Using Content Marketing to Grow Your Solar Company's Brand Online

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December 28, 2017 | By RGR Marketing Blog

Building Trust in Your Online Solar Business by Delivering Good Content

At its base, marketing is primarily about two things: discoverability and relationship building. No matter what you’re selling, product or service, if your customer doesn’t know about it, they can’t buy it from you.

By now, nearly everyone in the country knows what solar power is and understands the basics of what it could do for them. But, do they know what you know? That is, do they know why they should get their solar power system or installation from you? In other words, have they discovered your value proposition? That is the essence of discoverability.

Unless you’ve patented a new process or object, you will most likely be facing competition in the marketplace. One way to get ahead of your competitors is to out-spend them, driving the discoverability side of the equation until your brand is the first one they think of when it comes time to buy.

This approach works best for inexpensive purchases that do not merit careful consideration. When was the last time you paid careful attention to the merits of one paper clip brand over another?

Relationship Building in the Digital Age

With larger, more expensive purchases, customers have a tendency to be far more cautious. They want to understand what one brand offers over the other. One way to drive that understanding is through relationship building.

Before we had the Internet, discoverability was largely driven by media buys and relationship building by action on the salesroom floor and word of mouth between you customers and your potential customers.

Now, relationship building begins on the Internet when your customer hears about your brand on social media or via the search engines.

How Sharable Content Can Drive Social Media for You

These days, word of mouth (still the most trusted form of advertising) is largely a function of social media. So, how do you get people talking about your brand on social media? You provide them with sharable content that’s brand-focused without acting like a pitch.

Your brand should aim for writing (or purchasing) content to share on LinkedIn and via other channels, content that speaks to your expertise as a thought leader in your field (solar) while informing your customers (and potential customers) about a related subject they care about (tax credits, regulation, exciting breakthroughs in solar research, etc.).

Give your loyal customers the ammunition they need to help you target your potential customers.

Using Content to Foster and Develop Business Relationships

Good content is relatively evergreen – it should be informative without being too brand-centric, and above all else, it needs to be shareable.

Generating and sharing good content fosters and develops those relationships you’re looking for, and the content does it all on its own. If you write the blogs or articles and broadcast that content to your loyal audience, your brand evangelists will take up the torch from there, passing it to their loyal audiences, building relationships and driving discoverability in a real, genuine fashion. And they will do this for you, building relationships that will translate into sales.

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Building Trust in Your Online Solar Business by Delivering Good Content

Relationship Building in the Digital Age

How Sharable Content Can Drive Social Media for You

Using Content to Foster and Develop Business Relationships

Start making more
money today!

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Building Trust in Your Online Solar Business by Delivering Good Content

Relationship Building in the Digital Age

How Sharable Content Can Drive Social Media for You

Using Content to Foster and Develop Business Relationships

Start making more money today!

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