As published in Renewable Energy World: October 2009 Issue
http://www.renewableenergyworld.com/rea/news/article/2009/10/is-it-really-that-easy-going-green
We all know that person who fashionably expresses concern for the destruction of our environment; and then they drive off in their gas-guzzling SUV to their home that’s lit up like a Christmas tree, all while drinking from a coffee cup made from non-recycled paper. Are they lying about caring? I’d like to believe most people would prefer to be environmentally responsible; however, the fear of the associated costs paired with the confusion as to how to go green is enough for many to hopelessly throw their hands up in the polluted air.
This is why it can be a challenge for alternative energy companies to convey the value of their services. As well as the presupposed higher price tags, perplexing industry jargon serves as another challenge, as it only further bewilders an already ambiguous industry. This classic case of too much data and not enough useful information is scaring away potential customers.
Many Alt-e companies have proactively created an online presence to better communicate to potential customers, but they are still lost in how to best deliver their message. The challenges these companies face in the sales process is that the bar is constantly being raised when it comes to creative Internet solutions for attracting customers.
Here are four specialized strategies that alternative energy companies should consider when going online:
1. Creating a Local Presence
Alternative energy companies, such as solar providers, should have both a corporate web site, but also unique web sites for each location where the company provides installations. This makes the company more visible to search engines like Google, thus increasing their ranking when potential local customers searches for them. ElementsGreen creates 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 local customers seeking services.
2. Engage your Customers
Because many potential alternative energy customers fear encountering intimidating jargon, they don’t wish to speak 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. 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. Monitor for Success
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 share the company message to other potential customers.
As long as the environment continues to decline, consumers’ interest in alternative energy will only increase. Through effective online communication, alternative energy companies can help demystify the process of ‘going green’ and gain knowledgeable customers in the process.
