Renewable energy or green energy is a growing industry. The sheer number of renewable energy companies in the market demonstrates how rapidly the industry is growing. Conscious consumers and various governments are currently spearheading the green energy movement in order to make a dent in the looming climate change crisis.
There are ample opportunities for businesses to make a name for themselves and stand out in the renewable energy industry. It is also a great time to do so, given the growing social awareness of the importance of clean energy sources and a willingness to pay more for non-fossil fuel alternative energy.
Electric vehicles, wind energy, biomass, solar energy companies, and energy storage solutions are reaping the rewards of the market with game-changing products and services that revolutionize energy production and storage. More significant initiatives like hydropower and geothermal energy are also seeing massive investments.
The market is filling up with brands that are changing the way energy is consumed. The challenge for marketing teams is to figure out how to make their brands stand out from the crowd. What marketing strategies should a renewable energy company use to reach potential customers? FVG has been responding to this through our work with some of the leading brands in the renewable energy sector. This blog will detail some of the ways we help these brands. Continue reading!
How Do We Create a Strategy that Works for Renewable Energy Marketing?
Creating a comprehensive strategy that can adapt to the market’s changing demands and includes all the relevant channels is the first step in our process. Here are some of the key steps we follow in this process.
Define Your Goals:
What do you want to achieve with this campaign? Is it lead generation, increase sales, drive more traffic to your website, and/or build brand awareness? Defining the goal clarifies a lot, making it easier to create and implement the strategy in the long run.
We ensure that the goals are SMART and assign milestones to them so they can be tracked. Milestones help us to keep track of each goal and its progress. Choosing the right metrics to focus on is also an important part of the process.
Know Your Audience:
This is a critical part of the strategy. It is difficult to develop a winning strategy without first understanding the target audience and the challenges and pain points..
Who are your ideal customers, and what do they want from a product or service like yours? Are there any specific market groups that may be interested in purchasing the product or service but have not yet considered buying them (e.g., those living in rural areas)? What are the key demographics of the target audience?
Answering some of these questions is extremely beneficial. We also create detailed customer profiles for the various target audiences. This helps quite a lot when developing marketing campaigns and content to target these audiences.
Know Your Competition
One other thing to consider is your competition and what they are doing. It’s not often the case that we have to reinvent the wheel completely, you know. There’s no harm in getting some insights into what others are doing and how it is working for them.
Some questions we try to answer are these. Which brands are the most visible online/offline? How are they building customer relationships through social media channels like Facebook, Instagram, etc.? What channels are they using, and how are they leveraging these channels? What kind of content are they creating that is resonating with the audience?
Knowing these gives us a good starting point to create a strategy tailored to your brand.
Know Your Product and Company:
We need to know what sets your product apart from the competition. It gives us a better idea of how to get the messaging right and what key aspects of your company to emphasize when discussing your brand in various communications.
Understanding the product in depth is also essential. What are some of the benefits that make your company’s offerings unique? Are they different from those offered by competitors in terms of price point, availability, or functionality? Knowing this is important for creating good content that can be used across multiple channels.
Identifying the Right Channels
The next thing to do is narrow down the channels we should focus on. There are a lot of ways to go about it. The channels may vary depending on your brand and the content you want to create. It is also dependent on the budget you have and the audience you want to target.
These are some of the key digital marketing channels to consider.
Social media is a powerful tool for marketing renewable energy, and it can be used in a number of ways. For example, you can use social media to reach the right audience with targeted advertising campaigns and promotions that speak directly to your customers’ interests. You could also use social media as part of an ongoing communications strategy, such as sharing information about new products or services on different social media platforms like Facebook or Twitter, which will help build brand awareness among current customers while also attracting new ones who may be interested in learning more about what you do.
Social media works for disseminating the content you’ve created, targeting the audience with paid ads, and of course, engaging the audience. It also serves as a great platform to listen to the audience and what they are talking about with respect to the brand and the industry in general.
Search engine optimization (SEO) is the process of optimizing your content so that it ranks higher in search results. Optimizing your website can help you attract new customers, increase sales and drive traffic to your site.
SEO is a long-term strategy that requires consistent investment over time to succeed. If you’re looking for short-term results through SEO efforts alone, this may not be right for you.
SEO is one of the most cost-effective ways to market your business. It’s an investment in your future customers and will help them find you online while searching for what you offer.
The advantage SEO offers is that it balances the short and long-term efforts. Investing in paid advertising can give you quick results, but consistently doing it may not work for you, especially when the market isn’t favorable. SEO gives you organic traffic, and each organic click saves you dollars that you would have spent on paid advertising.
Content marketing is a very important part of your overall strategy. Good content is always in demand, and there is no question about this. Every brand is investing in content today, which shows how successful this channel is.
Content should be relevant to your target audience, unique, interesting, and easy to read. It’s also important that it’s easy for people to share on social media or other platforms. Making interesting and shareable content gives you a larger audience to work with.
If you are working in solar power, explore ideas like how to choose the right solar panels, tax incentives for homeowners switching to solar, achieving energy efficiency through solar and similar ideas. It’s also important to do in-depth keyword research before beginning content creation to help boost your SEO efforts.
It’s also important to make the content conversion oriented. Lead generation doesn’t just happen via email marketing or paid advertising. Content can also convert. Focus your content marketing efforts on gaining conversions.
This is one channel that you should necessarily invest in no matter what other channels you choose. Email still remains the best way to connect with your audience regularly. Newsletters and emailers are quite popular among the audience, and good brands drive very high engagement rates on emails.
Paid ads are one of the easiest ways to tap into your target audience. Search engine and social media algorithms make generating organic results quite hard, and paid ads are the preferred way for most brands to overcome this.
Whether through Google search and display ads or paid ads on social media platforms like Facebook, Instagram, and Twitter, you can sharply define and target an audience through these channels.
Tracking, Measuring, and Optimizing
This is what brings this whole strategy together. We are big believers in reporting and dashboarding. We present our clients with extensive data, and comb through the data quite religiously too.
Measuring everything helps us understand what we are doing well and what needs work. It’s important to know especially when working with brands in a relatively new industry like renewable energy.
The insights from the data help us tweak the marketing plan as we go along. It also saves time, effort, and money. Doing more of what’s working and less of what’s not working is key to balancing the budgets and building a sustainable campaign in the long run.
Marketing a renewable energy brand is not easy, especially when the products would involve a high initial investment. Educating the audience on the importance of sustainability is the only way to generate long-term results.
Communicating the advantages and benefits of your products/services without being preachy is important. It also bodes well if you can engage the various stakeholders in the industry, such as the regulatory bodies and local governments, to add value to your campaign.
Want to get your renewable energy marketing campaign up and running? Partner with FVG today. Our experts will help you put your winning marketing strategy together. Drop a line today.