Sustainability is here to stay, otherwise we may not be, and many brands are recognising this and going green, but do their target audiences know?
According to research by Deloitte, 34% of people blame a lack of information for stopping them from choosing brands that have ethical practices or values. So, if you’re the beauty industry’s best kept sustainable secret, it may be time to shout a little louder about your eco-credentials.
That’s where we can help.
From eco advertising to green marketing strategies, read on to discover our top tips for promoting your sustainable mission.
Before we get started…
Know the difference between ‘sustainable’, ‘organic’, ‘green’ and more
Over recent years, many businesses have been called out for ‘greenwashing’ – making vague sustainability claims in order to appear more forward-thinking and desirable – therefore, educating yourself on terminology can save you a lot of bother.
This is a topic we have touched upon in our blog post ‘The Balance of Being Sustainable: The Battle to Create Ethical Products Consumers Want’ and you can learn more in our whitepaper ‘Sustainability in Beauty: Where Are We Now?’.
Know Your Target Audience
A consumer who prefers to purchase green or sustainable products (even if they’re more expensive than their less environmentally friendly alternatives) are categorised under LOHAS: Lifestyles of Health and Sustainability.
Environmental issues have not always received the attention many people believe they deserve. Therefore, this group is often vocal about what they believe in and the products that help them achieve a more eco-friendly lifestyle. LOHAS have a strong sense of social responsibility, are active supporters of environmental movements, and want to leave as little physical impact on the earth as possible.
Now, get the word out there!
So, you’ve nailed down the jargon and have familiarised yourself with your target audience. It’s now time to spread the word. Here are a few ideas of how to do this:
- Dedicate a page to your efforts
Adding this new sustainable USP to your home page and product copy is obvious, but you may also want to consider creating a page dedicated to your eco-efforts where you can provide greater detail.
Burt’s Bees is a great inspiration. Its values page breaks down the product’s ingredients and packaging materials, and what these ‘better’ choices mean for the world.
Whereas its standards page uses logos to show off its certifications and ongoing initiatives. All of which is linked from the home page.
Make sure to do keyword research and to optimise this page for longtail terms, such as:
- sustainable beauty – 390/mo
- sustainable makeup – 260/mo
- sustainable makeup brands – 170/mo
- sustainable beauty products – 170/mo
- ethical beauty – 140/mo
- sustainable skincare brands – 110/mo
- sustainable cosmetics – 90/mo
- sustainable cosmetics brands – 30/mo
- Share an annual report
So, your brand is sustainable, you have made a page outlining this, but what’s next? Keeping momentum going and reporting on changes made is important.
One simple way of sharing these happenings is to produce an annual sustainability report and publishing it on your website. This can outline your mission, actions taken to date and their effect, as well as future plans.
- Send your report to the press
Whether launching a new initiative or tweaking your current green processes, sharing a press release update can secure you great online coverage and spread the word. You could even announce the release of your annual sustainability report!
- Update your social bios
Where do you learn about the latest travel hotspots, must-visit restaurants, and innovative products? Yes, like many of us, you probably use Instagram or other social channels. So, it would make sense to promote your message on these platforms. Wouldn’t it?
A social post now and then, or a story here and there are great, but one element is constant… your bio! So, make sure your eco-credentials are proudly displayed here.
- Revise your paid ad messaging
Whether it’s search or display, social or native advertising, make sure to include your sustainability credentials in your paid ads. It doesn’t have to take up many characters but including this USP in your copy could greatly improve click-throughs among eco-conscious audiences.
- Work with influencers
Now, we won’t insult your intelligence by explaining the benefits of working with influencers. However, we will remind you to only consider influencers whose values align with your own. After all, it doesn’t look great if you’re trying to promote sustainability and they have a history of working with fast fashion brands, for example.
- Discuss sustainability on your blog
Last but not least, make blogging a part of your sustainability marketing strategy. With strong internal linking and social media distribution, regular blog content can support your dedicated landing page and annual report, providing more evergreen content.
Longtail keyword research will reveal the types of questions your target audience are asking Google and you can answer these through blog content. Here is a hint at some terms that could inspire blog content:
- why is sustainability important – 1,000/mo
- sustainability influencers – 260/mo
- how to become more sustainable – 70/mo
- eco friendly symbols and meanings – 10/mo
Need a little help?
If you want a sustainable marketing strategy that boosts your organic traffic and optimises paid activity, build a foundation with our digital experts. We can help you implement the above tips and more. Get in touch and let’s discuss your green marketing!