Your customers are constantly looking for a better value, your competitors don’t let up for a moment, the technology you’re used to becomes obsolete quickly, and you need to run your business while also trying to have some balance with your personal life. No wonder you’re so busy!
However, keeping up with changes becomes especially important in this day and age. In particular, there are two recent developments that have changed the landscape of business and that will affect you now and in the future. All businesses, large and small, will need to incorporate these into their overall strategy in order to be successful in the 21st century. These two changes are the need to become more sustainable and to effectively leverage online and social media marketing.
By now, you probably know that going green and marketing online are important. The question is: are you doing both effectively? Consider that 46% of small businesses don’t have a website (still!) and many businesses are still learning how to integrate sustainability into their overall strategy and operations. If you’re focused on just surviving in the present, you’re missing out on gaining a competitive edge for the future.
If you go green but don’t market, you may not generate enough sales to make your business profitable. Most customers, including older Baby Boomers, are now going online for information. Without an online presence, your business simply can’t be found. Without social media, it’s harder to connect with and educate your customers.
If you market but don’t go green, you will be at a disadvantage in several ways. First, your expenses may be higher than those of competitors who have implemented green practices such as conserving water and energy, which can directly benefit your bottom line. Second, you may be missing out on potential customers who are factoring environmental considerations into their purchases. And finally, you may be unprepared for how changes such as increases in gasoline prices may affect the shipping of your products.
Ultimately, the best way to ensure that your business will survive and thrive for the long-term is to integrate sustainability and the triple-bottom line into your business and market yourself online effectively.