The renewable energy market as a whole is on the up and up, especially as the effects of climate change continue to harm the planet. In particular, the solar energy market is expected to grow by 17% between now and 2025. That is a lot of market growth just in the next five years.
As more people become interested in installing solar panels on their homes, and with plenty of business competition, it’s up to you as a solar energy business to convert those people into customers. Are you already researching how to best market a solar energy business? We have you covered with these proven digital marketing tactics!
1. Fine Tune Your Website
Tons of businesses have websites, but yours needs to be optimized to get the most traffic and perform better than competitors. Keep your site clean, minimal and action-oriented. Within a few seconds of landing on your site, customers need to know why they should keep scrolling and eventually, why they should choose you as their solar energy provider.
With search engine optimization, or SEO, you increase the chances of your site showing up on the first page of Google when potential customers look for solar energy companies in their area. To optimize your site, you’ll need to get started on building links, using keywords in content and updating content regularly to gain traction.
One valuable way to drive traffic to your site is to create a blog. Since you’re already a voice of authority on solar energy, use that to your advantage by integrating keywords into knowledgeable blog posts. At first, you don’t need much to get started with SEO. Simply Google the questions your customers might have like, “What is solar energy?” and “How can I pay for solar panels?” Once you have topics, get to writing!
2. Social Media Marketing
To expand your presence and keep up with customers even after they’ve made a purchase, social media is an important tool. Create at least a couple pages (preferably Facebook, Instagram or LinkedIn) to serve as resources for customers. Social media is also used for lead generation. Utilizing social media frequently also increases brand awareness, which is key for credibility and consumer trust.
Use your social platforms to encourage newsletter sign-ups, share new blog posts or new developments in the industry. You might even want to include an employee spotlight or energy-saving tips. These mini-campaigns keep followers engaged and interested in the work you’re doing.
3. Reward Customers
Much like buying a nice car or investing in good landscaping, solar panels tap into the fear of missing out. Use that to your advantage by incentivizing previous customers to share your company with others.
A referral program is a low-cost way to gain new customers without a lot of leg work. By using your network of previous customers, you create a community of sorts that does the marketing for you. Advertise your referral program on social media and in every newsletter. Try something like: for every customer you refer, get a free iPad, free energy-saving lightbulbs or an entry into a weekend getaway.
4. Digital Advertising
On top of maintaining active social media profiles and a content-rich website, it’s crucial that you place strategic ads online to drive people to your website. Targeting ads can be incredibly effective. For a solar energy small business, start with people who are interested in environmental causes and those with a particular household income. Without targeting your ads, you’re simply wasting money.
5. Grow an Email List
A newsletter is a great way to stay in touch with previous customers and convert new ones. By being an authority on solar products and technology, you build trust with customers that makes them eager to follow you.
Start simple with a cohesive template used week to week or month to month. Provide company updates, new product launches, new blog posts and even newsworthy information on the solar tech industry. Consider growing your list to include developers and real estate professionals, instead of just direct homeowners. This can expand your likelihood of multiple sales, as you continue to earn references from professionals who are in direct contact with potential customers.
6. Use Your Story
As an entrepreneur, one of the strongest assets you have is your story. What made you decide to start the company? Why did you choose solar energy? How do you get your best solar energy business ideas? Consumers are looking to have a connection with your brand, so give it to them! By weaving your company story throughout integrated marketing and advertising campaigns, it makes your business more personable and draws in new customers.
7. Consider Audio and Visual Advertising
144 million people listen to podcasts. Depending on the content, podcasts can be a fantastic format to get in touch with your target market. Tons of podcasts investigate how things work, how businesses were founded and other topics in environmental sustainability. By being a guest on these podcasts or even just sponsoring podcasts, you can make a huge impression on a large market.
Video production is also an asset in the world of solar energy business marketing. With tailored videos that describe the installation or financing process, potential customers can become experts in solar energy in just a couple of minutes.
Marketing Your Solar Energy Business
Now that you’re ready to take on the competition and amp up your company’s digital presence, it’s important to start right away. In addition to marketing your solar energy business, consider adding indoor air quality control products and services to your offerings. This is another highly in-demand industry that pairs well with solar energy. For more on solar energy business and marketing advice, head to our blog. For a solar energy business plan and marketing assistance, contact us.
