How to Turn Last Year’s Solar Marketing Flops into Big Wins for 2015

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February 5, 2015 | By RGR Marketing Blog

What's Your Solar Marketing for the New Year?

2014 was a record-shattering year for solar power adoption. If your solar business was struggling to make ends meet, then you were undoubtedly left wondering what you could have done better. And even if your business’s 2014 performance mirrored that of the industry as a whole, you probably wouldn’t have minded having even more eager customers than you did.

No matter how well your solar business (or any business) is doing, there’s always room for improvement. Owners of companies both large and small should be ever vigilant in their search to find better ways to do business, and that thirst for optimization is especially crucial in the marketing department.

If you’re shouldering the marketing duties at your solar company, then you’ll want to pay special attention. And even if you’ve enlisted the services of a marketing firm, you may want to use these tips to make sure they’re fine-tuning your marketing efforts for maximum results.

Stop Wasting Money on Ineffective Marketing

Estimates vary on how much time and money the average business wastes on ineffective marketing efforts. Some experts peg the number at 30%, others as much as sixty. Let’s split the difference and assume your solar business is wasting half of its marketing budget. So how can you tell which half?

Well, with traditional forms of marketing such as print, radio, and television ads, results can be difficult to quantify; but others are much easier to measure. If you’re advertising your business via paid search (Google, Yahoo, etc.), then the results are relatively easy to measure. You can set up a tracking mechanism that lets you know how much of the traffic you’re getting is actually converting into solid leads. And of those leads, you can keep track of how many actually turn into clients, and even assign an average value based on typical revenues.

You can also track the performance of the leads you’re purchasing from a reputable solar leads provider like RGR Marketing. Assuming your sales team is on point, good leads should equal high conversion rates. If you’re paying for ostensibly excellent leads but not seeing the ROI, then it may be time to shop around for a better leads provider.

The bottom line is that if you can track your marketing ROI, then you should. Certain marketing techniques might work extremely well for certain types of businesses, but if they’re not working for yours, it’s time to reassess your marketing budget.

Engage Your Audience

You know that your potential clients are on social media, so why aren’t you seeing results from your solar-related social media marketing efforts? Well, if you’re treating your social media presence as a platform for traditional advertising, that’s probably a big part of the problem.

Solar is an exciting industry, and in an age where money is tight and dire environmental headlines are commonplace, it has the potential to usurp market share from traditional energy providers hand over fist.

Become a Trusted Expert

The thing is, many of your potential clients still have questions, and they’re not willing to make the leap to solar before they have answers. They want to know about the overall cost of going solar, and whether or not it will work where they live. They want to know whether it’s really true that the environmental impact of the PV manufacturing process outweighs the environmental benefits. In short, they want a trusted expert to answer all of their solar questions.

As a solar provider, your social media presence provides you with an ideal platform to become exactly that trusted expert. When prospects are wondering how much extra they’ll have to spend to go solar, you can show them how much they’ll save. When they question solar’s viability in their climate, you can show them how much their neighbors are benefiting. You can also illustrate the staggering environmental benefits of going solar, and you can do so in an engaging, entertaining way.

Photos, videos, infographics, your take on emerging solar trends… there are so many ways to keep your potential clients engaged and to add value to their interactions with you. And when they finally decide to go solar, your business’s name will be on the top of their call list, guaranteed.

[Photo Via: NikkiWoodsMedia]

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What's Your Solar Marketing for the New Year?

Stop Wasting Money on Ineffective Marketing

Engage Your Audience

Become a Trusted Expert

Start making more
money today!

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What's Your Solar Marketing for the New Year?

Stop Wasting Money on Ineffective Marketing

Engage Your Audience

Become a Trusted Expert

Start making more money today!

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