Update November 2020: The Future Economy Network and Sustainable Results Lab have teamed up to create bespoke marketing workshops focused on business growth and sustainable action on 29 September 2020, 19 January 2021, and 4 February 2021.
With the success of the first workshop in September and a waiting list to run it again, we are running a January 2021 workshop for the sustainable construction industry and a February 2021 workshop for the green tech industry.
Read this blog by Ruth Smith, Founder of Sustainable Results Lab, below!
“Our marketing hasn’t worked.”
It’s one of the most common complaints I hear from business leaders.
They’ve invested lots of money in a new marketing agency or campaign. But the results are underwhelming or damn right disappointing.
This makes me sad and cross.
Tackling the climate emergency
Marketing professionals should be on the front line of tackling the climate emergency.
Every new customer for an environmental business is one step closer to building a low carbon economy.
So, what can we do to reduce risk and maximise the impact of our marketing?
Research on what works
Learn about the science behind why people buy what they do.
The science of decision-making draws on the latest learnings from neuroscience, behavioural economics and the social sciences.
As a business leader, I wish I’d spent more time keeping my knowledge of this exciting field up to date earlier in my career. It would have saved me a lot of stress and time. It would also have enabled me to make more of a difference.
Here are two practical examples.
1) Engage the emotional brain to increase engagement
Did you know that if you have a puzzle to solve, it’s likely that your brain has solved it as much as 8 seconds before you have the conscious “aha!” moment?
Neuroscientists have shown that “95% of all thoughts, emotions and learning occur before we are aware of it”.
When it comes to making decisions, rational, conscious cognitive processes have a surprisingly small influence.
This should have a significant impact on how we communicate with customers.
“Although there are conscious and rational parts in most decisions, marketers need to focus first on appealing to buyers’ emotions and unconscious needs,” says Roger Dooley in Brainfluence: 100 ways to persuade and convince consumers with neuromarketing.
“It’s not always bad to include factual details, as they will help the customer’s logical brain justify the decision – just don’t expect them to make the sale.”
2) Make it easy for customers to engage with you
The UK Government’s Behavioural Insights Team devised the EAST Framework to make behavioural economics research more accessible. There are four principles:
· Make it easy
· Make it attractive
· Make it social
· Make it timely
This simple framework shows how small changes can make a big difference.
For example, by reducing the text in emails, a major government agency increased clicks to get further information by 40-60%.
From how you generate and nurture leads, to how you present pricing options, the behavioural sciences transform the impact of your marketing and sales.
For those of us committed to growing our businesses sustainably, investing in this knowledge is an essential part of maximising the value of our digital carbon footprints.
It’s also the best way to ensure your marketing works.
Ruth Smith is the founder of the Sustainable Results Lab, a marketing agency that supports low carbon and environmental businesses to grow sustainably.
An award-winning editor, Ruth has held multi-million-pound P&L responsibility at a FTSE 100 company.
On 29 September, Ruth will be leading an online half-day workshop with the Future Economy Network on using behavioural insights and neuroscience to grow your business, sustainably.
To enable us to give you personalised support and advice, places are limited to 12 people.
To apply or find out more information, please go to the eventbrite links below and fill out the form. We will be in contact soon after to discuss your opportunity.
Boost your business growth in sustainable construction - 19 January 2020
Boost your business growth in green tech - 4 February 2020
If you have any questions before or after applying, please email events@thefutureeconomygroup.co.uk