Attracting quality customers in the energy broker business involves a balanced mix of websites, social media, and resource pages — among other methods.
Energy brokers are in high demand as deregulation drives more people to switch to natural gas, renewable energy, and independent energy sources. If you're looking to market yourself as an energy broker, you'll need to create quality web content that will attract customers. Make your words work for you. If you've got any marketing skills, you can create a website that doubles as a valuable information resource and a sales tool. Use your website to attract new clients and as a place to establish yourself as an expert. Your website is the first place potential clients will find you. Here are some things to include that will ensure your website demonstrates your company as a trusted ally in the energy broker space and captures the attention of energy buyers.
Establish your website as a valuable resource
You offer a variety of services such as finding the best deal on electricity, helping people make energy-saving changes in their homes and connecting businesses to reliable sources of energy. Start by writing a blog post that covers the latest developments in the energy industry. Let your current and potential customers know your content is valuable and that your site is the place to find answers to their energy questions. Stand out from the competition. Don’t use price but the value in your wisdom and the effectiveness and navigability of your site.
Make Your Site Easy to Navigate
You've probably seen websites that are hard to navigate with content scattered through various pages. Take the time to organize your content because if your client doesn't find what they're looking for within seconds, they'll bounce.
Consider using a spreadsheet to organize all your content. Put your blogs, white papers, and ebooks in the right places. Keep your content uniform. Use the same font size for headings and text and the same font across your site. Have easy-to-find tabs for each type of energy service, pricing information, and a contact form. Don't forget to make sure that your site is responsive so anyone can access it on any device.
Remember that even though your blog page will be changing with every new post, you might not update your resources page that often so keep it static. You can add a small message in the footer to let your customers know when you last updated the page.
Promote Your Resource Page
The resource center on your energy broker website is important for marketing your business. This section should include information about your company, services, finding and comparing energy rates, tips for conserving energy, and a list of energy broker partners. You should also include a list of energy resources you offer solely to your customers. Finally, you should promote the energy resource center on your website with relevant content to your customers.
But why stop there? Here are a few things to include when promoting your resource page. Create call-to-actions (CTAs) with specific action items and put them everywhere. The rule of thumb is to allow ten seconds, so the viewer doesn’t feel bombarded when landing on one of your pages.
Homepage or landing pages
Products and services page
Have them at the top or bottom of your blog pages
Embed them in your emails
Put them on your thank you pages
Don’t forget to add your resource center to the main navigation on your site, include it in your emails, then make sure you direct prospects and current customers to the page.
Create a PPC Campaign
A pay-per-click model might be the way to go if you don’t have time to wait for organic traffic. PPC means that you pay a search engine each time a unique visitor clicks a link to your site.
If it works the way you want it to, the fee is negligible because the visit is worth more than what you pay for it. For example, if you spend a few dollars per click but get a significant sale, you will have made a considerable profit.
It may sound simple but don’t be fooled. A lot of work is necessary for a successful PPC campaign. Researching and selecting the right keywords and organizing those keywords into well-organized campaigns and ad groups is essential. Search engines will charge you less per click if you can create relevant and properly-targeted campaigns. If your ads and landing pages are helpful to users, that means less money into Google's pockets and more into your business.
Get the Word Out
Put your social buttons on each page to encourage sharing your content, including the homepage, landing page, and thank you page. Use your socials to spread the word and increase brand awareness. However, don't let your social buttons interfere with your call to action (CTA). If your client arrives on a landing page, make sure the CTA is clear and that the social buttons don’t get in the way.
Get your pages seen by as many visitors as possible and get it out there! The more visitors, the more potential customers you’ll get.
Break Away from the Pack
Content is king. Provide new content, spread brand awareness, and increase web traffic. If you want more leads and grow sales, have a resource page and become that trusted resource in the energy broker industry.
That’s not where the story ends. If you’d like to learn more outside of using your website to attract more customers, download our guide, 5 Ways to Differentiate Yourself as an Energy Broker. Here, you’ll discover great ideas to serve your clients best. Set yourself apart in several ways to find more clients.