If you’re in the renewable energy business, you know that your customers are a unique breed. They care about the health of their communities and the environment as much as they do about saving money.
In fact, some are willing to pay more for an environmentally friendly option than for one that’s less green.
But at the same time, getting them to open their wallets can be a bit challenging, because renewable energy is still a new concept.
That’s why we’re going to help you with tips on how to market to these unique customers.
We’ll discuss the kind of content you have to post, how to create offers that would be difficult to resist, and other specific things that are geared towards winning the attention and hearts of climate lovers.
We’ll be starting with the content you publish.
Invest in Valuable Content
In this information-seeking era, one of the best ways to catch people’s attention is to provide them with the information they need. That’s why content marketing is an important renewable energy marketing strategy.
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Publishing useful and valuable content is a great way to build trust and authority in your brand. It helps you build relationships with your customers by providing useful information about your business or industry that they can use.
Content marketing also provides an opportunity to drive traffic to your website via social media channels like Facebook, Twitter, or LinkedIn by posting links back to your blog articles.
Investing in great content can be very effective in growing brand awareness because it gives potential customers an inside look at who you are as a company (or organization) by allowing them access to what makes up your culture or values system.
This kind of information can be passed on through posts about current events happening within the industry (such as new legislation), how-to guides on using specific products/services offered by businesses (and why they’re superior to other options), etc.
For people interested in renewable energy, providing them with all the details about their questions about your product and how they can benefit would make it easier for them to buy from you.
In posting relevant content, consistency is key. That’s why maintaining a consistent online presence is the next point on the list.
Maintain a Consistent Online Presence
Maintaining a consistent online presence is more important than ever for businesses in the renewable energy industry.
It’s vital to stay on top of your social media and blog posting, as well as any other marketing channels you use.
This way, you’ll be able to ensure that people who are interested in the services or products your company offers will always be able to find information about them no matter where they’re looking.
You should post at least once a week on each medium, whether on your blog or social channels. You can also post once a day, depending on your schedule and strength. There’s no hard and fast rule about this.
As long as you maintain a consistent posting schedule, your customers would come to view you as a reliable expert and would come to expect your content and would consume it whenever you post.
Additionally, posting frequently increases brand awareness by creating more opportunities for people who aren’t yet aware of what makes your business unique; it also shows trustworthiness because it demonstrates that there’s always something new going on at your company and website.
Create a Referral Program
A referral program is a great way to generate leads. It’s effective because it’s easy to implement, promote, and track.
How do you create a referral program?
First, set up an incentive for referring new customers. This incentive can be anything from a gift card to an honorarium (e.g., “$50 off your next purchase).
Make sure that the incentive aligns with your business model so that you’re actually getting something out of it—you don’t want to give away money with no benefit!
Next, put together some promotional materials that explain how the program works and what the incentives are. For example: “Refer three friends who sign up for our solar services and we’ll give them each $100 off their first bill.”
Finally, ensure that people know about this new opportunity through email marketing or social media posts (if appropriate).
You may even want to make it super easy by including a link directly on your website where people can go in order to refer other people.
This will make it much simpler for them since they’re already familiar with what you do, so there won’t be any extra steps involved beyond sharing information about what makes this such an awesome deal!
Offer Free Consultations and Energy Assessments
One of the most effective ways to make a lasting impression on your potential customers is by offering them a free consultation.
In the renewable energy industry, this means talking with them about their current energy usage and how it compares to renewable energy options.
You can also offer free assessments of their property if they’re considering installing solar panels or any other type of clean energy equipment on it.
With this approach in mind, you’ll want to come up with specific scenarios where consulting with your prospects would be most helpful.
This point can be best explained with an example. So for instance;
If someone just moved into a new apartment or home, you can offer them an energy assessment at no charge. You can help them learn about what types of renewable energy resources might work well for their lifestyle and budget.
Offering free consultations is a great way to increase your lead generation, and we’ve found that it’s an incredible asset for getting people to contact you.
The key is that you need to make sure you’re offering a valuable service in exchange for contact information, so the prospect doesn’t feel like they’re just being marketed at.
We recommend taking advantage of this strategy by offering free assessments or energy audits as part of your offer. These are especially effective when targeting new homeowners and businesses because they can have a big impact on how much money you make over time in terms of saving on energy costs and helping customers reduce their environmental footprint.
Use Testimonials and Reviews on Your Website
How many times have you bought something because someone recommended it to you? I bought my internet plan from a company recommended by my brother.
Testimonials and reviews are powerful ways to build trust with potential customers.
One research from Semrush found that 90% of online leads are more likely to trust a brand that’s recommended by someone. This “someone” can be friends or strangers.
People want to know that others have had a positive experience before buying something. It helps them feel more confident that they’re making the right decision by buying from your company.
That’s why you should do whatever you can to gather them in any way possible.
Testimonials should be specific, personal, and positive. You don’t need every single detail of what happened—just enough information for readers to get an idea of how much they can trust you and why they should work with your company over another one.
Another thing to note; all testimonials should come from actual and relevant people. After all, it doesn’t help anyone if you have glowing praise from someone who has never used your services!
Reviews can also be useful in securing leads because they show prospective customers how satisfied other clients were after working with a business like yours (or not).
Create an Ebook, Kit, or a Free Guide For Your Audience
Offer a free ebook, kit, or guide with valuable content that solves a problem your target audience faces.
This could be in the form of a step-by-step guide on how to get started with solar panels or other renewable energy equipment, including cost estimates and product comparisons to help them make the right decision for their business.
The more you can educate them on the benefits of using renewable energy sources in their business and home, the more they will trust you as an expert in this field.
When you offer something for free, it gets people interested in what else you have to offer. You can then follow up with additional offers at a later date if they are interested in purchasing your products or services.
Specificity is one of the easiest ways to persuade people to take the action that you desire. You need to make sure that you’re requesting something specific from your audience. Is that you want them to come for a free consultation, sign up for your newsletter, or refer someone to your business?
The only way to know the specific call-to-action to use is to examine your business goals.
If you’re not sure what your goals are, you won’t be able to define a solution. For example, “I want to generate at least 20 leads this month” is better than “I need to generate more leads.”
Don’t worry about what others’ goals are—just set yours and stay focused on them. You can find out how close you are by checking your progress regularly with tools like Google Analytics.
In order for your call-to-action (CTA) to drive qualified leads, it needs to be specific and relevant. An example of a general CTA would be “Sign up.” A specific and relevant CTA could be something like “Consult with a solar energy expert today!”
We hope you get the point. Start modifying your call-to-actions now and you’ll start to see incredible results in your click-through rate!
Renewable Energy Marketing is About Educating Customers
Renewable energy marketing is not just about selling your products or services. It’s also about educating your customers, who are becoming more aware of the benefits of using renewable energy.
Research and education are important to the growth of the industry. If people don’t know that it’s possible to get 100% of their electricity from renewable sources, then why would they bother doing so?
Your customers will be more likely to buy if they understand how using renewable energy can benefit them financially, socially, environmentally, and politically.
Letting them know all these things will help them make an informed decision that makes sense for their situation—not just what works best for your company.
Customer education comes with customer loyalty.
We’ve covered a lot of ground here, so let’s recap quickly before we go. The renewable energy industry is growing by leaps and bounds every year, so now is the time to get a piece of this sustainable pie for your company.
This means making sure you are aware of all the latest trends in energy marketing that will help your business stay ahead of the competition.
There are many ways you can do this: from using appealing offers to creating valuable content and any renewable marketing strategy in-between. Whatever route you choose, it’s important not only to be visible but also valuable in our increasingly digital world.
Setting yourself apart from others who are trying their hand at similar tactics by using the above marketing strategies will give your brand a competitive edge!