Performance Marketing Blog

Recycling Isn’t Just for Cans Anymore: How to Repurpose Your Marketing Messages

Posted by Natalie Young

May 4, 2016 10:00:00 AM

If you’re responsible for marketing to lighting representatives, electrical distributors, electrical contractors, lighting designers, contractors or A/V specialists, you know that those professionals are always looking for new developments and new ideas to help them do their jobs better. And when they look, they are going to be looking online.

recycle7.pngThat means if you want to reach this audience with products, services and ideas, you need to be online where they’re looking. That’s part of the beauty of regular blogging for your business. It’s a great way to pull potential clients back to your website, where they can learn about what you have to offer.

Naturally, the more valuable, helpful content you have on your blog, the better your chance of attracting your target audience. Unfortunately, coming up with regular content is one of the biggest challenges for businesses that blog.

One way to solve that problem is to repurpose your marketing messages. I’m not talking about reposting something word-for-word. Instead, take commonly asked questions and frequently voiced issues and find fresh new ways to talk about them. Repeating a message can be very important. According to the Online Marketing Institute, it takes between seven and 13 touches to produce a qualified lead (much more so a sale). So even if your potential customer has heard some of what you’ve said before, telling him again (in a fresh way) can only help.

Here are a couple of ways you might do that:

  • Updates: Talk about a familiar topic in your blog, but mention industry developments or changes in regulations that might impact your customers.
  • Break it Down: Instead of covering a broad topic again, break that topic into smaller (more detailed) components.
  • Change the Perspective: Tackle a topic you’ve already covered and present an opposing opinion.
  • Say It Differently: Sometimes you simply need to describe something in a new way. The topic may be great, but it needs to be re-written—maybe from the customer’s point of view.

Those are just a few ways you can repurpose content you’ve already used. The key is keeping the information current and fresh. We all know recycling is a good thing, but who knew it could be applied to marketing messages? 


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Topics: marketing, electrical marketing, blogging, electrical distributors, electrical contractors, marketing messages, A/V professionals, new marketing content

Light and Energy Control Marketing: To Talk or Not to Talk Isn’t Really the Question

Posted by Natalie Young

Nov 30, 2012 12:42:00 PM

electrical marketingIf you’re trying to reach potential clients in the Light and Energy Control market, not talking to your audience isn’t an option. If people don’t know about you, your products, your solutions and your services, they simply can’t do business with you.

And if you think that potential customers will find you on the web just because you have a website, you’ll be sorely disappointed.

The real question isn’t whether you should be talking about your business. You should be! What makes a difference is what you’re talking about.

Too many businesses see their website or their blog as a their own little soap box or bully pulpit. They use it to tell prospective customers how great their company is. They talk about how wonderful their products and services are. They tout the industry awards they’ve won—all in hopes of convincing prospective clients to do business with them. And it doesn’t work. Why?

They’re talking about themselves. Here’s some bad news: Customers don’t care about your business. The good news is that they do care about something: They care about the problems they face and how you might be able to help them solve those problems. That’s why they’re on the Internet, looking at your website and reading your blog in the first place. They’re looking for information and ideas that will help them solve their problems.

Take a look at your own website or blog if you have one. Now try to see it from your prospective client’s point of view. Are you addressing the questions or problems your customers face? Are you providing them with information and ideas that will help them succeed? Or are you simply giving them a sales pitch?

In reality, most light and energy control companies don’t simply sell products. They sell solutions. Are you helping your clients find solutions to the problems or issues they face? Are you using your website and your blog to engage with clients—asking them what they need and helping them find it?

Not talking to prospective clients isn’t an option. Talking to them in the right way is critical. If you’re interested in finding out more about how to talk to and engage your clients, let’s talk and work out a solution together.

What’s the biggest challenge you face in engaging your prospective clients?

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Topics: increase sales, energy control, lighting, electrical marketing

Marketing for Lighting and Energy Control: Is Price Your Most Important Positioning Tool?

Posted by Natalie Young

Oct 2, 2012 2:46:00 PM

penny resized 600There are a lot of lighting and energy control companies competing for customers on the Internet. As a matter of fact, if you type “lighting control companies” into a Google search, it turns up about 39,500,000 results. If you try “energy control companies” you end up with some 371,000,000 results. How can your company stand out in a crowd like that?

The first thing many companies do in an attempt to stand out from their competitors is to cut prices. It’s relatively easy to do. It doesn’t take a lot of thought. And—after all—who doesn’t like to save money. Companies scream it from TV screens all the time. Newspaper ads tout “Low Prices!” all over the place. But it’s a slippery slope. Once you start, where do you stop? And if it’s easy for you to do, it’s easy for your competitors to do as well. They don’t have to cut by much, either—their prices just have to be lower than yours. Plus, price-cutting doesn’t generate loyalty. If you gained customers by offering low prices, you’ll lose them if someone else offers a lower price.

What will bring people back—especially in industries such as lighting and energy control systems—is knowledge and expertise. If potential clients get the picture that you know what you’re talking about and that you can help them solve those difficult specification or installation problems, they’ll come looking for you—even if you’re a few pennies more expensive than someone else. Saving money on the wrong solution is no bargain.

So how do you let potential customers know that you have the knowledge and expertise to help them solve their problems? That’s one of the beautiful things about blogging. It’s not really about telling the world how wonderful you are. It’s about helping potential customers find solutions to questions they have or problems they face. And if you help someone find a solution, they’ll at least give you a look when it’s time to purchase.

You may think you’re not a writer. Maybe not, but don’t sell yourself short. If you know your subject matter, we can help you get your expertise out there in a way that positions you as an industry expert. And that’s just one step in using your website to generate leads for your business.

generate leads

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Topics: lead generation, website marketing, energy control, electrical marketing, internet marketing, B2B, blogging

Marketing for Lighting Professionals: Give Away Your Expertise?

Posted by Natalie Young

Aug 15, 2012 3:32:00 PM

marketing cowWe all know the old saying about the cow and the milk: “Why buy the cow when you’re getting the milk for free?” Seems pretty obvious that if you’re used to getting something for nothing you’re not likely to start spending money to get it.

And yet, successful businesses these days seem to be giving away knowledge and expertise for free all the time. Let’s face it: As a lighting or energy control professional, your knowledge of the industry and of products and solutions is valuable stuff. Why should you give that away?

The thing is, you don’t give it all away.

Smart marketers give away enough content and information to help potential customers get a better grip on what they need.  But they’re not giving away the knowledge and experience it takes to do the job themselves.

Just because you help potential customers understand the differences and benefits of various lighting systems or energy control systems doesn’t mean these customers will suddenly have the knowledge and skill to purchase and install these systems on their own (and frankly, they don’t want to!).

Are you helping customers by putting out a free special report or whitepaper that explains things about these systems? Yes! But you’re doing it in a limited context. You’re helping them understand things at a pretty basic level. You’re not training your replacement.

There’s another benefit that comes from sharing some of your expertise. You establish yourself as an expert. Customers realize that you know a thing or two about these complicated systems. And if they feel like you’ve helped them avoid some potential pitfalls, who do you think they’ll call when it’s time to purchase?

Don’t be afraid to share some of what you know with customers. If it helps them, they’ll be back for more. And what they come back for is the stuff they pay for!

 Click Here to see our case study on how one energy control company does it right!

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Topics: website marketing, energy control, electrical marketing

Marketing for Lighting and Energy Control: Show and Tell

Posted by Natalie Young

Jul 25, 2012 11:12:00 AM



Several years ago there was a best-selling book from Robert Fulghum entitled, All I Really Need to Know I Leaned in Kindergarten. Who knew that Rober Fulghum was a genius when it came to marketing for Lighting and Energy Control?

Why is that? Ask any kindergartener about his or her favorite classroom activity and there’s a good chance that it’s Show & Tell. Even as adults, this is our preferred way to gather information. Sure, we sometimes read reports and spec sheets. We’ll compare specifications on something we’re considering buying.  There are of course, certain facts we need to make sure we understand before we make a purchase. But by and large, we want to see how something looks. We want to see how it works.

The same is true for individuals who purchase lighting and energy control systems. Sure, they need to know the specifications of a system. They need to be confident that it has the capacity to perform as required. And yes, they’ll be interested in case studies and reports that show how much money and/or energy they can save. But what they really want is to see the system in action.

You can talk all day about how a lighting control system can create ambience in a room. But all the adjectives in the world can’t compare to a single photo that shows how great that room looks with the system in place. The same thing is true for commercial settings. You can explain how a lighting system can reduce costs and raise efficiency—but it’s when you actually show how the workplace looks that you make real headway.

Instead of just reading about how this works, take a look at a site that actually does Show & Tell. The folks at Lutron do a great job of telling people the important information they need to make purchasing decisions. But they also show the systems they sell in action—throughout their site. Here’s just one example of how they do it.

Maybe you’ve moved beyond milk and cookies in your professional life, but Show & Tell is still as powerful as ever! How can you bring more Show & Tell into your marketing efforts?


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Topics: marketing, website marketing, electrical marketing, Inbound Marketing, marketing services

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