America’s feelings about global warming and its threat to our planet clearly shifted dramatically in 2007. Once ignored by the masses, it has become a mainstream issue driving millions of consumers to find out how they can live a more eco-friendly existence. That momentum is the impetus behind a new wave of consumer marketing. From Wal-Mart’s goal of selling one million compact fluorescent light bulbs in a year to Home Depot’s new Eco Options line of products, the race for green market share is on. That trend has only continued in service industries like lodging and hospitality, where many hotels are offering eco-friendly options such as soap and shampoo dispensers that allow the average traveler a chance to eschew wasteful little bottles.
While large companies like Wal-Mart, Home Depot, GE and many consumer products companies like them can simply enter the fray with built-in brand recognition and a loaded marketing budget, smaller market makers and service providers in the green community are looking for new ways to be competitive. With millions turning to the Web to become educated on how to follow an environmentally-conscious lifestyle, there is arguably no better vehicle than the Internet to explain a concept as complex as the exponential value of utilizing green services, such as the environmental benefits of a green lodging experience. As the Web has evolved into a more interactive medium through blogs and social media, it is a message tailor-made to Web 2.0 capabilities.
The Importance of Blogs
Web logs, or blogs, are what helped start the digital user-generated content phenomenon. Not surprisingly, they are a major ally in the fight to educate consumers on the environment. A recent query for “global warming” on Google resulted in more than 3.1 million blog mentions of the phrase. Blogs like TreeHugger (acquired by Discovery Communications last August), EcoSherpa and others have attracted millions of loyal readers and in many cases, a credibility normally reserved for the mainstream press.
Writing a blog is a great way to get your key messages out to the public, such as how your hotel may use only locally-grown produce for dining, or how solar panels are utilized for heating water. Blogs can also be a great source of rich content that can lead new potential customers to your site, as keywords and incoming links typically generated by blog content tells search engines like Google that your site is an authority for green services.
If you do choose to write a blog, it is important to keep two critical points in mind. The first is to blog frequently. Updating a blog once or twice a quarter is probably not going to get you much attention—most blog readers are looking for regular communication. Two, treat any blog as an honest dialogue. Do not write about topics for which you have no expertise or your credibility will suffer, making your blog a detriment to your message. Conversational blogs that have a sincere voice will no doubt be received more favorably than those that read like a press release; think about the reader’s interest when writing and not just your own.
Not comfortable writing on a regular basis? There are other ways to use blogs as a vehicle to get out your message. Conduct blog searches on terms that are specific to environmentally-friendly services such as yours and see which bloggers are already writing about your niche. The larger ones will typically appear first in any search. Once identified, consider posting positive comments to articles you find interesting, and be a part of the dialogue.
If you are developing new services, consider sending information to influential bloggers, including perhaps an offer of a free stay, and they may consider reviewing your property in their blog. Treat influential bloggers no differently than you would a member of the media or press. Just like members of the media, they can be a source of invaluable exposure.
How to Get Started with Video
The proliferation of high-speed access to the Internet has made online video a significant vehicle in a short period of time. It’s the reason why Google paid a staggering $1.65 billion sum to acquire online video site YouTube in October of 2006. Camera cell phones with video capabilities have turned virtually everyone into an amateur videographer, reflected by the large volume of new videos posted daily to YouTube and similar sites. However, online video sites are not just for posting video of something that’s funny. Educational videos have also become quite popular, especially those that incorporate an entertainment aspect to facilitate viral distribution. A recent search for “compact fluorescent lighting” on YouTube resulted in multiple how-to videos on how to replace incandescent lighting with energy-efficient CFLs.
Not sure how to get started with video? Many Web development firms and advertising agencies have developed in-house video capabilities, ranging from inexpensive to very high-end production. On a budget? Simply rent the proper equipment from a reputable source and all you need is a well-lit space and a little ingenuity to get started. Posting a video to YouTube is free, and you can link to it from your website or blog. While length can vary, the average YouTube video clip is generally about 2 ½ minutes long, so don’t get too carried away or you’ll turn off your audience.
Add Sound to Online Marketing
Similar to digital video, podcasting allows you to communicate with consumers and potential consumers beyond just the written word. A podcast is a digital media file that typically can be heard on a portable media player such as Apple’s iPod. The technology lends itself well to longer-form programming that can last 25 to 40 minutes or even longer. Much like radio, podcasts are often listened to while doing other things. Depending on your service offering or niche, podcasting could be another way to reach current and potential consumers. It is ideal as an interview format, so consider interviewing topic experts in your chosen area. As with blogging, however, be prepared to podcast on a regular basis. The way to build a consistent audience is to podcast frequently; at least once or twice each month.
As with video, many agencies and Web development firms also offer podcasting studios. For those who wish to do it themselves, podcasting kits can be purchased for as little as $100 or so. Podcasts can be posted to your website or blog just as easily as a video.
Jon Eggleton is a Cleveland, Ohio-based online marketing executive with nearly 10 years of experience utilizing the Web for customer acquisition and retention efforts. He has been a frequent speaker and topic expert in the digital community. For more information or to contact Jon, visit his website at: www.joneggleton.com.
