Consumer Demand for Renewables is Changing
In recent years, consumer behaviour has shifted.
People are becoming more aware of how their choices impact the planet and are actively seeking eco-friendly alternatives.
This growing demand for sustainable solutions is fuelled by greater access to information, the influence of social media, and the realisation that individual actions can make a difference, albeit a small one.
As the demand for renewable energy continues to rise, businesses in the heating, building services, and renewables industries can position themselves as leaders in sustainability.
But with so many competitors vying for attention, how do you stand out and attract eco-conscious customers?
The answer may lie with digital marketing.
From SEO to social media campaigns, let’s explore how businesses can use digital strategies to promote renewable energy solutions effectively.
1. SEO: Making Sure The Right People Find you
When I first looked into heat pumps, I was overwhelmed by the lack of straightforward information online.
A business that published a clear, simplified guide stood out to me immediately.
That’s the power of good SEO—it creates trust before a customer wants to make a purchasing decision.
Now, when someone searches for “renewable energy services near me” or “best heat pump installer,” does your business pop up? If not, you could be missing out on valuable leads.
A strong SEO strategy ensures your website ranks well on Google. But it’s not just about being seen; it’s about being seen as trustworthy.
Here are some ways you can do that:
Keywords: Use phrases your audience is actively searching for, like “eco-friendly heating solutions” or “solar panel installation UK.”
Local SEO: Optimise your Google My Business profile so your business appears in local search results. Make sure you create content that references your location.
Authority Building: Building authority isn’t just about writing content—it’s about demonstrating your credibility in ways that earn trust. Customers seek validation from real-world sources before making a purchase. So, share blog posts and case studies that highlight your knowledge in renewable energy, collect reviews, and display them on your website alongside your certifications and professional qualifications.
2. Content Marketing: Educate and Inspire
Customers trust businesses that provide them with valuable information. Content marketing lets you educate your audience while addressing their concerns.
Here are a few ideas:
Blog Posts: Blogging is one of the most effective ways to attract, educate, and convert customers—especially in the renewable energy sector, where awareness and trust are key. Businesses that blog average 55% more website visitors than those that don’t, and 57% of businesses have acquired a customer through their blog (HubSpot, n.d.).
By consistently publishing valuable content, companies can:
Increase search engine visibility, helping potential customers find their services.
Address consumer concerns through educational content, myth-busting, and industry insights.
Generate leads by strategically guiding visitors toward enquiries or purchases.
Build credibility and authority, positioning themselves as experts in the field.
At JL Creative, we’ve seen the impact of blogging firsthand. For example, we worked with a client to address UK homeowners’ concerns about heat pumps, crafting myth-busting blogs to counter negative media narratives. By providing clear, factual content, our client was able to increase engagement and trust, ultimately driving more conversions.
Additionally, blog content doesn’t just sit on your website—it fuels your social media strategy, providing shareable material that extends your reach and keeps your audience engaged. Over time, this approach leads to sustained business growth and a stronger online presence.
If your business isn’t blogging yet, you could be missing out on a major opportunity to connect with your audience and turn website visitors into loyal customers.
Videos: Share short, engaging videos explaining how your solutions work.
Infographics: Visual content is easy to share and digest. Use it to showcase facts about reducing carbon footprints or how much homeowners can save with your solutions.
3. Social Media: Build a Community Around Sustainability
Eco-conscious customers want to connect with brands that share their values. Social media is a great place to build those connections.
According to a study conducted by Unilever, in 2023, 78% of participants said that social media is the information source most likely to encourage them to act more sustainably, much more so than TV documentaries (48%), news articles (37%) and government campaigns (20%).
Platforms like LinkedIn and Instagram are perfect for showcasing expertise and creating a visual story.
4. Paid Ads: Fast-Track Your Reach
Organic marketing takes time, and sometimes you need faster results. That’s where paid ads come in.
They let you target specific audiences already interested in renewable energy.
How to Market Renewable Energy Solutions to Eco-Conscious Customers
Marketing renewable energy isn’t just about promoting your products or services—it’s about telling a story that resonates. People don’t just want a solution; they want a solution they can feel good about.
1. Highlight Environmental Benefits
Eco-conscious customers care about reducing their carbon footprint. When marketing your renewable energy solutions, emphasise the tangible impact they’ll have. For example:
Installing a smart thermostat helps optimise energy usage, saving the average household around 10% a year on heating.
High efficiency Heat pump water heaters can save up to 70% in energy costs compared to traditional electric water heaters, making them a sustainable and cost-effective alternative.
Double or triple-glazing windows can reduce heat loss by 25–30%, keeping homes warmer and reducing the need for excessive heating.
2. Be Clear on Cost
The National Home Energy Survey 2024 by The Eco Experts found that 48% of respondents identified high upfront costs as the main obstacle to adopting low-carbon technologies. Addressing this concern is key, as affordability often plays a major role in decision-making.
While renewable energy solutions can reduce energy bills and offer long-term savings, they aren’t always the cheapest option upfront. It’s important to be transparent about costs while demonstrating the financial benefits over time.
Some key considerations include:
Payback Period: Help customers understand how long it will take for their investment to pay off through lower energy bills. You can demonstrate this through case studios and cost calculators.
Government Incentives: Many homeowners are unaware of grants and rebates that can significantly lower upfront costs. Simplify this information and provide tools so customers can easily check eligibility.
Financing Options: Some solutions, such as solar panel installations, may be costly upfront but can be financed through schemes that spread costs over time.
By balancing honesty about costs with a clear breakdown of savings and financial support, businesses can build trust and help customers make confident, informed decisions.
3. Build Trust Through Transparency
Customers are concerned about greenwashing. So, be upfront about what your products and services can (and can’t) do. With 57% of consumers feeling like companies and organisations actively hide information about their social, environmental and wider economic impact (DEMOS in partnership with GS1 UK Report, July 2024), transparency through sharing case studies, certifications, and testimonials is essential.
4. Personalise Your Marketing
Eco-conscious customers want to know their choices make a difference. Personalising your marketing approach not only demonstrates that you understand their values but also helps you build stronger, trust-based relationships. At JL Creative, we’ve seen the value of tailored marketing in action, and here’s how you can do it:
Show Results Through Real Stories
Share relatable examples that highlight the impact of your solutions. Numbers alone can be overwhelming—pair them with real-world outcomes.
For Example: “John and Sarah in Northamptonshire reduced their heating costs by £350 a year after upgrading to an energy-efficient boiler.”
Tailor Messaging to Pain Points
Instead of generic sustainability claims, focus on the challenges your audience faces.
For example: “Are your energy bills climbing faster than ever? Discover how smart thermostats can help cut your heating costs and carbon footprint.”
Ready to Shine in the Renewable Energy Market?
At JL Creative, we specialise in helping businesses like yours stand out in a competitive industry. From crafting engaging content to optimising your online presence, we’re here to help you connect with eco-conscious customers and grow your brand.
Let’s work together to make sustainability more than a goal—it’s a way of doing business.
Fill out the form below get in touch today to learn more about how we can help you market your renewable energy solutions effectively.
