Most consumers start by doing online research when it comes time to make a big purchase. The same is true for prospective solar customers—many turn to the internet first to understand the process of going solar and identify local solar companies.
That’s why digital marketing is a powerful tool for solar companies to connect with customers. Solar installation companies must be sure to put thought into their online presence to avoid missing out on prospective customers. Luckily, it doesn’t take much time or expertise to reap the benefits of digital marketing.
In this new series from Aurora Solar, we’ll walk through the variety of tools and platforms that solar companies can incorporate into their digital solar marketing efforts. We’ll explain the value offered by different digital marketing options, highlight concrete strategies to make the most of each and explain some strategies for tracking success. This series is a guide to developing a cohesive digital solar marketing strategy to connect with more customers.
These are just a few of the many reasons solar companies should invest in digital marketing:
1. Connect with customers while they’re most engaged
One of the main reasons a strategic online presence is essential to solar marketing is that it allows solar companies to connect with customers right when they are seeking answers about going solar. A solar installation company’s website is the central element of a strong digital solar marketing strategy. This is where other digital marketing initiatives will drive web traffic.
A polished website that answers questions and clearly showcases a company’s quality can make a lasting impression with prospective clients. In contrast, a sloppy website can make a bad first impression and cost a company future consideration from customers.
Once a company’s website is optimized, Search Engine Optimization (SEO)—including the strategic use of keywords that customers may be searching for—can help make the website rank higher in Google search results. Paid options like Google Adwords, which allow companies to rank higher for certain relevant search terms, can also increase the visibility of a website. These digital solar marketing options can help many more interested customers find a solar installation company— with little effort on the company’s part.
2. Educate potential customers and answer their questions
Solar is still a new topic for most consumers, so there are a lot of questions they’ll want answered before they make a decision. Companies that take the time to post high-quality educational material about the process of going solar, with accessible answers to common questions, can establish themselves as trusted resources. This solar content marketing, which can include blog posts, e-books, infographics and other informative resources, will help customers become more comfortable the decision to install a PV system—and more inclined to choose that installation company.
3. Keep leads warm and turn visitors into customers
Once prospective customers encounter a solar company online, digital solar marketing also offers a variety of ways to keep in touch and re-engage with them as they consider a solar installation. Remarketing can deliver targeted ads to individuals who have previously visited a specific website, helping to keep that company at the top of their minds. Additionally, there are a variety of ways to encourage visitors to enter their email address on a solar company’s website so companies can use email marketing to keep their interest and showcase what makes that company a great choice.
4. Reach new audiences by being social
Social media is also an excellent venue for connecting with customers. Studies show that people are more likely to trust a product or company when they see social proof—in other words, if they see that others like and respect something.
Social media platforms like Facebook, LinkedIn, Twitter and even Instagram provide venues for prospective customers to see the positive experiences others have had with a company. Additionally, if a solar company can cultivate engagement from current and past customers on social media, their likes and comments can catch the attention of their friends and family— who might turn into that company’s next customers.
5. Track success with data and refine strategies
Traditionally, one of the biggest challenges of marketing has been that it is hard to measure the results of different initiatives, like mailing flyers or putting up billboards. The beauty of digital solar marketing, in contrast, is that there are many ways to gather data and track the impact of certain initiatives.
Google Analytics provides a significant amount of information about visits to websites— from the number of visitors and how they arrived at a site to their general geographic location. Likewise, digital ads can track impressions (views) and clicks and many email services will allow companies to track open rates and click through rates (CTR) as well.
This data means companies don’t need to have all the answers to get started with digital marketing. Companies can try new things and refine their digital marketing strategies based on what works and drives traffic and what doesn’t. Solar companies should make sure to document the different marketing efforts to help evaluate the data effectively.
In future articles, we’ll delve into each of the digital marketing strategies discussed in today’s post, sharing actionable insights on how to make them work for solar installation companies. We’ll also highlight some of the options for analyzing the success of these efforts and offer tips on developing a digital solar marketing strategy.
About Aurora’s digital solar marketing series
This article is part of an ongoing series from Aurora Solar design and sales software, providing a guide for solar companies to develop a cohesive digital solar marketing strategy to connect with more customers. We explain the value offered by different digital marketing options and highlight concrete strategies to make the most of each.
Part 1 (Intro): Five ways digital solar marketing can grow your business