How Green Influencers Could Help Your Company Deliver Profits
The term “green marketing” is becoming common parlance in the US and around the world. Companies are looking for ways to brand themselves as
more sustainable
and ecologically friendly.
However, they’re having a bit of a tough time pulling it off. Customers almost universally view corporations as harmful to the environment, only looking to make profits.
What’s more, consumers are becoming very sophisticated. They’re now well aware of tactics such as “greenwashing”, where a company pretends to care about the environment but doesn’t in reality.
The solution to this, for many, is to outsource the task. Companies should be directing their ESG marketing efforts via trusted third parties, such as green influencers, not relying on purely in-house solutions.
As digital marketing expert Joey Armstrong points out, influencers are incredibly valuable in marketing. When influencers speak to your audience, it feels more like a peer relationship, not a top-down message. It’s incredibly effective for communicating with people on a personal level.
The trick here is to make your influencer efforts greener. If you can partner with a person or organization known for their environmental credentials, that will immediately raise your brand profile. You’ll become a respected leader in the space, instead of fighting an uphill battle, trying to win trust.
Once you have a green influencer on your team, they can help you in numerous ways. These include:
Helping You Educate Your Customers
Green influencers are highly effective at helping you educate your customers on what you do and why you deserve your green credentials. They have a unique way of communicating with your audience that it can be hard for internal teams to emulate.
Improving Product Innovation
In some cases, green influencers can help you innovate and improve your existing products. They may have helpful suggestions that enable you to get more out of them. They may also suggest ideas that help you better appeal to your audience.
Unique Product Positioning
Relatively few companies have cottoned onto the idea of using green influencers. Therefore, it can be a source of competitive advantage. If you have someone with proven and trusted environmental credentials on your side, then your audience is much more likely to take you seriously. Otherwise, why would they work with you?
Become A Market Leader
Green influencers can also help you become a market leader. If customers see that you take environmental issues seriously, they are much more likely to shop with you than your rivals. In fact, if you can become the benchmark in your industry and force everyone else to follow you, you can build your brand tremendously.
Engage Customers More
Lack of engagement is a challenge for many businesses. Products are often uninspiring, and consumers really aren’t very interested in them. However, once you throw environmental concerns into the mix, everything changes. While the things you sell might not be particularly interesting, the message behind them is. If you can make everything interesting, then that’s even better.
So there you have it: some of the ways green influencers can help you build a better brand.
