The following is a post by Paul Hannam of Bright Green Leadership (a 3p sponsor) – offering internet marketing strategies for responsible businesses. This tips and observations in this series are aimed at green entrepreneurs looking to understand how internet technology can benefit them more.
Every Green and Socially Responsible organization wants to attract more visitors to their website; engage them more effectively; and increase sales, donations, or members. Whether you are a business or a non-profit, you probably know that the Internet is your market’s primary source of information, and where your prospects actively search for information, solutions, and products.
You may also know about the incredible growth in trends like social media, video, and mobile marketing. Facebook has over 400 million users, You Tube serves over 1 billion videos every day, and Google CEO Eric Schmidt has declared “mobile first in everything,” as he contemplates the 4.6 billion wireless subscribers worldwide.
Every organization, green or not, has to consider how to take advantage of this opportunity, or face being left behind. Fortunately, there are some savvy green businesses who are leading the way. Method’s People Against Dirty campaign demonstrates how responsible organizations can engage with their customers and prospects. Green business and social media share the same values and practices of openness, trust, and authenticity. The Patagonia Facebook Fan Page has nearly 44,000 fans, and is ideally suited for customer dialog, market research, as well as new product, special offer, and event announcements.
Video is now essential for all marketing-oriented websites. A recent Forrester Research report claimed that videos are 53 times more likely than other Web pages to appear on page 1 of search results. Simply adding a video explaining your products and services can transform your online performance.
And what about mobile marketing—integrating video and social media, is it the biggest trend of all? There are over 100 million users who access Facebook on their mobile phones. As we all know, consumers almost always carry their phones, so advertisers can engage them at specific times and places. There are also a number of Green iPhone apps including Climate Counts that rank businesses on climate change impact.
Video, social media, and mobile are transforming marketing forever. Together they provide an extraordinary opportunity every campaign should include. There are many potential green marketing strategies, so the challenge is to choose the right one and execute it effectively.
The solution that every successful internet marketer employs is a strong system of step by step processes. A system is a series of actionable tasks with clear deadlines and outcomes. My own system includes 5 key activities, which I will be writing about over the coming weeks. They are
- Develop a Strategy based on Rigorous Research
- Implement multiple streams of Traffic to your Website
- Acquire Subscribers and Fans
- Convert subscribers to Buyers with an effective Sales Process
- Test, Evaluate and Optimize everything
If you focus on being excellent at these five activities, you will see a major improvement in brand awareness, stakeholder engagement, and likely, sales. After 25 years of sales and marketing experience,—and 10 years of working with green businesses as an entrepreneur, consultant, writer, and professor—I believe that Internet marketing is the most exciting and effective means of building your business or non-profit.
My mission with this 3p series is to help you be more successful in promoting green messages, products, and services. So, in the coming weeks I will cover each stage of the system with practical tools and examples that you can use in your organization to see rapid results.
Paul Hannam is president of Bright Green Leadership that provides internet marketing services to green organizations. Paul is also Chairman and co-founder of Bright Green Talent and taught environmental business at Oxford University. You can watch Paul’s video on Internet Marketing for Responsible Businesses or contact him at Paul@brightgreenleadership.com