The role content can play in the energy efficiency marketing mix

Utility marketing communications can sometimes be difficult. After all, selling a service that is largely a necessity can feel harder than convincing someone to try a new “want.” Many utilities have a commitment (driven by a requirement) to execute energy efficiency education in their footprint.

Utilities handle energy efficiency marketing communications a number of different ways. Many utilities share energy efficiency tips. These include simple messages about turning off products when they are not in use and sharing information about the utility’s rebate programs. Some utilities utilize broad media vehicles such as television and radio. Other utilities just post information on their websites.

Educational communications are widely viewed as an acceptable form of marketing among both residential and business customers. There are newer methods of digital communications that are gaining traction, and likely to be a perfect fit in most energy efficiency marketing plans. This article will explore how content marketing and related digital communications can be incorporated into energy efficiency marketing plans to meet goals.

Education via traditional media is only part of a strategy.
The educational advertising campaigns sponsored by utility and energy companies are often targeted toward both residential customers and small/medium businesses. In the past, the methods of utility marketing were largely based in traditional media. Using advertising media such as TV, outdoor ads and print can be an effective way to reach such a broad audience. However, these traditional media approaches to energy efficiency marketing are not the only tactics a utility can consider. Many of the traditional media don’t allow a utility to necessarily connect with customers when they are in an energy efficiency mindset.

Timely education: Connecting with customers when they want information.
More and more people are online: 87% of Americans use the Internet at home, work or on mobile devices.¹ Most utilities have information on their websites that support energy efficiency. Content marketing can broaden a digital marketing strategy and allow the utility to be in the right place at the right time. A basic web page, unless it is specifically constructed with SEO guidelines in mind, isn’t likely to be driving much traffic to a utility’s site. These types of pages are likely to be useful for customers coming to your site when they are seeking very specific information about your utility’s rebate programs. General web content is less likely to be effective at supporting user search behavior.

Content marketing can deliver improved rankings when users are searching for energy efficiency related information. If a small commercial customer is looking for information regarding new equipment, a utility can use content marketing to intercept these searches. Once the search is intercepted, the utility has an opportunity to share educational information on considerations for buying this type of new equipment as well as related rebates and incentives. Content marketing is the optimal vehicle for delivering energy efficiency education messages when customers are in the right mindset.

Content marketing for utilities is an approach to information sharing that allows companies to connect with customers in a space they are already using when they are seeking information via the Internet. Content marketing is the perfect vehicle to deliver increased impressions for energy efficiency education but also to deliver a targetable universe for more specific follow-up. This is accomplished by utilizing content marketing for data collection and building an email database. J&C has a specific approach to content marketing that transforms web traffic to an email database. The email database can then be utilized to target hand raisers to drive conversion to energy efficiency rebate and incentive programs.

The benefits of content marketing for utilities are multi-fold.
The benefits of using content utility marketing to support energy efficiency are overwhelming. The biggest reason why utility and energy companies should utilize it? Because it works. Companies that blog have, on average, 67% more leads than companies that do not.² However, there are other benefits to this type of energy efficiency marketing communications program.

Content marketing for utilities can also be targeted. Unlike a television or magazine ad that will display to whomever is watching, it is possible to use content marketing to target utility marketing efforts toward just those who are most likely to convert for certain rebates and an energy efficiency program.

Content marketing isn’t necessarily a replacement for the mass advertising utilities execute to leverage their energy efficiency initiatives for branding purposes, but it can be very complementary, and more action-oriented. As I outlined above, content marketing is effective at building an email database and building a targetable group for cross-promotion of related rebates and incentives.

Content marketing is also not disruptive. Content published by a utility company will be found online by those already searching for the information. This helps increase receptivity and increases the likelihood of generating web traffic than broader mass media efforts. Additionally, content marketing goes hand in hand with social media marketing. Content marketing for utilities provides content that customers will find helpful while supporting energy efficiency marketing efforts.

Considerations for building a multichannel marketing plan.
The key to getting the most from content marketing is to use it as part of a larger multichannel marketing communications strategy. There may always be a role for broader media in energy efficiency marketing. Content marketing can also be a big part of that strategy and must be correctly utilized to get the desired results for energy efficiency marketing initiatives.

Most utility and energy companies are not yet using content marketing as part of their energy efficiency overall marketing plan. J&C has experience in helping one of the nation’s largest natural gas and electric utilities, and we have great learnings to share. Sign up for a personalized session on how utilities can use content marketing for energy efficiency.

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