How to Reach Your Target Market
Marketing an Energy Brokers Business
Promotional tactics for energy brokers businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
The Energy Brokerage Industry's Value Proposition
The deregulation of the energy industry has resulted in a demand for competent energy brokers and consultants.
Residential and commercial energy users rely on brokers to identify and evaluate cost-efficient energy solutions from a range of suppliers. Once your business gets off the ground, you will benefit from residual revenue streams as well as new client acquisitions.
Promoting Your Expertise in Energy Brokerage
As an energy broker, your clients will expect you to be an expert in energy law, pricing structures and market suppliers.
If you lack industry experience, it's critical to acquire training before you start meeting with prospective clients. On the backend, you will need to research the suppliers in your territory and explore available brokerage opportunities.
Choosing Your Target: B2B or B2C?
Many energy brokers choose to specialize in either residential or commercial clients. There are benefits and drawbacks to each client base, but the determining factor may be your background and contact base. If your experience is in the B2C arena, residential brokerage makes sense. On the other hand, if your background is in the B2B sales environment, your expertise and network may be more conducive to commercial brokerage.
Your marketing messages will vary somewhat, depending on whether you are marketing to businesses or consumers. Some key messages cross over, including promoting the ability to save your client's money and give them reliable access to energy.
Multichannel Marketing Strategies
Are you up to speed on the multichannel marketing concept?. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.
In today's marketplace, it simply isn't possible for energy brokers businesses that funnel the bulk of their resources toward a single marketing channel to remain competitive. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.
Do We Really Need A Logo?
Having a strong logo for an energy brokers business is a big deal. We live in a visual world and logos are tangible expressions of your organization's key messages. Creating a unique logo is more difficult than it sounds. In addition to quality design, you need to be concerned about infringing on the proprietary rights of other logos in your industry and throughout the marketplace.
Company Website
Without the right technological tools, your business is on the fast track to failure. The technological entry point for your energy brokers business is to create a high-quality business website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. When combined with social media marketing, a first-rate website makes it easy for customers to share detailed information about your products with their online communities.
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