If you’ve got a business that’s working hard to lessen your carbon footprint, building a social media presence may be the last thing on your list. Whether you’re looking to create the next line of cruelty-free cosmetics, or even refurbishing and recycling bikes, building your brand on social media will be key to your brand’s success. Consider banking on your passions of saving the earth (or animals) to build your brand on social media. Here are a few items to try as you begin to build your online presence.
Tell a Story
People love to know why your brand is doing what they do. Write and share blog posts that can help you share “the why” behind your brand. What inspired you to build your business? What needs did you see being neglected? How did you get started? Use “the why” to share your passion with your audience. That “why” motivated you to take an action, so use it to educate your audiences. This is the type of story that will draw visitors to your blog and social media pages.
As humans, almost everything we do in life is to receive some sort of positive emotion, outcome, or experience. We spend time avoiding the negatives, so make sure you’re sharing your story in a way that will make your reader feel something positive. Once you’ve engaged their minds and value systems, they’ll feel more involved in what you do and they’ll be more interested in becoming a part of your story. Creating a story for your followers about how you became the brand you are will help them connect to you and your business. Sharing your company’s values about sustainability, the environment, animal rights, and so on will help your business find customers that believe in the same values.
As an example, The Humane Society of the United States shares multiple pages of content about their organization. Aside from the typical “About Us” and FAQ pages, they are sharing stories about their organization, what the organization is accomplishing, and the work done by individual states. They strive to be the most effective animal protection organization in the nation and their work is on prominent display on all of their social media as well. They are telling their story in many ways and in many places, therefore bringing audiences to their message.
Use Compelling Images and Videos
You might think that the work your business is doing may not be very photogenic, but that’s highly unlikely. Potential customers and donors love to see their money in action and what’s happening behind the scenes.
Being transparent in how your business works can increase the visibility and support of your brand. If it is easy for your audiences to see what your brand is doing and that you appreciate the work your employees are doing, they’ll be more likely to interact with your brand in a positive way. Consider taking pictures and videos at fundraising events, volunteer recruitment events, or even just a typical workday in the office. If your company is making large charitable donations of any kind, you could consider sharing photographs of how your donation is being used within a community or organization – the options are limitless! Customers love to see the values of a company in play at any given time.
If you’re looking for examples of images and videos that make an impact, visit the official site of PETA – People for the Ethical Treatment of Animals. Their site is filled with investigative videos that spread their message and easily drum up support for the work they do. Images are also easy to check out on their site, highlighting rescues, protests, and even cruelty-free recipes.
Using photos to build your brand on social media is important, but consider using videos also. Video, including live content, is booming these days on social media. Don’t miss out on these outlets to connect with your audience!
Share Your Impact
If building your eco-business’ brand is important to you, you’ll definitely want to share the impact of what your brand’s work is doing. Does your brand value responsible energy consumption? Mention how much lower your business’ energy usage is compared to other businesses of a similar size. If a product you sell decreases carbon emissions of some sort, ask for a customer testimonial about the product. Is your business working towards a more sustainable clothing industry? Discuss how many pounds of used clothing have been recycled and repurposed all thanks to your brand. Potential buyers often need to see successful outcomes before they’ll consider purchasing a product or service. Statistics are a great part of any story – the data is always helpful in showing what your work can do!
Seeing the effects of what your business is doing is key to building your audience. You want potential customers to see that your work not just helps the customer, but that your operation will have a more global impact.
If you want to improve our planet, in any way, you’ve got to find the people who will help you achieve that goal. Building your brand’s audience on social media is a pivotal way to connect with an audience who has similar goals and values.