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What do customers expect from their utility?

Posted by Sheera Eby on February 12, 2015

There's a reason small and medium sized businesses pose a challenge for utility marketing. It's because business owners typically put their main focus on issues other than utilities and don’t perceive impacts to their utility bill are worth their time. A report published by the National Federation of Independent Businesses1 revealed that 52% of small businesses list the cost of health insurance as their number one priority. Engagement is possible as energy costs affect operating expenses and ultimately a business’ bottom line. The NFIB's report indicates that 35% of small business owners state energy costs are a critical issue, and that the topic falls within the top 12 priorities. 

 

 

According to a study published by Deloitte2, the driving force that keeps small businesses interested in energy management is the desire to cut costs. Interestingly, 67% business owners designated costs as their motivation, but aren’t quite sure how to go about it. About 30% of businesses indicate that they haven't implemented energy management changes because of how difficult it is to measure the fiscal impact of those changes. Additionally, most aren't aware of what assistance utilities may be able to provide.

 

 

Advise
The disconnect between a businesses' intentions toward energy management and their action might be tied to education. Education is a prime opportunity for utility marketing communications, and in particular content marketing or utilities. Utilities can establish themselves as thought leaders through content marketing, in particular energy efficiency content. Utilities can create ebooks, guides and other downloadable content that walk business customers through the process of plugging in the figures to decipher bottom-line impact. Alternatively, an article posted on the utility's website can give a general explanation of the potential impact with a call to action to have the business contact take the next step. Additionally, utility content marketing can provide a range for businesses to consider depending on their level of time and dollar investment. These types of content marketing communications can build positive brand perception, while motivating the business to engage with the utility.

 

 

Don’t ignore billing and other basics
Utility customers, regardless of whether businesses or residential customers, primarily think of their utility from a “utilitarian” perspective. It’s essential for a utility to cover the basics in content marketing. If the call center reports customers calling in around certain topics, address it in content marketing. Help use content marketing to inform customers about topics that they are voicing as a concern. Content marketing will increase its value and build credibility for topics that the utility in turn would like to communicate.

 

 

Position content around preferences
Given that businesses primarily are concerned about money savings, ensure content is driven around that topic. Even when discussing energy efficient equipment, position it around money savings. Typically when you think of energy efficient products, appliances such as refrigerators, washing machines and dishwashers come to mind. While there are businesses that use those types of appliances and would benefit from making the switch to the most efficient models, a large majority of businesses don't have or need a washing machine or dishwasher. According to Energy Star3, however, there are a number of energy efficient products that most businesses could benefit from using that can inspire rich content that businesses will find engaging. Provide information on not only models, rebates, and financing on equipment such as heating and cooling systems such as HVACs, boilers and furnaces, occupancy sensors, as well as lighting fixtures and bulbs.

 

Content marketing can also provide fodder for social media posts that drive engagement with business customers. The link can take users to your site first for the details and additional content. The utility will come across as an energy efficiency guru and thought leader.

Content marketing for utilities is constantly evolving, and these days it involves more than posting basic content on a website. It includes developing informative ebooks, composing articles that contain useful information that will be shared and acknowledging what users are searching for that relates to the utility’s core business. J&C has the experience to take your content marketing for utilities to the next level. Contact us today for a free marketing assessment as a first step in creating a plan to increase the effectiveness and success of your utility’s marketing.

 

Sources:
1. National Federation of Independent Businesses
2. Deloitte
3. ENERGY STAR

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