How do I get started when creating a marketing strategy for my sustainable brand?

Get inspired. There are countless examples of brands using both clever green marketing strategies and still remaining genuine in their efforts. We absolutely loved Patagonia's 2020 campaign 'Buy Less, Demand more', which actively encouraged its shoppers to buy second-hand versions of their products (their website allows the shopper to compare a new product with used alternatives with the click of a button), and focuses on building awareness on buying a high quality, durable, sustainable products that are designed to be worn again and again.

How do I map out timeframes when marketing a sustainable brand?

Start small, think long term: Building a marketing strategy for a sustainable brand isn't something that can be done in a day. Set short term goals, but make sure your plan considers the bigger picture. What will you be doing in 3, 5, 10 years time to ensure you are still honouring your commitment to sustainability? If you are a new brand entering the market as a sustainable brand, ensure your processes match up to your marketing materials - we are talking the WHOLE package. From production to customers hands - because if you are using green/sustainable marketing as more of a tactic than a genuine effort, this will soon be uncovered! If you are a brand that is already established, start by making small changes where you can, and let your customers know you are on the road to sustainability and what your road plan is. Either way, ensure your plan is water-tight, as it's far better to admit you have work to do to in the future to become truly sustainable than it is to mislead customers.

How do I create an impactful sustainable marketing strategy?

Ensure your marketing strategy is woven with touch points that allow you to connect with your customers relating to your sustainability initiatives. Today's customer is not only buying a product from a brand, but buying into the brand they feel an affinity with and believe in. Let your customer know on your website/social media/email marketing campaigns what inspired you to become sustainable or your story and allow them to learn from you!

How do I create sustainability content that adds value?

Show the customer you care through content: Although providing lots of info on how your product can aid the customer with their sustainability journey is great, ensure you aren't just focusing on the hard sell. Provide thoughtful educational content on sustainability that adds value to their life through how-to blogs or even awe-inspiring video content - the options to create and inspire are endless when you get creative! Allow your passion for sustainability to shine through and get creative by using content in a variety of formats to keep things fresh.

How do I convey sustainability through branding?

Presentation matters: Use of green branding goes a long way when marketing a sustainable brand, especially in the digital world where attention spans are short. Let your customers know instantly you are operating within the sustainable market by communicating this through use of natural colours such as green (commonly associated with nature and health), brown (associated with organic, earthy, wholesome qualities) or by weaving in graphics into your branding or campaigns that reflect nature, recycling and wellbeing. Coca-cola is an excellent example of tying sustainability into its branding without changing its iconic red. They have used polar bears on their branding since 1922, so putting them on every single can for its Arctic Home campaign in partnership WWF was a perfect fit for the brand. This campaign then encouraged the public to make a donation that would be matched dollar for dollar, resulting in raising 2 million dollars in just 5 months!

10 ways to Optimize your Pinterest Strategy

So, what is Pinterest?

Pinterest is a popular social media platform in which users (known as Pinners) can curate and ‘pin’ visual content of their choice based on personal interests. Considered one of the world’s largest platforms in terms of global active users, Pinterest is becoming an increasingly popular platform to showcase your brand.

CEEK puts their brands at the heart of everything they do, here are their top 10 tips for boosting your Pinterest marketing strategies.

1 – Business Means Business

Creating a Pinterest business account allows you to obtain additional features to help you boost your online presence instantly. At a glance, business users can feature a header of their own branded Pins and gain a verification badge, helping to create power and an online presence. Other notable Pinterest business features include clear visibility over analytics and the option to run ads and promoted pins.

2 – Eye-catching Imagery

As a visual platform, imagery is key. Most Pinners navigate the platform from mobile devices meaning the content should be optimised for this. Brands should consider the use of Carousel and Max Width Video formatting that aims to further engage Pinners, helping to land key campaign messaging.

3 – Add Value with Copy

Combine your eye-catching imagery with a descriptive content to support and compliment the visuals. Whilst Pinterest has a large focus on imagery, enticing copy reveals more of the brands story to Pinners. Don’t forget to add keywords to copy.

4 – Make Your Brand the Star

Give your brand a leading role. Make sure your brand is well integrated across all Pinterest content with the inclusion of distinctive brand assets (e.g. logo, product shots, and colour scheme) to trigger brand recognition and ensure the content is considered relevant.

5 – Consistency Is Key

Like other social platforms, consistent posting is recommended to engage with the correct audience. Consider creating a backlog of curated Pins and take advantage of the Pinterest scheduling service to post at your desired time.

6 – Get Set For SEO

SEO is central to getting your brand the visibility it deserves. Ensure your keywords are optimised so your content dominates Pinterest search results. Pinterest has, afterall, it’s own search engine, just like Google.

7 – Hashtags

Supporting hashtags are also useful as Pinners can follow hashtags in areas of interest to them. Like SEO, ensure you do your research on hashtags to drive optimal board performance and reach your target audience.

8 – Call to Actions

Streamline the purchasing process for Pinners by including a call to action such as ‘Swipe to Shop’ or ‘Swipe for more information’ to allow Pinners to further interact with the brand.

9 – Establish A Community

Forming an online Pinterest community brings together like-minded Pinners who will interact with and consume your content. Remember it’s a two-way street. Make the most out of Pinterest communities by engaging with other Pinners and brands to help build loyal communities and convert users into customers, to increase market share.

10 – Increase Your Following

Building a loyal following can take time on Pinterest. We recommend using your other social platforms to increase awareness of your Pinterest space and encourage instant traffic. The power of the influencer remains strong, therefore consider collaborations with relevant influencers that embody your brand and can help promote your brand to their following.

If you are interested in learning more about boosting your brand’s online presence, get In touch with CEEK today.

10 ways to Optimize your Pinterest Strategy

So, what is Pinterest?

1 – Business Means Business

2 – Eye-catching Imagery

3 – Add Value with Copy

4 – Make Your Brand the Star

5 – Consistency Is Key

6 – Get Set For SEO

7 – Hashtags

8 – Call to Actions

9 – Establish A Community

10 – Increase Your Following

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