When it comes to marketing your energy business, the first thing to consider is what exactly your customers are looking for, and how you can provide that.
More likely than not, they’re looking for a solution to a problem — perhaps the answer for dependable home comfort when electric heat pumps aren’t getting the job done, or why automatic delivery is the be-all-end-all solution to running out of fuel in the winter.
Positioning yourself as an industry expert—a valuable source of information that accurately addresses those problems—empowers your audience with exactly what they’re after, helping you cultivate trust, positive connections, and more customers.
One of the most effective ways to achieve just that is with a compelling inbound marketing strategy.
What Is Inbound Marketing?
Inbound marketing refers to the use of educational, inspirational, and informational content that draws your customers in, allowing them to come across your energy business organically.
Essentially, it’s all about creating a persuasive business persona that attracts and engages your audience through means other than direct advertising. While this may sound a bit backward, its primary goal isn’t generating sales. Instead, it’s fostering long-term relationships with the right customers — which then translate into more sales and increased customer retention as a byproduct.
In fact, companies that leverage inbound marketing earn an average of 50% more sales.
When a customer or prospect finds value in your business in areas other than the products or services you offer, you become more than just an energy company selling something. You’re a reputable, trustworthy source of information and support in an otherwise complex industry. In doing so, when that customer is in the market for the heating, cooling, or fuel services you offer, you’re first to come to mind.
Inbound Marketing Vs. Outbound Marketing
Outbound marketing refers to the use of direct outreach or advertising, from a postcard to a paid ad, to push promotional content out to customers.
Although an invaluable component of any marketing strategy, outbound marketing on its own doesn’t always create the same lasting impression that inbound strategies produce. While outbound strategies can result in quicker, further-reaching exposure, inbound strategies drive higher engagement, interest, and ongoing value for both the energy marketer and the consumer.
Not only that, but because inbound marketing focuses on organic content distribution, it’s generally a much more cost-effective avenue than outbound marketing alone — with the average inbound marketing lead costing 80% less than an outbound lead.
