Demand for solar power is at an all time high, but with millions of people ready and willing to spend their hard earned dollars on your product, how do you reach these potential customers? By making smart marketing decisions. I know from personal experience of owning my own solar business that marketing can be a tricky part of the industry. In 2021, the competition will be tougher than ever, so staying ahead of the curve with new strategies instead of the same boring marketing plans that thousands of other businesses are following is essential. By keeping the following three points in mind, you can generate quality leads that translate into quality customers.
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Really educate homeowners about the benefits of solar. I have found that the key to success in the solar industry is to educate customers on the benefits of solar power. There are so many benefits for owners when they make the switch. Homeowners are generally unaware of the cost savings, which is enough to get anyone to explore solar power further. However, I have found that clients are also interested in the science behind solar energy, how it works, and the environmental benefits it can bring.
In 2016 and 2017, it was obvious to use social media because we could get multiple leads very inexpensively, and we were advertising only on Facebook. In recent years, we’ve found that the cost for a person to see ads on Facebook is getting more expensive and very competitive, with up to 180,000 solar ads at any given time.
In recent years we have to Solar Exclusivity have found that the best way to educate these potential customers is to create videos. We initially tested our theory with some of our larger clients. and the results have been incredible, with a retention rate of up to 93% versus just 35%. We have been able to grow and generate over $ 800 million using Google and YouTube in addition to our Facebook ads.
We discovered through trial and error that homeowners were turning to YouTube for their home improvement needs. Homeowners don’t just want to be told what’s best for their home and their budget, they want to be taught. The solar energy industry would be crazy not to take advantage of it. I believe that in 2021, educating customers on a variety of social platforms, like YouTube, will continue to be the best way to teach customers about the long-term benefits of owning solar power.
Don’t be afraid of the word free. There has to be a way to attract customers and get them interested in your product. Eye-catching logos and branding identity are important tools for any business. Another effective marketing tool is the phrase you use to capture audiences and represent your business. Allow marketers to effectively create your marketing strategies and generate interest and awareness in solar energy, and don’t be afraid of “no-cost” language – it’s part of the process of getting real customers. interested in solar energy.
We create our personalized campaigns based on the preferences of our customers. Some customers prefer to never use the word “free” in their ads, and that’s okay. However, we notice that 20-25% of prospects are still confused by terms like “$ 0 down payment” or “No upfront cost”. In many cases, homeowners still interpret this as “$ 0 total” or “no cost ever”, even though this is clearly a misinterpretation.
The bottom line is, you will run into objections whether you like it or not. But you might want to reconsider using the word “free” in your marketing process, as it can often reduce cost per acquisition by as much as 30-40% in some cases.
Don’t be afraid to spend the money. Nothing is free, and that includes customers. You want to create ads that educate potential customers about the benefits they will get when buying solar power. Doing it on all social channels and not just Facebook helps you reach a wider base, but it costs money.
With the right digital marketing strategy reaching the customers who are actually willing and able to buy, those dollars will be well spent. The fastest growing solar companies are those that are willing and willing to spend the money to develop a customer base.
When you educate these customers on a platform like YouTube that already has viewers in learn mode, it’s easy to get them to request a quote. This is when the money invested generates leads, making every penny spent worth the return on investment. You can find clients with the right credit rating who are able to pay off and eliminate those unsuitable for solar power, such as clients whose roofs do not fit under solar panels.
There has never been a better time to be in solar power than the year 2021, but like any hot product, the competition will be fierce. By taking a creative approach to your marketing strategy that teaches customers about the benefits of solar power, you can give your business the edge it needs.
Rich Feola is the founder of Solar Exclusivity, an 8-figure advertising network that generates unique and qualified leads and appointments for solar companies. Solar Exclusive works with solar companies in over 39 states.
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