Given the innovative, progressive nature of converting natural light to renewable energy, a successful solar marketing strategy is also innovative and progressive.
The best place for a solar energy company to prove marketing innovation is through its digital presence.
With that, in this blog post, we explore the 6 best strategies to maximize your digital solar marketing efforts and make sure your brand identity is true to form.
6 Digital Marketing Strategies to Grow Your Solar Business
Business owners typically spend 40% less on their digital marketing strategy, and usually generate a higher ROI than traditional solar energy marketing methods.
As solar panels often demand a substantial upfront cost, the majority of your prospects will likely need to be educated on the many financial and environmental benefits of this kind of investment. The digital realm is the perfect place to do so.
Content and email marketing can be used to effectively highlight the many benefits that solar panels can provide your potential clientele, while paid ads and a strategic SEO game plan can generate greater brand awareness and drive more traffic to your website.
Combined, each of these features can ensure that your business continues to see a steady influx of clients throughout the seasons.
6 Digital Marketing Strategies to Grow Your Solar Business:
- Build Custom Lead Lists with Reonomy Marketing
- Use Sleek, Innovative Website Design
- Provide Useful, In-Depth Content
- Optimize Content for Search Engines
- Run Targeted Paid Ad Campaigns
- Engage with Property Owners Through Email
1) Build Custom Lead Lists with Reonomy Marketing
To fuel any of your marketing efforts, it’s important to make sure you’re reaching out to the right people.
Reonomy Marketing offers layers of searching and filtering to find commercial property owners of all kinds.
You can target the specific owners you want by their property location, asset type, and sales history. Scan the full map view of a property to analyze its size and physical layout.
Upon identifying the properties that fit your marketing needs, you can very easily export the owners and contact information associated with those properties, including LLCs, individual names, phone numbers, email, and mailing addresses.
Use this information to fuel your targeted email and ad campaigns. Your heightened understanding of property owners can be used to build more in-depth client personas for your solar business.
2) Use Sleek, Innovative Website Design
A well-designed website clearly defines what you do and the benefits you provide clients. It is easy to navigate, aesthetically appealing, and SEO optimized.
A slick website design can drastically elevate the perceived value of your brand in the eyes of your prospects. As such, hiring a web designer to design you a beautiful interface will go a long way in drawing in new clientele.
When planning your website’s aesthetic, consider your buyer personas; what kind of interface would appeal best to your target audience? Which hues will make your prospects feel confident in choosing your brand? Could well-placed photos of your solar panel products and team humanize your business and help them better visualize your product and services?
When building your solar marketing strategy for your website, also take the time to size up your leading competitors.
What are they doing well? What appeals to you about their website design? Do they utilize several different forms of content, such as images – client logos, testimonials, and video? Is there anything that your competitors are offering on their website that your company doesn’t?
For example, take a look at SunPower’s website.
How can you differentiate your solar energy marketing strategy from that of your competitors? Take note of how your website measures up to the competition and use their offerings as inspiration for your own website design, avoiding imitation.
In addition to your website aesthetic, also consider the practical elements of your website.
Ensure that your website is easy to navigate and is optimized on desktop and mobile. Also take note of your loading times, as a slow loading time increases bounce rates. Ensure that your site also includes clear contact details, a subscription form for email and blog subscribers, and calls-to-action to move your prospects further down the sales funnel.
3) Provide Useful, In-Depth Content
As a solar energy provider, content marketing is one of the best tools in your digital marketing toolbox.
Content can be used to help educate prospects and clients on the benefits of solar and the different types of panels on the market. As many potential clients will be unaware of the various solar products you offer and the range of benefits they can provide a business, social media and blog content can be used to position yourself as a specialist in the field.
Your digital solar marketing strategy should focus on highlighting data that charts the real benefits your prospects will gain from investing in solar power. You should feature a combination of reputable data sources in your solar panel marketing.
Statistics, studies and expert endorsements on the environmental and financial benefits provided by solar power are powerful selling points for commercial clients. Illustrating these benefits in the form of video and blog content can help draw in prospects and generate more conversions for your business.
In addition, organizing data into infographics can help simplify complex information in a clear and engaging way. Infographics are highly shareable and can be repurposed for each of your social media accounts. You can also post your infographics on your social media accounts, providing a lead-generating snapshot of your longer content.
You can also use your own data to help influence the buyer decision-making process. Sharing images of your latest installations, case studies, surveys and client testimonials, along with independent statistics and scientific endorsements will engage prospects and highlight the unique value that you provide.
Humanize your social media and blog content by providing images of your team and projects. This will also help you stand out in the sea of stock photos typically used by your competitors.
The results you generate from your content marketing will depend on how consistent you are with content creation, as well as your ability to analyze and interpret content performance and tweak your content based on the interests, needs and pain points of your audience.
Content management systems can help you to plan, publish and effectively analyze your content to generate more traffic and improve your conversion rates. HubSpot offers a database to allow you to do just that.
4) Optimize Content for Search Engines
The amount of traffic you generate is dependent on how well both your content and your website have been optimized for SEO.
Most of your leading competitors will be using keyword tools to optimize their content. To ensure that you have an edge on the competition, make sure you’re using one of the leading keyword tools on the market.
Keyword tools, such as Moz Keyword Explorer, provide a detailed analysis on the most valuable keywords for your content.
Tailor each of your web pages so that they are optimized for keywords relevant to the solar industry. What are your target clients looking for when it comes to knowledge, services, and solar products?
Ensure each page is optimized for each medium and high-priority keywords uncovered in your keyword research. To improve your SEO ranking further, ensure that you are also posting SEO-optimized blog posts regularly.
In addition, if you include product listings for solar panels and solar accessories on your website, take the time to ensure each description is fully optimized for SEO purposes.
Provide a detail description of your products – allowing space for several long-tail keywords and ensuring that your prospect doesn’t need to venture elsewhere to find out more information about your product.
5) Run Targeted Paid Ad Campaigns
Paid ads can generate brand awareness and improve sales for your business. When drawing up your solar marketing advertising plan, consider the best place to advertise so that they can be easily found by your target clients.
A paid ad should be visually compelling – use striking, original imagery to generate interest in your ad. Your copy should be personal and engaging, and include a call-to-action that leads people to your website, resulting in a higher number of conversions for your business.
A successful ad should play into your target client’s fears and ambitions. Are they looking improve their brand’s green reputation by limiting their impact on global warming?
Alternatively, your target clients may be looking for ways to reduce their energy bills. Before creating a digital ad, have your customer personas clearly defined, with an in-depth understanding of their pain-points and ambitions clearly mapped out.
A successful ad is evocative and promises a solution to a pressing problem.
If you’re a new solar energy company, or if you’re experiencing a downturn in your business, paid ads can provide instant traffic. In comparison to SEO strategy, which can typically take two to six months to show measurable results, paid ads can have an instantaneous impact.
6) Engage with Property Owners Through Email
From promotional emails to a regular solar energy marketing newsletter, email marketing is a great digital tactic to use to nurture relationships with prospects and clients.
While solar marketing content is a great way to showcase the general benefits of solar panels, email marketing can be used to demonstrate the unique personal benefits of solar power for your each of your prospects. Personal emails typically perform much better than generic templates, and you can use the data you collect on your subscribers to personalize email you send out.
For example, you can tailor your emails so that they include information on state rebates available in your client’s local area; include links to your website and a call to action to increase your conversion rates. To draw in as many leads as possible, grow your subscriber list with subscription forms on your homepage and blog.
In addition, experiment with different subject lines, email lengths, and content. You can track and test how well each of your emails perform with data analytics. Google Analytics can be used to assess the strength of your solar marketing emails and your prospects follow-up, providing data on traffic to your landing page and your prospects’ activity once on your website.
Digital Hacks for Solar Marketing
You can elevate your solar marketing strategy by focusing your efforts on the digital sphere.
Many of your prospects will welcome expert guidance on the latest solar panel products and the benefits they can provide; content creation is a great tool to help position yourself as a leader in the field.
In addition, solar energy marketing emails and paid ads can directly generate new business – while SEO and a sleek website design can ensure your business gets noticed online.