How to Connect with Eco-conscious Customers Using Digital Marketing
30th October 2019
Today more than ever, consumers are very aware of their environmental impact and as a result of this, they want to see the brands they buy from being aware of their impact too. So, it’s incredibly important to have green initiatives in place.
Digital marketing is a great way to connect to the new wave of eco-conscious customers because it is the greenest form of marketing. It doesn’t create any environmentally detrimental waste and it’s great for reaching a large amount of people at once. We’re going to discuss various digital marketing strategies and how they can be used to engage an eco-conscious audience.
Why is Connecting with Eco-conscious Customers Important?
According to a study by Nielsen, 66% of consumers would be more likely to buy a product if it were from a sustainable brand. This is especially prevalent among millennials, who will soon be the dominant demographic, you can read more about that in our article How Millennials Are Paving the Way For Sustainability. Eco-friendly products are especially popular, but consumers are more likely to pay for something from a brand with strong social and environmental values, hence why it’s so important to upgrade your business and marketing techniques to fit this.
Connecting with Eco-conscious Customers Using Digital Marketing
Digital marketing is the greenest form of marketing when you consider the waste that traditional marketing creates. According to Energy Central, 1 million ink cartridges are thrown away each day, ending up on methane-producing landfills. Digital marketing does not create waste in this way, something that consumers will notice and appreciate, especially if they are eco-conscious. Beyond this, online marketing is a great way to build up a brand and drive online sales.
Be a Genuinely Eco-Friendly Company
First and foremost, it’s most important that a brand is genuinely eco-conscious. Brands that pretend to be greener than they actually are can be accused of greenwashing, which can be utterly detrimental. You can only boast about green initiatives that are genuinely in place, or create an eco-friendly product. Check out our article Green Changes You Can Make to Promote Eco-Friendliness In Your Business to learn more about how you can make your business more eco-friendly.
Below is an example of an ad by Volkswagen: genuine or greenwashing?
Create Content that an Eco-conscious Audience Wants to Share
Content creation is one of the most effective forms of marketing, it generates more than three times as many leads as outbound marketing and costs 62% less to implement, according to Green Moxie. Content that is both entertaining and informative can be invaluable as consumers want to share the stuff that interests them and helps others. Content can be SEO-optimised using keywords, to boost your search engine standing. Inspirational environmentally-based content can be a great way to demonstrate to your audience that you are aware of the environment and therefore imply that your own business is striving to be greener.
Use Social Media to Create an Eco-conscious Brand Personality
Social media can be one of the most effective ways to reach a wider audience and increase brand awareness as your customers are given the chance to share your content with their own peers, widening the number of people you reach. People look to share content that is informative and entertaining because they want other people to be informed. Targeting an eco-conscious audience in this respect can be very beneficial as they want to raise awareness in other people. Creating posts that inform your audience of your green initiatives or sharing tips for being eco-friendlier are likely to be something that people want to share and get the word out about. Considering that the eco-conscious audience is growing, this sort of content can be great for gaining followers and therefore increasing sales.
Social media also provides a great opportunity to create a brand personality that your audience can familiarise themselves with and as a result trust, which is likely to convert into sales. You can also interact with your customers to increase this trust, which can be especially important regarding eco-conscious ideas, where people are suspicious of greenwashing. To get involved with your audience will demonstrate that you are genuinely passionate about being green.
You’ll clean up plastic pollution & help collect data to challenge industry to act on plastic production. 💪
— SurfersAgainstSewage (@sascampaigns) October 18, 2019
Use Email to Inform Customers of Your Green Initiatives
Emails are ideal for reaching your audience directly. According to The Manifest, 69% of businesses use email marketing, so you don’t want to fall behind. Emails are especially good for driving retention because customers feel as though the company has taken the time to update them, and it creates a sense of loyalty. Email campaigns could be used to keep customers informed about how your business is green, or the steps that you are taking to make your business greener. This is the sort of information that consumers are interested in and hearing that a company is making an effort to be eco-conscious is likely to drive retention.
Digital Marketing Can Help to Reach an Eco-Conscious Audience
As you can see, digital marketing, as the greenest form of marketing, can be extremely beneficial to reach and retain an eco-conscious audience. It is more important than ever to introduce green initiatives into your business because there are more people interested in going green than ever before.
We hope this article has given you insight into the various ways in which digital marketing strategies can be used to connect with eco-conscious customers. If you are interested in working with a team of digital experts to help you go digital, contact us here, or take a look at our services here.