How to market your sustainable company using social media?

Online presence is critical, no matter what kind of company you have. Your competitors are most of the time different from the ones you are competing with in the physical world. Social media is one of the key elements you need to integrate into your marketing and business strategy in order to successfully introduce your new sustainable business to the world. Let’s see how.

In this article, I will introduce you to different social media tips and tricks, that help you to build a community, engage with your audience and spread the word about what you are doing. These will include:

  • Use those platforms your audience is using
  • Experiment with new functions
  • Communicate, communicate, communicate
  • Draw people in from various sources
  • Network with like-minded people, cross-promote

Let’s dive in!

1. Use those platforms your audience is using

Let’s face it, you cannot be the master of all platforms. If you are an entrepreneur, who is just starting his/her business or trying to scale his/her company to the next level, you do not have enough resources to manage all platforms all by yourself. Of course, you can work with other agencies to do it for you, but in the beginning, it is better to experiment with different methods and get to know your audience on your own.

Instead of fragmenting your attention to 4-5 different channels, and duplicating content from one to the others, explore which social media platform is used by your target audience the most and become its master. Learn about scheduling times, engagement rates, statistics, different visual and stylistic solutions, even promotion possibilities. Start building your own community by taking advantage of all the solutions at hand.

Don’t worry, when your online presence gets stronger and you will have all processes in place, you can go to the next social platform that is used by your audience. The knowledge you gained from your previous journey, the people you’ve talked with will help you to build your brand faster and easier than the previous time.

2. Experiment with new functions

Most social media platforms release or modernize their functions once in a while. My advice to you is to be an early adopter – as you know, the early bird catches the worm :). Whenever you see a new function, sticker, or engagement opportunity on the social platform you are using, don’t regret the time spent on its exploration. Test it, check how you can implement it into your strategy, what kind of messages you can send to your followers using it.

After getting to know these novelties, examine the responses you get. It can easily happen that your audience isn’t going to use these means, but at least you gave it a try and didn’t miss an opportunity. It would be a lot worse to lag behind your competition and join the wave at a later time. Joining a trend that is already dominated by someone else needs lots of thinking, effort, and energy that you might want to spend on other business-related activities, like organizing a sustainable event.

Sustainable social media

3. Communicate, communicate, communicate

Don’t make the mistake of hundreds of thousands of companies, who only use social media to sell their goods and service. Don’t forget, that people go to these platforms to read the news, talk to people, and to be entertained. They are not curious about posts that are only talking about you, your products, and why your company is better than anyone else.

Instead of this old-fashioned approach, use social media as the extension of your company. Show them your company culture, the mission you have, the causes you support and what you are doing to make the world a better place. Ask them about their preferences, start dialogues, make posts that they are really interested in. Whenever you get a comment or a message, take the time and respond to it. This is the only way you can build a lasting community, who really cares about what you are doing and will stand by your side when the path you take becomes more difficult.

4. Draw people in from various sources

How can you maximize your engagement and the reach of your posts? Go to events, talk to people, be there wherever there is a chance to talk about your industry, and take photos. Upload these photos to your social media sites and tell the story behind it. Don’t underestimate the power of great storytelling.

Tag those people and organizations who are on the photos. Always signify the location, and if it wasn’t you who made the photos or videos, give the credits to the creator. This way, you increase the visibility of your posts, and there is a higher chance for your content to be shared and to go viral.

5. Network with like-minded people, cross-promote

Most entrepreneurs are afraid to share the power of their audience with others. It is totally understandable, as you’ve worked hard to achieve your following numbers and engagement rates. Although, if there is a person, who thinks just like you, who shares the same values, then you could propose the idea of cross-promotion to him/her.

What is cross-promotion?

Cross-promotion is the act of sharing each other’s valuable content in the hope of giving extra value to your own audience while enlarging the number of your followers. Cross-promotion works the best if you do it with a person whose audience is similar to yours because there certainly are some people within their followers, who want to learn about and hear from you more often. As a result, they start to follow you, they subscribe to your newsletter or attend your events.

Author: Nikoletta Szabo

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