According to the U.S. Bureau of Labor Statistics, there are an estimated 7,880 tailors, dressmakers, and custom sewers across the nation. Many are making an effort to increase eco-friendly practices in a variety of ways. Furthermore, an international study by Unilever revealed that one-third of consumers are now buying from brands based on their social and environmental impact. If your clothing business is passionate about sustainability, you should let the world know through social media. Here are just a few tips for advertising your sustainable clothing business on Facebook.
Appeal To Emotion
When crafting your business’s Facebook or blog content, make an appeal toward potential customers’ emotions. Depending on the specific eco-friendly techniques your business practices, you can tailor to your eco-conscious audience and convey a resounding message.
For example, every year, Americans get approximately 1 billion colds, and allergies plague at least 50 million Americans. If your business sells organic clothing, you can easily appeal to your audience by mentioning the potential health improvements some people notice upon making the transition to organics. Cotton is currently the number one user of pesticides, and though these potential results aren’t backed by science, they can often compel followers to make a purchase and find out for themselves. If you can get some positive customer testimonials or reviews, even better.
Customers often lose faith in businesses that say one thing and do another. Nobody likes a hypocrite, and this goes double for a brand that markets themselves on being environmentally-friendly. If you make a statement about your business’ eco-friendly products or practices on social media or elsewhere, you’re expected to stand by that statement and continue conveying just as much passion about sustainability as you have since day one.
“Green marketing won’t work unless your organization is fully committed to the concept and practice of protecting the environment. The last thing you want is a disconnect between what your brand says and what they do … Put eco-friendly initiatives at the heart of your company culture and green marketing becomes a natural progression in your brand’s evolution,” writes Brian Appleton on Envision Creative.
Promote Engagement Within Brand And Community
Finally, this multifaceted social media tactic is a win-win-win. It’s simple: find a community project or volunteer activity — or even plan one yourself — and commit your business to participating. Advertise on Facebook in an engaging way that encourages solidarity. Then, at the community event, go on a bit of a media frenzy and take pictures and videos of both your business and other community volunteers. During and after the event you can share these photos, tagging as many people and business as possible to maximize viewership.
This technique works on multiple levels. On a surface level, it fosters a sense of community engagement, but photographing those who attended the event will encourage them to become promoters and want to spread the word about your business’ community involvement. Facebook Live is also an exceedingly useful tool to take advantage of whenever possible. The better record your business has regarding community involvement, the more you’re building and solidifying your brand.
Ultimately, knowing how to effectively advertise your eco-friendly clothing business on Facebook is the key to unlocking the potential it has to promote sustainability and remain successful.
Kelsey R. is a writer and an avid world traveler. When she’s not writing or listening to 80s music, you can find her exploring different countries, taking selfies with her dog Lady, and in constant search for the perfect brownie recipe.