Content-based solar marketing is a valuable strategy because it educates and engages audiences, promoting brand awareness and trust. Informative marketing content, such as solar blog posts, articles, social media content, and videos, establishes a company as an authority in the photovoltaic (PV) industry while generating solar leads.
This approach not only attracts potential customers but also helps showcase the benefits of solar energy, address concerns, and ultimately drive qualified leads through an informed and organic marketing process. Because content-based marketing can be very time-consuming, it is important to learn some tricks on how to generate solar leads with content marketing.
1 - Know Your Target Keywords for Solar Lead Generation
Have you ever noticed how some websites come up high in an online search without the company paying money to Google? You’ll want to optimize your Search Engine Results Placement (or SERP) so it will be among the first nonpaid links you see when you Google for a given search.
For your website to perform well in organic searches, you will need to know the keywords that your target market is using to learn about solar energy. Search Engine Optimization (SEO) giant Moz’s Guide to Keyword Research is a great resource for beginners getting started in online solar lead generation.
2 - Build A User-Friendly Website to Generate Solar Leads
The best company websites are well-designed, clearly organized, aesthetically pleasing, easy to navigate, and have a clear value proposition. You also want to have a clear call to action, such as a form where visitors can get a free solar consultation on each page. Ultimately, you want to convert site visitors into high-quality solar leads, so you want it to be easy and compelling for them to contact you.
A smooth user experience is essential for keeping prospects on your website. And the longer they stay there, the more Google assumes your content is helpful and moves you up in search rankings.
In fact, we've put this advice into action here at GreenLancer by investing in a user-friendly website design that makes it easy for solar installers to find the information they need. For example, visitors looking for solar plan sets can find what they need on our solar permit design service webpage, while those seeking solar engineering stamps, reviews, and letters, can easily find them here. We maintain a blog on topics relevant to solar PV contractors.
3 - Generate Solar Leads With High-Quality Photos & Videos Of Your Work
Visually appealing photos and videos are critical to showcasing your work in the solar industry. Whenever possible, try to make these photos as professional-looking as possible. For example, tidy up the job site if you are taking action photos. Sometimes, include other attractive elements, such as a sunset, the homeowners, landscaping, or even pets.
If you can use a drone, this is an excellent way to photograph rooftop solar arrays. Videos of the PV installation (perhaps in time-lapse) or concise interviews with happy home or business owners can also be very compelling.
Wherever possible, don’t focus only on the solar panels in your photos and videos. Remember, you are selling a lifestyle, not just having black boxes on the roof. For this reason, case studies with a personal touch are an excellent way to communicate the value of solar and compel potential customers to take action.
4 - Develop Educational, Informative Solar Energy Content
To create relevant content, think of who your ideal prospect is so you can hone in on your target market. How old are they? Where do they live? What are their interests? When you create content, think about your target market.
You probably already engage with potential customers frequently. Think about what they ask and what matters to them. Are they interested in solar energy primarily to save money, or is their interest more driven by environmental benefits?
Next, create high-quality content and presentations. It’s a good idea to add a call to action, but avoid making all your content a long sales pitch. Rather, provide the information they seek and remind them that you are available to help. Helpful topics include an accurate estimate of solar energy savings, how solar incentives work, and the environmental benefits of PV systems.
5 - Tailor Your Strategies For Residential or Commercial Solar Leads
Often, solar installers that serve both markets have separate sections on their website for residential and commercial solar panel installations. This is a very good idea because home and business owners likely have very different concerns and motivations for going solar. Also, some of the solar incentives and tax benefits are different for the two solar market segments.
Remember, the more relevant your content is, the more likely they are to read it. By segmenting your audience into residential and commercial solar leads, you can cater your marketing messages uniquely to each one.
6 - Solar Lead Generation With Social Media
Although your website is the backbone of an effective inbound solar marketing campaign, your reach needs to extend further. Build your company’s online presence where your customers spend time: on social media.
If your social media presence isn’t strong, first determine if your ideal prospects spend more time on Facebook, Twitter, Instagram, or LinkedIn. Residential clients may be more likely to be on Facebook and Instagram, whereas commercial clients might lean toward LinkedIn.
Once you know where to focus, review your ad strategy; for example, here's a thorough guide to a successful Facebook Ads outreach. Once that's in place, post content on your accounts two or three times a week, alternating between your own content (your business’s blog posts, videos, and testimonials) and shared content from local businesses and solar news sites. This social media strategy will help establish your brand as a valuable source of solar information.
7 - Supercharge Your Referral Pipeline for Solar Lead Generation
This may be the most powerful inbound marketing method of all. When you consider a major purchase or home improvement, aren’t you most likely to trust the word of a friend or family member? You already know them personally and likely trust their judgment. Plus, they have insider information. So, your prospects probably think the same way.
If you send out an e-newsletter to existing customers, ask them to recommend their friends. Some companies even set up a referral bonus, rewarding existing customers when their contacts sign a contract.
8 - Recycle Old Solar Leads
If you keep detailed notes on leads, it may be helpful to divide them up into hot, warm, and cold leads. Some prospects are interested in going solar but need to replace the roof first or trim a tree or two. Keeping in touch with these warm leads can be helpful, especially if it doesn’t involve spending a lot of time. An easy way to do this is by sending out an e-newsletter periodically.
Sending e-newsletters or short check-in emails is a great way to stay on their minds when they are ready to move forward with installing solar panels.
9 - Claim Your Business Review Sites to Boost Solar Lead Generation
Claim your company’s pages on Yelp, Google My Business, SolarReviews, and EnergySage. Since most people now look at online reviews before making major financial decisions, it’s essential that you manage your brand on these popular sites. Respond quickly and professionally to any customer complaints that crop up, so readers will see that you’re proactive and ready to make things right.
Most importantly, ask your happy customers to write reviews. Their objective feedback will help your ranking on these sites go up, and online solar leads will see that there’s a good reason to work with you.
After closing solar deals, it's time to think of solar permitting and engineering. The GreenLancer network is designed to help accelerate the adoption of clean energy by streamlining the solar permitting and interconnection processes.
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