Green Clicks

How to “Green” Your Search Marketing

There’s no question that the environment is one of today’s “hot topics,” pun intended. Many consumers are now searching for ways to lower their carbon footprint, and creating a demand for eco-friendly products and services. It’s a new marketplace that is ripe for the picking for savvy marketers.

Do you offer a collection of green products but don’t know how to capture this new growing audience? Or are you an established green brand in fear of how to cope with an influx of competition? I spoke with a few of our customer solutions and content development representatives to get advice on structuring a campaign that shows your environmentally-friendly side.

Newcomers to the Green Market

1. Think Like a User

Environmentally-concerned consumers often look at every claim, ingredient listing and line of ad copy created by a product manufacturer or service provider to determine, “How might using this product or service hurt the environment?” So make sure you highlight your “greenularity” in your ad copy. For example, if you are a dry cleaner who uses non-toxic cleansers, include that fact in your ad, as it will set you apart from competitors.

2. Plant Seasonal Seeds

Green awareness isn’t just for Earth Day. Many folks purchase eco-friendly products at every gift-buying occasion, so go after them! You can create a green campaign for Mother’s Day, Graduation season, Christmas, Valentine’s Day, etc., just as you would for general seasonal campaigns.

3. Think Locally

We’ve all heard of the concept of “Think globally, act locally,” so consider adding campaigns specifically targeted at your local consumers. Try offering discounts to those in your nearby community to support the reduction of carbons emitted through shipping and transportation. Our geo-targeting feature makes it easy to show that you are aligned with green thinking in this way.

4. Land on Your Feet

If you’re running a green ad, make sure your landing page is green, as well. After all, you don’t want an environmentalist to click on your ad, go to your site, then see that you’re pushing a product that goes against their beliefs. But be careful: Green shoppers tend to be suspect of companies who try to “green-wash” their brand with shallow marketing ploys. If possible, add content on your site that shows what your company is doing to help the globe. You can even post news items on environmental concerns that relate to your products.

5. Up-Selling and Cross-Selling

If you offer several eco-friendly products, cross-sell them when a customer is purchasing one, and display them all on one special page. Green or not, users love one-stop shopping: If you’re selling someone an aluminum reusable water bottle and you’re not promoting your biodegradable disposable eating utensils, you might be missing out on a sale! A lot of people take baby steps in greening their lives—if you show them the way and tip them off to new options, you’ll make more sales and earn their loyalty, as well.

“But I Was Here First!”

While you may have been branding your company as eco-friendly long before being green became trendy, staying on top of the flood of new products entering this marketplace can be a challenge. We offer two suggestions:

1. Stress Your Credibility

If you really have been eco-friendly for years, tell your customers. Longevity in Earth-saving earns points with greenies who may be skeptical to fly-by-night newcomers, or those who are just jumping on the green bandwagon. Write it in your ad copy, and tell your story on your landing page.

2. …and Your Credentials 

If you are a certified green company, make sure that your ad contains this info. Green consumers love to patronize a company officially labeled organic, or one that passes all the tests for greenness. Their trust in that status will earn you their loyalty.

— Kastle Waserman, Communications Manager, Customer Solutions

Photo courtesy of Thiru Murugan, via Flickr