“Going Green” is a trend that really picked up momentum in the past few years. The idea of minimizing waste (of energy, resources, etc) continues to be applicable across every industry.
I don’t know anyone who would disagree that it’s a good idea to be resourceful with our dollars right now. But even within the “green” movement, there are some serious disconnects.
In the past week, I saw a print magazine by “Green Builders.” Did you catch that? A PRINT magazine, not an email newsletter, not an RSS update to a website, but a magazine printed on paper about being eco-friendly in the construction industry.
When my husband ran a business in the construction industry, he submitted an application for a grant for green building practices. Instead of submitting it online, a totally “green” way to apply, he was forced to send in a paper application. Yes, it was on recycled paper, but it seems like the logical choice would be no paper at all.
More and more businesses are exploring “green” options and more consumers are demanding it. It only makes sense to “go green” in areas that have the most reduction of waste and don’t negatively impact the bottom line.
Of course I’m talking about using the internet. In our business, we try to do everything electronically that we can. We submit electronic proposals, electronic invoices and can even take payment online. We practice what we preach.
So how can you integrate “green” practices in your business?
Here are some ideas:
- send email offers to your targeted customer list instead of buying a print ad in the phone book
- use online video marketing to showcase a new product instead of glossy flyers mailed to an entire city
- have a website where prospects can learn more about your business instead of printed brochures
- generate targeted leads with an online auction site instead of placing ads in magazines
Green seems to be here to stay. You don’t have to be radical about implementation of a few green techniques to minimize your impact on the environment. Not all businesses can go “off the grid” or only buy office furniture made of recycled products.
One thing that “going green” with your marketing CAN do is save you some green…cash, that is. Internet marketing not only tends to be more cost effective, but at even lower price points, the ROI is greater.
Green is good. Go green this St. Patrick’s Day by implementing an internet marketing campaign for your business. You’ll be seeing black profits before long.
