Marketing solar energy can be a struggle. For the bulk of consumers, solar is a long-term investment and requires a sizable outlay. Unlike in other industries, you need to slowly move prospective customers through your sales funnel, carefully nurturing these leads as they learn more about your company. Here are some tips on how to create a solar energy marketing campaign that provides you with a better return on your investment.
SHOWCASE THE BENEFITS OF SOLAR
Don't forget to include some of the benefits of solar panels in your marketing. Research shows that solar energy reduces utility bills and lessens greenhouse gases, for example. Why not focus on the cost of solar in an email campaign? Once consumers know how much they could save with solar installation, they might visit your website and ask for a quote.
You could even highlight some of the benefits of solar energy in a blog post and share this on your social media channels. Facebook, for example, influenced 52 percent of consumers' purchases in 2016 — up 36 percent from the previous year. Encourage your social followers to share your content with their friends and family, too. Alternatively, list solar benefits on flyers and deliver them to customers in your local area.
KNOW YOUR AUDIENCE
Understanding your target audience could result in more sales. Solar purchasers are often homeowners and live in a city's outer suburbs. The over 55s are big solar users, too. This age group wants to control electricity costs and reduce utility bills.
Once you have worked out your target demographic, choose the right medium to reach them. Thirty-eight percent of the over 55s are newspaper readers, so you might want to target this group with a series of print ads. Younger consumers are more likely to use social media. Thirty percent of Facebook users are aged between 25 and 34 — the social network's biggest demographic.
Combine more than one marketing channel for even more effective results. Send emails to customers at the early stages of the sales cycle, for example. Then, follow up possible leads with telephone marketing, where customers can ask you questions about the benefits of solar.
PERSONALIZE YOUR MARKETING
Solar energy isn't an impulse purchase. A solar panel system at 5kW (5000 watts) ranges, on average, between $10,045 and $13,475, according to comparison website EnergySage. You need to convince customers that solar installation is worth the investment. One way to do this is to personalize your marketing. Tailoring promotions and services to suit the needs of the customer could lead to more sales.
You can also include information about tax relief in a customer's local area, such as state rebates and tax credits that could reduce the cost of solar installation and maintenance. Incentives might be different in Florida than in California, for example, so it's crucial you outline these local benefits in your marketing.
Research shows that personalized marketing works. Personalized emails, for example, boost transaction rates, while marketers who personalize web experiences observe, on average, a 19 percent increase in sales.
Marketing solar installation is easy when you know how. Use personalization, highlight the benefits of solar and get to know your target audience. This way, you can increase leads and sales and drive business growth exponentially.