Energy efficiency is more than just a buzzword - it is necessary in a changing world. Today, most energy companies offer various programs to help customers reduce energy usage and save money on their bills. However, if customers don’t know about the programs, they won’t be able to take advantage of them.
Through smart marketing, energy companies can keep customers informed and engaged on things like energy efficiency programs. Offering toolkits, home energy usage analysis, customer testimonials, and factoids can all be great ways to market your programs directly on your website. Creating this content can also lead to higher brand engagement and affinity.
At Inclind, we offer a full suite of website design and development services for energy companies. Our services include initial website design and development, website redesigns, support and maintenance, and conversion optimization to take your marketing efforts to the next level. Reach out today to talk to a team member about your website design and development needs.
Great Ways to Market Your Energy Efficiency Programs
Marketing includes everything a company does to promote and sell consumer products or services. It often includes a mix of traditional advertising - like mailers and newspaper ads - as well as more modern formats, like digital ads and social media marketing.
One of the biggest marketing assets many energy companies have at their disposal is their website. This is a place that customers will visit to get information, pay their bills, or report an outage. It makes sense that you market your energy efficiency programs directly on your energy company website.
There are a lot of different ways to promote your programs. However, one of the best ways to market your company’s energy efficiency programs on your website is by offering smart, relevant content that interests and appeals to customers. Below, we have outlined some great options - with real-life examples - for energy efficiency program marketing.
Create a “Lower My Bill” Toolkit
One of the most effective forms of marketing is providing information that your customers already want. When it comes to energy efficiency, a great way to do this is to give your customers information about how they can save money by taking advantage of your programs.
For example, Duke Energy offers a “Lower My Bill” toolkit on its website. Users can click on each area of the house to find ways to save money with practical tips and its energy efficiency programs. This includes everything from switching light bulbs to LEDs to scheduling an energy efficiency assessment through Duke Energy.
You can replicate (and improve on) this concept on your own website. You might use graphics, videos, or other content - such as buttons - to take customers directly to your own programs and services.
Provide Energy Efficiency Facts
Energy companies are the experts when it comes to things like cutting energy use and costs. They have direct access to usage data - and highly educated employees who can provide facts and information. Establishing subject matter expertise is a great way to market your energy efficiency programs.
New York’s ConEdison has an entire page devoted to facts about energy efficiency. This includes everything from what temperature your refrigerator should be set to how swapping out your window coverings seasonally can save money. This information is pertinent, may not be widely known, and is helpful to customers.
Your energy efficiency facts don’t have to just be about things customers can do to save energy. It could also include information about how reducing energy use impacts the environment. It should also have links or calls to action for your energy efficiency programs.
Show Customer Testimonials
For many people, the idea of energy efficiency is a bit vague. Will participating in these programs really make a difference? Providing real-world examples of how taking advantage of your energy efficiency programs can help your customers see the value in it- which is a smart marketing tactic.
For example, Georgia Power has customer testimonial videos on its website. They specifically highlight business customers’ experiences with their Commercial Energy Efficiency Program. A series of videos features business executives explaining how these programs and rebates saved them money and reduced maintenance costs.
Putting testimonials - from residential and/or commercial customers - on your website is a way for your customers to see exactly how these programs can benefit them. It is also a smart use of other forms of media, like video, that are appealing to customers. You can also utilize these videos on social media, YouTube, and other channels beyond your website.
Offer Personalized Information
Many energy company customers simply aren’t aware of how much energy they use - or what they could do to lower their bills. While information about what everyone can do (such as upgrading their insulation and installing weather strips) is useful, personalized data can be even more powerful. Specifically, you can market your energy efficiency programs by analyzing your customers’ energy usage and linking them to ways to cut costs.
FirstEnergy Corporation has a home energy analyzer on its website that does just that. Customers can choose to register with the company. They will get graphs on their home’s major sources of energy usage along with specific tips on cutting their usage - such as by enrolling in specific energy efficiency programs.
As a utility company, you already have the necessary data about your customer’s energy usage. You can use a custom integration to provide this information to site visitors in a way that is accessible and helpful. You can then link to energy efficiency programs that are targeted based on each customer’s specific needs.
Establish an Incentive Program
A great way to get customers to engage with your energy efficiency programs is by offering incentives to do so. You can market these programs directly on your website, providing rebates, discounts, and/or bill credits for participating in certain programs. For example, given that using smart thermostats can significantly cut energy usage, you might offer customers a bill credit for buying and installing one.
Duke Energy offers incentives through its EnergyWise program, which aims to shift energy usage away from peak times (like heat waves). Customers can get money back on their bills by buying more energy-efficient appliances and making other smart energy choices.
With rising energy costs, your customers want to save money on their bills. Marketing your energy efficiency programs to them as a way that they can keep more of their hard-earned money is a smart idea.
Create a Smarter Energy Company Website with Inclind
If you want to promote your energy efficiency programs and enroll more customers, you will need to spend some time and money on marketing. Taking advantage of an existing digital asset - your website - is a smart way to accomplish this goal. You can engage your customers and get more people interested in these programs with helpful content.
At Inclind, our team of award-winning website designers and developers have specific experience working with energy companies throughout the United States. We work collaboratively with our clients to help them create effective websites built to drive traffic and maximize conversions. If you want to promote your energy efficiency programs, we can help you come up with ways to do just that on your website.
If you’d like to learn more about our web design and development services for energy companies, we’re available to talk. You can fill out our online contact form or call 800-604-8139 to talk to one of our experts about your energy company website.