further, they must make the case that their products deliver specific environmental benefits as well as convenience and savings.
Marcus urged business owners to develop marketing tools that are consistent with a green business. A content-rich website that is easy to navigate is critical to marketing success. To be effective, marketing tools must be customer centered, providing information the consumer wants and needs to make a purchase decision.
Social media can be a particularly effective way to reach an audience seeking eco-friendly products. Before launching a social media campaign, a business should determine its goals for the campaign and know which social media platforms are typically used by its customers and prospects. Most importantly, the social media campaign should drive prospects and customers to the company website, where they can learn more about products and services and ultimately make the decision to make a purchase.