Cleantech marketing can take a good product or service and make it recognizable, familiar, and comfortable for consumers. This is generally known as branding, in which a company develops and promotes an idea that captures and transmits the essential raison d’etre of their business model. Today, in the era of our complex digital world, branding should be embedded across multiple media but contain consistent messaging. Appropriate digital media marketing can create a whole picture of the consumer cleantech experience you provide without relying on the traditional 30-second sound bite.

Communication possibilities within digital media spaces require new cleantech marketing structures that address branding through concise messaging and a keen understanding of your intended audience.

Enrich your network of contacts through digital platforms

Networking involves creating win-win situations with other people by being helped and helping others. Your cleantech company can establish a circle of influence that encompasses other people who are also in the cleantech industry, the technologists who are driving cleantech behind the scenes, existing customers who may help your cleantech company to grow, and others.

Yes, like many businesses, you’ll need to join like-minded others at conferences, cocktail parties, and community events. You’ll extend the buzz you create at these events, however, if you can share clever and catchy digital platforms where your message is featured. Bring your iPad! Your digital presence can make all the difference in the way you are perceived by potential customers and investors— for positive or negative effect.

Website

When designing your cleantech business website architecture, infuse lots of white space and intuitive navigation. Design should be consistent with style expectations of your audience. The contemporary, sleek, minimalist look that appeals to 25-40 year olds, for example, looks easy to create but is a consequence of careful planning and design. Get rid of the visual pollution.

Moreover, don’t assume your audience knows about your cleantech industry. Use your cleantech business website to narrate specifically and succinctly who you are, what you do, and how your cleantech business will benefit the consumer or investor. Make sure the copy defines terms and concepts in ways that are understandable. Pay attention to how images and design elements reinforce the points you are trying to make.

Describe what you do in a concisely worded slogan that is then explained in detail afterward through floating text boxes. Focus on function over flowery language, please. Emphasize how your customers save money, are more efficient, and belong to a sustainable community when they use your products or services.

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