ElementsDaily

As a growing number of companies tout sustainable practices and products, they’re challenged to effectively convince customers that it is indeed “easy being green.” But when eco-friendly equals a higher price tag, a sale is dependent on the consumer fully understanding the financial, environmental and personal value of their purchase. Alternative energy companies, in particular, face unique obstacles because the service they provide can be expensive, invasive and, at times, downright confusing.

“Alternative energy companies can have trouble communicating their value, as complex language surrounding an already ambiguous industry can easily confuse potential customers,” said Jeremy LaDuque, CEO of San Luis Obispo, CA-based Elements Inc., creator of ElementsGreen, a provider of online solutions for alternative and renewable energy companies. “It’s a classic case of too much data and not enough useful information.”

In response to the distinct challenges these companies face in the sales process, the bar is constantly being raised when it comes to creative Internet solutions for attracting customers, says LaDuque. ElementsGreen, currently used by REC Solar, Akeena Solar, Andalay, Underground Energy, Absolute Solar and Solar Technologies, helps alternative energy clients transcend sales barriers by making their web sites more visible, engaging and palatable to potential leads.

According to LaDuque, there are several specialized online strategies alternative energy companies should consider:

1. Creating a Local Presence
Alternative energy companies, such as solar providers, should have a web presence that not only includes the national web site, but also fully optimized, autonomous unique web sites for each location where the company provides installations. This allows the company to be more visible to search engines like Google, thus increasing its organic ranking when potential customers initiate local searches. ElementsGreen can create brand-compliant web sites, domain names and content management solutions for each city or region where installations are made, and the sites can be updated with attractive local content for customers seeking services in that specific area.

2. Customer Engagement Tools
Because many potential alternative energy customers fear encountering intimidating jargon, they are averse to speaking with company representatives on the phone and would rather seek information online. Successful online engagement occurs when information is presented in a way that is user-friendly, digestible and relevant to the customer. Some effective web site tools to consider include online calculators that offer a clear breakdown of associated costs and the resulting return on investment (How will money spent translate into money saved?); photo galleries of the installation process (How will this affect the appearance of my home?); breaking industry news (What is the current buzz?); and online/live chat opportunities and social forums, which allow potential customers to ask questions and solicit feedback on concerns in an anonymous, casual setting.

3. Customer Portal Software & Solutions
Leveraging social networking opportunities and fostering online relationships within the current client base should be a high priority for alternative energy companies, as existing customers – typically passionate about the product – can be a valuable resource in engaging new clients. Creating a “members only” area on the web site provides a forum where existing clients can pose questions to each other and the company, access timely educational information and learn about current company incentives for referrals.

4. Integration to Monitoring Software
A key component to understanding the value of alternative energy is being able to monitor personal usage. When solar, for example, is installed on a home, a monitoring device is also put in place. By integrating this information into usable software, customers can easily access their usage on the company web site or on their Smartphone. This allows customers to always have ‘hands-on” access to the performance and functionality of their purchase, and the information can easily be shared, which helps to further disseminate the company message to other potential customers.

“Consumer interest in alternative energy is extremely high and continues to increase,” said LaDuque. “With the right web strategies and tools, companies offering these services can successfully convert the curious or confused into a new customer.”

This entry was posted on Friday, August 14th, 2009 at 8:55 am and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.