Invest in Sustainable Marketing, which is marketing that multiplies and supports itself over time.
In order for marketing to successfully build upon itself, it has to be believable, consistent, and true to brand. Honesty and authenticity establish trust, which is vital for any successful long-term customer-brand relationship. In an age of gimmicks and tricks, the general public is thirsty for brands that will stand by their products and tell the truth.
Often brands will try a little of this marketing agency and a little of that one over there, but without an integrated approach to marketing, a brand could really find itself having spent a whole lot of money with very little to show for it. Websites, social media, print media, advertising, and everything else must work together to produce a unified, strategic message that actually works to move a brand forward.
Because technology has opened up this whole new world of accessibility and interaction, there’s now an opportunity to seamlessly and naturally connect with people throughout the day as they move from channel to channel and device to device. There's no excuse for wasted impressions anymore. Be where it matters, and make sure the hard work you've poured into your website and content are getting found by the right people.
Sustainable marketing is necessarily and unapologetically social. One of the best things about technology is the way it’s allowed people to better connect with the brands they trust and love. This has opened up all sorts of new realities for brands, including the opportunity for explosive word-of-mouth as well as the unfortunate potential for real-time PR disasters. How a brand behaves online and the kind of repertoire it establishes with its fan base is crucial to its long-term success.
We live in an age of permission marketing, which means the days of buying lists and spamming folks are gone (thank goodness). Sustainable marketing is engaging marketing that people pay attention to by choice. This means that brands need to know their ideal customers in order to woo them. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
No good marketing plan is complete without a means of tracking results and continually making adjustments to better achieve the desired results. Sustainable marketing is goal-oriented and measurable, and it requires an agile mindset that’s willing to shift gears when the data says it's time to change an emphasis or particular strategy.
Sustainable Marketing is marketing that evolves and matures alongside a brand, moving through each step with an understanding of where a brand has been and where they are going. Nothing is isolated, temporary, or disposable. By properly allocating resources, sustainable marketing creates lasting value that builds upon itself over time.
Of course, all of this doesn’t matter if a business can’t use it to stay in business. That’s what it’s all about. But as John Mackey, co-CEO of Whole Foods said, “Just as people cannot live without eating, so a business cannot live without profits. But most people don’t live to eat, and neither must businesses live just to make profits.” In other words, ROI isn’t just about money. It’s definitely about money. But it’s about more than money. Profits are what allow a company to keep doing what they’re doing and to continue serving their greater community. It’s that pattern of serving, earning trust, being the trusted source for purchasing, and giving back that creates and fuels true Sustainable Marketing.