There are numerous challenges marketing a green product. For one, being green isn’t good enough. Selling on the environmental attributes of a product doesn’t work. Consumers need to know that a green product performs equally as well – if not better- than a traditional product. And, green products need to be priced competitively.
While some small business owners falsely believe that social media is just a “trend,” social media marketing has proven to be an excellent and cost-effective way to promote your small business. After all, social media engagement allows you to personalize your business brand and develop business relationships with both potential and current customers as well as other potential stakeholders in the business.
There are a number of ways you can promote your business on the top social media sites, such as Twitter, Facebook, Pinterest, LinkedIn, and Google+. And, there’s evidence that social media for sustainability and green business matters. Yet, we find in our business sustainability programs, many marketing teams, executives, and small business owners are making mistakes in using social media for sustainability branding and promotion. Are you making these mistakes?
- Ignoring social media altogether, because you don’t have time to understand its impact.
- Inconsistent branding on different social media sites.
- Jumping in without a strategy.
- Jumping in but being inconsistent.
- Getting involved on social media platforms without knowing which platforms your audience and stakeholders are engaging.
- Attempting to be active on every social media platform vs being strategic and active on selected platforms.
- Making online networking a low priority.
- Tasking social media responsibilities to untrained staff.
- Too much promotion and selling.
- Lack of conversation and engagement with others.
- Thinking that simply having a Facebook page and a Twitter account means you are doing social-media marketing.
- Incorrect display of “transparency” by co mingling of personal and business information.
- Doing social media as busy work but your actions are not tied to supporting business objectives.
- Thinking social media is free.
- Thinking social media marketing is a fad.
Social media is not a silver bullet to pitch products. Nor is it the appropriate medium to push your company messaging. Social media executed successfully is a powerful vehicle to build sustainable business communications by engaging with stakeholders – whether that is prospects, customers, employees, or suppliers. It is also a tool to reach your customers at different points in their buying cycle guiding them from awareness of your product, to testing it out, to purchasing it. Are you challenged with selling your green product online? Contact us today to develop your social media strategy today.