Business Growth Centre Blog

If you’re practising some form of sustainability or taking conscious action to limit the environmental impact of your business (for example by reducing waste and limiting the consumption of resources) then you’re already on your way towards greening your business – and your marketing.

For example, if you owned a shoe shop, you might decide that both morally, and from a brand positioning point of view, you’d like to become more sustainable and more environmentally sensitive.

First you might find a supplier of “green energy”, change all your light fittings to compact fluorescent light bulbs, ditch the 1950’s delivery van for a hybrid, and install water-efficient taps in the tea-room. Already you’re a greener business than you were before!

The next step will be to communicate your environmental credentials to your business partners, clients and consumers. This is the most basic form of green marketing and communications.

“ It’s vital that you’re providing a high quality product though, as most consumers want to do the right thing environmentally, but not at the cost of quality or performance. ” Jane is a conscious consumer, and next time she’s shopping for a pair of shoes, she may just remember the marketing messages about the increased sustainability of your business and choose your shop over a competitor, simply because the values you’re displaying are in line with her own.

Of course, you could take your commitment to greening your business even further by only sourcing footwear that’s made from recycled materials or committing to making your business carbon neutral. The more extensive your sustainability program, the more you’ll have to talk about in your marketing, and the more credibility you’ll have as an environmentally ethical business. And it’s quite possible you’ll receive more of Jane’s loyalty at the same time.

It’s vital that you’re providing a high quality product though, as most consumers want to do the right thing environmentally, but not at the cost of quality or performance. Don’t let your brand’s focus become limited by wearing green-coloured glasses. It’s a balancing act, and being sustainable should be just one of the attributes that your brand is known for.

Green marketing can leverage off a small sustainable outcome or a large one. Either way, it’s vitally important that you don’t overstate the truth. Not only is it morally wrong, it’s also illegal.

In the next article in this three-part series I’ll discuss the deceptive practice known as green-washing, and outline your legal obligations. The final article will examine how green has gone mainstream, and outline the issues people consider when purchasing sustainable goods and services.

For more from Chris Eccleston head to www.flyingsolo.com.au, Australia’s solo and micro business community.

• sharing of knowledge & skills- gain real and relevant assistance, from someone whom is a bit further along the path and has achieved success in their field
  
• self empowerment – attitudinal adjustment, 100% at cause/at choice, come up with own solutions, courage, authenticity, transforming fear – brings everything back to you
  
• self awareness – transcend limitations, bust beliefs, psychological clarity, self-sabotage, negative self-talk
  
•  potential business growth & success – you are the core of your business – empower yourself – empower your business.
  
• stretches you outside your comfort zone – encourage you to try on something else, growth only comes from outside your comfort zone
  
• gaining clarity – around a challenge, the way forward, what you have been ‘doing’ that no longer works, encourages own solution making process
  
• achieving desired outcomes – identifying priorities, goal setting & actualization, forward focussed
  
• sounding board, gain reflection, different perspectives & honest feedback-
  
• support system – instills hope, inspires, supports, encourages, champions your ideal, celebrates successes
  
• what would be of benefit to you ?

This article was written by Lisbeth Kinna, our good friend at “empowered-one“. Visit their website at www.empowered-one.com.au

1. Identify your goals

Like any other form of marketing, there’s no point using a social media strategy if it doesn’t help you meet your goals. So, before formulating your social media strategy, re-visit your business vision, and check whether social media is a good fit for what you’re trying to achieve.

If you’re keen to build up your personal profile or to increase traffic to your website, then social media is perfect for you and your business.

2. Drive web traffic with link-building sites

Providing content to link-building sites such as Squidoo, HubPages, Weebly, Delicious and Digg can be a very useful way of improving the amount of traffic that search engines send your way.

To get search engine results, you’ll need to provide lots of content with highly targeted keywords, and should focus on authority sites and getting links from them back to your site.

Aside from those listed above, others to consider include Blogger and Ezine Articles. More platforms are popping up all the time, so don’t just stick to one – spread yourself around!

3. Promote your personal brand using networking sites

Networking sites such as Facebook, MySpace, Twitter, LinkedIn and the Flying Solo forums allow you to make friends, create groups and participate in conversations.

The purpose of networking sites is pretty self-explanatory; they’re for meeting people and building relationships. Treat these online sites just as you would a networking event offline, except that you’re sitting at your computer and your conversations take place over a longer than normal timeframe.

Create a profile on forums and ask questions, post answers and generally talk to people. Share your expertise and you’ll become recognised as an expert in your field – as long as your answers and your attitude are good!

4. Follow the golden rule

Never, ever, sell or spam these places. Treat other users with respect. Demonstrate your expertise, make yourself easy to find and if others think you have something to offer, they’ll come to you.

Remember, a social media strategy is a way of advertising yourself, not a way of selling yourself! As with any other marketing strategy, the aim is to generate leads. There’s plenty of time to sell to prospects when they visit your website!

5. Take a long-term approach

Social media is easy and free, but regardless of whether you’re employing a link-building strategy or a networking one it can also be time consuming. Treat it as a long-term process from the start and you’re more likely to be successful in the end.

For example, if you’re writing articles for link building purposes, you’re going to need plenty of original content ready to go, and to spend time creating more on a regular basis. You won’t get to page one of Google overnight, and in some cases it may take a couple of years. Similarly, you’ll need to spend time building any relationships you form in online communities. This is definitely not a set-and-forget marketing tactic so don’t treat it as one.

For more from Emma Rhoades head to www.flyingsolo.com.au, Australia’s solo and micro business community.

Since completing the program, Mr Nannup has seen the number of customers steadily increasing. His tours are now fully licensed and accredited by the Tourism Council and he has established partnerships with the Kings Park Aboriginal Art Gallery to handle ticket sales and a UK-based agency that allows people to book their tour before they arrive in Western Australia.

Greg says that the Business Growth Centre contributed to the increasing success and stability of his business and encourages other Aboriginal people to take advantage of their programs “The Centre provides a valuable service and I would like to see them working with other Indigenous business people across the state. It is somewhere that Indigenous people can go to get help setting up and growing their business,”he said.

BGC recognised that Greg had a wealth of experience and skills which he had acquired getting his business off the ground and in addition to completing the mentoring program at BGC, he was awarded a Certificate IV in Business (Small Business Management) through Recognition of Prior Learning at West Coast Institute of Training.

Based in Kings Park, Indigenous Tours WA has been operating since 2008. Greg conducts regular walking tours around the park, educating people learn about bush plants used by the local Wadjuk people, traditional Indigenous tools and implements, ancient fire making methods and telling some of the oldest Dreamtime stories of the Nyoongar country.

“The Centre provides a valuable service and I would like to see them working with other Indigenous business people across the state. It is somewhere that Indigenous people can go to get help setting up and growing their business.”
Greg Nannup
Indigenous Tours WA

Is all your energy focussed on attracting new customers?

Consider the downtime involved in sourcing every new client. How long does it take to:

• Research a new client
• Decide the best product/service to meet their needs
• Prepare a marketing proposal
• Schedule an introductory meeting
• Follow up telephone calls

Is that 3, 4 or 5 hours of your time? Now compare it to a 5 minute telephone call building a better relationship with an existing customer.

It is more cost effective to build upon the loyalty factor. Pick up the phone, dial a past client and ask for genuine feedback on their experience with you.

Pick up the phone and dial a past client every day

Personal attention is always a winner
Satisfied clients mean repeat business
Happy clients look forward to doing more business with you
Regular clients refer you more business
Instead of sourcing new clients, look no further than your existing client base!

Sherryn McBride is a freelance marketer, copywriter and industry trainer with 25 years practical experience. For easily understood marketing talk without breaking the budget or to purchase CDs and ebooks from the “Making Sense of Marketing” series click on www.marketingtalk.com.au or www.marketingtalkonline.com.

We hope you have all had enjoyable and relaxing holidays and had a chance to reflect on your business progress over the past year. It’s now a great time to plan strategies on how you want your business to develop for 2011. For small businesses, each New Year is an opportunity to commit to positive, life-changing goals that could transform your company or at least help take it to the next level.

Chinese Horoscope for 2011

The rabbit has been considered a symbol of longevity, prosperity, productivity and peace.

Good luck with pursuing your resolutions.

The BGC would like to wish you all a very Merry Christmas and a Prosperous New Year.  Our office is closed between the 20th of December until the 5th of January. See you all in the New Year!