Many utilities are undertaking energy efficiency and other greening initiatives. Advancements in areas such as communications, transportation and even household appliances are constantly impacting consumers in new ways. The Center of Technology1 reveals that just the past 5 years have brought significant progress like no other 5-year period before. Understanding these trends can help utilities shape their communications around the current consumer mindset.
Consumers are going green.
One of the top consumer trends impacting utilities is the green movement. According to a University of Michigan survey, around 60% of U.S. consumers are concerned about how energy impacts the environment.2 It’s not enough for a utility to lead the way with green energy programs. Consider how to build on this trend in to messaging for energy efficiency and other communications.
Additionally, utilities can leverage consumers’ mindsets by using content marketing such as blog articles and downloadable ebooks to provide educational information. For example, blog articles can be utilized to educate consumers on energy efficient lighting options, leading to a downloadable lighting guide.
Housing trends for utilities to capitalize on.
Total private residential construction spending was at a market low point in June 2009, according to the National Association of Home Builders,3 and has had slow growth since then. Additionally, every year more advancements seem to be available that make a house more energy efficient. Newer homes are also being built with more insulation, enhanced windows, superior heating, ventilation and air conditioning (HVAC) systems and programmable thermostats.
During the housing downturn, many homeowners turned to remodeling. This became a way to make the most of their current house as well as prepare for the market turn that would allow them to sell their house. Utilities typically offer rebates and incentives for many energy efficiency upgrades. Utilities should consider how to provide educational information to their customers on not only the fact that these rebates exist, but about the benefits and how to go about implementing energy efficiency changes.
Content marketing can provide useful information when consumers are exploring home improvements. Educational content can give insight on how to go about implementing energy efficiency measures that tie to the home improvements and ultimately can impact savings on their energy bill. This type of content can come through content marketing via articles or blog posts that are optimized to capture the attention of search engines and provide information when users are in the right mindset.
Social media and enewsletters are two key channels that should be used to promote content and extend the reach of key messages. Practical applications packaged properly can help the customer experience and have a positive halo effect on a utility’s brand overall.
Instant access to information.
The Internet is the information hub of the world, and it’s where people turn when they have questions both trivial and life-altering. Pew Research4 reveals that it’s the source people rely on more than any other when they want a solution to a problem or the answer to a question. This consumer trend can have a positive impact for utilities.
The key is to understand how important search engines are to helping consumers discover the utility’s website as well as for helping a utility develop a reputation as an authority with the answers to popular questions. Content marketing is the secret for capturing those web search results and driving traffic to utility and energy sites. Strategically written copy that answers FAQs is a top way to catch search engines’ attention. Other valuable educational content could include step-by-step how-tos for winterizing a home or video tutorials on making a home or business more energy efficient.
Plug-In Hybrids and Electric Vehicles
More people than ever are buying plug-in hybrid autos and electric cars, according to HybridCars5 consumers with electric cars often explore their electricity options prior and post-purchase. Utility marketers should consider the unique communication needs this segment possesses.
Utilities can consider blogs with content that educates consumers on the choices as well as tips for owning an electric vehicle. With the right content marketing, the hybrid trend can increase utility/customer engagement.
There are a number of consumer trends that utilities should consider in their communications strategy and content marketing is a technique that utilities should use. To learn how to leverage these trends, download our ebook, “16 Consumer Trends That Are Impacting Utilities."
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Topics: Utility Industry
