Green marketing, also known as eco-marketing and environmental marketing, is the use of green and environmental issues in marketing campaigns. This helps to benefit the pursuit of a company’s aims. For instance, a business that uses recycled materials for its packaging could make advertising campaigns around it to improve its product’s sales.
Green marketing is more common among industry leaders. However, this trend is also becoming popular among small and medium enterprises, especially the ones that want to make a positive impact on the environment. For example, some businesses offer digital invitations and send them via e-mail. To know more, visit Greenvelope.com for further information on how it’s being done.
If you want your business to go green, here are some marketing strategies you can try:
Good product design and packaging are one of the best green marketing strategies to tell your potential and existing customers about your new environmental policy. Botanical illustrations, leafy patterns, and natural colors can help portray your organization as environmentally friendly. You can also make the most of different types of reusable eco friendly bags for your marketing materials.
Try to avoid geometric shapes and acid colors in your marketing materials. These are often seen as man-made things. You may even go further and rethink your packaging’s concept. Perhaps abandoning plastics in favor of paper while exchanging duct tape and metal for rope. All these soothing natural elements should be clear in the design of your social media, website, and app.
When you decide to switch to compostable raw materials for your items, you can just publish a video and have publicity materials about those changes. But did you know you can go further than that? You can make your customers part of an environmentally-conscious community as one of your green marketing methods.
The marketing practices of your brand can include green days. These are days where you or your customers meet to compost products properly. You may also create a compost blog and update it daily with ways to lessen the amount of non-biodegradable materials they use.
You can’t just tell your audience the switch to recyclable materials or your services are beneficial to nature. You should also consider getting your eco-certification. There are many certification services with credible acknowledgments which consumer respect across the globe.
Depending on your company’s specifications, you’ll gain a merit status to use products from organic cotton only or well-managed forests. You may also donate to a respectable environmental organization and get the chance to place their logos on your products. If your business transformations aren’t in the place where you can get certification yet, consider enlisting experts from relevant eco-organizations and get official recommendation letters.
When your company gets approval from a reliable organization or fund, share it to your social media accounts. And, don’t forget to add your certification label to your packaging.
If you’re somebody who scrutinizes businesses the same way sustainable shoppers do, you wouldn’t easily trust their claims. As above, you have to provide proof of becoming eco-friendly. Other than that, everything you should do must reflect its sustainability values. In this case, it’s crucial to generate content to achieve your green marketing goals.
To communicate your company’s commitment to sustainability, you must have a timely, realistic, achievable, measurable, and specific mission that’ll benefit the environment.
Use and create strict brand guidelines to reflect your cause. Then publish regular sustainability reports to update your shareholders about the progress for transparency. Depending on your preferences, you can provide reports monthly, quarterly, or annually. It’s also wise to encourage a sustainable and ethical culture for your customers and employees.
You can easily share information about the commitments you’ve made for the environment. You may even speak up about all the positive results as they happen. Translate your green transformation into a growing conversation regarding positive environmental impacts. Then use these results to reinforce your image daily.
If your business provides a delivery service and decides to use electric cars to reduce carbon footprint, you may report the amount of carbon dioxide emissions you’ve cut out. To motivate more people to use your services, you can talk about how every order helps lessen carbon dioxide emissions in the world.
If possible, use videos and illustrations to make your statement memorable and clear.
It’s no doubt an admirable goal to save the planet. However, when marketing your business as green, know that your customers want to have more information about the benefits of your efforts. To achieve this, explain how your customers can personally contribute to your offerings.
For instance, if you’re providing green cleaning services, your primary benefit may involve the improved health of the property’s occupants without causing harm to the environment. You must also be familiar with the possible dangers of traditional cleaning practices and chemicals. Use these to educate your potential and existing customers about how green cleaning services can make a difference.
Often, sustainable commerce is costly because of the increasing expenses on fair wages and sustainable designs. This is why most customers are willing to pay more for such products.
If you’ll claim your pricing is because of increasing costs, ensure you clearly communicate the specifics to your customers. Charging high prices unethically for sustainable products is greenwashing. This practice can end up costing you more over time.
Remember, the more impactful your mission is, the better your opportunity to get exposure for your products. The less impactful a mission, the greater chance of greenwashing. If you don’t want greenwashing to happen, justify your premium pricing by providing evidence of your commitment to sustainability and offer excellent marketing material.
Green marketing may seem similar to traditional public relations (PR) communication and marketing, but it has several distinctive features. For instance, you can’t claim you’re now offering eco-friendly products unless you have credible proof.
You also have to be careful with the tools you’re using to spread the news about your business being eco-friendly. Especially because your green approach must be organic and extend to every aspect of your business including promotions. To stay on the right track, take note of the green marketing strategies mentioned.