Green Marketing Strategies: Tips to Get Started

Tips to Kick Off Your CleanTech Marketing Strategy

Last week, we began our series on Green Marketing Strategies for CleanTech with a primer on marketing and the importance of a focused strategy.

This week, we’re going to dive right in with some practical tips for you to create your own green marketing strategy.

Tip 1: Eco-friendly Customer Engagement and Messaging

Define your target customer and tailor your message to them

CleanTech is quite a broad field. Pinpointing your ideal audience – and knowing everything you can about them – is crucial if you want to stand out in the crowd.

Great advice, but how do I do that?

  • Start with surveys and interviews. Ha! You thought I was going to say to start by asking ChatGPT. While using AI tools will give you a head start, it is no substitute for asking real customers (after all, you’re marketing to people, not robots). Gather firsthand insights about the problems your customers are trying to solve, their pain points, and their preferences.
  • Develop a persona. With your data in hand, you can create a persona, or representation of your ideal customer. A persona includes demographic info, insights into motivations, and the specific outcomes desired from your product or service. It also serves as a daily reminder that the customer comes first, so don’t set your persona in the corner after you create them.
  • Talk to them in their words. Consistent messaging is key. Avoid technical jargon and address the issues that surfaced during your research.

Tip 2: Green Marketing Outreach

Develop a robust content strategy to generate leads

Content that adds value for your customer is your superpower. It not only educates your audience, but it also establishes your expertise.

Great advice but how do I do that?

  • Start a blog. And then publish consistently (there’s always a rub). Write about your green industry insights, sustainability best practices, tips that help your customers make the world a better place. Don’t sell.
  • Branch out with white papers, infographics, podcasts, and webinars. The price of admission is contact info (aka, qualified leads).
  • Repurpose this content on social media. Write once, use it on multiple platforms. Post blog snippets on Instagram and LinkedIn. Post your infographic on Pinterest. Post your webinar on YouTube. Post your dance on TikTok. You never know what’s going to go viral.

Tip 3: Sustainable Data Practices

Measure and adapt

What gets measured gets changed (or something like that). Know what’s working and what isn’t by establishing key metrics, monitoring them, and adapting accordingly.

Great advice but how do I do that?

  • Set clear goals. Establish key performance indicators (KPIs). Some examples of KPIs are website traffic, lead generation, social media engagement, and revenue.
  • Use analytics tools to monitor said KPIs. Google Analytics, Tableau, Smartsheet, Good Data, Klipfolio to name check just a few.
  • Conduct A/B testing. Who doesn’t love to experiment? Try different green messaging and different formats. Try new channels. Track the data and see what resonates best (and do more of that).

Obviously this just scratches the surface of a focused marketing strategy. In future blogs, we’ll go into more detail on each of these, and talk about other marketing strategies that we have employed to great success.

In the meantime, happy marketing! Here’s to making the world a better place, one blog at a time.

Contact 3Create with any comments or questions.

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