Sustainable Marketing FAQS

What is Sustainable Marketing?

When I work with clients, we take sustainable marketing to mean telling the truth about a company’s efforts to prioritize people, the planet, and profits. No company is operating 100% sustainably, so we work to tell the story of our efforts, while acknowledging we aren’t there yet. We use the latest marketing techniques paired with best practices to inform and inspire without resorting to manipulation. Depending on a company’s goals and resources, this often involves hiring diverse creators, using sustainable marketing products like inks and paper, and not sending out cheap plastic trinkets that no one uses.

In short, sustainable marketing is about walking the walk, not just talking the talk.

What is Social Impact Marketing?

Social impact marketing tells the story of a brand’s efforts to create a positive impact in communities and the environment. When used correctly, it shares the core values of a company and how they are acting on these values to help the public make informed purchase decisions.

Together, we’ll pull out the pieces of your story that your customer base will connect with and be inspired by, and we’ll share the impact you’re making as part of that story. But, we’re not going to engage in greenwashing (see below) to create a false facade. We’re going to tell the truth and let people know how choosing your business is creating real change that lasts, not just something performative.

What is Greenwashing?

Greenwashing happens when a company’s social and environmental initiatives start in the marketing department and are not also connected to operational and general business goals. It only tells the story of one or two initiatives a company takes while disregarding other harmful policies or procedures. The goal is to appear like a green or socially responsible company without changing core values to do so.

I can help you avoid this. The start of our work together is deep-diving your strategic plan and goals. If your business truly has an impact goal, it will be reflected in your operations. If you’re not sure where to start, I collaborate with incredibly talented individuals who can help guide you through these changes.

When we stick to the truth and tell your whole story, we avoid greenwashing and build strong connections with your customers.

What is a Customer Journey?

The customer journey is the core of the work I do for my clients and the key to creating consistent growth. The customer journey is the path your customers take from discovering who you are and how you can help them, learning more about your expertise and building trust, purchasing from you, and becoming a client or fan for life.

When we build out your unique customer journey, we start with your impact and revenue focused goals and work from there. We’ll discover who your best clients are, why they are looking for your product or service, and what they need to know in order to make the decision to purchase from you. Then, we’ll create a detailed plan to reach those customers with the right information at the right time.

What is a Customer Journey Map?

The customer journey map is the plan. It connects your business goals to your revenue by meeting your current and future clients and customers exactly where they are in their decision making and helps them take the next step toward purchase.

When you work with me, we’ll use predictive modeling, data, and your current resources to build out each stage of your customer journey to make sure your clients receive helpful information when they need it and an invitation to find out more or make a purchase when they are ready. I’ll never suggest you implement something before you have the resources to do it. Your plan is based on moving you forward.

What is a Fractional CMO?

CMO stands for chief marketing officer, and is a highly paid position in most larger companies that oversees and directs a company’s marketing strategy and efforts. Hiring a fractional CMO as your business grows allows you to have the cutting edge strategy without the $150,000+ a year price tag. Fractional CMOs create big picture frameworks that make sure your marketing efforts support your business goals by helping you craft consistent messaging across channels, choose which tactics will work best, and keep you informed on progress by tracking and interpreting the data that matters most to you.

As your fractional CMO, I join your business as part of your team. I provide an outside perspective and my years of experience to craft a clear and targeted marketing plan to reach your goal. I work with your current team to build their strengths and help find contractors for specific projects so you can save money while using the same tactics as larger companies. My goal is to develop and grow your team from the inside, create strong and effective marketing strategies that bring in profit and amplify impact, and eventually leave you with a strong, functioning marketing team that no longer needs my help.

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