Marketing Strategies for Solar
Solar in the US is on the rise, expected to surpass 3% of total generation by 2020. However, despite increasing adoption, selling solar can be still be difficult, especially when dealing with audiences who have preconceived notions about cost, reliability, and complexity of using solar for their home or business.
If you’re marketing solar, you need a strategy that focuses on informing, educating, and establishing trust with potential customers.
Establishing a Solar Marketing Strategy
Selling solar is about so much more than selling energy — it’s about getting your customers to understand the value of solar and how it addresses the energy pain points they experience today.
If you’re looking to create a strong solar marketing strategy, make sure your plan covers these three important areas:
- Audience Research: Your audience has questions about solar. Are you answering them? In-depth audience research involves uncovering the questions, concerns, and preconceived notions your audience has about solar energy and developing a plan to provide this information. In doing so, you establish your company as a trusted advisor in solar.
- Channel Strategy: It’s not enough just to know how to answer your audience’s questions. The key to a strong solar marketing strategy is to communicate with your users on the channels they use most, whether that be a blog, social media, paid advertising, or a combination of these. A proper outreach plan is key to ensuring you connect with your customers in the right place, at the right time.
- Optimization: Getting a ton of visitors to your site is great — but what if those visitors don’t do anything? Then you have a problem. Continual optimization of your solar marketing plan ensures you’re removing barriers to conversions, which means turning visitors into leads, and leads into customers.
Ready to develop a strong solar marketing strategy? Get in touch to learn how I can help.