Getting Your Message to Align With the Audience: Solar Marketing Goes Local

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April 21, 2016 | By RGR Marketing Blog

How to Connect With Your People

Take a minute to look back at that last heading. Notice that we didn’t say, “How to connect with your target market.” That’s because your clients don’t want to be treated like members of a target market, buyer personas, or numbers. They want to be treated like people.

And while we’re all used to making impersonal purchases online, we still value that human connection, especially when it comes to making an investment like going solar. Here are some tips for making local marketing work for your solar business.

Peer Pressure Works

To some extent, we all want to be the “cool kids.” Maybe it goes back to junior high. Well, the coolest kids these days are all going solar. And they’re proud of it. So proud, in fact, that they’d likely be happy to display a little sign on their lawn telling all their neighbors that they’ve gone solar with the help of your company name here.

Pound the Pavement

In this day and age, it might seem tacky to go door-to-door selling anything. But if you ring the doorbell armed with valuable, personalized information, you might be able to get your foot in the door. Before you canvas a neighborhood, prepare an individualized pitch for each home you plan to visit. Instead of reciting national averages or reading from some generic script, show them how much they can save by going solar.

Get to Know Your Neighbors

Solar is gaining steam all over the world, but the reasons people are choosing to go solar are different in different areas. People in some parts of the country still believe that going solar is too expensive. Potential clients in places where sunshine is scarce might be laboring under the impression that solar won’t work for them. A few folks might even think that solar panels will suck all the sunshine away from the plants.

Market research might not sound like the most personal thing, but conducting it on a local level will help you to connect with your prospects in a much more authentic and tailored fashion.

“Sell, Sell, Sell!” Doesn’t Sell Well

Picture a small town, where the local used car salesman just never turns it off. He’s always closing… or at least trying to. It doesn’t matter where he is. He’s even been known to try to sell cars at weddings and funerals. As you might imagine, he’s not the most popular guy.

Instead of using the hard sell, position yourself as the local authority on all things solar. You know more about solar than anybody, and best of all, you’re willing to share your hard-earned knowledge with anyone who has questions. Blog posts, free seminars, local home and garden shows are all great ways to cement your position as the solar thought leader of your community.

Make Them a Part of Something Bigger

These days, your fellow citizens are weary of businesses whose only mission is to make a buck. They want to support companies that share their concerns, businesses that serve as allies in creating a better world.

Spreading solar energy is by nature a noble undertaking. After all, you’re helping to stem the tide of global climate change and ensure a habitable world for the children of tomorrow.

But why not take it one step further? Create an initiative wherein your company donates a certain percentage of each sale to programs aimed at bringing solar energy to low-income households. Give your employees one paid day per month that they spend volunteering for local charities. Champion a cause that matters to your community, and they’ll be happy to pitch in.

Keeping It Local

We live in a global community, but there’s still something to be said for doing business on a first-name basis. Your community members will be feel good about going solar, but they’ll feel even better if it helps strengthen their local economy and put their friends and neighbors to work.

[Photo via: Wikimedia]

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How to Connect With Your People

Peer Pressure Works

Pound the Pavement

Get to Know Your Neighbors

“Sell, Sell, Sell!” Doesn’t Sell Well

Make Them a Part of Something Bigger

Keeping It Local

Start making more
money today!

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How to Connect With Your People

Peer Pressure Works

Pound the Pavement

Get to Know Your Neighbors

“Sell, Sell, Sell!” Doesn’t Sell Well

Make Them a Part of Something Bigger

Keeping It Local

Start making more money today!

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