The solar energy market is heating up. In 2016, solar installations in the United States almost doubled from the year before, and 40 percent of new power generation projects were solar. As a business owner, you can capitalize on the solar market with these simple marketing tips. Incorporate them into your promotional strategies for red-hot sales growth.
1. Target the Right Demographics
Focus your marketing on the right consumer segments for more effective results. Research shows that the majority of solar customers are middle-income families: 70 percent of households with solar panels have an annual income that ranges between $45,000 and $150,000.
Another study suggests that solar consumers are likely to be people aged 55 and over who want to control electricity costs. Therefore, marketing solar energy to baby boomers — the generation born between 1945 and 1964 — could provide you with a bigger return on your investment than targeting millennials.
There are more than 70 million baby boomers in the United States. These customers prefer Facebook over Instagram, favor written content and video content, and are more likely to use smartphones and tablets than laptops, according to research.
"Whenever we hear the term baby boomers, our minds immediately think of grandmas and grandpas living in retirement," says Entrepreneur magazine. "But it's actually quite the opposite. According to studies, many baby boomers are now launching startups and becoming entrepreneurs instead of retiring."
2. Personalize Your Marketing Messages
Solar installation isn't cheap, so you might need to go that extra mile to convert leads into paying customers. You can achieve this with personalized marketing, where you combine the latest digital tools and data analysis and target customers based on their behavior and interests.
Emails with the name of your recipient in the body of the message, customized product suggestions and individualized SMS messages are all examples of personalized content. You can also send out marketing messages based on customers' location and purchasing history.
Personalized marketing works. Research shows that 79 percent of consumers will only engage with an offer if it reflects previous interactions they have had with a company, while 78 percent of U.S. internet users say relevant personalized content increases purchase intent.
3. Highlight the Benefits of Solar Energy
As a business owner, you need to showcase the benefits of solar energy. Consumers are more likely to purchase solar when they know about the advantages of this energy source. Try to include as many of these benefits as possible in your marketing messages, whether it's emails, blog posts or social media updates.
You need to convince consumers that solar energy is a worthwhile investment. Focus on the cost savings they can make — lower monthly energy bills, for example — or how solar panels could increase the value of their home. Incorporating visual content, like infographics and videos, to illustrate your points will also help you engage with consumers.
"A solar electric system provides an opportunity for anyone who is looking to reduce monthly utility bills and make a long-term, low-risk investment," says the Department of Energy.
Follow the three tips on this list and create a scorching solar energy marketing strategy. As a result, you will increase sales, move more customers through the sales funnel and increase the visibility of your solar products and services.