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A big part of marketing your lighting and energy company is simply making prospects and potential customers aware of their options. We may live in an information age, but a lot of our customers simply don’t know what’s available to them. And if they don’t know about new developments, new solutions, or new products, they probably won’t take advantage of them.

Heres an example. You may already know that consumer sales of LEDS are increasing at a rapid rate. According to a report on TechHomebuilder, LEDs accounted for 12 percent of the lighting market in 2012 and saw that increase to 25 percent in 2014. That percentage is projected to grow to 80 percent of the market by 2020. California already requires hardwired LEDs in new home construction under Title 24. As an expert, this may be old news to you. But what about your customers or your potential clients? If theyre not aware of new developments, they could be offering the same old optionsand that can cause them to be left behind. Customers and prospects that get left behind wont be around to do business with you in the future.

So even if talking about new developments and trends doesn’t garner you an immediate sale, it can work in your favor. It helps establish you as a professional who knows what’s going on—and who cares enough to share that information. That can move you up the list of someone’s preferred supplier.

As they say in the late-night TV commercials: But wait . . . theres more! Talking about new developments and products does something else besides giving prospects new ideas. It keeps you in front of them.

Inbound marketing experts at HubSpot reported that over a two-month span, businesses that published blog entries on a regular basis (more than once a week) added subscribers over twice as fast as those companies that added content once a month. These subscribers are a list of people so interested in your perspective that they want to be alerted every time you produce new content. And on top of that, these are people who are likely to go to your website to see what you have to offer. That means you have a chance of turning them into customers. 

So blogging about new developments and happenings in the lighting or energy gets people to engage with you. As they learn that you have insights and information that can help them theyll come back to your website regularly. Then (if your website is optimally set up) you do more than just provide informationyou can win them as customers.

As a lighting or energy specialist, you know things that your clients and potential clients dont knowand need to know. Share some of that knowledge with them on a regular basis and you can turn information seekers into buyers! And as a HubSpot certified partner, we can help you make that happen!

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