How to Use Content Marketing to Attract Social Media Followers

Forbes recently reported that over 80% of those surveyed admit that friends’ social media posts directly influence their purchasing decisions.¹ Social media continues to grow, evolve and alter how consumers and businesses make decisions. Many utilities are evolving their social media strategy to ensure these channels cultivate relationships and generate more followers.

While many people may seek to “follow” and “like” their favorite brands, restaurants and clothing labels, utilities have to make their presence known and give consumers a reason to follow them. Utilities historically have been burdened with being a low-engagement category. In this age of digital marketing, content marketing for utilities is the answer to how utility marketing can engage more customers and increase their social media following.

Why do they follow?
Once you understand why people choose to connect on social media with companies, the usefulness of content marketing for utilities becomes more clear. According to Mediabistro, only 38% of people surveyed said they follow a company on Twitter because they are a current customer of the brand.² The number two, three and four reasons people give for following a brand have to do with staying informed:

• 52% follow to receive notifications on promotions and special offers
• 51% follow to stay current on brand news
• 44% follow to be among the first to learn about up-to-the-minute products and services

At first glance, it might not feel like utility-oriented content marketing would be a good fit for these points. It turns out, however, that content marketing for utilities can directly address the reasons for social engagement and following a brand. The ideal strategy for utilities is to provide practical information that users will find useful and newsworthy. Practical applications and useful information regarding energy can serve as brand news and allow users to be in the know about energy-related topics. The newsworthiness and perceptions of content can also be critical to creating a following of customers who might otherwise be difficult to engage.

Content that generates social media followers
Content marketing for utilities can increase social media followers, but it’s not as simple as posting an opinion of last night’s football score on Twitter or Facebook. As Entrepreneur points out, there is a “Law of Quality” when it comes to social media for utilities. Consumers have an expectation of finding valuable information on the Internet.³ A tweet or Facebook post that links back to an article on your website outlining energy efficiency tips or steps for weatherizing your home not only generates traffic to a site, but is also shared and talked about. After all, if 500 people click, share and converse about a specific piece of published content, that can quickly grow to thousands.

Establishing social media success
The Content Marketing Institute claims that a sound content marketing strategy is vital for successful social media.⁴ Digital marketing through social media is all about driving traffic back to your site using the enticement of valuable and educational information. Promotion can also be important, but remember that it all starts with your content, and quality is king.

The focus for content marketing for utilities should be on creating content that adds value for consumers. This can include maintenance tips for HVAC systems, trends in commercial lighting or a blog post about green practices. Then promote that content with an eye on engaging users and developing relationships. Forbes maintains that since different social media channels offer different features and cater to different demographics, content can be repurposed for each and at different times to appeal to the individual followers.⁵

If your utility offers energy efficiency rebates and incentives, consider how to package those with practical applications. Then promote this content in social media with the rebates satisfying the promotional aspect and useful information serving as the newsworthy elements. This combination is hitting on users’ wants and will likely lead to social media success.

The good news is utility marketers don’t have to feel their way blindly through the social media maze alone. A call or email to Jacobs & Clevenger will not only provide a free marketing assessment to improve your digital marketing, but we have deep experience at creating utility-specific content that can kick-start your social media following.

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