Connecting with new customers online is challenging for any business. But that task becomes even more difficult when you’re a sustainability-minded brand targeting blue-collar buyers in a saturated market. However, with the right digital-marketing strategy, brands can break through the noise and attract dedicated customers to fuel future growth.

Over the last few years, Logical Position (LP) partnered with a sustainable lighting brand to revamp its digital-marketing strategy with the goal of attracting a new group of blue-collar buyers. What we learned offers a roadmap other brands can use to find similar success in the marketplace.