One thing you should do before you invest in any Marketing Growth Project

One thing you should do before you invest in any Marketing Growth Project

The biggest Problem most of our customers struggle with.

Some weeks ago we developed the video you see below this text. The problem described in this video seems a bit exaggerated. Most business owners seem to have a clear understanding of what they want to do next and which growth channels they need to enter.
But if we look at the statistics we also see 9 out of 10 businesses disappear within the first 5 years. Choosing the wrong strategy at the wrong time can be a deadly fault. The concept of corporate stages is described in many business books but somehow the concept seemed lost during the last years. Why should you have a look at stages of development when todays the best companies like Google or Facebook just grew extremely fast within some years.
The problem is our culture features the stars and winners (1 out of 10000) while forgetting about the average small business. Most small business are financed by friends and family and sometimes they get a bank loan.
But now we suggest you watch the video and hopefully get some value out of this.

 

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Growth Project overwhelm syndrom

Have you ever experienced a situation like Jane in this Video.

You start to research possible growth channels and the more you search and explore,
the more channels and opportunities you find:
Social Media
Marketing Automation
Google Adwords
Facebook/Instagram Ads
Inbound Marketing
SEO/SEM
Website redesign
Retargeting
Linkbuilding
Corporate Blogging
Corporate Storytelling
we could go with this list forever and still would miss many options.
In 2016 there were more than 3500 companies  selling you marketing software.
In 2011 there were just 150 companies.
Click on this link to see the full graphic
martech dev 2011-2016

The one Thing

Before you invest in one or several growth channels you should first do some dwork on understanding your own company.
Imagine your Organization like a living organism.
While every organism is 100% unique, it is  also growing through stages and has predictable and repetitive patterns of behavior as it grows and develops. Some of these patterns are healthy others can be dangerous.

New Stages New Challenges

At each new stage of development, your organization is faced with a unique set of challenges. How well or poorly these challenges are addressed has a significant impact on the success or failure of your company.
Leading an organization through stage transitions is not easy, or obvious.
The same methods that produce success in one stage can create failure in the next. 
This is the reason that 8 out of 10 small businesses disappear during the first 5 years. Most of the time they are not able to enter the next stage of a companies development because they do not understand the challenges and tasks they need to master and climb to the nexts stage.
Most Problems appear in predictable patterns and have common causes.The typical growth pattern with a short description of a companies growth phases could be described like this:
1. Incubation Phase : The time it takes to develop the idea (Task Dreaming)
2. Start up Phase : Getting the business safe of the ground (Task Doing)
3. Stable Phase : You hit the Plateau (Task Innovate)
4. Growth Phase : Messy but exciting ( Task Delegate)
5. Adolescence Phase: The company is born again 
So the number on thing we suggest for every small business leader is to think about the stages concept and understand at which stage their company is currently located. We also thought about how we could offer help and support.
Thats why we took some of the questions we normally discuss with our clients and set up a test to help you to get a glimpse of the current stage of your companies development. Please feel free to click on this link or on the photo below and take the test. We will send a result immediately by email.

During each of the growth phases you should concentrate on major checkpoints. Have a look for:

Strategy how is your business is going to achieve its purpose in the world
Checkpoints represent the major “developmental milestones” that your business will need to complete at each stage as a prerequisite for moving to the next stage
Accelerators are tactics that work well at that stage to grow your organizational capacity and your results more quickly
Road Hazards are the most common problems that businesses encounter at that stage that you must avoid

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How to win the heart of more customers for your green business

How to win the heart of more customers for your green business

Win more customers with Green Business practices

Wondering how to make your good environmental choices also good business? Growing your business today means grabbing the heart of your customer and making them loyal to your brand because of your story. Here is how green business growth works:

Share Your Why

Your business is green for a reason. You care about the environment and you want to make good choices. Customers who care about the same issues will be drawn to your company when your website describes the story of how your company developed environmentally sensitive values, products, and services. Social media which focuses on personal stories is more effective, so share your “why” to make your customers drawn into following your journey and supporting your business.

Know Your Customer

Who are the customers that would be most drawn to your business? While this something that businesses have always need to know, knowing the characteristics of someone who would be web searching for your services or product is even more important so that you can target the presentation of your story, products, and services in a way that is tailored to that person’s needs.

Educate Your Customer

Today’s customers are inundated with messages but and information but you can stand above the crowd by having web content that educates more thoroughly than the rest of the competition. By providing web content that gives your customer the best information available on your product or services, you will appear authoritative on the subject and make your customers trust you.

Personalization Makes Customer Feel You Care

Smart website content can identify your customer by name when they log in to your site and even provide personal recommendations for them based on their web searches. Not only will that make sure your customers get content that is more interesting to them, it also makes them feel that you care about their personal experience in dealing with your company.

Green Business Growth Means Being Personal

In the past, companies needed to reach out through email lists or cold calling. Today, Inbound Marketing means that your customers will find you by researching online and so making sure your website presents your story and experience compellingly and personally to your customer is the most effective way to get green business growth.

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5 storytelling marketing ideas to boost your green business in 2020

5 storytelling marketing ideas to boost your green business in 2020

Want to grow your green business in 2020? Here are 5 smart marketing ideas and some great tools that might help:

1.Use Storytelling techniques

Telling your story about how you became a green business and how you stay green is the most powerful tool you have for drawing in your customers. Explain how you are continually working to be more environmentally-friendly by writing blog posts that talk about where you’ve been, where you are, and where you are going.

How to do it: Try to tell your story via Podcast. Use a simple tool like anchor, record your ideas or interwiew guest that are relevant…. upload and share ….voila

2.A Picture Brings a Thousand Likes

Lots of social media is shared through photos, so make sure to use compelling photographs that show your story in action. Better yet, show not only how your company is green, but also how you and your employees care about the environment in daily life activities or company-sponsored service to the community.

How to do it: Use your mobile phone and upload pictures to Canva. Add some styling and Text and integrate into the content

3.Let Personalities Shine

While customers will be impressed with a good product or service, they will become more fiercely loyal if they feel connected to the personalities behind the product. Do you have some amazing people? Let your customers get to know your employees and feel like they are friends by posting pictures and stories about and by them.

How to do it: Ask your staff to create videos during the regular working hours. Let them experiment and

4.Storytelling with Video

Making videos is an easy way to get a lot of attention. Invite employees to make YouTube videos using your product or service. Remember, the zanier, the better. Or you can even hold a contest for customers to make and post videos about your product. Make a trip to your headquarters the prize. Film their visit and post that online to give your customers the feeling they’ve met you.

How to do it: Try our secret…. the video maker from Lumen 5. This AI powered plattform is easy to use and helps you to create videos in minutes. The video below was done within 10 minutes using Lumen5

 

5.Get Customers to Promote Your Brand

You can get that sort of boost to your business by creating content on your web page that is easy to share on Pinterest, Facebook or other social media sites. Add icons that let customer’s share. You might even add incentives for shares that result in sales, like a free product or a discount.

The Bottom Line

The old techniques of advertising and cold calling don’t work as well as they did in the past. In 2020 customers search online for products and services and become loyal to companies they believe promote values they can trust. You can make that happen by using storytelling techniques with shareable bites of words, pictures, and video. Make your website ready for inbound marketing by telling your story in shareable bites through blogs, pictures, and video.

Greenblut Ethical Fashion Journal August 2016

Greenblut Ethical Fashion Journal August 2016

Greenblut Ethical Fashion Journal August 2016

Welcome to the first Ethical Fashion Journal from August 2016. Every month we will collect and report trends, news, rumors and the best about Ethical Fashion around the Web. If you want to besure not to  miss a post, just subscribe to out Blog. You can also subscribe to our Newsletter where we share the latest Growth Hacking tips for Green and Ethical Brands. But now lets head over to the first monthly roundup.

The Good Trade:

This month we start with some great content from The Good Trade. We love their website which includes well-curated guides dedicated to brands and products that work for the Social Good.Their site includes sections about Fashion, Beauty, Gifts, Home, Food and Local. There are also founder interviews with Social Entrepreneurs like Paola Masperi from Mayamiko. Also have a look at this article with a short overview of 35 big and small Ethical Fashion Brands.

35 Fair Trade & Ethical Clothing Brands Betting Against Fast Fashion  read more at thegoodtrade.com

thegoodtrade.com

Future Learn:

This Free Course by Futurelearn gives a great opportunity to understand and learn how to build a sustainable fashion business. The course material is well done and gives a good overview for newbies. The problem with this kind of course, is the impression that building an Ethical Fashion Brand can be learned in 5 weeks. The most successful brands we work with have worked inside the industry for 5-10 years before they started their own business.

How to Build a Sustainable Fashion Business – Creative Skillset  read more at futurelearn.com

BOF Businessoffashion: 

This is why we added this article from Businessoffashion.com. The article makes the case for getting work experience at an established company before you start your own brand. Businessoffashion or BOF is the leading online fashion magazin and we see it as an required reading for everyone working in the field of Ethical Fashion.

Why You Shouldn’t Launch a Label Straight Out of School | Careers | BoF Via businessoffashion.com

Fashion designers, investors, headhunters, editors and analysts make the case for getting work experience at an established brand before launching your own.

 

The last post we would like to mention is an interesting Blogpost from Lilly Bozzone for Verlimag. The author explores a common issue that is frequently discussed with consumers:

  • Can I afford Ethical Fashion even when I am on a budget
  • Can Ethical Fashion be trendy

While these questions seem a bit dated, we like the consumer position of the author. She mentions, “that she is so accustomed to 10$-15$ price tags from conventional fast fashion brands and that she lost any understanding of quality

CAN SOMEONE ON A BUDGET AFFORD AN ETHICAL WARDROBE? I tried to find out  Via verilymag.com

Finally we suggest this new Video from TEDx Sydney which gives a nice overview and discusses some of the key questions about Ethical Fashion.

 

See you next month, be well

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The 5-Step Strategy Process for Green Business Growth

The 5-Step Strategy Process for Green Business Growth

Green Business Growth Strategy Process

A strategy process is the starting point with most of our clients Green Business Growth projects.
We start by taking an empathic view of our client`s audience and turn it into a strategy and gameplan.
These steps are valid for all kinds of business but have a look at the green business growth section, where
we describe unique hints for green and conscious companies.

It all starts with our customer`s goals.

Together we define Focus Areas and write out the engagement vision.
A key in defining goals is that we set SMART Goals

(S)pecific -short,concise and specific as possible

(M)easurable – define clear measurable metrics

(A)ttainable – your goals should be realistic

(R)elevant – Think about the goal you are setting

(T)ime bound – implement a clear timeline

Have a look at this post on goal setting 

Green Business Growth: 

Establish a higher purpose for the brand beyond the tangible benefit or product offering.

 Understand Today

We cannot plan for tomorrow without understanding where we are today.
That`s why we look at the trends from the last years and months.
We gather extensive insights into the current status of your business.
What are key difficulties and bottlenecks?
With a solid understanding of the Status Quo,we are able to enter next phase
green business growth status quo

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Develop unique customer Personas

Personas are semi-fictional generalized descriptions of your ideal customer types. They help us to understand the likes and problems of our consumer groups and relate to them as real humans.Next to demographics, personas include your customer`s problems, their emotions, common objections, informational wants, quotes, identifiers and exclusionary criteria.
Green Business Growth: Be mindful: Be aware of every touch point stakeholders have with your brand. From your Web hosting facility to your ad agency to your customer service department, all aspects of your brand should align with your values.

Create and explore the User Journey

The User or Buyers journey describes the active research process a potential buyer goes through leading up to a purchase.
Each journey starts with Awareness:. Your buyer has realized and expressed symptoms of a potential problem.
Next stage is called Consideration: Buyers actively searching for solutions (products, services) now. The Decision stage is the final part of the journey: Customers have defined their solution,product and are ready to make a final decision. Have a look at this graphic form our partner Hubspot
The Decision stage is the final part of the journey: Customers have defined their solution,product and are ready to make a final decision. Have a look at this graphic from our partner Hubspot and see the different needs and behaviors at each stage.
green business growth customer journey
Green Business Growth: Be authentic: The rise of social media has forced the need for authenticity,this is especially essential in conscious marketing. All communications with customers, partners and employees should be 100 percent honest and transparent.

Create the Wishlist

Now we start to collect ideas we would like to implement or integrate on our new project or website. First, we collect a big number of ideas. Then we go into detail and rank these ideas using the 80/20 method. We ask ourselves 20% of ideas would generate 80% of the growth potential for our brand or product. Our goal is to develop a flexible and efficient process, that ensures we`re working on the most important items at the right times

Have another look at this graphic from HubSpot.
green business growth 80/20 wishlist

Now we are well prepared and ready to switch to the next steps and create results for your green brand or service
Green Business Growth: Bigger than the bottom line: Conscious marketing begins with a business moving from a sole focus on corporate profits to a belief that an organization can achieve something larger than making money.
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Why you must understand your green business lifecycle stage

Why you must understand your green business lifecycle stage

Why you must understand your green business lifecycle stage

“Almost every failed company has a product. What failed companies don`t have are enough customers.”

This was the title of a post we recently sent to our social media channels. The response was huge.

We received several responses from entrepreneurs asking us how they should handle the overwhelming workload that comes with creating great products while simultaneously finding ways to grow and acquire customers. Trying harder and work more is not leading to success. First you must understand where your green company or service is standing.

At each new stage of development, an organization is faced with a unique set of challenges. How well or poorly these challenges are addressed has a significant impact on the success or failure of the organization.Leading an organization through lifecycle transitions is not easy, or obvious. The same methods that produce success in one stage can create failure in the next. Our purpose is to show you how to accelerate, finding and implementing the right solutions with a minimum of stress. If we can predict the problems ahead we will not be surprised and are able to deal with them promptly instead of rushing into an unexpected crisis. Most Problems appear in predictable patterns and have common causes.

What stage is your company at?

If you like to know more about the current stage just fill out the test we have added to this article

By answering some simple questions and we will understand the major obstacles your company might face at the current moment.send you a mail with an analysis and some hints on which tasks you might concentrate next

After analysing your responses we will send you an in depth  mail with an analysis and some hints on which tasks you might concentrate next. We already have taken more than 200 tests and the results and feedback is very positive.

Have fun and please respond what you liked or disliked about the test.


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