Did you know that nearly 70% of online consumers look at a product review before making a purchase?
You will be surprised at how much buying power comes from reviews customers leave that determine whether you make a sale or not.
This shows the power your audience holds, especially in the sustainable market, having a good review is key because your sales will come from client experiences and recommendations.
This piece aims to enlighten you on how sustainable brands benefit from digital marketing allowing them to expand their audience and product bases, quickly find/audience targeting, and easy interaction with their audience or desired niche.
Firstly let us define sustainability in its simplest form, Sustainability improves the quality of our lives, protects our ecosystem, and preserves natural resources for future generations, and brands that practice this are called Sustainable brands.
Now that we have exchanged pleasantries let’s get down to business!
1.Reduced carbon footprint
Digital marketing helps sustainable brands to reduce their carbon footprint and eliminates traditional marketing strategies that can harm the environment.
which includes using less paper, less air pollution because now instead of handing out flyers and using a lot of paper, you are communicating to a large audience using digital channels, live streaming product launches, and using social media as a means to advertize.
These brands can effectively conduct market research and do customer surveys without wasting paper and harming the environment.
2. Reach and interact with their target audience at once
With the help of the internet and its tools, brands are now able to actively communicate with their audience and educate them on sustainable practices
and how the brand practices sustainability, therefore, receiving feedback from their customers to allow them to better their brands.
There are many analytic tools like google analytics and many more that make it easy for sustainable brands to analyze their traffic etc. tools like Hero post (automation tools) allow these brands to schedule their content to maximize their reach on different platforms at once.
These brands can interact with all their clients receiving feedback and based on reviews, find out what their audience wants.
3. Marketing campaigns advocated by customers.
Sustainability is a big lifestyle trend that millions of people around the world have decided to start practicing.
They benefit from this by using their customers’ reviews and change stories to advocate for them and make it a marketing campaign,
thus educating and giving real-time product reviews and experiences to their niche and future clients.
Being able to link your products to current situations relating to your customers allows them to relate and endorse your products, boost shares and push customers to make a purchase and commit to a cause.
The use of Instagram or influencer marketing has benefited sustainable brands that partner up with influencers of the same vision.
As the followers put their faith in the influencers, it is obvious that your business will stay in a good light when an influencer promotes your product. (Digitex technologies)
4. Effectively save time & money
Digital marketing if done right can save you time and money because the time you are using to contact your customers, answer queries and reply to emails, you are using it to better your marketing strategy, testing out what is working out and what is not to ensure your audience receives the best.
SEO (search engine optimization) benefits brands because you are optimizing your work using keywords from your pages, blogs, etc.
To generate traffic, putting your business on top of search engine pages to get enough visitors to your pages.
This way you are effectively reaching your audience and even gaining new subscribers.
Using tools like Keyword Planner and Google Analytics will help keep track of your site’s SEO. The international institute of digital marketing offers courses on how to work SEO like a pro.
Money saved on delivery because face-to-face/brick and mortar stores require rent/electricity, monthly fixed expenses
you have an easily accessible way your audience can contact you, find out information about your products and even test out, making them aware of sustainable practices on printed labels, printed signs or even online receipts/booklets.
Customers can join product testing clubs online in bulk to save time on product launches and adverts.
This way you are producing content that is not photoshopped or exaggerated because your consumers have real-time results.
5. Staying true to your brand=Brand loyalty
Another fun fact! Research carried out by Nielsen revealed that “products with sustainability claims, generally outperform the growth rate of total products in their respective categories.”
To put this into perspective, in 2018 chocolate sales grew by 4.5%, while sustainable chocolate sales grew by 16%.
In the same research, trends show more people tend to spend their money on green businesses.
That means the more true you are to your brand, the more authentic you are, It will make your customers loyal thus driving up sales and bringing a positive follower base.
Being consistent with your brand throughout your page and involving your audience in the brand’s evolution, makes them feel like they are a part of your brand thus keeping them loyal and relating to what your brand stands for.
- Sustainable brands have a big market, the right content, and marketing methods will allow them to reach that audience.
- Involving your customers in your marketing campaigns gives real-time experience thus giving your brand good feedback and reviews.
- Staying true to your brand and maintaining its image allows for great brand loyalty.
- Networking with other brands, influencers and working on collaborations with people who share the same vision as you is a quick and effective way to get your brand across the world.
- IIDM™ offers an array of different digital marketing courses to allow you to work on your digital marketing for your business/brand.
- There is everything for everyone visit our website at https://thedigitalmarketinginstitute.org/.
Sustainability is not just an Instagram trend it is a lifestyle.
About the Author
A fashion design graduate / Digital Marketing intern at the International Institute of Digital Marketing ™