Both the energy and waste industry have taken an abysmally long time to grasp the importance of online marketing and social media that it is relevant to generate sales revenue. They took even longer to find ways how to effectively use social media such as YouTube, most energy businesses continue to use trade fairs as their one and only channel of communication. But very slowly the realization set in that social media does play a critical role in the energy industry and that it is needed to thrive in the coming decades. In fact, it has become an integral part of every company’s public relations department. The problem here is that energy businesses are worried that they would come off or be seen as incompetent or lackluster in their effort to communicate their message to a younger age cohort. But I think this is really based on a misunderstanding as the older age brackets are now using the internet just as well as the younger age cohort. The difference is mostly what each age group utilizes it for what purpose, and with respect to the energy industry, one could say that older age cohorts using it more for specific products or items they are looking for, it has less of an entertainment focus.
1. IN THE ENERGY INDUSTRY, IT IS IMPORTANT TO COMMUNICATE WITH ALL STAKEHOLDERS BUT ENERGY BUSINESSES HAVE TO BECOME MORE FOCUSED, SAME APPLIES TO THE WASTE INDUSTRY.Include all communication channels: They must include service providers, project management companies, construction firms, and so on. This means energy companies have to use social media more effectively and use different channels.
So energy businesses are right in some ways, they obviously want to show to customers that they know what they are talking about and it takes time to develop an effective web platform where energy businesses can communicate with stakeholders. But the purpose of social media is really to interact with your clientele, more specifically, to engage and share ideas. As it so often happens, energy businesses take a long time to develop their ideas, to get it approved so that every sentence conforms to company protocol, in essence they want to have everyone on board.
But by the time they have that one line painstakingly crafted, readers or listeners have moved on and the purpose of it all, that was to share ideas about your products and sell them to your customers in the energy industry, has gone totally missing.
Since you don’t know who is reading your social media page, you should address the message to everyone who is interested, but be true to the platform you publish on and keep the narrative relatively short. LinkedIn is not Facebook, and you should know what you are using it for, what your intentions are. If you use it to raise awareness and demonstrate that your energy business has a higher market value, or if you are using it for recruiting purposes to attract talent to come work for your energy business. After all, you should keep your options open when attracting talent from all walks of life.
In the waste sector, things are quite similar. Companies generally do not want to change, they say there is no need to change although the waste industry undergoes rapid changes. I am working in that business, and I can tell you that the waste industry is becoming less location-dependant.
2. SIMPLICITY IS KING IN THE ENERGY AND WASTE BUSINESS, THE ENERGY AND WASTE BUSINESS IS COMPLICATED ENOUGH
Keep it simple, be well-versed and knowledgeable..
In addition to all of the above, social media is not about writing a booklet or newsletter, the message has to be well-versed, or well-crafted, to show you understand your industry inside out. It does not, however, have to become a philosophical treatise.
3. YOUR ONLINE MARKETING CAMPAIGN IN THE ENERGY AND WASTE SECTOR SHOULD BE VERY INTERESTING AND HAVE SOMETHING IMPORTANT TO SAY.
Be a good entertainer and public speaker, which is a bitter pill to swallow for energy and waste companies...
Very often, energy businesses stifle the conversation spam readers with too much detail instead of making a point, and that message comes across as very lifeless. To avoid this dilemma, energy businesses show write and podcast about what they really feel passionate for instead of filling in the blanks with stories that supposedly exemplify their innovativeness and creative spirit. Sifting through many of these websites and social media entries, it often feels as if all energy businesses are now spearheading the digital revolution with a fervor that would let French revolutionaries blush. Surely not everyone will lead a pack of wolves; instead one should focus on the main issue most energy businesses face. They should address the challenges they foresee in their own energy company, how they effectively manage the process and why they like doing it.
This is far more enlightening then reading about carefully chosen projects on display as sort of showcases that will address all the problems the company has in one stroke. Most likely, how the company manages the process, showing the company deligently and passionately works on something important, matters far more than a single project alone.
4. Be trustworthy if you want to keep your customers in the energy sector.Never be dishonest to your readers and listeners....
Energy businesses sould trust in the ability of the reader to authenticate the truthfulness of the message being conveyed to him, and the level of trust it merits. A bland message as you so often encounter in the energy industry will make the reader suspicious what is not being said. The trick is to be brief, concise, relevant, interesting and express your sentiment on current developments in your industry, what the energy business wants to do in the future from a business point of view, what challenges lay ahead and how to be tackle problems effectively.
5. Avoid superfisciality if you want your energy business to succeed.Do not communicate on a superficial level; your readers are adept at spotting it; do not explain why something is important, show that you did something that helped someone or something in the real world. No photos that don't mean anything.....
This is probably the most important point I have made in this article, as it indirectly communicates your level of integrity, it also shows that your energy business strives to create real value for its customers.
6. Your energy business should always provide contact details.Always provide contact details......
You want to give your readers and subscribers a chance to contact you easily, as readers will not take an infinite amount of time to find out who they can talk to in order to address a specific question they have in their mind. More substantially, it also shows that you care about your subscribers opinions and the fact that you provide them with contact details communicates to them subconciously that you interact with them, on a personal level.
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