Marketing

Published on February 7th, 2008 | by Maryanne Conlin

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Using The Web to Build Your Green Business.

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web-20.jpgBenjamin Brown, the CEO of Web start-up MakeMeSustainable.com feels that tapping social networking on the Web is the best way to build a business with an environmental slant.

I’d have to say that we at Ecopreneurist agree. While most businesses focus on attracting mainstream media visibility, as we said here, often the best way for eco-entrepreneurs to grow their businesses is to build grassroots support. In the world of Web 2.0, that means going online.

At my first college entrepreneurial venture in the ’80s, we slowly built our business by knocking on doors. Now, we’d probably make “friends” through Facebook. A start-up I worked for in the ’90s built their business by selling at swap meets. Now entrepreneurs build an e-Bay store.

Growing by word of mouth is a time honored tactic of entrepreneurs. In an earlier time, that meant going door to door or spreading the word through family and friends. Now it means engaging in social media.

“There’s a lot of noise and a lot of great clean technologies are going to be created,” Brown says. “The reason I wanted to go towards the Web is because, in the end, it’s the individual consumer who will be driving those concepts and ideas.”



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About the Author

Hear Maryanne speak on Social Media for Socially Conscious Brands at Expo East on September 27th! Maryanne Conlin is CPG brand marketer and digital marketing expert, CEO of RedRopes Digital and Partner Digital Strategy, 4GreenPs. A Shorty Award winner for best Green Content on Twitter, she was a member of the IAA team that won the Green Award in 2010 and most recently was a finalist for the PRSA - Los Angeles PRISM awards for social media. She and her team focus on providing strategic marketing direction, custom content for web, mobile and social platforms, social media community management and online promotions and digital advertising solutions for companies in the green, food and Hispanic space. Follow her on Twitter @maryanneconlin



3 Responses to Using The Web to Build Your Green Business.

  1. Leah Edwards says:

    The Internet also offers an affordable way for a green entrepreneur to hear from her customers, either by reading related posts in social networking sites or by using online survey tools. It’s important to test whether people understand a company’s green claims and whether they believe them.

  2. Pingback: Free Range Studios Offers Free Marketing for Worthy Causes : Ecopreneurist

  3. Spot on! The “green” consumer is no dummy – you need to build support from authentic people and social media is such a powerful way to do that.

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