There is no denying that green marketing is hugely relevant for companies nowadays. However, if you are jumping on the bandwagon, make sure that you do it with a lot of thought. In your efforts to go green, the following advice should prove to be most useful:
When diving into green marketing, don’t forget to double-check your efforts. False claims from you will undoubtedly damage your brand, so don’t even bother positioning yourself as a green business if you’re all talk. The most viral form of buzz is bad publicity. You don’t want that killing your hard-earned reputation.
Don’t overdo your environmental and sustainability efforts. Instead, it will take you a long way if you add a modest and sincere tone to your message. And since clients connect better with people than with organizations, make sure that you also strive for a personal and honest image.
Communicate your efforts clearly to your staff. To reflect your green business initiatives, you can’t go without an internal support. Engage all of your people in your campaign, from the sales team to the technical support department. Your company won’t be in the good light if, for instance, your marketing team is promoting environmental awareness all the while your sales personnel are seen throwing away copies of still relevant brochures and pamphlets.
It is not enough to only focus your message on the green added-value of your products. In fact, you have to develop your product positioning in such a way that your clients won’t do business except with you. This can be done through various means, such as communicating the quality of your product or concentrating on the money that your clients will be saving in the long haul. You need not to focus on the green argument solely. You just have to position your company as an organization that appeals to the market, regardless if they’re green or not.