Control Energy Costs - powering up their social media
Control Energy Costs has been in the business energy market since 1981. They provide their clients with a complete end-to-end energy service, supporting the implementation of carbon solutions to drive Net Zero, as well as mitigate the uncertainty of fluctuating energy costs, identify savings opportunities, manage consumption effectively and undertake utility connections and siteworks projects.
As part of our appointment to develop and implement the overall marketing strategy for the company, we were briefed to take on their social media content creation and social media marketing.
When we began working with them in 2019, their social media presence was negligible, with 445 followers on X (Twitter) which had an average engagement rate of 0.4%. Whilst they had Facebook and LinkedIn profiles, these were not active and had only a handful of followers.
Objectives
The objectives for their organic social media campaigns were:
Be recognised as the go-to brand for business energy procurement
Increase engagement and reach to create opportunities
Drive traffic to the website
Build their profile and demonstrate ESG thought leadership
Testimonials
Our increased professional image has generated lots of new interest for the business. This has already allowed us to approach prospective new clients that we would previously have been unlikely to be able to engage with.
What a great decision we made to appoint Scaramanga as our marketing partner. An energetic team full of ideas that are a delight to work with. Their knowledge, passion and enthusiasm, and the fact that they are easy to work with are impressive. It really is that simple.
Phil Ager
Managing Director, Control Energy Costs
Our approach
Our approach with Control Energy Costs’ social media was to play on their key strengths: their knowledge, their people and the services they offer.
Their target audience covers a range of business sectors, in particular high energy usage (manufacturing), which has been hardest hit by price increases over recent years.
Our key areas of social media marketing are:
Specific campaign themes
Employee advocacy
Connection building
LinkedIn newsletters
Community building
869% increase
in engagement on X in the last 12 months
Strategy
We identified their key sales point, so that we could tailor make the social content and give the messaging a clear call to action.
We decided to funnel traffic from social media campaigns to their relevant website landing pages or the contact page, to ensure that followers could easily navigate to the resources they need.
As part of expanding the Control Energy Costs’ LinkedIn business page, we connected the Managing Director’s personal page to the business page and have worked on inviting his connections to follow the page. We also carry out plenty of engagement to strengthen the brand’s presence and develop their online community.
We set up LinkedIn newsletters, which gives Control Energy Costs the opportunity to grow their following, whilst sharing their knowledge and business updates effectively to a large, and growing, audience.
Graphic design
As part of our content creation plan, we designed graphic templates, each of which has a different style specific for the type of content.
We then edit these to create all the graphics we need - testimonials, top tips and any content that needs a graphic, so we can push them out effectively.
We regularly use these templates for a wide range of campaigns such as Big Energy Saving Week, webinars, events and more. This meant all messaging is clear but also incorporates professional images from Control Energy Costs’ photographer.
We decided they should focus on video content too, as this increases engagement and can help visualise concepts in a more consumable way. We film, edit and publish reels, webinar snippets, interviews and animated videos to achieve this.
We also wanted to add value to their website by creating resources that act as lead magnets, which we achieved by creating a range of eBooks around green energy, flexible energy contracts and working with an energy broker.
Over time we have also encouraged the team into being increasingly involved and have produced videos and shared high-quality content for awareness days. This personable side makes the businesses more relatable and builds a trusting relationship with potential new clients.
We share their many social and team building events, including a walking-tree planting campaign with Treekly and a climb of the O2 – which the Scaramanga team also took part in!
26% increase
in follwers on LinkedIn over the last 12 months
Results over the last 12 months
Facebook highlights
110% increase in engagement
76% increase in profile visits
145% increase in page reach
67% increase in page impressions
LinkedIn highlights
26% increase in followers
Click thru rate (CTR) consistently above 3%
X highlights
869% increase in engagement
96.7% link clicks
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