5 Amazing Tips for Marketing Your Solar Company

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November 5, 2014 | By RGR Marketing Blog

Is Your Solar Company Competitive Online?

The tremendous growth of the solar energy industry draws a parallel with other phenomena on the rise in the U.S. As more and more mainstream Americans (rather than merely the outliers/early adopters) become focused on the environment and green living, they’re also making the switch to solar. As government rebates at the federal, state, and county/city levels become more easily available, they impact solar power’s growth, too.

Like many other industries, much of the success that a business owner sees can be attributed to the strength and ingenuity of their marketing efforts. Sure, every solar business has a website and branded company vehicles, and perhaps some of them buy print ads or television commercials. But the competition in many parts of the country is stiff, and it’s increasingly difficult to stand out from the pack. Here, we look at 5 great ways to improve your solar energy company’s reach in the market, by leveraging the power of the Internet.

1 Who Are You? Talk About It in Your Company Blog

Once upon a time, just having a website with your business name, address, and phone number was enough. But that’s certainly no longer the case. The old adage remains true today: Content Is King, and if you’re not using your website to broadcast your message, you’re missing a valuable opportunity.

Having a blog isn’t just about posting news and information related to the solar industry. Savvy marketers in the solar business use the blog platform to talk about best practices, to voice new solar product tips to prospective customers, and to establish their brand as the one who is best suited to solve customer problems.

Bloggers shouldn’t be afraid to show a little personality, either – you don’t have to sacrifice professionalism for the sake of publishing entertaining posts, and coming off as friendly people to work with. Think about your target audience (your customers) and what their other concerns might be. Posting helpful solar videos, tips on green living, and information on solar power rebates are all bound to bring in traffic, and new leads.

2 Don’t Think You Don’t Need Social Media

You may look out on the solar-related social media landscape and decide there’s just too much going on there, and none of it applies to you. But that’s not true. While there are several platforms, not all of them will be useful to your solar business, so you don’t have to maintain a presence everywhere.

If your customers are more visual in nature and you can take advantage of the advertising platform to bring in new business, using Facebook might be your best bet. If you’re engaging with the industry and working hard to stay in the know, then microblogging on Twitter will allow you to engage with customers and fellow businesses.

Tie all of your properties together: that is, include social sharing buttons on your website and blog posts, and make sure you address the content you publish and the services your solar company provides on your social channels. Every time your content gets shared, your brand sees exposure to new prospects, helping you grow your business.

3 Find a Qualified Solar Lead Gen Partner

Newsletter marketing, neighborhood flyering, even paid search campaigns can all work as lead generation strategies, but like other aspects of running a small business, sometimes it’s smarter to outsource to the professionals. Lead generation in the solar industry is no exception. Find a qualified solar lead gen partner, and set aside quarterly budget for the effort – you’ll keep your sales pipe full of exclusive prospects, and your sales team busy. Why do all the hard work on your own, when there’s valuable help already in place?

4 What’s the Value Proposition With Solar? Talk Up the Rebates

You can talk about the positive impact on the environment, the cutting edge technology factor, and the reduced cost of energy for a home- or business-owner, but what about the initial barrier to entry? Many of you have faced customers who still believe that solar is cost-prohibitive, that solar panel installation is out of the budget, and that the benefits don’t outweigh the costs. How can you tell them they’re wrong?

Use your marketing channels: newsletters, advertisements in all media, your blog, social media – to let your prospects know just how cheap it can be to install solar, given the many tax incentives out there. Energy efficient home improvements allow your customers to reduce the overall costs of solar panel installation, and the tax incentives aren’t always obvious. Be sure to get the timing right – as homeowners gear up to prepare their taxes in the spring, for instance, they’re on the hunt for write-offs. Why not create a January marketing campaign, and let them know about the tax incentives for solar energy installation?

5 Talk to Your Customers, Tell a Good Story, Discuss Green Living

Most people want to work with those whom they trust. Use your company blog and social media channels, as well as your marketing materials, to make your business more personal and trustworthy. Ask for testimonials, and relate stories about how your existing customers are satisfied, or how solar has benefited their finances. Don’t be afraid to tell the story of how one reluctant homeowner was finally sold on solar, and now they’re talking it up all over town.

Whatever you do, leave the sales-language out of the mix, and talk to your audience like both you and they are real people. If you know that going green can benefit the planet and one’s pocketbook, then create content development strategies that will bring those customer prospects to your website via high quality articles and practical advice on sustainability, recycling, and living in an eco-friendly way.

[Photo Credit: Chris Hain]

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Is Your Solar Company Competitive Online?

1 Who Are You? Talk About It in Your Company Blog

2 Don’t Think You Don’t Need Social Media

3 Find a Qualified Solar Lead Gen Partner

4 What’s the Value Proposition With Solar? Talk Up the Rebates

5 Talk to Your Customers, Tell a Good Story, Discuss Green Living

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money today!

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Is Your Solar Company Competitive Online?

1 Who Are You? Talk About It in Your Company Blog

2 Don’t Think You Don’t Need Social Media

3 Find a Qualified Solar Lead Gen Partner

4 What’s the Value Proposition With Solar? Talk Up the Rebates

5 Talk to Your Customers, Tell a Good Story, Discuss Green Living

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