The world celebrates Earth Day every 22nd of April. Since 1970, such a modern environmentalist movement has been supported by more than 190 countries and 1 billion individuals. According to a digital marketing speaker Hong Kong, modern consumers prefer brands and businesses that support sustainability. It means brands and businesses supporting a cause to save the planet earth, as a social media agency Hong Kong defined it.
Sustainability evolves in different themes. The most popular topics include biodiversity, circular economy, climate change, decarbonization, electrification, renewable energy, and zero-emission. As sustainability becomes a societal action and expectation, LinkedIn releases an article about the benefits of adopting sustainability.
WHY DO BRANDS NEED SUSTAINABILITY ON LINKEDIN?
The engagement of LinkedIn members towards sustainability is thriving. It is now a hot topic among LinkedIn members, with engagement continuously growing.
Purchase decisions of LinkedIn users are also influenced by sustainability. More than 41% of LinkedIn users want brands and corporations to be more transparent about their sustainability policies and practices. Around 36% of them who see a company’s commitment to sustainability made a purchase.
LinkedIn brands that actively support environmental causes grow their followers 8x more than those that do not support any cause. It is evident among companies in the automotive, construction, environmental services, oil & energy, and renewables & environment.
HOW TO GO GREEN ON LINKEDIN?
After learning the benefits of adopting sustainability on LinkedIn, here are some tips on how to go green with your LinkedIn ads and campaigns.
Understand the Sustainability Landscape
Communities are the core of success on LinkedIn. To better understand the sustainability landscape, brands and businesses need to keep themselves updated with content insights that trend within communities. Examine articles about sustainability topics like climate change, eco-friendly products, socio-political issues, etc. From these data, learn the competitive context of sustainability for your brand.
Identify Your Customer’s Needs
Customer needs are the valuable factors that trigger LinkedIn users to buy products and services. To better understand them, collect customer feedback regularly. You can do it via focus groups, interviews, social listening, and surveys. Use these insights to tailor your content in giving solutions to your customers’ pain points. For each content, try to highlight your value proposition. It will differentiate you from the rest and increase conversions and revenues in the long run.
Be Authentic, Empathetic, and Logical
Brains and emotions are commonly seen as polar opposites. But by being authentic in communicating Be Authentic, Empathetic, and Logical about the actions and beliefs of a brand or business, they can drive an emphatic and logical impact on LinkedIn. Empathy means being an active listener and keeping an open mind to the changes in the marketing landscape. Logic means relying on analytics and data provided by LinkedIn. When creating LinkedIn ads and campaigns, mixing these two qualities results in more effective brand performance.