Energy Marketing: Focus on the influencers.

Posted by on November 19, 2013

Residential energy is a competitive industry – companies are constantly vying for the same target audience in hopes of gaining new customers. For companies to successfully increase their customer base, they must effectively communicate what they have to offer to their customers.  This is accomplished by understanding who, or what, directly influences the decisions of their target audience and then directing reaching those influencers through a strategic marketing plan.

Influences of energy decision making

When developing a marketing plan, companies must first determine what they want to tell their audience. What do they want their audience to know or learn about their company? What is important to their target audience? A well-thought-out messaging platform is the foundation of all marketing strategies, and often makes successful companies standout from the crowd. Once the messaging is established, one (or both) of the following communication tactics may be used as the marketing strategy.

Social Media

There are a number of benefits companies can gain through a strategic social media campaign, such as building a cultivating community. When customers become part of a company’s social media community, that company gains instant access to them, developing another outlet for communication. This connection can help companies determine what challenges customers are facing and what they like and don’t like about their offerings. By maintaining effective ongoing communication with followers, energy companies can influence how their audience perceives their company.

Community Relations

Stepping out into the community and directly interacting with the target audience one-on-one is a great way to influence customers. Developing a grassroots campaign or partnering with local events provides an opportunity for customers to understand the energy company in a personal way. During these engagements, companies should provide insightful information and helpful tips so customers can learn about the available services, customer benefits and how the company is making a difference in the community. In addition, companies should use this time to directly answer any questions or concerns customers may have.

How energy companies target audience influencers can be the deciding point of gaining or losing customers.  Remember, the foundation of an effective marketing approach is a strong messaging platform. So take a moment to ask yourself, what do you want customers to know about your company?

For more tips on energy marketing, check out my colleague Melissa Gullickson’s blogs from October that include information on marketing best practices and digital marketing. Then tell us how you reach influencers!

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