The financial benefits of energy efficiency go far beyond the savings on your electric bill. It’s important to remember that by saving energy, your business has taken steps to become more environmentally responsible, and customers are willing to pay more for this added value.
Studies show that “green” sells. An eco-friendly image can be a tremendous force in growing your business, but customers won’t know about it unless you tell them.
It’s easier than you think to leverage your energy efficiency upgrade and share the improvements through green marketing, even if you’ve never done any marketing before. Today there are more ways than ever to communicate with potential buyers and existing customers. You have the ability to choose which marketing methods to use and how much time and money you’d like to invest. Best of all, you can increase and decrease your marketing efforts at any time. If you’ve been looking for a way to boost sales without raising prices or costs, then you can’t afford to miss the incredible green marketing opportunities that come with an energy efficiency upgrade. Let’s take a closer look at 4 ways a green marketing initiative will benefit your business.
1. Green news is great news, which gives you a good place to start
Going green provides a new platform to connect with customers and the community in a meaningful and authentic way. Green news is good news, and it’s a refreshing change from the advertisements that constantly bombard today’s consumers. When you share relatable and authentic stories about green improvements, instead of presenting a sales pitch, you’ll build a stronger connection between customers and your brand. Establishing these connections without any context is extremely difficult, so use the power of green marketing to pop back into your customers’ lives without interrupting.
2. Build a brand that customers embrace
The more you share about becoming environmentally responsible, the stronger your brand identity becomes. First and foremost, you want to be recognized for a superior product or service that directly benefits customers. But you also want to be seen as a responsible and dedicated member of the community. A green marketing initiative will allow you to design and strengthen that image and portray your business as a company who cares.
Additionally, sharing transparent information about your green efforts or authentic stories about your path to sustainability will build credibility and increase legitimacy. Potential buyers who view your green marketing efforts as honest and authentic will believe the same about your product. Going green is a way to demonstrate that you have the customer’s best interest in mind, which means they can feel safe and secure buying your goods and services.
3. Grow a green revenue stream
Did you know that 66% of consumers prefer to do business with environmentally responsible companies, and 55% are willing to pay more for goods and services from an environmentally responsible company? There’s no doubt that green sells, and the numbers to prove it have been growing steadily over the past 5 years. Use green marketing to set yourself apart from the competition and be the business where conscious consumers want to shop. Plus, your new green image will help you reach new audiences of buyers who might not have known about your business otherwise.
4. Keep your crew happy
Retain top talent by showing them how you care about their future, their environment, and their well-being. Inviting employees to join in the effort and motivating them to take ownership of their own green initiatives is a great way to boost morale and camaraderie around the office. It also provides opportunities to reward employees without spending a lot of money – think paid volunteer days and rewards for top energy-savers. An employee-led green program can significantly improve the office atmosphere and make your best employees feel happy staying with you for the long haul.
Ready to launch your own green marketing initiative? Download our FREE Green Marketing Planner to get started!
To learn more about the benefits of energy efficiency, contact EES Consulting today!