In the final part of our series on sustainability and eco-friendly business practices, we’re examining how to market that your business is eco-friendly.
As the market continues to grow for green products and sustainable services, there’s plenty of money to be made. While that may seem overly cynical, one only has to look at the big national brands promoting their eco-friendly bona-fides to see the growth and importance of this area.
If your business is based around a green product or service, it’s a massive selling point and should be central to your marketing efforts. Make sure to follow these three essential steps to successfully marketing your green products.
Show the Proof
True, we live in an era of “fake news” and obfuscation but customers are still savvy at sniffing out bogus marketing claims. Your customers are going to want to see proof your products are actually of benefit to the environment. Thanks to sites like Yelp, TripAdvisor and Google’s own reviews service, customers are researching deeper and reading more reviews before making a purchase. You’re going to want to ensure their research doesn’t contradict your own marketing. As long as your marketing is telling the truth about your product, push those claims hard and go the extra mile to validate your green claims.
Nail Your Pricing
Price is one of the most important considerations in the customer buying process. Even if your product will save the earth with one purchase, customers will still put value for money to the fore when deciding to purchase. Examine the pricing structure of your competitors and try to challenge their price point. With your focused marketing and strong message, this competitive price will give you an advantage against the competition. Unable to shrink your price anymore? Consider placing greater emphasis on your value add. What benefit do customers get from your product and your product alone?
Get Personal with Benefits
Humans – we’re selfish creatures. We care about the environment but it’s fair to say we care about ourselves just as much. Try to frame your product as having a personal benefit to go alongside the environmental benefit. This gives your pitch a multi-layered appeal that creates a wider sales funnel. To give a specific example, organic food benefits the environment because it avoids the use of pesticides and herbicides. The selling point for the customer is that these products are also harmful for humans.
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No matter what area of your business you need assistance with, GD Commerce is standing by to help. Contact Us and find out how we can lessen the load.