EV adoption is accelerating, and with more drivers on the road, the demand for charging is growing. But not all charge points are getting the same level of traffic. Some stations stay busy, while others remain underutilized - often due to lack of visibility, ineffective pricing, or poor user experience. As the infrastructure grows and the charging landscape becomes more competitive, Charge Point Operators (CPOs) need to think beyond just station availability and focus on smart strategies to keep drivers coming back.
At Nexxt Industry, we specialize in eMobility marketing, helping CPOs improve station utilization, build driver trust, and unlock new revenue streams. Here are our five essential EV charging marketing strategies to help charging networks drive success in an increasingly crowded market.
EV drivers rely on apps and in-car navigation systems to find charging stations. If a network isn’t visible on these platforms, or if the information is outdated, drivers will look elsewhere. Accurate, up-to-date station data is essential for keeping chargers in use.
Map visibility plays a major role in station utilization. CPOs that integrate with platforms like MOOVILITY, Google Maps, and PlugShare ensure that their stations appear when and where drivers need them. Keeping pricing, availability, and promotions accurate through data partners like Cirrantic allows CPOs to remain competitive while making the charging experience seamless for drivers. Providing relevant station details—such as nearby amenities and charging speeds—can further influence drivers' decisions.
Some networks take this a step further by offering in-app promotions or time-based discounts to attract more users. These strategies help drive traffic to specific locations, build long-term engagement, and boost EV charging station utilization.
Pro tip: Don’t overlook charging station SEO & SEA
Beyond apps and in-vehicle systems, charging station SEO helps drive more traffic to charging locations. Optimizing Google Business POIs ensures EV drivers can easily find accurate station details, including pricing, availability, and nearby amenities. Running SEO campaigns and Google Ads (SEA) further boosts visibility, making your locations more discoverable for both planned and last-minute chargers.
Google Ads (SEA) places CPOs at the top of search results, directly targeting drivers looking for nearby charging stations. Unlike organic SEO, paid ads offer immediate visibility and can be customized based on location, charging speed, or promotions—helping direct more traffic to underutilized stations and increasing revenue. By combining SEO and SEA, CPOs ensure their network remains highly visible at the exact moment drivers need to charge.
Some EV drivers plan their charging stops in advance, while others are less organized. Those in the later category make quick decisions about where to charge, often while already on the road. While apps help guide them, in-vehicle promotions take engagement a step further by delivering real-time offers directly through infotainment systems.
This technology allows CPOs to reach drivers at the most relevant time, displaying nearby charging stations and exclusive promotions as they approach a location. Automakers like BMW have already integrated this feature, powered by Cirrantic, ensuring that charging networks remain visible at critical moments.
Beyond visibility, in-vehicle promotions offer personalized engagement, tailoring offers based on driver behavior and preferences. Instead of relying on external devices, drivers receive seamless access to pricing, availability, and discounts - simplifying decision-making and improving the charging experience.
As competition grows, simply being visible isn’t enough. CPOs that integrate in-vehicle promotions can influence driver choices in real time, increasing station utilization and ensuring their chargers remain a top choice on the road.
EV charging stations are not just functional assets; they are prime locations for visibility and engagement. While drivers wait for their vehicles to charge, they have a natural pause in their journey, making it an ideal moment for brands to connect with them.
Some CPOs are turning their stations into marketing platforms by installing digital screens that display promotions, advertisements, or useful information for drivers. This provides an opportunity to generate additional revenue while enhancing the charging experience. Companies like Zeconex are incorporating these aesthetically pleasing, high-definition digital displays directly into their commercial EV chargers, allowing CPOs to engage drivers with targeted content while they charge.
Beyond advertising, CPOs can use this space to promote their own networks, highlight loyalty programs, or provide updates on charging infrastructure expansions. With the right strategy, charging stations can serve a dual purpose: keeping EV drivers informed and creating new business opportunities for operators.
Trust is everything in EV charging. If drivers can’t rely on your stations to work when they need them, they won’t return. Availability alone isn’t enough - chargers must be fully usable every time a driver pulls up.
A station marked "online" in a backend system doesn’t mean it’s functional. Faulty payment terminals, damaged cables, or blocked spaces can make charging impossible, yet CPMS systems often miss these real-world issues. Platforms like &Charge help CPOs bridge this gap by identifying usability problems before they frustrate drivers. This proactive approach reduces unnecessary technician callouts, lowers costs for CPOs, and ensures a seamless charging experience.
CPOs that focus on usability - not just availability - be the ones drivers trust and return to.
Pro Tip: Don’t wait for driver complaints to reveal usability issues. Set up proactive monitoring and regular station audits to catch problems early - before they impact customer satisfaction.
Charging an EV takes time, and how drivers spend that time shapes their overall experience. Many charging stations remain isolated, offering little in terms of comfort or convenience. In contrast, fuel stations have long provided food, rest areas, and retail options, turning refueling into a seamless stop. As competition in the EV sector grows, CPOs are rethinking station design to make charging more inviting and functional.
Companies like eccovia are leading this shift, transforming CPO’s existing or new charging hubs into destinations rather than just unavoidable stops. Their modular lounges and forecourt hubs can be controlled remotely by CPOs, and provide self-cleaning restrooms, seating areas, business spaces, and 24/7 smart stores, ensuring drivers can relax, grab a coffee, or work while they charge. By creating safe, comfortable environments, CPOs can increase station dwell time, encourage repeat visits, and generate additional revenue through on-site retail and services.
Making charging more convenient isn’t just about speed - it’s about giving drivers a reason to return. As this area develops, networks that invest in comfort and usability will stand out in an increasingly competitive market.
EV charging is more than just plugging in - it’s about visibility, engagement, and smart monetization. At Nexxt Industry, we help CPOs drive success with cutting-edge marketing strategies that boost utilization and revenue.
At Nexxt Industry, we offer eMobility marketing services with a decade of industry experience, including expertise in marketing for companies who work in the charging infrastructure sector. With us, you instantly add years of eMobility marketing experience to your eMobility marketing team.
If you would like to learn more about the strategies mentioned in this article and discover how they can help boost your business, download our free eBook: Advanced marketing strategies for Charge Point Operators.
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