Scaling Cleantech Marketing with Digital Channels
Let’s Get Real About Scaling Climate Tech Marketing
“Every new connection matters!”
Scaling a profitable cleantech marketing channel isn't for the faint-hearted.
Building awareness, navigating long sales cycles, and keeping momentum with new supporters often feels like running a marathon uphill - with no finish line in sight.
But here’s the truth: in cleantech, new connections are more than just supporters—they grow, like assets. Advocates, partners, and loyal customers are the compounding investments that drive your growth. The more strategically you build these relationships, the greater your return on every marketing dollar spent.
So, how do you find and nurture these high-value connections while keeping your acquisition costs low?
This guide uncovers practical strategies across digital channels - both organic and paid - to amplify your message and cut through the noise.
It’s time to rally your ride-or-die crowd: the ones who’ll champion your mission, accelerate your pipeline, and prove your ROI every step of the way.
Push and Pull: The Power Combo for Cleantech Marketing
Scaling your cleantech marketing profitably requires a balanced strategy, and that’s where Push and Pull tactics come in.
Together, they create a dynamic system for attracting attention and driving action—this helps us stand out in competitive and complex buying cycles. You can think of push as building brand awareness and pull as capturing the demand for your product.
Let’s dive into how each works, with some examples to learn more from.
Push Tactics: Spark the First Connection
Push tactics are your chance to get right in front of your audience, no invitation needed!
Think of paid ads, sponsored posts, retargeting, and even well-timed cold emails. For innovative cleantech products, where people might not know they need your solution yet, push tactics create that initial spark that sets the gears in motion.
Let’s take carbon offset solutions as an example.
Not everyone actively searches for ways to offset emissions. But a well-placed LinkedIn ad, targeting climate-conscious decision-makers can introduce the idea and get the conversation started.
This post from Cool Planet highlights how carbon offsets can be an easy, effective way for businesses to balance their emissions. A lot of companies might not think about it until they’re shown how simple it can be.
It’s all about sparking that initial awareness, which could lead to action down the line, especially for those who are already climate conscious but just haven't made the connection to offsets yet.
Push tactics create that vital first touchpoint in industries where awareness-building is critical.
A well-timed ad can grab their attention and make them think, "Maybe we should look into this!"
Similarly, companies tackling methane venting, if you haven't heard of it yet, methane venting occurs when natural gas operations release methane - a potent greenhouse gas - into the atmosphere. It is often a byproduct created by oil and gas extraction, so this is a serious concern and is on the top of the mind for an industry already under regulatory and environmental pressure.
Therefore, Oil & Gas companies are looking for solutions to capture and mitigate methane emissions. A targeted LinkedIn ad with a strategic placement can effectively showcase your solution to this challenge, sparking interest among decision-makers and prompting them to think,
“This is something worth exploring!”
Take this one from Kathairos, for instance, which directly highlights how their solutions tackle methane venting. It’s a perfect example of how strategic visibility can lead to awareness and drive engagement.
At the same time, you can capture this newly sparked interest with a corresponding search term. That is where Pull Tactics come into play.
Pull Tactics: Let them Come to You
While push tactics drive awareness, pull tactics draw in an audience that’s already searching for solutions or insights.
Our first step is to understand what the specific audience is searching for. This includes finding keywords that are relevant to your specific audience, by doing research on their daily
Once these questions and the keywords in them are understood, you can then set off to meet your audience based on their needs.
The strategy to do so can include organic SEO, in the form of blog content, case studies, or high intent content like technology and vendor comparisons (i.e., “decarbonization solutions for manufacturing”).
Outside of your website it can also include relevant social media posts that address the problems users are searching for (where 55% of B2B buyers search for information).
The key to successful pull tactics is providing value upfront.
When your content solves problems or sparks curiosity, you attract an audience that’s primed for conversion.
Let’s go back to our example of methane venting.
A blog post breaking down the hidden costs of methane venting - optimized with relevant keywords - can draw in industry professionals actively researching solutions.
Similarly, a case study showing how a cleantech product improved operational efficiency could spark interest without coming across as a hard sell.
Educational Content:
Help your audience better understand the problem. This way, it becomes clear why they need your solution.
For example, a blog post explaining the hidden costs of methane venting and how Kathairos solutions can help would attract industry professionals who are actively seeking insights on this topic.
SEO-Driven Blogs & Articles:
Optimizing a blog with keywords related to your industry or the solution you offer helps bring in people who are looking for sustainable solutions but may not yet know about your brand.
Write about topics your audience is already searching for! Remember our article on Cost-Effective B2B Cleantech Marketing?
By optimizing this post with keywords like “B2B cleantech marketing” and “how to build a core message,” we’re helping businesses looking to scale their green solutions (but maybe not yet aware of us) find exactly what they need.
Our goal here is to build a solid presence in the cleantech world - without turning into that one friend who talks about their business 24/7:)
So, when companies are Googling “how to market my cleantech,” they are finding information, also they’re finding US! And hey, maybe if you’re reading this, that’s how you found us too, ….so yes it works:)
Case Studies & Success Stories:
Share real-life examples of how your product made a difference. A case study is a powerful pull tactic because it’s informative and showcases the value of your solution without a hard sell.
Here’s a case study from one of our clients, Hypr Energy.
Find the Channels that Your Audience Actually Cares About
Alright, here’s the tea - not all channels are worth your time.
The secret to cutting through the noise lies in focusing your energy where it counts.
By zeroing in on the platforms your audience already uses, you’ll maximize reach, engagement, and ROI without wasting resources on the wrong channels.
So, let’s find the ones that actually matter and stop wasting effort on platforms that just aren’t it.
Audience Insights:
First things first, let’s figure out where your crowd actually chills. You want to be exactly where your audience already is, speaking in a way that vibes with them:)
Here’s how you can find the best platforms - Start with Competitor Insights:
A great first step is to check where your competitors are posting, engaging, and getting likes or comments. Go to their profiles on LinkedIn, Instagram, or Twitter and see which platform gets the most love.
If they’re thriving there, there’s a good chance your target audience is lurking there, too.
"Why search the seven seas for your audience? When we are here to point you straight to the island where they’re already sipping pina coladas!"
Ask Your Audience Directly:
If you already have an email list or customer base, send a quick survey. Ask them which social media platforms they use to keep up with industry news or what sites they visit for business insights. You’ll get straight-to-the-point answers that’ll save you time.
Try Out Content on Different Platforms:
Try posting different types of content on a few platforms and track the response. Throw up a couple of LinkedIn posts if you're B2B, and test Instagram stories if visuals are your strength.
You’ll start to see where people are liking, commenting, and sharing. That’s the platform telling you: this is where your people are!
Let Analytics Lead the Way:
Finally, once you’re posting across a few channels, let the data guide you. Dive into each platform’s analytics tools to see which posts get the most engagement and reach.
Facebook, LinkedIn, and Instagram all have built-in insights tools, and Google Analytics can help you track where traffic is coming from if you’re pushing content back to your website.
Now, Time to Choose Your Main Players!
With your push-and-pull tactics defined and a clear understanding of where your audience spends their time, it’s time to narrow your focus. Not every platform deserves your energy, and spreading yourself too thin can dilute your impact.
Choosing the right mix of channels allows you to connect with your audience where it matters most - while optimizing your resources for maximum ROI. Let’s break down the key players and how they can work for your cleantech marketing strategy.
LinkedIn: The Goldmine for B2B Connections:
It’s where professionals go to learn, network, and discover services that make their work, businesses and lives better.
LinkedIn engagement is key here, look at metrics like engagement rate (likes, comments, shares per post) and click-through rates (CTR) on any content leading back to your site.
These numbers will tell you whether your content is seen, resonating and driving action.
For example Kathairos, uses LinkedIn to educate their network about emissions reduction.
They share data-backed insights, industry updates, and practical content to connect with industry pros.
By measuring their post engagement rates, Kathairos can see which topics grab attention and adjust their content accordingly.
This LinkedIn post of theirs is just serving it! People are loving the real-world impact of Kathairos Solutions, and it’s pulling in serious engagement from climate conscious pros.
A few Pros and Cons of LinkedIn:
PROS:
✅Professional audience: LinkedIn is where decision-makers live, making it ideal for targeting CMOs, VPs of Marketing, and other high-level executives.
✅Thought leadership: Posts and articles allow you to showcase expertise and establish authority in your industry.
✅Advanced targeting: LinkedIn Ads let you target by job title, company size, and industry, ensuring your message reaches the right people.
CONS:
⚠️Higher ad costs: LinkedIn’s CPC (cost-per-click) can be significantly higher than other platforms, making it crucial to have a well-optimized campaign.
⚠️Time-intensive: Engaging meaningfully with comments and connections requires consistent effort.
Instagram: Show, Don’t Tell
If your brand has a visual side, Instagram is perfect!
Here, engagement rate per post (especially on carousel and story content) and follower growth rate are key metrics to track.
Strong visuals and behind-the-scenes stories often perform best. You can show off the beauty behind the brains of your product, with images that are as captivating as they are informative.
Like how CarbonCure is killing it with their strong Instagram game and is garnering all the attention. Their post celebrated a major milestone: delivering over 7.5 million truckloads of their sustainable concrete, which has saved 500,000 metric tons of CO₂ emissions. And just like this, you too can leverage Instagram to share impactful progress of your cleantech solutions while weaving a strong brand presence!
A few Pros and Cons of Instagram:
PROS:
✅Visual storytelling: Perfect for showcasing the beauty of cleantech products, facilities, or team culture through captivating images and videos.
✅Engagement-driven: Instagram excels at humanizing brands and building emotional connections with followers.
✅Strong growth potential: Instagram’s algorithm rewards consistent, high-quality content, helping you grow your following organically over time.
CONS:
⚠️Limited B2B focus: While Instagram works for brand building, it’s less effective for direct lead generation compared to LinkedIn.
⚠️Resource-heavy: Maintaining a consistent stream of visually appealing content requires strong creative resources.
Paid Search: The Fast Track to Visibility
Paid search gets you immediate visibility – kinda like the VIP pass to the top of Google. But before spending any money, check our 7 Steps to Level Up Your Cleantech PPC Strategy and Boost ROI — Cleantech Growthlab
A few Pros and Cons of Paid Search:
PROS:
✅Immediate results: Paid search ads put you at the top of search results, driving traffic and leads quickly.
“Ready to show up in people’s searches?”
✅High-intent audience: Targets users actively searching for solutions, increasing the likelihood of conversions.
✅Scalable campaigns: Paid search allows you to test and refine your campaigns in real-time for optimal ROI.
CONS:
⚠️High costs: Competitive keywords in cleantech can drive up CPC, requiring a careful balance of budget and targeting.
⚠️Short-term focus: Paid search stops delivering the moment you stop spending, making it less sustainable as a long-term strategy.
Organic Search (SEO): The Long-Term Investment
Running Paid Search without a strong foundation in organic content and domain authority can quickly drain your marketing budget, that’s why organic search is so important!
A few Pros and Cons of Organic Search:
PROS:
✅Cost-effective: Once established, organic search traffic generates leads without the ongoing expense of paid ads.
✅Sustainable growth: SEO builds a foundation for consistent visibility, driving traffic over time.
✅Brand authority: High-ranking organic content positions your company as a trusted industry leader.
CONS:
⚠️Slow to deliver results: SEO requires time and continuous effort before you see significant traffic.
⚠️High upfront investment: Crafting quality content, optimizing your site, and building backlinks demands significant resources.
Twitter (X): Quick Conversations, Fast Trends
Twitter is a platform for rapid-fire conversations and staying ahead of industry trends.
It’s where real-time updates meet professional networking, making it a useful tool for sharing insights, engaging with thought leaders, and amplifying your cleantech message in short, impactful bursts.
A few Pros and Cons of Twitter:
PROS:
✅Real-time engagement: Twitter is ideal for sharing industry news, live event coverage, and timely updates.
✅Network building: Engage directly with thought leaders, partners, and potential customers through comments and retweets.
CONS:
⚠️Fast-paced environment: Tweets have a short shelf life, requiring frequent posting to maintain visibility.
⚠️Limited depth: It’s harder to convey complex ideas or value propositions in a 280-character format.
Intro to Facebook: A Community Builder with Big Caveats
Facebook might not be the first choice for B2B marketers, but it still holds value for community building and running targeted awareness campaigns.
Tied to other Meta products like Instagram and Whatsapp, with the right strategy, it can complement your cleantech marketing efforts, especially in engaging broader audiences or creating brand-focused groups.
PROS:
✅Broad audience reach: Facebook is still one of the largest platforms, with robust targeting options for paid ads.
✅Community building: Facebook Groups can foster loyal communities around your brand or cause.
CONS:
⚠️Declining organic reach: The algorithm favors paid content, making it challenging to engage your audience without ad spend.
⚠️Not ideal for B2B: While valuable for awareness campaigns, Facebook is often less relevant for professional networking and lead generation
Choosing the right mix of channels allows you to connect with your audience where it matters most—while optimizing your resources for maximum ROI. Let’s break down the key players and their pros and cons to help you decide where to invest.
"Why search the seven seas for your audience? When we are here to point you straight to the island where they’re already sipping pina coladas!"
What about Growing Profitably? Focus, Optimize, and Scale
Cleantech marketing thrives when it’s focused, strategic, and results-driven.
By identifying the right mix of platforms—whether it’s LinkedIn for B2B connections, Instagram for visual storytelling, or search engines for immediate visibility - you can maximize your reach without overextending your resources.
Each channel has its role to play, and the key is alignment: choosing platforms where your audience is most engaged and tailoring your content to drive meaningful results.
This is just the beginning. As you refine your approach and explore advanced strategies, you’ll need a sharp focus on ROI and discipline for measurable outcomes.
Marketing in cleantech may not be easy, but with the right channels and strategies, you can scale your mission while making every marketing dollar count.
Ready to dive deeper into advanced strategies like retargeting, email outreach, or SEO optimization? Explore our upcoming guides for actionable insights to level up your game.
