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How to use video marketing to let your customers know your business is socially and environmentally conscious

is your business socially and environmentally consciousThese days consumers look for socially conscious businesses. That means everything from “going green” in your production or operations to helping solve world hunger or providing clean drinking water in developing nations. But what does that mean for your company? And how can you use that information in your video marketing to improve sales?

The facts

In a recent study reported on by eMarketer, 91% of respondents said they expect businesses to be more than, well, a business. They expect them to give back in some way to the community, but also globally. The study, conducted by Cone and Ebiquity, also revealed that 84% of people try to purchase products and services from socially conscious companies (with socially and environmentally friendly products) whenever they can. On the flip side, 53% said they had previously boycotted companies and products if they discovered they had “behaved irresponsibly”.

If those numbers aren’t enough to convince you people will choose companies working for the global good, here are some more from a Nielsen’s Doing Well by Doing Good study published last year. They surveyed people from 60 different countries and discovered 55% would be willing to pay more for products and services from companies that “committed to positive social and environmental impact”.

But Nielsen wanted to take the study a step further. People say they will pay extra and choose products from these types of companies, but do they actually do that? To find out, Nielsen analysed retail sales data from 20 different brands that advertised their sustainability. Here’s a quote from the Nielsen study about the results:

The results from a March 2014 year-over-year analysis show an average annual sales increase of 2 percent for products with sustainability claims on the packaging and a rise of 5 percent for products that promoted sustainability actions through marketing programs. A review of 14 other brands without sustainability claims or marketing shows a sales rise of only 1 percent.

Clearly, if you have any socially responsible activities you should be making sure your customers know about them. On average, companies that did saw five times the growth in sales when compared to those that didn’t. But where do you start?

Where consumers look 

Thankfully, the eMarketer article summarises what consumers think are the most effective sources for information on a company’s policies, products and activities. The single most effective source is product packaging, but over the last four years this number has fluctuated. It decreased 4% since 2013 to just 19% in 2015. The next sources are: media (news stories), advertising, social networks, company website, in-store, company sponsored events, post, and finally mobile phone.

Media and advertising are also decreasing in effectiveness according to the report. But social networks, company websites, in-store and mobile phone are increasing. That’s great news because there is one media that can be used in all those places: video.

Marketing your efforts with video

Video is one of the most consumed forms of content online. Cisco predicts that by 2019 80% of all traffic will be video. By investing in video to market the socially conscious activities of your company, you’ll likely see a great return on investment because you can use the videos in multiple places.

For example, say you started using widgets made from sustainable sources instead of fossil fuel-made widgets. You could make a video detailing the change in your manufacturing process and how that helps the environment. That video is likely to be fairly long if it covers the complete process. That could make it perfect for your company website. That same video could be edited down, maybe with a modified script and shared on your social network accounts (where shorter video often performs better). You could show either video in-store as well, or edit it again to catch the attention of shoppers (rather than surfers). And of course it only make sense to make a mobile version of the video so you can reach everyone that uses mobile devices to access your content. However you look at it, you could shoot the video once, and edit it to fit into all of the various forms you need.

Of course you may have more than one product, activity, or service that can meet the demand for improving the global community. You’ll probably want to make videos of all of them.

The takeaway is that consumers want to see you’re actually doing something good, and they’ll reward you with increased sales according to the studies mentioned above. In fact Nielsen’s name for their report hits the nail on the head: doing well by doing good. Show your customers the good you do, and you’re likely to do very well.

Oliver Burt

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