Challenges Faced by New Green Companies in the E-Commerce Market
Nowadays, eco-friendly businesses have a strong advantage over non-green competitors in their industry as ⅓ of consumers prefer environment-friendly products. According to a survey by Global Web Index, 60% of Internet users indicated willingness to buy green products even if they cost more. Even the low-income survey participants as well as those who consider themselves as price-conscious, say they prefer to buy eco-friendly products. However, as most environment-friendly consumers are buying online, up and coming green companies are finding it difficult to establish their brand in the e-commerce market.
Aside from having to compete with major companies that were ahead in supporting the movement to go green, new innovators have to compete with brands that merely ‘greenwash’ their products. ‘Greenwashing’ refers to the practice of using rhetorics to make products appear eco-friendly or green, when in truth, they are not.
According to the International Consumer Protection Enforcement Network (ICPEN), the greenwashing marketing spin is becoming a huge problem as 40% of online environmental claims published in the web, have misled consumers. As a result, green consumers are inclined to trust established brands as their reputation already serves as guarantee of product quality and green-authenticity.
Although most startup enterprises have awareness about the concept of search engine optimization (SEO) their knowledge of the strategies used is not deep enough for them to achieve marketing goals.
Why Do Most Startup Businesses Fail with Their SEO Strategies?
Most startup green businesses are well aware of SEO and its importance in establishing their presence in the digital space. Yet only a few have in-depth knowledge that SEO is more than just publishing keyword-based content in one’s website. If that is the case, big and established corporations have a greater edge over smaller businesses, for having more content updates and quantity backlinks.
Furthermore, green businesses usually fall short in following through and maintaining their SEO strategies as Google’s search engine evolves through passage of time as it gets modified constantly. Managing the SEO of a startup company can be daunting and difficult if the strategies used are limited and ineffective; but fruitful if adequate and carried out in the right way
Now here’s the thing, startup entrepreneurs also need to devote time to run their day-to-day business operation in order to maintain the quality of their product or service. It would be wiser and more practical to entrust the digital marketing and the related SEO aspects, to Internet marketing experts with proven track record of their expertise.
SEO companies, has demonstrated mastery of digital marketing by carefully constructing a combination of highly effective marketing tools and SEO strategies; including geo-territory topic targeting, analysis of competitors and marketplace, paired with constant monitoring of the latest algorithms used by search engines.
However, this SEO company might not partner with businesses that merely want to greenwash their brand and products. It is important for this SEO company to believe in the ability of the brand to burgeon on its own merits.