Tips for Effective Targeting With Your Solar Business’s Marketing Plan

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April 19, 2016 | By RGR Marketing Blog

How to Hit a Bull’s-eye With Your Solar Marketing

The decision to go solar is a very personal thing. That’s why you need to target your solar business’s marketing efforts carefully to connect with potential customers. Here are some tips to help you do just that.

What Makes Your Customers Tick?

Cost savings is a primary driver for solar adopters. They’re tired of getting massive bills from the utility every month, so they’re looking for alternatives.

Environmental concerns are another strong motivator. All but the most die-hard climate change deniers are concerned about the world we’ll bequeath to our descendants, and going solar is a great way to help ensure a more sustainable future.

You may also find that some of your prospective customers are concerned with “keeping up with the Joneses.” They see their neighbors going solar, and they don’t want to be the last ones on the block to get with the trend.

These three motivating factors hold true across most markets, but each locale may have its own peculiarities. It’s up to you to know what they are, and to target your marketing accordingly.

Make It Personal

Do some local market research on your potential customers, and don’t limit your research to solar-specific topics. Try to learn more about them as people. How do they spend their leisure time? Are they married or single, young or middle-aged? How do they earn a living? Do they have kids? Did they complete college? You’ll see certain trends emerge, and they’ll help you understand your demographic better.

Getting the Message Out

Once you know what’s motivating your prospects, its time to get the message out. You could try the old-fashioned approach, with television, and newspaper ads, but those are difficult to target and even harder to track.

For most small solar installers, it’s better to concentrate your marketing efforts in places where your target market is likely to see them. Niche publications and websites are smart places to advertise, and targeted search marketing and interest-based social media advertising can provide an excellent ROI, as well.

Make Your Message Resonate

It’s a good thing you did all that market research. After all, the more you know about your customers, the easier it will be to make your message resonate with them. When crafting your brand’s messaging, try to make your clients feel as though you’re communicating directly to them. If your solar business has identified a few distinct niches within its target market, then it may be wise to create messaging specific to each.

Birds of a Feather…

It’s difficult to understate the importance of leveraging your existing client network to build your solar installation business. Remember: your existing customers felt a real connection with you and your business’s ethos. And guess what? Birds of a feather flock together. The people closest to your past clients would likely be just as attracted to your business’s message as they were.

Make the most of your referral network. Clients who give you word-of-mouth advertising deserve referral bonuses or other rewards. After all, attracting new prospects costs money, so it’s a good idea to sweeten the deal for your brand’s best evangelists.

Direct Hit!

By targeting your marketing in a smart and deliberate fashion, you’ll be able to do more with less, and you should see the ROI on your marketing investments improve quite handsomely.

And by the way, if you need a few extra high quality solar leads to help fill your sales pipeline, we’re here to help. Our marketing’s right on target, so you can rely on us for quality prospects.

[Photo via: Flickr]

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How to Hit a Bull’s-eye With Your Solar Marketing

What Makes Your Customers Tick?

Make It Personal

Getting the Message Out

Make Your Message Resonate

Birds of a Feather…

Direct Hit!

Start making more
money today!

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How to Hit a Bull’s-eye With Your Solar Marketing

What Makes Your Customers Tick?

Make It Personal

Getting the Message Out

Make Your Message Resonate

Birds of a Feather…

Direct Hit!

Start making more money today!

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