Solar energy is one of the world’s fastest-emerging technologies, with an average annual growth rate of almost 25% over the last decade. More and more people are getting into solar, which makes now the perfect time to create or update your marketing plan to reach new potential customers.
If you’re wondering how to build an effective solar marketing strategy, look no further: in this article, we’ll explain some of the top ideas that can lead to new clients and higher engagement.
State of The Solar Industry
As of 2023, the solar industry is experiencing solid growth. After some contraction in 2022 due to supply chain issues, the industry is expanding again, including a “total of 153 gigawatts direct current (GWdc) of solar capacity installed through the first half of 2023,” according to the Solar Energy Industries Association.
In the first half of 2023, photovoltaic solar accounted for 54% of all new solar projects, making it a rapidly expanding technology. More and more individuals and businesses are choosing to invest in solar energy, and the industry is looking forward to many years of sustained growth.
Create a Solar Marketing Strategy
Educating both business owners and homeowners is a key component of any effective solar marketing plan. By providing clear information about installation, upkeep, and repair, as well as the many benefits of solar panels, you establish your expertise in the field, and you encourage potential clients to work with you.
How To Create An Effective Solar Marketing Strategy
Here are six of the most important steps that lead to great marketing campaigns and inspire your targets to reach out.
Step #1: Know Your Target Audience
Before you develop any specific marketing materials, be sure you know exactly who your intended audience is. This process involves in-house strategizing, real-world research, and trial and error.
First, develop a clear idea of which demographics to focus on. Are you centering on homeowners who are adding solar panels to their houses? Businesses? Real estate developers? Each sector has its own quirks and intricacies, allowing for unique marketing materials with different focuses.
Before beginning any concrete marketing plans, clearly identify your company’s focus so that you can tailor your marketing strategy accordingly. Talk with colleagues at other companies, and pay attention to how other solar businesses are marketing themselves. By getting more inspiration, you’re able to incorporate those ideas into your plans as well.
Step #2: Understand the Customer’s Journey
When building your marketing strategy, your goal is to guide customers through the education and purchasing process. Therefore, ground all of your materials in empathy for your customers.
When brainstorming your marketing materials, remember that the customer will need information as they’re becoming aware of your company and products, considering your company and other businesses, making purchase decisions, staying with your company, and becoming loyal customers who even act as advocates for your company to their friends and family.
Strategic planning on the front end helps you determine exactly which materials to develop. Take some time to consult with the sales team about their process and the information that customers typically require to ensure that you’re all working together to put the customer first through each stage of their journey.
Step #3: Determine What Sets You Apart (& Highlight It)
The key to a successful solar marketing strategy is emphasizing your advantage over your competitors. In order to do this, you first need a clear understanding of your and your competitor’s strengths.
Ask yourself the following questions:
- What can my company provide that other solar companies can’t?
- Why should someone choose my company over a different one?
- What are the most important services my company provides and the techniques they use?
By answering all of these questions, you can determine the information to include in your marketing materials. When you emphasize your company’s expertise and what makes you unique, you help readers understand why they should pick you.
Step #4: Find Your Best Message
Once you’ve developed a crystal-clear understanding of your goals and audience, you can tailor your message for your target readers.
Effective solar marketing is a combination of providing information and increasing enthusiasm. Why should homeowners, business owners, and real estate developers dedicate the time and energy to installing solar panels? Make the advantages of solar clear by explaining important technical aspects such as the solar panel installation and conversion process. Also, help readers understand how much energy your solar panels will produce and explain any other benefits they will provide.
Be sure to illustrate how solar technologies are a game-changer for homeowners. One highly effective way to demonstrate this is by providing real-world examples. Convert energy produced into dollars saved, and include quotes and testimonials from satisfied customers. These sorts of concrete examples will help customers realize how your solar panels can help them save money while also improving the environment.
Step #5: Expand Into New Markets
Once you’ve established a successful marketing strategy, it’s time to take the next step: expanding your reach.
Expanding your reach can consist of a few different tactics. Widening your target demographic, increasing your range of products, and increasing your advertising presence are all effective ways to push yourself to expand and find new clients.
Don’t underestimate the power of having a niche. If you have expertise in a small aspect of solar technology or installation, make that clear to your customers. This will both make sure they know what services you can and can’t provide, and it will increase customers’ confidence in the services you do provide.
Step #6: Launch New Campaigns
Marketing is a constantly changing field. Make sure to update your marketing strategies frequently, and include the most effective print and social media marketing techniques. By combining both print and digital marketing, you reach as many people as possible, including potentials in a wide range of sectors and demographics.
Introduce new campaigns frequently so that potential users know about any new services, products, and special deals you offer. Provide informative material that cements your status as an expert in the field.
You can take advantage of a wide range of print and social media marketing options that get your name out there and encourage conversions. Keep reading to learn about some of the most important strategies that get the attention and new customers you’re looking for!
Effective Solar Marketing Strategies to Grow Your Solar Business
Once you’ve established your overall marketing plan, it’s time to develop specific marketing ideas. Here are some of our top recommendations for strategies that will make an impression.
Flyers Spread the Word
Flyers are versatile and accomplish everything from raising awareness to increasing brand engagement. They’re particularly effective for distributing information to potential clients.
When designing your flyer, make sure to find the right balance between text and images. There’s enough space for a paragraph of text or a few bullet points, but keep your content focused on eye-catching images and an effective call-to-action. Inspire readers to take the next step, when you can then give them the detailed information they need to make a purchase.
You can send flyers in the mail to get the conversation about solar energy started; if you do this, consider including a special offer that incentivizes a response. Distributing flyers in person, on the street, or in meetings is also an effective way to get your name out there.
Free Merchandise Increases Brand Visibility
Homeowners and business owners can choose between many solar panel companies, so how do you encourage them to start a working relationship with you? Distribute free merchandise that demonstrates your professionalism, resources, and thoughtfulness.
Custom company notepads are the perfect solar marketing items, as they are both stylish and useful. Distribute notepads to customers, who can use them to take notes during consultations and meetings, as well as in their personal lives.
Printing custom notepads is an effective way to increase brand awareness in the long term. Recipients can use them for months or even years, so they’ll be looking at your name and logo regularly for a while. The integration of your branding into their daily lives will help recipients remember your company and choose to work with you.
Search Engine Optimization (SEO) Helps People Find You
Using effective SEO is a top method that drives potential clients to your website. By incorporating high-traffic keywords such as “solar providers near me” and “solar energy companies” into your website, you make it easier for people to find your website on Google. A successful SEO campaign makes a difference!
When rolling out your SEO campaign, make sure to post new content regularly and update old content. By keeping your content updated and informative, you’re more likely to retain readers and help them convert into customers.
Partner your SEO campaign with an active presence on social media, including on Facebook and Instagram. Update your Google Business Profile regularly, as this helps people searching your company easily find information about your contact information and opening hours, as well as read reviews about your business. You can encourage Google reviews by offering a discount for customers who review you. This helps everyone understand what great services you provide!
Get Your Name Out There With Door Hangers
Door hangers are the best way to get your foot in the door (no pun intended). Everyone sees a door hanger on their front door, so designing effective door hangers is your key to reaching new clients who might not otherwise know about your services or be interested in solar panel installation.
When designing your door hangers, make it easy for people to get more information. Include a QR code to your company’s website on your door hangers so that readers can easily find out more and contact you. By making it easier for recipients to take action, you increase the likelihood that they do.
Custom Brochures Demonstrate Your Expertise In The Field
When you sit down for a meeting with a potential client, it’s time to pull out the most important marketing products: your informational materials. Here’s your chance to wow your clients with examples of your past work, your newest technologies, and detailed information about why solar power is the best solution for them.
Solar marketing brochures can come in many shapes and sizes, so put some thought into how you want to present your information. Consider working with your printing company to develop high-quality products that represent your company’s high standards.
Customized Merchandise Makes Your Company Memorable
Distribute custom merchandise that makes a lasting impact. By printing customized items such as pens, apparel, stress balls, and more, your company is able to incorporate your name into potential clients’ daily lives.
In particular, custom company fridge magnets are highly effective marketing materials. If customers experience any issues with their solar panels, they might need to reach you quickly. Handy fridge magnets give recipients the security and knowledge that they can always contact you if they have a question or need repairs.
Get Started With Solar Marketing at The Print Authority
Since 1991, The Print Authority has been a leader in the solar printing world. We work with solar companies to make the world a better, greener place, and we print the marketing materials necessary to help your solar company grow.
We also offer environmentally-friendly printing practices that help you and your customers feel confident that all aspects of your operation are helping the environment. Contact us to learn more about how The Print Authority can help your solar company grow!
