You did it! You’ve developed sustainable goals within your business. You’ve adopted eco-friendly practices in your corporate processes. You’ve swapped out single-use plastics in the break room. You’ve even initiated a public commuter program for your employees! With the increasing demand for environmentally responsible businesses, how do you market your company to stand apart from the rest?
Find your Sustainable Story
When you boil down any concerted marketing effort, it starts with a story. This story will establish the foundation of your green marketing strategy. Whatever your company’s sustainable initiative may be, consider the following questions to develop your company’s narrative:
- What happened? What did your company do that is sustainable? What were the goals in place, and did your company achieve them? What were/are the results of your efforts, and how did they make the world a better place?
- Where did it happen? Was it on-site at your office building? Was it for a client? Or did your company support a local community program?
- When did it occur? Is it ongoing? When did it start? Is your initiative a recurring event? If so, when will the next one occur?
- Who was involved? Was it a specific employee, or a department? Your company’s executive board? A collaborative effort among your entire enterprise?
- Why did your company adopt this practice? This is arguably the most important question. Discussing your company’s motivations will resonate with your audience. Be sure to cover why consumers should care.
Related Article: Earning a Sustainable Reputation
Adopt Green Positioning
Now that you have your company’s story as groundwork, it’s time to position the message throughout your company’s branding. With your consumers in mind, it’s important to determine the appropriate placement of this content. Here are some ideas to consider:
- Blogs Posts / Press Releases are perfect for one-off initiatives or events. They help showcase your company’s values in a succinct manner and promote the human aspect of your business as well.
- Website Content is ideal for ongoing sustainable processes that your company has adopted. Whether it’s for a particular service your company provides, or an initiative to empower your employees to make greener decisions, add a dedicated space on your company’s website to permanently feature your efforts.
- Product Packaging is an obvious answer for your company’s eco-friendly products. Emphasize what makes your products greener than what’s currently on the market, and why your company took the steps to create a sustainable version. Bonus points if your packaging is 100% compostable or recyclable too!
It’s also important to be transparent with your consumers. As more and more consumers are educating themselves about sustainability, they are growing increasingly cognizant of corporate greenwashing, where companies convey a false impression of how environmentally friendly their products or services are. This is especially critical when you begin to promote your business in a sustainable light.
Amplify Your Efforts
Once your company has folded green messaging into its brand identity, the time has come to spread its messaging out into the world! Here are some high-level suggestions to do so:
- Social Media Channels, similar to blog posts, are the ideal choice for one-off events. Be sure to engage with your followers by replying to comments or encouraging others to share their thoughts. Don’t be shy about boosting your posts with paid media if your company has the budget for it!
- Email Marketing is perfect for announcing new products or sustainable services. By emailing your customer database, you can generate a great deal of interest. Be sure to include a call-to-action button that leads customers to more information (such as website content your company has created.)
Kudos to your company for helping to make the world a greener place! While green marketing can be a precarious slope, as participating companies are under increasing scrutiny, it’s important for corporations to assume responsibility and provide sustainable alternatives to all consumers. Distinguish yourself from your competitors and market your sustainable values. After all, you’ll be tapping into the 66 percent of global consumers who are willing to pay more for sustainable goods.