The paradigm shift that the commercial business world is facing has left no stone unturned. The energy industry is no exception. Energy companies are getting a run for their money in keeping pace with product innovation, green regulation, and retaining and expanding their current customer base.
With changing definitions of buyers and consumers and the increased elimination of third-party intermediaries or middlemen, the old-school marketing strategies have failed to fetch desired results. Moreover, the conventional marketing strategies that electricity companies use create diminishing appeal for the millennial generation, which form the greater chunk of any customer base.
The big shots of the energy industry are going through a revolutionary phase in which groundbreaking business-to-business (B2B) digital marketing strategies are being designed and implemented. In a deregulated market where switching is as easy as the flick of a finger, digital marketing strategies like search engine optimization (SEO) and local marketing can ensure that this younger generation has its faith reinstated in its energy providers. Genuine, honest, and personalized needs-oriented website content always does the trick!
Many energy companies resort to uniform marketing agendas with generalized mass-targeted content. This B2B marketing strategy has catapulted into losing potential customers more than expanding the scope. Plus, millennials are more into content that speaks to them. For instance, the digital marketing mantra has been relatively relevant content. This means that tech-friendly customers have access to a variety of energy providers for a particular need and will only respond positively to those who can tailor out their needs in a relevant manner that relates to them on a personal level.
A perfectly curated digital marketing strategy involves communication channels that have a human touch to them. In a world filled with virtual meetings with artificial intelligence-powered machines, all that the younger generation of buyers actually wants is a real human answering their concerns and queries.
With the help of digital marketing, energy sales teams can be provided with relevant, personalized data that facilitates executing successful engagement marketing strategies. For example, two-way communication channels and chat-enabled services are proven customer retention strategies. A popular digital marketing strategy to retain buyers is to set up an active, preference-oriented app that provides a self-explanatory service manual. This will strengthen your after-sales service by providing buyers with the help they need.
Local marketing is another proven digital marketing strategy that can effectively expand your customer base. Millennials are becoming increasingly aware of their social responsibility and the role that they have in making the planet a better place. A geo-targeted marketing strategy that appeals to a band of customers personalized by hoarding situations or conditions related to the physical space they live in has proven to be effective.
The changing times have resulted in consumers choosing energy companies that have a strong band of values and believe in giving back to the community. So, it’s becoming more important for energy companies to engage in corporate social responsibilities. Consider:
- Engaging in social initiatives.
- Inspiring the local organizations to participate or volunteer for charity events in the community.
- Making meaningful utilization of the CSR fund in the community to help your brand get much-needed recognition.
Nothing seems better than positive, inspiring reviews advocated by the community leaders, which can really become a game-changer for your brand.
The foundation of any marketing strategy is based on customer preference. Digital marketing enables energy companies to tap into localized content by finding out the challenges and energy issues faced by the community of a particular geographical area. Engaging the community leaders in social initiatives increases the scope of visibility for your customers and an effective localized marketing strategy results in a loyal band of customers.
Rewards and Benefits
Your energy sales team should be able to curate a reward or benefit plan for your loyal and high-end customers to facilitate effective customer retention.
1. Offer Rewards Programs
An effective digital marketing strategy facilitates an engaging website with reward programs curated for the consumers. It has been shown that when a personalized reward or rebate strategy is utilized, the rate at which people switch between energy suppliers is significantly lower.
2. Provide eBilling and Autopay
Customers prefer e-billing services and autopay options that make it as easy as possible for them to pay their bills with minimal effort.
3. Positive UX Apps
Apps with enhanced user experiences and interactive user interfaces also help with customer retention.
4. Offer Nests and Lightbulbs to New Users
Offer new customers free welcome products like nests and light bulbs to make sure they feel like they’re valued consumers of your energy products.
Hire ZGM for Your Digital Marketing Needs
Digital marketing is one of the booming marketing segments for all industries. The energy industry is gradually moving towards a more customer-focused marketing regime, and digital marketing is the one-stop solution for these needs. If your energy company needs help getting your digital marketing strategy in order, Zero Gravity Marketing can help. Get in touch with our team today!