Businesses all over the world are going green, meaning green business marketing is becoming an essential strategy. In every different industry, businesses of all sizes are doing their part to reduce their carbon footprint and to make a cleaner, greener planet Earth.
A green marketing strategy is made up of many facets. The approach your small business takes to green marketing can have an enormous impact on financial outcomes. Use these tips to develop a green marketing strategy that works for your business, your customers and the environment.
Get back to basics.
Consumers have grown accustomed to seeing certain images that are associated with green marketing. These images include trees, flowers, recycling bins and planet Earth. When developing a green marketing strategy, try to avoid cliché images. They are no longer effective for generating emotion and awareness among consumer groups. Keep messages clear to resonate your emotional point, and employ realistic images that are directly related to the cause in your green business marketing initiatives.
Use multiple “green” elements in your green marketing strategy.
There is more to “being green” than environmental friendliness these days. Consumers also appreciate certain health benefits, as well as monetary savings as a part of green initiatives. Highlight any health benefits or money saving features when evaluating ideas for green business marketing. Some elements to consider include Energy Star ratings, products with organic certification, low-calorie and low-fat options, and any type of cost cutting measure that simultaneously saves budgets and Mother Earth.
Tell it like it is.
It’s impossible for any business to avoid impacting the environment negatively in some fashion. A good green marketing strategy is one that features clear, honest messages. For example, avoid making the impression that your business has gone “totally green.” Focus on specific numbers and measure. A green marketing initiative that says, “In the last year, we have reduced paper waste by 40%,” is concrete, powerful and effective.
Don’t sit idly by.
Your small business can actually contribute to the development of new and innovative technologies. This can be done through independent research projects or by simply informing your suppliers and business partners of a need for a more environmentally friendly product.
For example, if the type of copy machine you use in your office seems to use an inordinate amount of toner, contact the supplier to see if there is an alternative solution. In the event that no alternative exists, you can make a formal request that the supplier explore other options.
This is an example of an opportunity to be an agent for change in your own industry. Depending on the outcomes, you may be able to include success stories in green business marketing materials.
The trends in green business marketing will continue to grow and evolve right alongside the technologies that are developing to make the world a better place. Your small business can make great strides toward environmental responsibility, and you can exercise good citizenship by implementing a green marketing strategy. The time is now to start making positive changes in daily business operations, product and service offerings, and marketing campaigns. With a solid green marketing strategy, your small business will be well-positioned for success.
