By: Joshua Finley
Energy startup companies must navigate innovative ways to effectively reach their audience for engagement. One of the best strategies that marketing teams need to utilize is their video marketing techniques.
Video marketing for businesses has skyrocketed to an impressive 91% since its tracking in 2016. This surge in popularity is not lost on energy tech startups, who have integrated video into their overall strategy, recognizing its indispensable role in the digital realm.
Even though many marketing teams understand the importance of using video marketing, it takes time to execute it properly, and your business may need help. Creating a successful strategy requires much careful planning and implementation. However, there are dozens of new opportunities to use video as a resource for your startup in various ways.
Energy companies can showcase their products and services in a more visually appealing way, and video marketing is how they do it. Here are some of the top video marketing strategies for energy tech startups to begin utilizing right now to engage your audience and drive conversions for a better bottom line.
Why Utilize Video Marketing?
Before examining the strategies, it’s essential to understand why video marketing is a valuable tool in promotions and campaigns. Companies in the energy sector have more in-depth, complex processes and technologies that can be challenging to explain using more traditional marketing methods according to effective programmatic media experts.
Video is a way to present these tech startups in a way that is easier to understand while still being informative. It can be used to explain the more complex concepts behind your business, and highlighting specific products or pieces of technology can provide more insight.
Building brand awareness and establishing connections with your audience is a primary factor; video marketing is the resource to aid that in the energy industry. High-quality videos easily attract and engage prospective buyers and customers, and you can create a unique brand that is recognizable against the competition.
One last aspect of video marketing is that it can reach a far broader audience overall. Video can be shared digitally across social media, video channels, emailing, advertising, blog posts, and more, which makes it extremely easy for your company to connect with more customers.
Components of an Effective Video Marketing Strategy
There are many pieces to creating and implementing an effective video marketing strategy, so it’s critical to ensure that you explore and examine all of these elements when developing your strategy. Here are some of the major and impactful components.
Your Objective
Knowing what needs to be accomplished is the most important first part of your strategy. What goals do you need to achieve? Are you looking to drive more traffic, increase brand awareness, generate more leads and conversions, or improve sales? Setting each of these goals will ensure you have a way to measure the success of your strategies and can be beneficial when you need to make adjustments to campaigns and promotions.
Your Audience
The “who” in your definition will significantly impact your company’s success. Defining your target audience requires looking at your current clients and exploring the problems your energy startup can solve. When identifying your specific audience, consider all factors and demographics, including age, location, gender, income, hobbies, and more.
Content Creation and SEO
The next step to ensure you have a handle on what the video content will consist of is to be informative and engaging for your audience. What techniques do you want to implement? Also, ensure proper optimization for search engines is in place(SEO). It involves researching the best keywords and phrases and including them within titles, descriptions, captions, and other content methods to gain higher search results.
Digital Platforms and Channels
There are many digital platforms and channels across technology that you can utilize for your video marketing content. There are different strengths and weaknesses across each one as well, so your marketing teams need to identify the best platforms to utilize to ensure you reach the right audience. Consider what channels your existing customers are already using and whether they engage more fully in short-term (i.e., TikTok) or long-term content (i.e., YouTube) when choosing where you’ll promote.
Analyze Results
The last step in creating and promoting your energy startup’s video marketing is to ensure you have a way to measure the results of your campaigns, promotions, or advertisements. Investing in tools to help track metrics like engagement, views, clicks, and conversions will help you better cater to your audience.
Video Marketing Strategies
There are a plethora of video marketing types available for energy startups to invest in, and it can take time to narrow down the options. Below are some more popular strategies with video, specifically for the energy tech industry, that your business can utilize effectively.
“How-To” and Demonstration Videos
Explanation is an impactful and helpful way to engage prospective clients. The “how-to” video marketing strategy involves explaining directly how to use or do a specific thing, such as how to use your product properly or how your product or service solves a problem effectively.
This type of explainer video is a way to go over a complicated topic since many people may not see the benefits of your company’s offerings. Find unique ways to demonstrate how they can use your product offerings or services, such as through animation or with real people using the actual products themselves.
Storytelling Videos
Having someone narrate your story while weaving in various concepts visually is a great way to captivate and engage your audience. There is a great example with a video advertisement from Acciona regarding sustainability.
Influencer Videos
Your business could benefit from finding someone with a large social media following who has either used or can help promote your products and services, perhaps an advocate in your industry. The same could be said about having experts on the subject within your videos; having the outside support of such people can create a stir and drive traffic to your website.
Inside Look Videos
Looking at the “backstage” of how things work is an effective method in video marketing that you can use. Perhaps a look inside the warehouse or facility where energy panels are built or the equipment used to make them is an example of a creative technique that draws attention.
Achievement Videos
If your company has received prestigious awards or recognition, you could use your marketing to develop a video showcasing these results and milestones. Showcase highlights to display what your company has done for the energy industry and how you’re making a difference—it is an excellent way to establish trust and give your brand authority while creating a connection with your audience.
Customer Case Study Videos
Like the influencer videos, you can use an existing customer to advocate for your business. They can share their real-life experiences and provide a quality review to engage prospects.
Video Marketing for Your Energy Tech Startup
Utilizing the right tools and resources for your video marketing strategy can make all the difference in helping your startup stand out above its competitors in the field. Your marketing teams can benefit from doing some in-depth research and developing high-quality, captivating videos that display your various services and products in a way that generates more leads and boosts your bottom line.
It will take some time and adjustments along the way, so it’s vital to establish your goals and measure the success of your video marketing efforts. The digital age has paved the way for your energy tech startup to reap the benefits of increasing brand awareness, customer engagement, and conversions through video content.
Published by: Khy Talara
