A new kind of power company for a new kind of customer.
Chariot Energy began with a simple goal: to make clean solar electricity affordable for everyone. Created by leading North American solar and energy project developer 174 Power Global, Chariot made solar more accessible by creating transparent, no-deposit electricity plans and building solar energy farms in Texas.
Charged with differentiating Chariot from numerous competitors within the saturated retail electricity market, we set about leveraging our omnichannel approach to transform a relative unknown into a household name. Specifically, we sought to:
Our search engine optimization (SEO), content, advertising, social, and web development teams worked in tandem to put Chariot on the map through:
We knew early on that an omnichannel approach would be essential to helping Chariot acquire thousands of customers, so we set out to engage audiences at multiple touchpoints. We started by assessing our budget and determining how many conversions we could expect to achieve through each channel. From there, we executed a plan that included robust paid search, optimized content, and traditional PR placements.
We’re big believers in the importance of testing. For paid search, we implemented manual bidding until Google Ads had accumulated enough conversion data to run Google automated bidding. As our understanding of customer personas and journeys became more nuanced, our targeting grew more precise and costs to acquire decreased.
Our SEO team performed in-depth research to identify the top-ranking keywords, then created beautiful, keyword-rich landing pages and blog posts. The latter became part of Chariot U, an innovative resource page full of high-quality articles about energy conservation, green living, renewable energy, and industry news. In this way, we established Chariot as a thought leader in the solar industry and a conscientious resource for electricity consumers.
Our efforts yielded significant results, cementing Chariot’s place within Texas’ deregulated electricity market and dramatically increasing their customer base. The proof is in the numbers:
5,034% growth in organic traffic in a single year, plus placement of other 400 keywords on the first page of search results.
78% improvement (decrease) in Cost-Per-Click (CPC) and 36% improvement in PPC conversion rate.
86% improvement (decrease) in overall blended digital (all digital channels) cost-to-acquire.
This project reinforced our belief in the efficacy of omnichannel, and particularly integrated digital marketing. By integrating our digital and OOH initiatives, we exposed audiences to a coherent narrative via multiple channels. Moreover, we were able to track and test customer journeys, thereby narrowing in on common paths of engagement and directing our ad spend and content creation accordingly.
(281) 223-1324
1980 Post Oak Blvd., Suite 100
Houston, TX 77056
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