How to use Digital Marketing to promote Sustainable Products
With increasing pollution, population, and human greed, we are burning through the planet’s resources quicker than a Formula 500 race car. There is no doubt that sustainability is the way forward. Our collective goal should be to build a sustainable future.
Countries across the world are taking a step towards sustainable development. India has been aiming for sustainable development by promoting renewable sources of energy. A great example is the clean energy initiative by the government, aiming to install 175 GW of renewable energy capacity by 2022.
However, what’s more heartening to see the shift in consumer choices. More people are looking to shift towards sustainable, organic and healthy products, thanks to environmental awareness and campaigns. And thus, more companies are now trying to meet these demands by selling sustainable products.
Solar rooftops are gaining popularity gradually. Organic farming is under demand as more people prefer organic food. Electric vehicles will soon be mainstream, taking over from the petrol or diesel run vehicles, given the amount of research and development going on in the field.
Having said that, the market for sustainable products in India is still young and small. So, if you’re a brand dealing with sustainable products and want to capitalise on the all that internet buzz around the area, how do you efficiently market your products?
Digital Marketing and Sustainable Products
With a huge chunk of people online, thanks to work from home, online streaming services, and social media, these products stand to gain a lot of traction from digital marketing, right now.
Here’s a list of things that all of us at Alloy put together, that have to focus upon:
Educate your Audience
It is important to catch on the interest that sustainable products are gathering, to educate and reach out to a wider audience. Use platforms such as Instagram to good use to tell the story of your product to the people.
Stories are very effective in spreading brand awareness. Use good content such as concept photoshoot pictures that tell the story of your product to the world. These would increase your reach and capture the attention of users around the world. At Alloy, we believe in the old adage, “A picture speaks a thousand words”.
If your product comes under FMCG, make sure you’ve your presence on all online portals such as Amazon, Flipkart and more. This increases your brand reach and helps in Search Engine Optimisation as well.
For example, we’ve Bomb Cosmetics, who make handmade and environment friendly, organic cosmetics. If you check out their website, it’s full of pictures and content describing their prime goal of going organic, and how it can help one’s skin.
Get in touch with environmentalists and influencers
There are a lot of environmentalists and influencers who stand for the firm cause of sustainable development. Get in touch with them and collaborate with them, to spread your brand’s awareness.
They should be more than happy to give a shoutout to your brand. Their followers would definitely be the ones into sustainable products. This would be your proper target audience. But do make sure before collaborating that the influencers’ engagement quality is high. We always advise our clients to analyse before all such collaborations.
Focus on collaborations on Instagram and twitter. Shoutouts on these platforms have proven to be very much valuable to brands.
Make the big industrialists take note
Twitter is where you can connect with industry giants. Make a list of the big names in the sustainable product industry like Apple (Did you know that the latest MacBook Air is made of completely recycled products?), celebrities who retweet tweets on sustainable development like Ratan Tata and Anand Mahindra.
Follow their profile and engage with their updates by liking or retweeting and tag them consistently on your posts until they notice your brand. Once they take note and help by retweet or share, it always boosts up your reach.
To reach out to industry biggies is hard, but once you do, it will crate a huge spike in your brand’s growth. Twitter is by far the most effective way to reach out to them.
Market on Google:
A lot of people look for sustainable and healthy products online through Google searches. People who are genuinely interested in these products and are most likely to be your customers are right now, researching about them on Google.
In the world of online connectivity, companies should always try to reach out to people with a clear message and good, in-depth content about their sustainable products. This can be possible by focusing on optimising your search engine results. While Google Ads may seem like a good option to promote your products, they are expensive and aren’t advisable if your product pricing is on the lower scale.
If your product is on Amazon and if someone checks out a similar product, it’s more likely that Amazon would remarket these products to your audience on Google. There’s no need for you to spend on Google Ads unnecessarily. SEO is the more effective method.
If your product’s pricing is on the higher range, you can surely afford to spend on Google Ads. One important thing to be noted is that the products of higher range, such as an electric car or a solar rooftop set up, have lesser competition on Google Ads. Get your presence here and make sure people read up your content as and when they search for similar keywords.
Alloy believes in the goals of sustainability and understands the need for environment friendly products. During these dire times of the COVID-19 pandemic, when the economy is strained, the one way to help the Indian economy is by buying more of Indian products.
To play our part in helping shape a post COVID, stronger India, Alloy is offering free marketing consultancy sessions with Indian sustainable product brands, with an aim to help startups and companies survive this tough time. In the sessions, we look forward to putting together our 6+ years of marketing experience, to come up with a customised, innovative campaign for you that would propel your brand’s growth.
COVID 19 has hit refresh, allowing us to set our focuses straight. It is what we do now that would decide our future. A sustainable future with a healthy Indian economy certainly sounds beautiful.