ARLINGTON, Va.--(BUSINESS WIRE)--A new study on marketing communications identifies the reason why B2B cleantech businesses typically use social and digital tools as cheap distribution channels – but not customer engagement. It also shows how that can be changed for the better.
The “Digital-Social Criticality Scale” was published by the top U.S. cleantech marketing communications firm, Tigercomm. Emerging marketing research shows buyers are increasingly making purchasing decisions via self-guided online research. By failing to actively engage customers, B2B cleantech companies are missing out on potential sales. “With almost 60 percent of buyers making their decisions online before even talking to a sales person, it’s vital that companies promote themselves with engaging online content over the various social media platforms,” said Sarah Lippincott, Director of Marketing and Digital at Tigercomm. “Customers, whether buying pants, services or solar panels, are becoming more resistant to legacy marketing practices. They are arming themselves with information so that they can buy on their own terms.”
The study also suggests cleantech companies embrace the reality that, unlike large B2B retailers like Amazon, they are marketing to hundreds, not millions, and should closely integrate digital-social tools with their existing sales program, with that in mind.
"The ability to target communications to select audiences is critical to every industry, and clean energy is no exception,” said Steve Bowers, VP Marketing & Communications at Apex Clean Energy, a Tigercomm client. “To do that, digital marketing is an increasingly important part of the equation."
"We have found enormous success engaging customers in the solar industry on social media," said Robin Clawson, Senior Marketing Manager, Americas at Trina Solar, a Tigercomm client. "In addition to increased brand impressions and web traffic, we were surprised to receive over 100 direct sales inquiries in 2016 via social media once we scaled up our publishing and engagement strategy."
The study’s authors, Sarah Lippincott, Director of Marketing and Digital and Mike Casey, President and Founder of Tigercomm, also provide B2B cleantech companies with five recommendations for seizing the marcom power of digital and social media tools.
To access the Digital-Social Criticality Scale, go to: LINK
Tigercomm is the top U.S.-based cleantech marketing communications and public affairs firm. Tigercomm has helped clients increase sales, build brands and secure the fair policies that build markets.