Why invest in marketing strategies for environmental businesses?
It is a fact that investments in marketing strategies bring significant profits for the company in each segment. For this is not a secret, after all-be it small startups or large corporations-the realization of well-planned and targeted actions increases the visibility of the brand, strengthens its positioning on the market, and even improves communication with the target audience.
However, among the many sectors that can benefit from these practices, the environmental sector stands out as one of the most promising at the moment. This is happening because, as awareness of the importance of sustainability grows, more and more companies are seeking to incorporate environmentally responsible practices into their processes ⎯ a movement that opens up new opportunities for the evolution of businesses that provide this type of service or offer related solutions.
This is precisely where marketing emerges as a powerful tool to promote these organizations, allowing them to communicate what they do, how they add value in the market and how they can help other companies implement sustainability in their operations.
However, if you are still not convinced that this is a good option for your business, continue reading and discover 4 reasons that prove that investing in marketing for environmental companies works.
Marketing and the market: what opportunities are available for environmental companies?
Before understanding why marketing is so relevant in this field, let’s look at the market, after all, nothing better than numbers to prove facts, right?
Well, today we live in a global scenario marked by extreme weather events, which highlight the urgent need for a change in behavior and a review of “old” business practices based on the linear model. In addition, the rise of ESG (Environmental, Social, and Governance) guidelines is also highlighting sustainability as a fundamental pillar for the success and longevity of organizations in the most diverse segments – in fact, there are already several studies that support these statements.
According to data, 57% of executives stated that they are in the process of redesigning their business models to be more sustainable, and this movement is still accompanied by a series of concrete actions: more than 80% of industries have adopted measures to reduce waste generation, energy consumption and water use, seeking not only regulatory compliance, but also operational efficiency and environmental appreciation.
These figures show that the search for environmental solutions is and will probably continue to be on the rise in the coming years, opening up space for service and solution providers within the environmental sector to stand out in the market and support companies in other segments to achieve their sustainability goals.
4 reasons that prove how valuable it is to invest in marketing strategies for environmental businesses
When we think about marketing strategies for environmental companies, we are not talking about just any action, but rather tactics that are consistent with the way these companies operate and that can demonstrate the real value of their solutions.
Inbound and flywheel , for example, are two options that show great promise in this scenario. In practice, while inbound has the potential to attract qualified leads while also favoring brand consolidation in the most relevant online media outlets, the flywheel is implemented to manage these entries and improve conversion rates through good customer experience.
It is also worth remembering that both actions can be combined. By adopting a flywheel approach together with a robust content strategy focused on inbound marketing, environmental companies can improve their positioning in Google search rankings and establish themselves as references in the market, attracting new customers and boosting their results.
Having said all that, you can now briefly understand why investing in these strategies is so valuable, right? But the advantages don’t stop there and also include:
1. Building authority and trust
Only those companies appear to convey the value of their services or products will carry credibility with them. The organizations will publish case studies, environmental impact reports, and other informative content and will enable a consumer and other stakeholders to believe in it. More customers, strategic partnerships, and greater support from the stakeholders will benefit a business in its market when they are seen as leaders in that market.
2. Product differentiation from the competition
It could be easier to stand out in the market when proper marketing strategies come into play, and that is precisely the case with environmental companies, which can easily bring to the fore their competitive advantages along with the benefits associated with their service, through content published. This competitive edge then becomes the decider within consumers’ choices because they can clearly see how a particular solution meets exactly what they are looking for.
3. Increased profitability
As we have already mentioned, inbound marketing is a tool to increase the output of qualified leads, or those who are not just interested in what your company offers but likely to convert into real customers. However, this gain unfolds into a more efficient sales funnel with a higher conversion rate and a better ROI, or profitability.
4. Benefits for the society and environment
Lastly, investment in marketing brings benefits for the business, but also for the society and environment. The environmental companies highlight how sustainability may be achieved and applied in everyday life of corporations, yet at the same time they benefit the society and society by raising public consciousness about these issues and inducing responsible behavior.
This contributes towards the making of a more informed society since it engages in the fight against climate change and other challenges which are still present in the preservation of natural resources.
