{"id":4406,"date":"2021-12-16T16:19:04","date_gmt":"2021-12-16T15:19:04","guid":{"rendered":"https:\/\/bridgestudio.co\/?p=4406"},"modified":"2021-12-16T16:24:33","modified_gmt":"2021-12-16T15:24:33","slug":"how-to-grow-a-renewable-energy-companys-audience","status":"publish","type":"post","link":"https:\/\/bridgestudio.co\/how-to-grow-a-renewable-energy-companys-audience","title":{"rendered":"How to Grow a Renewable Energy Company\u2019s Audience"},"content":{"rendered":"\n

\u2026without spamming LinkedIn or \u2018networking\u2019 to the point where it becomes creepy\u2026<\/em><\/strong><\/p>\n\n\n\n

Growing an audience is the most important, yet most difficult, part of growing a brand \u2013 especially when it comes to content marketing. Why? Because an audience means authority, authority means contracts, and contracts mean real opportunities to make meaningful change in the world. And revenue, too.\u00a0<\/h5>\n\n\n\n

A renewable energy company\u2019s audience is of paramount importance to its ability to be at the forefront of the future. A voice is only powerful when it has an audience listening to it, and in the renewable energy market \u2013 a market revolutionising the way that we, as humans, live \u2013 the human connection is as vital as facts, figures, and science are. <\/p>\n\n\n\n

Audience isn\u2019t artificial. Audience is real. If you want to get booed off the renewable energy stage, pelted with tomatoes and chased out of the arena, then be sure to rely solely on packing out uninformative blog posts with cheap SEO and generic keywords. <\/p>\n\n\n\n

But, if you want to grow and nurture a loyal, reliable audience \u2013 both online and in real life \u2013 then the work begins here. A renewable energy company\u2019s audience will anchor it in a highly competitive emerging market. Finding and targeting the right<\/em> audience will allow you to go one further, and help you change the world. <\/p>\n\n\n\n

That sounds like a pretty loaded phrase, but if anything is truly world-changing, saving the planet probably qualifies, right? We think so. <\/p>\n\n\n\n

At Bridge Studio, we\u2019ll help your audience grow<\/a>, so you can get on with helping the trees grow. <\/p>\n\n\n\n

\"People<\/a><\/figure>\n\n\n\n

Identifying a renewable energy company\u2019s audience <\/h2>\n\n\n\n

Ever heard the phrase: \u2018you could sell ice to an Eskimo? Well, although this saying is normally used in a positive context, it illustrates exactly how poor audience identification works. Try to sell ice to an Eskimo in real life, and not only will it be chilly, but you\u2019ll also get a frosty rejection. Why? Because what Eskimo needs ice? <\/p>\n\n\n\n

To identify a renewable energy company\u2019s audience,  we need to define three things. Firstly, who needs<\/strong> renewable energy? Secondly, who is receptive<\/strong> to the idea of renewable energy? And thirdly, who is willing to pay<\/strong> for renewable energy sources, equipment, or installations? <\/p>\n\n\n\n

Once you have identified these three types of people, you can create a Venn diagram. The users in the middle of the diagram are your target audience. You can then create something called a \u2018user persona\u2019. It\u2019s even better if we do it together at one of Bridge Studio\u2019s brand workshops for renewable energy companies<\/a>. <\/p>\n\n\n\n

A user persona is a data-driven OR theoretical character that helps your brand visualise the needs, frustrations, demographics, and more of your target client or customer. By visualising this person, you can begin to tailor your brand messaging and communication strategy to these people. <\/p>\n\n\n\n

\"Messaging<\/a><\/figure>\n\n\n\n

Creating a messaging strategy optimised for a renewable energy company\u2019s audience<\/h2>\n\n\n\n

The second step in growing a renewable energy company\u2019s audience is creating a pin-point messaging strategy that touches the pain points of your ideal user and offers digestible insights into the solution you provide. <\/p>\n\n\n\n

Messaging in any industry follows a similar pattern. It\u2019s important to identify the problems your audience faces \u2013 and let them know that you know what these problems are. Then, make sure they understand why these problems negatively affect their lives. When it comes to energy-related matters, science can sometimes cloud insight. People may not understand why it is that the changing climate scene is affecting them. <\/p>\n\n\n\n

Your messaging strategy should then move towards the solution you offer. Again, this communication should be simple and digestible, especially to optimise engagement across social media. A renewable energy company\u2019s audience will likely span ordinary consumption and corporate partnerships. Therefore, plain, short, and formal language is often the best way to communicate ideas, facts, and statistics especially. <\/p>\n\n\n\n

Finally, it\u2019s vital that we help the client dream. Climate-related matters are very much relevant today, but it is the next generation that renewable energy work will truly benefit. By helping customers empathise and remain forward-thinking in their attitudes to climate-saving matters, we can ensure our messaging is inspirational and progressive<\/a>, reflecting the attitudes of a renewable energy company\u2019s audience. <\/p>\n\n\n\n

\"Scrabble<\/a><\/figure>\n\n\n\n

Being honest as a renewable energy company <\/h2>\n\n\n\n

Some see business as a murky world of cut-price dealing and cut-throat firing. If you\u2019re a fan of the popular US-turned-UK reality show \u2018The Apprentice\u2019, Donald Trump and Lord Sugar may appear to be representative of the tense and cold atmosphere in the corporate universe. <\/p>\n\n\n\n

The amount of \u2018truth\u2019 these programmes portray is heavily debatable. However, we can be certain that a renewable energy company\u2019s audience won\u2019t want drama or bureaucracy. Businesses working in the sustainability sector may be working for profit \u2013 and there\u2019s nothing wrong with that \u2013 but ultimately, they are playing a pivotal role in something much bigger. <\/p>\n\n\n\n

When you think of \u2018eco-friendly\u2019, you think of bright, green, and fresh. The shadiness of oil conglomerates polluting planet earth sits under the seabed; a renewable energy company\u2019s audience wants to see their brand shimmering on the surface. As such, honesty is truly the best policy. <\/p>\n\n\n\n

Be honest about your story \u2013 your \u2018why\u2019. Make sure your products and technologies are as reliable as you claim they are, backed up by facts, stats, and reviews. Keep your customer service human oriented. In summary, be transparent, and your audience will feel a real, ideological connection with your brand.<\/p>\n\n\n\n

\"Renewable<\/a><\/figure>\n\n\n\n

Focusing on where a renewable energy company\u2019s audience hangs out <\/h2>\n\n\n\n

To identify and target the people you need to grow your business, it\u2019s important to discover where your target audience \u2018hangs out\u2019. This can be both on and offline. For example, online, your audience may spend a large amount of screen time on Twitter. In real life, they may enjoy shopping in eco-friendly stores, or going to climate conventions. <\/p>\n\n\n\n

Data is a big part of identifying where a renewable energy company\u2019s audience hangs out. It\u2019s always worth investing in proper analysts \u2013 and analyst software \u2013 so you can target your advertising to those who will be receptive to it. This can be as simple as setting up a Google Analytics tracking tag<\/a> on your website, sending out customer surveys and conducting \u2018field research\u2019. <\/p>\n\n\n\n

It\u2019s all well and good having user personas that help you personalise your branding to your audience. But to close the gap between brand awareness and brand loyalty, you need strong marketing signals that are cost-effective, focusing on the people who are most likely to be interested in your product or service. <\/p>\n\n\n\n

\"Renewable<\/a><\/figure>\n\n\n\n

In-person events for a renewable energy company\u2019s audience <\/h2>\n\n\n\n

Conferences. Rallies. Conventions. Seminars. There are countless opportunities for your brand to get in front of real people, face to face. Naturally, COVID-19 is continuing to play the devil\u2019s advocate when it comes to socialising. However, if you can market your brand at in-person events, you\u2019re not only enticing buyers in the now, but also putting a real face on your brand, humanising it. <\/p>\n\n\n\n

\u201884% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (<\/em>EMI & Mosaic<\/em><\/a>, 2016)\u2019<\/em><\/p>\n\n\n\n

In-person events can be nerve-wracking for businesses because they require raw sales ability. You can\u2019t hide behind clever copy or intricate data at these events. Yet, in truth, in-person events aren\u2019t about putting on a show. They\u2019re about connection. <\/p>\n\n\n\n

As discussed earlier in the article, honesty is a big part of growing a renewable energy company\u2019s audience. At in-person events, the power of your brand is portrayed through people \u2013 and consumers can tell when somebody is twisting their \u2018facts\u2019. Alongside getting your physical brand in front of people you know are interested in what you provide, in-person events help hook customers into the meaning behind the brand, forging stronger, more personal consumer-company ties.<\/p>\n\n\n\n

You can kill three birds with one stone at in-person events. You can test the accuracy of your user personas, collect qualitative data about your customers, and convert leads there and then. What about putting an event on yourself? <\/p>\n\n\n\n

\"Creating<\/a><\/figure>\n\n\n\n

Creating content\u00a0<\/h2>\n\n\n\n

If you don\u2019t have a blog on your website, you\u2019re doing it wrong. Sorry. <\/p>\n\n\n\n

\u2018It\u2019 is content marketing, and according to the CMI<\/a>, \u2018digital content marketing stats show that 72% of marketers say content marketing increases engagement<\/strong>. In addition, 72% say it has increased the number of leads\u2019. <\/p>\n\n\n\n


Well thought out and engaging content marketing, such as a blog, YouTube channel, or longer-form social media posting, gives your brand layers. It allows you to show your expertise, gain traction on social media, and, in turn, expand your \u2018brand universe\u2019. <\/p>\n\n\n\n

By this we mean that you can move beyond your product and a limited word-count product description. You can tell your story, making your brand more powerful through current, relevant, and often personal content that reflects your mission. When it comes to brand transparency, showing the inner workings of your business and its product or service will increase your ability to grow your audience.  <\/p>\n\n\n\n

But it can be a difficult task to know where to start with growing a renewable energy company\u2019s audience. Workshop with Bridge Studio to make sure you and your audience click.<\/a> <\/p>\n\n\n\n

Want to properly portray the power of people in your branding? Get in touch today<\/a>.\u00a0<\/strong><\/p>\n\n\n\n

By\u00a0Sam Hudspith<\/a>\u00a0- Bridge Studio content writer<\/p>\n","protected":false},"excerpt":{"rendered":"

\u2026without spamming LinkedIn or \u2018networking\u2019 to the point where it becomes creepy\u2026 Growing an audience is the most important, yet most difficult, part of growing a brand \u2013 especially when it comes to content marketing. Why? Because an audience means authority, authority means contracts, and contracts mean real opportunities to make meaningful change in the […]<\/p>\n","protected":false},"author":3,"featured_media":4407,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[25],"tags":[],"yoast_head":"\nHow to Grow a Renewable Energy Company\u2019s Audience - Bridge Studio<\/title>\n<meta name=\"description\" content=\"Growing a renewable energy company's audience is paramount to its ability to enact planet-saving change. 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