Within the next few years, millennials will continue to take control of the consumer market share. This generation, which is known for caring about hot topics, prioritizes responsible buying practices, and companies who give back to the world. As Millennials are also aspiring entrepreneurs, both B2C and B2B-oriented businesses must rethink their marketing approach.
If you’ve already taken steps to become an eco-friendly business, you’re moving in the right direction. Here are four tips for marketing your green business to bring customers through the door.
Highlight Your Eco-Friendly Options
Rather than considering green initiatives as an add-on, think about them as a part of your overall business strategy. Highlight the eco-friendly products you offer and find the unique selling proposition of each.
For example, if you’ve recently become a LED dealer, don’t just tell your B2B customers what you offer, but why they should care. Highlight the energy saved by using LED lights, as well as the cost-savings your customer will incur over the long run. Become a resource for them, helping them highlight the green initiatives they’re taking and making it a part of their marketing strategy. Not only does adding eco-friendly offerings make an impact on the world around you, but it also makes an impact on your bottom line by creating a value-added product.
Practice What You Preach
Authenticity has become a buzzword in recent years. Consumers are more aware of marketing efforts and are quick to call out businesses for hypocrisy. Thus, it’s essential to practice what you preach when marketing green business initiatives.
To continue the previous example, consider the efforts made by an LED lighting distributor. Highlighting the benefits of switching to LED lighting as a green initiative for other businesses is great, but failing to make the same switch at the distribution center would be a mistake.
If you promote yourself as a green business, be sure to follow green practices in all areas of your operations. Conduct an audit to determine if any areas need to be addressed. Even if it isn’t feasible to make all of the necessary changes at present, create a public plan and timeline outlining how the changes will be made in the future.
Focus on Digital Marketing
You’ve made the shift toward being a green organization and practice what you preach to your B2B customers. So, how do you go about delivering this message to your audience? In the digital age, traditional paper marketing methods lack the same impact as social media and email marketing campaigns. Furthermore, print advertising generates a significant amount of paper waste – especially considering the fact that the paper is rarely disposed of properly.
Find ways to communicate with your audience without using paper. Create a robust digital marketing strategy and leave printed marketing materials for special occasions, like trade shows. To enhance your efforts, reduce paper waste within your daily operations, as well. Opt for paperless invoicing and cloud storage, if possible.
Perfect Your Pricing Strategy
While people might have the best of intentions, at the end of the day, price plays a powerful role in purchasing decisions. Revisiting the previous example, an LED distributor will likely charge their B2B customers more for LED light bulbs. However, there’s a threshold for how much a customer will pay before the price outweighs the perceived value.
Not only will you have to consider how you can make your pricing compare to the competition’s, but you’ll have to put a renewed focus on messaging. Many businesses have different margins for some of their value-added products. Finding the marketing mix that works for your offering is essential when marketing yourself as a green business.
Marketing yourself as a green business is both an art and a science. Prioritize perfecting your messaging while remaining authentic and transparent in your business operations. By doing so, you’ll get an edge on the competition as millennial consumers take over the global market.