Category Archives: Marketing

Finding Your Green Business’s Ideal Client Through Networking

As a marketing tool, networking is a great outlet for making ‘ideal’ connections for small businesses.  What’s an ideal connection?  Perhaps an analogy will help elucidate the term.  You’ve probably heard the following saying:

Give a man a fish and you’ve fed him for a day.
Teach a man how to fish and you’ve fed him for a lifetime.

For that man, his ideal connection would be a fishing instructor.  Similarly, you could consider a fruit tree.  Would you prefer to have a mango, or a mango tree?  For your business, as the analogy goes, there will be clients (fish, or fruit…), and there will be those who love you and your business and will feed you with clients for years (these are the fishing instructors or fruit trees…).

Connecting with these people is obviously going to benefit your bottom line tremendously.  But where do you even start?  How do you identify these ideal connections for your business?  How do you then connect with them?  And perhaps most importantly, how do you foster and nurture these relationships over time?

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Creating A Dynamite Elevator Pitch for your Green Business

An elevator pitch can make or break your business.  With an elevator pitch delivered at the right time and to the right person, you could land the financing you need to take your business out of the basement of your house and into the front pages of the local newspaper.  You might also land the client that will refer you several more clients that will eventually turn your business into a profit-making machine that creates green jobs and helps the transition to the green economy.

The elevator pitch summarizes your business in an exciting, intriguing way that gets clients, the media, investors, and your employees excited about your company and ready to find out more.  And quite simply, it’s your chance to make a good first impression.  And we all know how many chances you get to do that. Continue reading

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FREE PRESS??? The Elements of a Successful Press Release for Green Businesses

Public Relations are one area where sustainable businesses have a tremendous advantage over conventional counterparts.  As cutting edge businesses that are more selflessly focused not just on their profits but on society, the local economy, and the environment, sustainable businesses make a great story for news and media organizations.

How successful can a good press release be?  Yvon Chouinard, founder of Patagonia and author of Let My People Go Surfing:  The Education of a Reluctant Businessman, encourages green businesses to use press releases to generate a lot of good, free, publicity:

PR companies will tell you that a favorable, independent press release is worth 3-8 times the same space paid for in an advertisement.  Using a more conservative 1-1 formula, we calculated that in 1994, the year we came out with Synchilla fleece made from recycled soda bottles, we generated $5 million worth of free press for the company.

By no means is this process a sure bet.  To maximize your chances of success, you’ll need to learn how to effectively use press releases for your sustainable business.  And even though social media seems to be changing the face of Public Relations, a well-written press release is still a very powerful tool for promoting your business. Continue reading

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