“Utilities campaigns do not win awards.”

Utility and energy marketers are constantly struggling to drive engagement in what has been historically a low-involvement category. Utility and energy companies are striving to evolve their marketing activities including the launch of new programs that require active customer participation. Marketing techniques that increase relevancy and drive conversions are getting utility and energy marketer’s attention.

Many utility marketers are leveraging social media to support their customer service, brand and customer satisfaction initiatives. Utilities may be trailblazers in leveraging social media for customer service. There is, however, an opportunity to evolve a utility’s social media strategy to be more proactive and help support other marketing objectives.

Marketing to utility and energy customers isn’t easy. For most consumers and businesses, utilities and energy providers exist behind the scenes. They only take notice when the lights or gas go out, or when the monthly bill arrives. If you’re in the industry, you recognize that low-involvement mind-set all too well.