What is an effective operational strategy after certification is obtained?
Do you just get certified and then leave it at that? In this article, we will explain in detail how to utilize certifications such as GOTS, Fair Trade, and OEKO-TEX to develop strategies for attracting customers, sales, and advertising. It is important to think in terms of practical methods such as storytelling, SEO, and SNS development, rather than simply displaying a logo.
Incorporating acquired certification into branding
For example, in the case of GOTS certification, the background to it is "environmentally friendly dyeing" and "protection of labor rights." By clearly stating these and incorporating them into your brand story, you can use them in advertising copy, product descriptions, and video stories.
Empathetic storytelling on social media
On Instagram and Pinterest, you can dramatically increase engagement with your followers by telling the story of your certification through images, videos, and text, and explaining the difficulties you went through to obtain it and your connections to the local area.
POINT: After obtaining certification, it is important to shift from "providing information" to "building empathy."
Use in SEO strategies
Keywords like "GOTS certified brand" and "certified organic cotton" are niche but have the power to attract high-intent searchers. By naturally including the certification name in your product descriptions and blog posts, you can increase search traffic.
Creating repeat customers and subscription strategies
Regular deliveries and subscriptions of certified products mean a continuous supply of trust. By effectively designing the psychology of "I want to continue because it's safe" and clearly indicating the significance of certification on the landing page, there are an increasing number of cases where the continuation rate has been significantly improved.
summary
Certification is not the goal, it is the start. How you communicate and utilize your certification will determine the future of your brand. Maximize the value of your certification with the right strategy.