In recent years, the importance of Digital Marketing has always been in the headlines in the business era. A solid digital marketing strategy builds a robust foundation on how a business’s brand is positioned on the Internet. Every business is facing stiff competitions from all sides, fighting for their online presence. And your eco-friendly sustainable business is no exception. In reality, promoting your eco-friendly green business is not going to be as easy though. However, here’s a list of handy tips and tricks on implementing a well-defined digital marketing strategy that can work wonders for your eco-friendly brand.
1. Your Customers are the utmost priority
Customer is the king of the market. It is a mantra that has been prevalent for many years in the business era. Let your customers run the show for you instead of you aggressively pushing your sustainable products to them. Focus on implementing the User Generated contents (UGC) in the best light for your customers. User Generated Content is the type of content (be it posts, videos, reviews) that are created by the advocates of the brand (customers), not the brand itself. For instance, asking your customers to provide reviews, ratings and videos on how your green products have been beneficial to them.
It is a good idea to incorporate video marketing as a strategy as it is considered as one of the powerful marketing tools to grab customer attention. You can create videos to show your transparency levels at each stage of your green business (for example raw sourcing, materials and ingredients used, production) to foster brand loyalty. Additionally, making videos on why the customers should incline to your brand certainly makes a positive impact on your online presence and sales.
2. Leverage the Social Media Strategy
The present social media landscape caters to eco businesses that are longing to promote their green and sustainable messages such as Gogreen, zerowaste. When it comes to branding your green products, it is highly essential in choosing the right social media platforms to turn your digital marketing strategy into boosting the online presence.
Instagram, Twitter, Facebook, Pinterest, Linkedin are the most commonly used social media platforms to communicate your brand messages. Twitter appeared as the top platform for businesses on communicating brand sustainability messages. Scheduling virtual consultations and organizing social events with your customers in these platforms are the great way to connect with your consumers.
3. Seo is in the checklist
Seo (Search Engine Optimisation) plays a pivotal role in driving traffic to your website while promoting your sustainable products. It is a process of optimising the website traffic and the ranking in the search engine. Are you a small-medium enterprise who is on the verge of incorporating the Search Engine Optimization strategy? You will need to have some basic understanding of the SEO terms before optimising your website or would prefer to opt for a SEO expert. Either way, it works out.
You can promote your green and sustainable branding messages and contents through blogging with the help of Seo. Resorting to long-tail Seo keywords (for eg: best green sustainable products) eventually works better in boosting the organic traffic to your website. This in turn would push up your business website to the top of the Search Engine Results Page (SERP) leading to higher conversion rates and sales.
Likewise, Use the Google Trends feature to display the most popular search terms in the Google search engine. This feature guides you through keyword research, finding relevant brand categories, and seasonal trends for your business. Alternatively, you can look out for paid SEO software available in the market if the budget fits you.
4. Work on Eco-friendly Digital Ads Campaigns
Kudos to the digital world who can make the execution of eco-friendly campaigns much easier. Not to mention, Running digital ads campaigns for your brands can be useful in expanding your customer base, highlighting new product launches and sales offers, attracting your competitor’s traffic to your website and maximising your return on investment. Google’s pay per click advertising model is an excellent tool to rank your business on top of your competitors in the organic search results. Focus on creating ad campaigns that emphasize how your green sustainable products can solve the customer’s problems.
Make sure to utilise the benefits of the Google Ads Display Network (GDN) to attract your niche-specific group of customers for your business and look into the insights of visitors who have visited the competitor’s website. GDN allows the advertisers to save their share of advertising budgets on advertisements that are not targeting the customers who do not possess an interest in eco-friendly brands.
5. Hooking to the Right Audience
With the help of Analytics tools available in the market, you may not need to sweat a lot out to get hooked to your target audience for branding your services. Google Analytics is a tracking tool that provides all kinds of information such as the number of visitors to your website, demographics, the countries in which the visitors resides, the number of webpages viewed and clicked, the used devices etc. Through these free trend analysis, you can optimise your website to see more conversion rates in your business.
If you are a sustainable business with a low budget aiming to target your potential customers, then building your Facebook groups would be a feasible option. Through these groups, you could share and interact with potential customers on the ideas revolving around the green business. Similarly, you can create polls to understand your audience better, receive immediate feedback, and make announcements of the offers.
6. Digital Influencer Marketing
Influencer marketing serves as a great platform for the collaboration of the brands and creators to produce well effective branded content to reach out to the potential customer base. Businesses with moderate to large business can opt for Youtube’s Brandconnect services. Their new measurement tools like Influencer lift, Interest lift and Organic view provides the results of the real-time campaigns and accountability.
On contrast, Eco businesses with low budgets should work on converting their customers as brand ambassadors who do not stop recommending your products to their peers. Such businesses can tap on a few niche marketplaces such as Ecorigem, Born Eco. Alternatively, working with micro digital influencers is bit cheaper than compared to macro-influencers. BuzzSumo platform is a powerful platform to search for influencers to work on affordable budgets.
Lastly, the Green Sustainable products are the futuristic brands that are gaining immense popularity and opportunity as more consumers are gradually inclining towards the environmental ecosystems. So why don’t you start formulating the best digital marketing strategies for your business in reaching many green consumers and boost your online presence?
About the author:
I’m D.Sumithra who is a Brand Digital Marketing Analyst in International Institute of Digital Marketing ™.