Growth hacking and creative marketing ideas for the energy industry
The multinational oil company Eni wanted its reputation to be rooted in protecting and preserving the environment by creating programs and technologies that minimize greenhouse gas emissions. So the company launched Eniday, an online magazine that discusses innovations in the energy industry, as well as the people who do the hard work of transforming natural resources into energy.
Sergio Lopez
Georgia Power has really embraced social media. Creating a social media center that's located close to the Georgia Power Storm Center, they has integrated social media as the channel to facilitate accurate, timely with customers during inclement weather. Even when weather isn't severe, the firm engages with its customers more than 6,000 times a month on social media, answering service questions, helping with payment options, offering up energy efficiency advice, and more.
Sergio Lopez
US energy company Duke Energy has created Lower My Bill Toolkit, a free online service that provides customers with a tool that can help to save energy at home or in the office. People can set their location, choose whether they want some tips for an apartment, a house, or an office and obtain lots of good ideas on energy saving, thus resulting in bill reduction.
Sergio Lopez
Growth Hacking, a very widespread term in the last year, refers to a discipline that seeks the incremental and exponential growth of a business.
Unlike its sister discipline, marketing, growth hacking does not focus on sales; On the contrary, a growth hacker has a comprehensive vision of the company and what he does is look for the part whose optimization will bring more benefits to the business. This part can refer to the marketing strategy, the design of the product or service itself, and also the general business strategy.
Being a perfect mix of analysis and creativity, this practice pursues the maximum growth through the minimum possible expenses, thus being a discipline that stands out for its optimization, its effectiveness and its efficiency.
Born among startups, today Growth Hacking has spread to all kinds of companies including those in the energy sector. This sector has a lot to say when it comes to growing, both already established companies and those with more innovative proposals. But, how can we apply this growth methodology to the sector?
The main step in growing should be to set a goal. For this we must observe our funnel and see which are the most critical parts.
The energy sector does not usually have problems when it comes to retaining customers as the switching costs are often too high. Therefore, the critical part of the funnel is usually in the activation and in which the potential client opts for one brand and not another. Thus, our objectives will most likely be aimed at achieving the maximum number of new customers possible.
To set a SMART goal, it must be specific, measurable, achievable, realistic, and temporary. An example could be the following:
"We want to increase the number of new clients by 15% in a period of 2 months."
Once the goal is set, the question is how we are going to achieve it. For this we must select the most optimal driver. A driver is nothing more than that strategy that will allow us to achieve the most optimal result with the least possible effort. How could we get more new clientes? Would increasing investment in programmatic advertising work for us? Or would it give us better results to carry out actions in which we work on branding?
Once we opt for a driver, we will move on to the execution of experiments. These experiments must be actions that involve a minimum investment and that we can execute quickly and agilely.
If, on the contrary, we opted for making a greater investment in programmatic advertising, it would be very effective to carry out continuous A / B tests to see which copies, images, channels and media are the ones that give us the best results.
Every experiment that we carry out must be recorded together with the data extracted and the lessons learned. This record is the last step and is the most important because this action will prevent us from making the same mistakes in the future.
For finding out more about the most effective drivers and experiments for growing energy businesses is only necessary to enter at Hypertry. There you can request information about the sector of interest.
