Solar energy marketing differs from other types of marketing. Solar products are often expensive, so customers want to know the benefits before they part with their cash. Creating a surefire marketing strategy helps you convert prospects into bona fide customers so you can drive business growth. Here are seven things you need to incorporate into your strategy.
1. SOCIAL MEDIA
Social media is a fast, flexible way to communicate with prospective customers and expose solar products to a whole new audience. Whether it's Facebook or Twitter or Instagram, keep consumers updated with the latest product launches, special offers, and solar benefits.
Social media marketing isn't just popular in the solar industry. Social media ad spend is predicted to exceed $35 billion this year, making up 16 percent of all digital ad spend.
Sometimes, video content resonates with customers better than text ever could. Why not incorporate video into your website? You could highlight the environmental or cost benefits of solar in a video. Or upload a product demo. Ask your customers to share your video content on their social media channels, too.
Fifty-one percent of marketers say video provides a bigger return on investment than any other type of content, while marketers who use video boost revenue 49 percent faster than those who don't.
Photos are extremely effective when selling solar installation. Images of solar products increase readership and encourage customers to contact you for a quote. You can use photos on multiple platforms: your e-commerce store product pages, blog posts, and social networks. Posts that include images generate 650 percent higher customer engagement than text-only posts, according to research.
4. SEARCH ENGINE OPTIMIZATION
Search engine optimization (SEO) is a digital marketing strategy that improves your position on search engines. Research shows that ranking high on a search engine results page increases the number of customers to your website, so could prove lucrative.
The higher your website, the more traffic you could receive. Websites that are in the no. 1 position on Google receive 33 percent of search traffic, while sites in the second position get 18 percent.
5. PAID SEARCH MARKETING
Paid search marketing lets you advertise in the sponsored listings of a search engine like Google. This increases the visibility of your solar company and encourages more prospects to click on your pages. Once visitors land on your site, you can turn them into paying customers.
Currently, paid search makes up 5 percent of all traffic. However, it could provide you with a significant return on your investment, especially if you struggle to boost your search rankings organically.
6. EMAIL MARKETING
Email is the preferred communication method for many customers. Use this marketing channel to advertise solar installation, special offers, and new products. Include a personalized subject line to increase engagement.
Email is one of the most powerful digital marketing methods. Email marketing provides a 3,800 percent return on investment and is 40 times more effective when acquiring customers than Facebook or Twitter.
7. CONTENT MARKETING
Keeping your website and blog updated with fresh content might seem like a lot of work, but it generates a constant flow of customers. Content marketing drives conversion rates that are six times higher than those of traditional marketing, according to a 2014 Aberdeen Group study.
Stuck for inspiration? You might want to create blog posts with solar industry insights, for example, or list the benefits of solar products.
These seven things are the fundamentals of every solar energy marketing campaign. Use them properly and you could generate new leads, improve customer engagement, and accelerate sales.
For more information and tips on creating content that converts, download your free copy of our favorite tips and tricks for creating landing pages.