The Successful Green Marketing Mindset

I often hear that 95% of internet marketing campaigns do not achieve their goals, and this is probably higher in green marketing! This figure is probably not derived from specific research and data, but it does correspond with my own experience.

There are a number of reasons for why this failure rate  is so high. It is often due to common marketing mistakes like selecting the wrong product or market, or failing to match the message to the target audience. More often than not , it is down to poor execution of a strategy such as sending out a weak email or a poor quality landing page.

The basics of online marketing are simple and straightforward, yet time after time green business marketers ignore them or try to take short cuts. One of the biggest mistakes that green marketing professionals make is over-reliance on the creative aspects of their work, and paying insufficient attention to measuring and evaluating their results.

In simple terms, successful internet marketing needs both our creative side to come up with the great ideas, and our logical side to implement these great ideas in a logical, measurable and achievable process. Here are five strategies to help you increase your odds of success.

Check the Concept First

Before you even launch a new campaign evaluate the concept with friends and colleagues who you know you will give you honest feedback. You could even go a step further, and assess your idea with a more formal group of ten to twenty users.

Copy a successful campaign

If you are planning a campaign to market your green business consulting firm, look at what has worked for you in the past and copy parts of it. Then, make a list of 10 other green consulting competitors and check their website to see how they promote their services. You can even look at non-green consulting businesses to discover innovative ideas.

Planning

I  recommend that you plan every aspect of your internet marketing campaign very carefully and test each part separately and also in conjunction with each other part. Set a schedule of tasks and events leading up to the launch, and then the milestones afterwards. Deadlines work extremely well.

Leave your Ego at Home

Please do not fall in love with your idea, as it will prevent you from accurately assessing the quality and impact of the initiative. We do not like to see our big ideas collapse in front of us, and this is sometimes worse in the world of green marketing as we also believe that everyone else should be as passionate as we are. Unfortunately, passion is a double-edged sword and only the market will decide if your flash of genius has any substance.

Test, Measure and Optimize everything

Probably the number one skill needed for internet marketing is the ability to test, measure and optimize everything you do.

Using Google Analytics you can track all online activity including number of visitors, where they come from, how long they stay and what they do on your site. You can set up goals and test, measure and improve the process step by step until you get it right. Then you will join the elite 5% of successful internet marketers

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