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Climate Tech Digital Marketing Guide

After signing the Paris Agreement, countries committed to reducing carbon dioxide and other greenhouse gas emissions by 2050. But extreme weather events, widespread pollution, and natural disasters affect everyone, from individuals to businesses, whether or not they signed the agreement. 

More than 91% of people worldwide are exposed to air pollution not allowable under the World Health Organization’s maximum threshold. 

To combat the effects of climate change, people are investing in climate tech and renewable energy as part of their daily lives. Sales of battery electric vehicles (BEV) and plug-in hybrid electric vehicles (PHEV) increased in 2020. By 2030, one-third of car sales will be electric. Companies across the globe have set net zero goals in efforts to reduce the impact of global warming.

While solar, wind, and battery energy are already being used, they currently can’t meet the world’s demand. Green hydrogen energy is expected to supply 15% to 20% of the world’s energy needs and help fill this void.

Climate tech startups, especially solar manufacturers & distributors, can take advantage of people’s interest by reaching out to their customers and promoting their products. Climate tech marketers have many marketing tools to run a successful digital marketing campaign, from social media advertising to branding. 

Why Your Climate Startup Needs a Digital Marketing Strategy

Climate tech investment reached its peak at $87.5 billion in clean energy and sustainable startups in 2021. With many people interested in climate tech, startup companies in this industry‌ face unique challenges when scaling their business models. 

Clean energy solutions are complex products, with companies often talking about the benefits and potential of their solutions before explaining what they do. 

Climate circles regard solar power as mainstream, but its penetration into the U.S. market remains low at 3%. Only 30% of the capacity in the residential DER (Distributed Energy Resources) market comes from solar energy. Some solar companies lack the digital infrastructure to scale, with over 46% of small solar companies installing less than 50 projects a month. 

Startups must describe their products in simple, relevant terms so customers can easily understand their products or solutions. They won’t buy or install these products if they don’t realize how they solve their problem. Winning climate marketing tech marketing teams create the brand’s story around its vision, solution, and innovation with the potential to attract investors and customers. 

The Importance of Branding for Climate Tech Startups

Branding goes beyond choosing the colors and logo for your website and products. It connects the brand’s mission to its clean energy solution and the metrics of its impact. Your target audience, strategic messaging, and brand identity must focus on your target audience. 

Target audience: Market segmentation is essential to the development of your business. Defining your audience and identifying their needs can help you create a compelling message. If your company is a solar manufacturer, you need to explore ways you can target customers for solar panels.

Messaging: Strategic messages are stories crafted for certain people within your target audience. These messages answer your audience’s needs and can position a climate tech startup as a practical solution. 

Brand identity: Consider the brand of your startup and the solutions you offer in your online presence and digital assets. Your brand identity should include your startup’s personality and feel, tone of voice, and customer journey.

Your brand identity is used across all of the climate tech startup’s digital marketing efforts from content strategy, social media platforms, and digital advertising. It offers valuable ways for startups to position themselves and have a purposeful conversation in their niche, boosting the reputation of brands as strategic leaders. 

Marketing Strategies for Climate Tech Startups

These green energy marketing strategies can help grow your audience, create messaging for investors, and increase revenue. 

SEO for Climate Tech Companies

SEO keyword research is a valuable tool that allows climate tech companies to see the varying trends and incoming traffic around specific keywords and topics. It identifies which terms fit the brand and resonate well with its target audience at the same time. 

The keywords you choose must be useful and relevant to the brand. SEO for solar companies may include high-volume keywords such as “sustainable” and “sun power solar panels” in their marketing strategy. These SEO keywords may be more effective for startups if used in their products and web pages.  

Pay Per Click Advertising for Climate Tech Companies

Pay Per Click (PPC) advertising allows companies to only pay for online ads when they are clicked on. It helps drive organic website visits when ads direct people to their site. Many people believe PPC  advertising increases a company’s bottom line. Paid ads are also helpful to educate a startup’s target audience and influence them to become a customer. 

Google ads: Ad platforms like Google ads can showcase multiple assets to mix and match to provide highly optimized ads to the target audience. They also target people who recently visited other competitors’ webpages. 

Bing ads: Microsoft’s Bing ads allow businesses to add Marketing with Purpose attributes in their paid ads such as “carbon-neutral” or “sustainable.” Having these ads helps the target audience identify the climate tech startup as an important leader. 

Whether you show a carbon calculator for measuring carbon footprint in a text ad or solar panels in shopping ads, your PPC ads stand out to your audience for the right reasons. 

Display Advertising for Climate Tech

Startups focused on climate technologies can focus on compelling display text-based and image-based ads to target their audiences. If the display ads have too much information, they may overwhelm your audience. As part of its solar marketing plan, a solar company may promote free installation quotes in its display ads. 

Google ads: Google Display Network lets you capture audiences with eye-catching ads across millions of websites and apps and on Google properties like Gmail and YouTube

Social media: Facebook and Instagram distribute existing social posts or ads as display advertisements. You can advertise your company’s current products or services or use them to promote sales or product launches across social media platforms.  

Advertising on social media may be more convenient since it saves time and money by recycling content and ensuring brand consistency across social media.  

Social Media Marketing for Climate Tech

Social media is not only great for generating interest in the brand’s mission but to having meaningful conversations with followers. Social media marketing involves a mix of organic and paid advertising to reach people and gain followers.

Organic social media: Climate tech startups should interact with their followers on social media. They can engage their followers with thoughtful content and comment on other social media accounts to grow their reach. Companies can use YouTube to share educational videos, provide updates on ongoing projects, and give more insight into the impact of climate change. 

Paid social media: Paid ads on social media appear on sidebars and newsfeeds on social media platforms. Using paid social media ads can put the brand front-and-center and above others clamoring for social media space. LinkedIn works best for B2B solar marketing tactics since the social media platform centers on businesses and their key decision-makers, industry analysts, and business leaders. 

Social media channels: Identifying your target audience is key to a successful social media strategy. Facebook and YouTube ‌remain the most popular social media platforms across all age groups in the United States. If the target audience involves older homeowners interested in solar panels, Facebook may be the most effective social media platform to reach out to them.

Climate Tech Content Marketing

Content marketing is vital for climate tech companies because of the complexity of their products and solutions. Customers need to know and trust your company and products before they are willing to make a purchase. When customers read through different content pieces that offer valuable information, they are more likely to trust you and see your product as a solution to their problem.

Blog posts: Regularly published educational blog posts with SEO keywords can attract people looking for a sustainable solution for their needs. Posting in-depth instructional content and using paid ads to attract visitors to those posts can boost traffic. 

Ebooks: Putting together ebooks can give a more in-depth look into the climate tech company’s products and solutions. A free ebook about the benefits of solar panels can help customers figure out if a solar system is suitable for their home. 

Infographics and guides: Other solar sales and marketing ideas to help customers choose one solar company over another involve guides and infographics with eye-catching data. These types of content can simplify how solar panels work and the types of solar systems and their components. 

Climate Tech Email Marketing

Email marketing is an essential component of your overall digital marketing for solar businesses strategy. It helps you narrow your target audience through email segmentation. This way, new subscribers and existing customers receive only relevant marketing emails with the information they need to make buying decisions.

Climate Tech Branding 

Customers expect companies to take corporate responsibility for climate change and have values like diversity and inclusivity. Branding for climate tech companies involves setting itself apart from its competitors with a unique voice and personality. When a climate tech company knows its branding, it can use it throughout its marketing strategy.

Strategic Messaging: A climate tech business can stand out in the industry by using strategic messaging to highlight a crucial part of their product and connect it to their purpose. 

They can bridge the gap between scientific data from their products with evocative storytelling. When stories center on climate change, they can engage the target audience into thinking differently about their impact

Digital Marketing Services for Clean Tech and Circular Companies

The reduction in CO2 emissions and consumer demand for sustainability have motivated companies to figure out how to reuse waste, plastics, and raw materials. This cycle prevents waste from being produced‌ in a circular economy.

Other mission-driven clean tech companies such as solar companies also work to reduce the impact on the environment with energy efficiency. At Destiny Marketing, we provide full-service marketing services with clean tech and circular companies to bring their products and solutions to the forefront.

We can help you get the most out of your solar marketing plan with a purposeful content strategy. These may involve case studies, ebooks, and email marketing to help you connect with your target audience.

Reach out to Destiny Marketing for Your Climate Tech Marketing Needs

Our climate tech marketing team can help your company build an effective foundation for a clean economy, a sustainable world built on energy efficiency, and a future where people and the planet thrive together. Pair our online marketing strategies with your business plan to drive results and increase your revenue. 

We offer search engine optimization, link building, keyword research, content writing, and more. To learn more about Destiny Marketing’s digital marketing process and how we can help you, reach out to us today for more information.