One best practice is doing a green blog.
A blog is a short story. For a business website I recommend 100-200 words per blog. Blogging means creating an ongoing series of short stories. I recommend doing at least 3 blogs a day to really capture the attention of search engines like Google or Bing.
Your blog topic must be 100% focused upon your green core of expertise. Consumers are thirsting for authentic information. Make your blog a reference resource that answers questions your customers should know about the green attributes of your company and products.
Do not make your blog into a “buy now” hard-sell sales pitch. And do not write about things like deforestation or global warming if such topics are not core to your business expertise. Write about what you are doing that is green. Write about how your customers are happy with your green products and services.
Green Carpet Clean is a small business that does a great job of green marketing. CLICK HERE to see their green blog. What do they write about? Their blog is 100% focused upon their green credibility and customer satisfaction. Their blog supplies credible evidence on how they improve their customer’s indoor air quality with their cleaning service and green products.
And they use videos of their customers! Putting video in your blog is a huge plus for both gaining increased viewership and for building credibility. And there is nothing stronger than having your customer talk about your company’s green commitment in a video.
Videos and pictures can also increase the chance of your blog being found by a search engine.
Therefore, one of the best practices I recommend for effective green marketing is a green blog. Customers are in a learning, experimentation and then procurement buying cycle with green products. An effective green blog will assist them in figuring out that your company and products are authentically green.
Bill Roth is the founder of Earth 2017 that focuses upon the emerging smart, healthy and green economy. His book, The Secret Green Sauce, profiles best practices of businesses making money going green.