Greening trends continue to have a dominant impact on utilities. A recent study on greening and sustainability revealed that over 60% of Americans keep up on energy efficiency and similar issues, and consider themselves knowledgeable on the topic.¹ Many utility marketing organizations are focused on supporting energy efficiency initiatives and determining what role greening trends should play. This article explores some of the top greening trends and considerations for utility marketing communications.

Energy costs, rate plans and customer service will always be important to utility customers and a critical component of utility marketing communications. However, the expectation for utilities to be an authority and thought leader seems to be increasing. According to ResearchScape, a 2013 survey indicated that almost one-quarter of those surveyed would switch to a new energy company if it provided expert advice on how to reduce energy costs.¹ The only issues that ranked higher in this study than the utility’s role as an authority were the basics of cost, rate plans and personalized customer support.

Fast Company¹ has published the numbers: Social media is the No. 1 activity on the Internet. Even though social media continues to grow in importance, many utilities are still struggling with the best role for it within their marketing mix. It’s difficult for many utilities to make the connections that will engage customers. Social media for utilities is often limited to notifying customers of outages or potential weather patterns and general corporate information. While that’s a good start, utilities can capitalize on customers’ innate interest in useful, practical and even educational information. This is, after all, the Information Age, and users’ desire for self-serve solutions aligns to content marketing.

The purpose of any marketing game is creating a brand that promises a great experience for the consumer. This was a complicated task even in the heyday of traditional marketing, such as telemarketing, print and television ads. In the current climate, however, it's even more difficult for a utility to get its message in front of consumers, let alone try to build a brand. With Mashable¹ reporting 200 million people registered to "No Call" lists and 86% of people skipping TV ads, marketers are left wondering if they’re wasting marketing budget dollars when using traditional communication techniques.

This shift in consumer habits is the reason that digital marketing and content marketing for utilities is emerging as an effective utility marketing tool. According to the Content Marketing Institute², 86 % of successful marketing departments understand content marketing's value for branding enough to have someone in charge of content marketing strategy. If you're still not sure that content marketing for utilities is the right approach for improving your utility's brand perception, here are a few ways the strategy has already proven successful.

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.

Technology has changed communications, leaving marketers wondering whether or not traditional marketing methods are still viable.¹ While television, radio and print ads still have a place in many industries, consumers' ever-growing reliance on the Internet has opened new avenues for marketers. That means more ways to connect with consumers. Many utilities have a goal of building their brand and generating customer loyalty. This doesn’t always come naturally between utilities and their customers, given the low-involvement nature of the utility industry. Content marketing may be an underutilized digital technique for many utilities. Content marketing generates engagement that can result in increased customer satisfaction and ultimately improved brand perceptions.

It is almost impossible to escape the hold that social media has on society today. From hashtags to pins and tweets, the lingo is all around us. However, utilities often have a challenge at driving engagement. Social media is one communication tactic many utilities have embraced, but they are still determining the best way to use it in their marketing plans.

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.

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.

One of the biggest challenges utility companies face in marketing is customer participation and customer engagement in energy efficiency efforts. Utility marketers often hypothesize that participation is due to lack of education. Energy efficiency can save customers money. Adopting energy efficiency efforts can also make a home or business more comfortable, as well as support environmental efforts. Despite all these benefits, customers still tend to ignore many utility energy efficiency marketing efforts. Utility content marketing is one of the best ways to get attention and motivate customers to learn more. Read on to learn why.