Get Ahead with Video Marketing for Energy & Utility Companies

Feb 2, 2023 | Film and Media Industry, Marketing, Video Production

Video marketing is a great way for energy and utility companies to reach more customers, increase brand awareness and even boost sales. With the right approach, you can develop successful marketing campaigns that showcase your services and generate more leads. In this article, we’ll explore the advantages of video marketing and provide tips on how to get started.
 
 

 
 

What is Video Marketing?

 
Simply, it is using video at the core of your strategy to communicate with your audience, whether that’s promoting your products or services to new customers, or informing current ones of upcoming changes in the energy industry. They can be used to update and educate viewers, generate leads and increase brand loyalty, and are becoming increasingly popular due to their ability to capture viewers’ attention and engage them with a message. With the right type of film, you can make a lasting impression on potential customers and keep them coming back for more.
 
 

 
 

Benefits of Video Marketing

 
One of the biggest challenges that power companies in the UK are facing is the shift towards renewable energy sources. With climate change becoming an increasingly pressing issue, more and more people are looking for ways to reduce their carbon footprint, and that includes the energy they use in their homes. This means that power companies are having to find new ways to market themselves as being environmentally friendly, even if they’re not 100% renewable yet.
 
Another challenge is the rise of new technologies like electric vehicles (EVs). As more and more people switch to EVs, power companies are going to have to find ways to market themselves as being able to support this new technology. This includes things like building new charging infrastructure and pricing structures.
 
But it’s not just about marketing to consumers. Power companies in the UK also have to deal with regulatory challenges, like the government’s push for more competition in the energy market. This means that they have to work extra hard to stand out from the competition and attract new customers.
 
There are a lot of changes going on which means a lot of information to relay to a variety of audiences. Video is not only one of the easiest ways to convey a message quickly, but it is also one of the most effective marketing solutions. According to HubSpot, 81% of businesses use video as a marketing tool, and 99% of those who do say they find it effective. Additionally, 72% of customers would prefer to watch a video to learn about a product or service, rather than read text on a page, while 64% of consumers say they are more likely to buy a product or service after watching a video about it. Finally, research from Wyzowl, found that 83% of businesses believe that video gives them a good return on investment (ROI).
 
 

 
 

Video Marketing for the Energy Industry

 
So, how can power companies in the UK use video marketing to their advantage? First of all, you should look to create informative and engaging content such as explaining the benefits of switching to renewable energy sources, or how your products and services can help support the move to EVs. This could be done in a variety of ways:
 

  • Explainer videos: Simple, concise videos that explain the basics of renewable energy and why it’s important to switch.
  • Customer Case Studies: Videos featuring customers who have made the switch to renewable energy, sharing their experiences and the benefits they’ve seen.
  • Product Demos: Showcasing the renewable energy products and services the company offers, such as solar panels, wind turbines, and energy-efficient appliances.
  • Animated Infographics: Using graphics and animation to visually explain complex concepts related to renewable energy and how it benefits both the customer and the environment.
  • Live events: Hosting events, such as webinars or Q&A sessions, to engage with customers and answer their questions about renewable energy.
  • Behind-the-scenes: Giving customers a behind-the-scenes look at the company’s renewable energy initiatives and how they’re making a difference.
  • Animated shorts: Using animation to tell a story or convey a message about the importance of renewable energy and how it’s changing the world.

 

Also consider using videos on your websites, in emails and on social media channels to promote your services. By having films as part of your content strategy, you will be able to reach a wider audience and increase your chances of attracting new customers.

 

Finally, you should use video to create engaging educational content around topics like energy efficiency, green energy, and how your products can help reduce people’s carbon footprint. By having an educational element, you will be able to build trust with your customers.
 
 

 
 

Tips to Maximize Your Video Marketing Campaigns

 

Picking the Right Platform

 
When creating assets for your energy company, you should pick the most relevant platforms for your target audience. For example, if you’re targeting a younger demographic, then you may want to use YouTube or Instagram, while LinkedIn may be the better choice for a more professional audience, such as businesses. Make sure that you’re optimizing your content for each platform, whether that’s tv or Facebook, to ensure maximum reach.

 

Get Creative with Your Content

 
Video is one of the most powerful mediums and you should use it to the best of your ability. Try to come up with creative and unique content ideas that will capture people’s attention and help you stand out from the competition. You should also focus on creating content that will be shareable so that your films will reach even more people, so don’t be afraid to see how you can adapt current trends to your marketing. Here are some starting blocks to get the ideas flowing:
 

  • Showcase your company’s expertise and values. Customers want to know that they’re doing business with a company that knows what they’re doing and operates with integrity. Produce videos that demonstrate your company’s commitment to sustainability, innovation, and customer service.
  • Explain complex concepts. Energy and utility companies often deal with complex concepts and systems that can be difficult to understand. Use video to simplify these ideas and explain them in a way that is easy for customers to grasp, without dumbing down.
  • Share customer testimonials. Nothing is more powerful than hearing from other customers about their positive experiences with your company. Create videos that showcase your happy customers and the impact your company has had on their lives.
  • Offer educational content. Teach your customers about energy efficiency and other important topics related to energy and utility services. This will help them understand the benefits of using your services and why it’s important to conserve energy, and also that you know your stuff 😉

 

Accessibility

 
It’s important to ensure that your assets are accessible to everyone, regardless of their language, hearing, or visual abilities. Make sure to include subtitles and transcripts of your films, as well as audio descriptions and other accessibility features that will make your content accessible to people with disabilities. By making your content as inclusive as possible, you’ll be able to reach a larger audience and create a better customer experience.
 
This is something that your production agency should be able to help you with. Creating accessible assets is vital in today’s digital age, so adding subtitles, transcripts and audio descriptions to videos is something that your production company should offer and be able to guide you on.

 

Optimise for SEO

 
Having great content is only half the battle, you also need to ensure that your videos are easy to find. Utilize SEO tips and tricks to optimize your films for search engines so that your target customers can find them easily. Use relevant keywords and phrases in the titles and descriptions of your videos, and make sure to include relevant links in the descriptions. When people are looking for information related to energy and utility companies, you want to make sure that yours are the ones they find. Here are some SEO best practices to get you started:
 

  • Utilise keywords in titles and descriptions: When creating titles and descriptions for your assets, be sure to include relevant keywords and phrases that people will be likely to search for and help to create more personalized videos. Some of our favourite tools for this are AnswerThePublic, SEMRush and Google Ads Keyword Planner.
  • Link back to your website: Include links back to your website or blog in the description of your video to help boost your search engine ranking.
  • Focus on metadata: Metadata such as the title, description, and keywords of your videos can have a big impact on how they rank in search engine results. Make sure they are relevant and optimised.
  • Use high-quality thumbnails: Thumbnail images are often the first thing people see when they search for a video, so use high-quality images that will draw attention and make your content stand out.
  • Optimise for mobile devices: Given the rise in mobile device usage, you should make sure that your videos are optimised for different devices such as tablets and smartphones. This shouldn’t be too much work on your part, your video production company will be able to ensure your films are in a format suitable to your chosen platforms.

  • Embed videos on your website: Embedding your videos on your website or blog can help you rank higher in search engine results and keeps people on your website longer.
  • Promote videos on social media: Promoting your videos on social media can help to increase their visibility and reach a wider audience through targeted campaigns.

 

Analyse Your Results

 
Analysing your marketing campaigns is essential to understanding what is working and what needs to be changed. Make sure to track key metrics, such as views, engagement, and conversions, to get an accurate picture of how your films are performing. This will allow you to make changes and improvements to ensure that you’re getting the best possible return on your investment.
Metrics can be a little intimidating, so we’ve created a brief guide to help understand how successful your marketing strategies are:
 

  • Views: As the name suggests, this metric tells you how many people have watched your video, and is useful if your campaign goal is to generate brand awareness or convey a message.
  • Reach: While similar to views, this metric tells you how many accounts your content has reached, aka, each time your video has appeared in someone’s social media feed. However, this does not mean that all of them have watched it. If your campaign goal is to create brand awareness and/or reach a wider audience, this metric is a good one to watch!
  • Engagement: Essentially, anytime anyone took an active interest in your film. This includes post clicks, likes, shares, comments, link clicks, and button clicks (think a call-to-action button such as ‘Find Out More’). This is a great insight into how much your audience is resonating with your content, telling us whether it is piquing their interest.
  • Drop-Off Rate: The drop-off rate indicates how long viewers watch your video before clicking off to do something else. Essentially, how long you’ve captured their attention. Attention spans are getting shorter all the time, particularly with the rise of social media, so keeping your video short and sweet will help reduce the drop-off rate and keep your audience watching for longer.
  • Conversions: This is a particularly important metric if you’re looking to generate leads and drive traffic to your website. The conversion rate tells us how many people have clicked the call-to-action button or link after watching your video. It also tells us whether your film is relevant and interesting enough to leave your audience wanting to know more.

 

Measuring the success of your content marketing campaigns is essential. Tracking the key metrics discussed above such as views, engagement, drop-off rate, and conversions will give you a better understanding of how successful your video marketing strategy is. By being able to identify what is working and what isn’t, you can make the appropriate adjustments to ensure you are reaching the maximum potential of your content marketing campaigns by engaging and converting your target audience.
 
 

 
 

Final Thoughts

 
So, there you have it folks. In today’s digital age, video marketing is a necessary component of a comprehensive marketing strategy for the energy and utility industry. Companies that invest in video marketing can reap the benefits of increased brand awareness, customer engagement, and ultimately, higher conversion rates.

 

If you’re feeling ready to start your content marketing journey, why not check out our 5-Step Guide to Successful Video Marketing?

 

Alternatively, give us a ring on 01604 422 911 to have a chat with our lovely marketing strategist Eve, who will be able to chat through your needs and help find the best solution for you. Otherwise, you can send us an email to production@gnufilms.co.uk and request one of our rate cards or a brief form to fill out and send back. We’ll be in touch to make all your video marketing dreams come true!