As we’ve all experienced more in this economy than in any other recently – you can’t make a sale unless the value of your product or service is clearly understood. This is especially true of the rising “green” sector of our market, as many new and emerging companies struggle to find new prospects and buyers that are willing to spend their precious budget on a new product or service.
We believe that nearly everyone prefers to be considered environmentally conscious. In this current recession, the costs of “going green” and the confusion about how to actually do it is just enough for most consumers to throw their hands up, and surrender to their comfortable habits. This is just one reason it can be a real challenge for sustainably oriented renewable energy companies to clearly market their value today, and gain enough momentum to launch their product or service line.
Add the perception that their products usually come at a higher cost to what is often a very complex set of industry related language, and you’ve got a formula that turns new consumers away in frustration and fear.
From our experience, many emerging renewable energy companies speak in their “native tongue”, using a high degree of acronyms and technical language without simply communicating their basic values. If they can’t provide a convincing brand message to their buyers about their economic and personal value, it’s doubtful they’ll make or continue sales.
So what can renewable energy companies do to overcome these initial challenges in perception? Here are a few tips they might consider…
While we’d encourage any renewable energy company to maintain their own corporate online presence through a company website, we’d encourage them to also offer individual landing pages that show their products locations and installation. Not only will this help with their online search engine rankings, but it provide a local portal for people looking for their products in their own backyard, and helps provide new and existing customers with a sense that the company is a community entity, and not a cold, distant corporation.
Speak Your Customer’s Language
As many renewable energy companies are founded by technical and academic professionals, the language they’re familiar with often becomes the messaging to their public – and this intimidating form of communication can lead new customers to leave their sales process before buying. To be truly successful, you need to present your information to the public in a user-friendly way that easy for your potential customer to engage and relate to on all levels.
Don’t Just Advertise, Build Conversations
Social media channels provide one of the best platforms for engaging new customers and prospects in an ongoing conversation that can help leverage leads into sales. Current customers can serve as testimonials, and share their passion about the renewable energy’s product or services to new contacts. We highly recommend that renewable energy companies use social media in their overall marketing strategy – while giving traditional media its due as an integral part of any campaign.
Whatever initiatives any renewable energy campaign undertakes, it’s critical that every effort, every channel, every initiative have some form of tracked measurement. Without a method to know exactly who is responding to your campaign, and why – you’ll not be able to make the needed adjustments to fine tune the campaign for ongoing success.
Those are just some very basic considerations – there are many more.
What has your experience been in trying to work with renewable energy companies recently? What’s been your impression of their products or services? We’d like to know about your experience in this sector, so that we can help this emerging economy grow faster for all our benefit. Please share your insights with us!