17 Solar marketing strategies to grow your solar business

It’s more crucial than ever for all solar companies to adopt effective solar marketing strategies to capture the incoming surge of demand for solar energy. 

‍

Here’s why:

‍

The global shift towards renewable energy is gaining a lot of momentum, as a result of this the solar industry is experiencing unprecedented growth. 

‍

The global solar energy systems market, valued at USD 160.3 billion in 2021, is projected to register a CAGR ( Compound Annual Growth Rate) of 15.7% from 2022 to 2030.

‍

‍

‍

In the UK, solar installations have seen a significant year-over-year growth rate of 10%.

‍

Similarly, the US installed a record 6.5 GWdc of solar capacity in Q3 2023, marking a 35% increase from the same period the previous year.

‍

This growth is further supported by the commitment of over 130 national governments at the COP28 climate change conference to triple the world’s installed renewable energy capacity to at least 11,000 GW by 2030.

‍

We've written this article to help you capitalise on this growth.

‍

Here are 17 very powerful solar marketing strategies to grow your solar business and drive growth effectively.

‍

Below this you'll see a table of contents outlining the strategies mentioned in this article.

‍

If you prefer to skip to a specific section, simply click on one of the links below.

‍

‍

‍

In both the UK and the US, about 20% of businesses fail within their first year. By the end of the third and fifth years, failure rates rise to around 60% and 50% respectively.

‍

One of the main reasons for these failures is over-relying on few clients and not being able to find new customers regularly.

‍

This problem is simply a result of not having a solid marketing strategy.

‍

Most small to medium-sized businesses don’t have the time or expertise to plan and execute a marketing strategy consistently.

‍

Without a reliable method to attract new customers, they struggle with erratic sales and poor customer acquisition.

‍

At 99Solutions Marketing, we specialise in helping solar companies get more leads, inquiries, and sales through Search Engine Optimization.

‍

If you have any questions about the strategies discussed, feel free to reach out to us through our contact form by clicking here.

‍

Before you think of even committing to any one of the marketing strategies that we’ll discuss below, the first step you should take is identifying your target audience.

‍

Your target audience is essentially who you want to speak to.

‍

It’s important to identify who your target audience is before committing to any of the marketing strategies that we’ll discuss below, because your target audience will define the marketing strategy and marketing channel you choose.

‍

‍

For example:

‍

If your primary target audience is general contractors or property developers, then you need to understand that these individuals will probably not spend most of their time on social media applications like TikTok and Snapchat that cater to teenagers.

‍

This would rule out TikTok advertising as a viable marketing strategy for your business. Instead, platforms like LinkedIn or industry-specific forums and websites where professionals network and seek out industry information would be more suitable

‍

What is a target audience and is having one important?

‍

A target audience is the group of people you want to purchase your products or services.

‍

Very few companies will ever have a target audience of “everyone”—trying to sell to everyone will often result in selling to no one.

‍

Instead, your target audience is the core group of people who already buy your products or services.

‍

Think about what demographics and behaviours most of your customers universally share and then group all of these characteristics into a customer persona who represents the average person in your target audience.

‍

This process is known as ‘Developing your customer persona’.

‍

‍

In the next section, we’ve written a step-by-step exercise that you need to perform to develop your own customer persona.

‍

What is a customer persona and how do you develop one?

‍

A customer persona is a semi-fictional character that represents your ideal customer.

‍

Customer personas help you understand your customers (and prospective customers) better, making it easier for you to tailor your marketing strategy, content, messaging, product development, and services to meet your target audience's specific needs, behaviours, and concerns.

‍

By identifying and understanding your target audience, you can ensure that your marketing efforts are effective and resonate with the right people, ultimately driving better results for your solar business.

‍

How to develop your business's customer persona

‍

Gathering data from your existing customer base is the first step in creating a detailed customer persona.

‍

Start by observing and interacting with your customers, conducting surveys, and analysing demographic data, purchasing behaviours, and feedback.

‍

This initial understanding will help you identify who your customers are.

‍

Next, analyse the data to identify common patterns and characteristics. Look for trends in age groups, geographical locations, types of properties owned, and reasons for their interest in solar energy, such as environmental concerns or cost savings.

‍

These patterns will help you segment your audience more effectively.

‍

When creating a customer profile for your solar business, focus on one group at a time. This allows you to understand their specific needs and preferences better, making your marketing and services more effective.

‍

Ask yourself the following questions about your customers:

‍

‍

Demographics: What is their age, income, occupation, education, and family status?Psychographics: What are their values, hobbies, lifestyle, and favourite media?

‍

Motivations: Why would they consider buying solar panels? Are they driven by economic, environmental, or technological interests?

‍

Challenges: What obstacles might they face in purchasing or using solar technology?

‍

Communication Channels: Where do they typically receive information? Is it through social media, websites, or community events?

‍

For example, let’s assume your business is a solar engineering company in Florida that specialises in helping solar installers and contractors design solar plan sets, layouts, electrical designs, and specifications for solar installations.

‍

Then your customer prototype might look something like this:

‍

‍

An explanation:

The example above is a replica of a customer prototype for a former client we helped—a solar engineering company based in Florida. By targeting this specific customer persona, we increased their business enquiries. As well as organic website visitors by 175% in just 7 months.

‍

If you also own a solar engineering company, feel free to use this exact customer prototype to guide your marketing efforts.

‍

‍

Now that we’ve identified our target audience, let’s dive into the marketing strategies.

‍

It’s no secret that today, there are countless online and offline marketing strategies to choose from.

‍

If you're not careful, you could fall into the trap of analysis paralysis, ending up doing nothing because you're overwhelmed by the options available.

‍

Or you could spread yourself too thin by trying all of these strategies at once and not see results.

‍

To avoid this, we recommend focusing on digital marketing strategies.

‍

Here’s why:

‍

In February 2024, Gartner, a globally established research and consulting firm, surveyed 395 CMOs and marketing leaders from successful firms across North America and Europe, asking them where they are allocating their marketing budgets for 2024.

‍

Their responses showed that, on average, these companies are now allocating 57.1% of their total marketing budgets toward digital marketing channels, which is 2.2% higher than in 2023.

‍

In contrast, only 42.9% of these companies' marketing budgets are allocated for offline marketing strategies.

‍

So you need to invest in digital marketing strategies to compete with your market leaders.

‍

Focus on one marketing strategy at a time

‍

In the section above, we discussed how easy it is to fall into the trap of analysis paralysis when deciding on a marketing strategy to focus on.

‍

‍

So how do you avoid this trap?

‍

The key to overcoming this is to choose one marketing strategy from this list and focus on it consistently for a year.

‍

I recommend starting with SEO and Content Marketing, and then gradually adopt other marketing strategies.

‍

I’m not telling you this because we are an SEO agency that focuses on helping solar companies generate business through SEO, but because SEO works (we’ve witnessed it first hand).

‍

SEO offers a remarkable return on investment (ROI) when it’s done correctly.

‍

‍

The average ROI for SEO is 22:1, meaning that for every dollar spent, businesses typically see $22 in return.

‍

SEO is particularly effective for generating quality leads.

‍

A well-executed SEO strategy helps potential customers find your business when they are actively searching for solar solutions.

‍

This not only brings in more leads but ensures that these leads are already interested in what you offer, making them more likely to convert.

‍

‍

SEO stands for ‘search engine optimisation.’ In simple terms, this means optimising your website to attract visitors from search engines like Google, Bing, and others.

‍

The goal of SEO is to get your website ranking at the top of Google’s search engine results whenever people search for:

‍

• The products you’re selling

‍

• The services you provide

‍

• Information about your industry, products, and services

‍

For example:

‍

When a potential customer searches for ‘Solar Engineer Florida’ or ‘Solar panels in London,’ your website should ideally appear at the top of Google’s search results or, at the very least, on the first page.

‍

Why first page rankings matter

‍

You may be wondering, ‘Why is it important for my website to be on the first page of Google?’

‍

Here’s why: In 2024, the top three organic search results receive approximately 68.7% of all clicks for any given search query, with the number one organic search result getting 39.8% of all clicks.

‍

‍

This means that if your business is a solar installer in London and you manage to get your website ranking first for the keyword ‘Solar panels London,’ which gets approximately 740 monthly searches on Google, your website will attract 294 people actively looking for solar panels in London every month.

‍

If your website ranks second or third for the keyword ‘Solar panels London,’ you could still lock in around 214 visitors actively looking for solar panels in London every month.

‍

Now, imagine what this could mean for your business’s bottom line.

‍

The challenge of effective SEO

‍

While achieving this is great, it is incredibly difficult to do, especially if you are trying to optimise your website by yourself without the help of solar SEO specialists.

‍

Why is this the case?

‍

Developing a successful SEO strategy is complex.

‍

‍

You need to structure your website correctly, target the right keywords, write relevant content, and make your site user- and search engine-friendly.

‍

Plus, you must stay updated with Google's algorithm changes to keep your site visible.

‍

Managing all of this while running your business is nearly impossible.

‍

That's why it's better to outsource your SEO to a specialist. However, you need to work with someone who understands the solar industry.

‍

Each industry has its nuances.

‍

A generalist SEO expert might bring small results, but they won’t achieve the significant growth you need. They often lack the industry-specific knowledge needed to create high-quality content consistently.

‍

This is why it’s crucial to work with solar SEO experts because they’ll have the industry knowledge and SEO expertise to help your business see positive results with SEO.

‍

Collaborate with SEO experts specialising in the solar industry

‍

Given the complexities and nuances of SEO in the solar industry, partnering with experts who understand these intricacies is crucial.

‍

At 99Solutions Marketing, we specialise in helping solar companies gain more leads, sales, and profit through effective SEO strategies.

‍

Our team provides comprehensive SEO services through monthly subscription plans, tailored to help your business rank for highly competitive solar keywords.

‍

By working with us, you can ensure your website stands out in the crowded digital landscape and drives significant growth for your business.

‍

Trusting a dedicated solar SEO expert can make all the difference in achieving the business-changing growth you’re aiming for.

‍

‍

‍

Imagine you needed to drive from New York to Boston; you would need two things: a car and fuel.

‍

Generating new business through your website is the same.

‍

To reach your goal, you need an SEO-optimised website (a car) and consistently publish helpful content (the fuel) to power its growth.

‍

Following Google's Helpful Content algorithm update of mid-2022, Google is prioritising sending people to websites that give users genuinely helpful content that fulfils their needs.

‍

So, it's crucial that you start doing this.

‍

Write helpful content that answers people’s questions

‍

‍

To write content that answers people’s search queries, you need to put yourself in the shoes of your target customers.

‍

Ask yourself, “What search queries/keywords are my target customers asking online, and why?”

‍

Then start writing content that answers those queries.

‍

For example, let’s assume you have a solar installation business.

‍

Here are some search queries that your target audience might be searching for online:

‍
‘How many solar panels does it take to run a house?’

‘Cheap solar panels UK’

‘Buy solar panels for home’

‍

There are a ton of keyword research tools online that you can use to find the search queries that people are searching for.

‍

I use SE Ranking for most of my keyword research, so I recommend using this.

‍

Then create helpful content that addresses those search queries.

‍

This content is not limited to just blog articles.

‍

It can include service pages, product descriptions, category pages, and case studies. (We’ll discuss this in more detail in the section on ‘What is SEO Content’).

‍

Why content marketing has changed in 2024:

‍

Before Google’s Helpful Content Update, many websites profited from using spammy content marketing techniques.

‍

Some sites would cram the target keyword into their articles and pages as much as possible, trying to convince Googlebot (the Google robot responsible for crawling and indexing pages) that their content was the most relevant for the keyword.

‍

Other sites would use content scrapers to steal content from other blogs and still manage to rank their stolen content.

‍

These spammy strategies no longer work.

‍

In 2024, if you want positive results from your content marketing efforts, your content needs to stand out and show your depth of knowledge.

‍

‍

This is why It’s essential that you partner with solar copywriting experts who understand both solar energy and SEO well.

‍

They can consistently write content for you that ranks for your target keywords and positions your business as a trusted solar energy expert.

‍

What is SEO content?

‍

Whenever I tell my clients about the importance of publishing SEO content on their websites, they usually assume that ‘content’ just means blog articles. But this isn’t correct.

‍

SEO content refers to any content written with the intention of ranking for a particular keyword. This content can include blog articles, service pages, category pages, product descriptions, or case studies.

‍

The goal is to meet a user's search intent—the main objective a user has when typing a query into a search engine.

‍

For example, when a user goes to Google and searches for ‘Cheap solar panels UK,’ what type of content do you think they’ll be looking to find?

‍

‍

Do you think they’ll:

‍

A) Want to read a blog article about cheap solar panels in the UK?

‍

B) Or do you think they’ll want to find a website selling reasonably priced solar panels in the UK?

‍

If you thought B—finding a website selling reasonably priced solar panels in the UK—then you are correct.

‍

‍

Below is an image the page ranking 1st on Google:

‍

‍

In this instance, you would need a category page on your website, like the one above showcasing your range of solar panels to rank for this keyword.

‍

This type of content directly addresses the user's intent and provides them with exactly what they’re looking for.

‍

‍

‍

Social media marketing is a powerful way to expand your solar business by reaching a wide audience and engaging potential customers.

‍

With around 5.17 billion social media users globally as of 2024, and each person using an average of 6.7 different social networks monthly, the potential reach is enormous (Sprout Social).

‍

Platforms like Facebook, Instagram, TikTok, LinkedIn, and Twitter have huge user bases.

‍

For instance, Facebook has over 2.9 billion monthly active users, while TikTok is expected to reach over 2 billion users in 2024 (Social Media Dashboard, Sprout Social). This broad user base offers solar businesses a chance to connect with a large and varied audience.

‍

Social media is a key channel for product discovery, especially among younger people.

‍

About 43% of all internet users turn to social media for information on what to buy, and 52% of online brand discoveries happen through social media (Neal Schaffer Official Site).

‍

You can use organic strategies, like creating valuable content and joining relevant groups, or paid strategies, like targeted ads on platforms such as Facebook and LinkedIn.

‍

Understanding the differences between these approaches will help you make the most of your marketing efforts and drive business growth.

‍

Organic vs paid social media strategies

‍

‍

Understanding the difference between organic and paid social media strategies can greatly enhance your ability to grow your solar business.

‍

Organic social media involves creating and sharing content without paying for promotion.

‍

It's free and focuses on building relationships, brand awareness, and authentic customer engagement.

‍

You might share blog posts from your website, customer testimonials, or updates about your solar products.

‍

Regularly doing this is invaluable for fostering trust and showcasing your expertise, ultimately driving long-term loyalty.

‍

Paid social media

‍

On the other hand, paid social media requires you to spend money to promote your content. This approach is all about reaching a broader audience quickly and generating leads.

‍

You can use targeted ads on platforms like Facebook, LinkedIn, and Twitter to reach potential customers who might not have discovered you otherwise.

‍

Paid strategies allow for precise targeting based on demographics, interests, and behaviours, leading to more immediate results.

‍

Combining both strategies is often the most effective approach. Organic content builds a solid foundation and engages your existing audience, while paid ads help you expand your reach and attract new customers.

‍

By understanding and leveraging both, you'll maximise your solar business's growth potential.

‍

‍

‍

Organic social media marketing involves using free tools and platforms to create and share content that builds and engages your audience without paying for ads.

‍

It helps grow your solar business by fostering genuine connections and trust with potential customers.

‍

By consistently sharing valuable information and joining relevant discussions, you can boost your brand's visibility and credibility over time.

‍

This strategy uses non-paid content like posts, stories, and interactions to build and engage an audience.

‍

While it's free apart from the time and resources spent on content creation and community management, it can be highly effective.

‍

Choosing the right social media platforms for your audience

‍

Start by identifying which platforms your audience uses the most. 

‍

For example, if you’re targeting older generations, Facebook is a good choice, as it is seeing most of its growth in that demographic. 

‍

Twitter and Instagram appeal more to younger audiences. 

‍

Other platforms such as LinkedIn, Reddit, and Quora have their own unique demographics to explore, and TikTok is wildly popular among a wide age range and largely untapped in solar marketing.

‍

Renewable energy and sustainability are popular topics on all social media platforms, with many groups focused on all aspects of solar, from emerging tech to the latest regulations and sales techniques. 

‍

This means there are many great solar marketing opportunities.

‍

However, organic social media marketing has somewhat limited reach, as it depends on followers and those who naturally engage with the content, and relies on algorithms that often favour engaging and consistent content.

‍

Below is an example of good social media post

‍

‍

Tips for creating engaging social media content

‍

Creating engaging social media content is essential for capturing your audience's attention and fostering interaction. 

‍

Here are some effective tips to help you make the most of your social media presence:

‍

Use high-quality visuals for increased engagement

‍

Use visuals:

‍

‍Incorporate photos and videos to increase engagement. Visual content is more likely to catch the eye and encourage users to stop scrolling and interact with your posts.

‍

Share valuable content:

‍

Regularly share blog posts, industry news, and company updates to keep your audience informed and engaged. This helps establish your brand as a reliable source of information.

‍

Craft effective headlines:

‍

‍Write compelling headlines that grab attention and encourage clicks. A good headline can make a significant difference in how many people engage with your content.

‍

Use emojis:

‍

‍Emojis can add personality and visual interest to your posts. They can help convey emotions and make your content more relatable.

‍

Include calls to action:

‍

‍Encourage your audience to take specific actions by including clear calls to action in your posts. Whether it’s visiting your website, signing up for a newsletter, or leaving a comment, a strong call to action can drive engagement.

‍

Repurpose content:

‍

‍Give new life to existing content by repurposing it for social media. Share snippets of blog posts, create infographics from data, or turn a series of related posts into a short video.

‍

Share behind-the-scenes content:

‍

Provide your audience with a glimpse behind the scenes of your business. This can humanise your brand and build a stronger connection with your audience.

‍

‍

‍

Paid social media marketing leverages targeted advertisements on platforms like Facebook and LinkedIn to quickly reach and engage a large, relevant audience, helping your solar business drive growth and increase visibility.

‍

By using paid social ads, you can target specific demographics, professions, and interests, ensuring your message reaches those most likely to be interested in solar energy solutions.

‍

Use Facebook ads to highlight the benefits of solar energy

‍

For instance, you could run a Facebook Ad targeting homeowners in a particular area who are interested in renewable energy. 

‍

This ad could highlight the benefits of solar power and showcase your company's commitment to sustainability. Such targeted advertising helps you reach potential customers efficiently and effectively.

‍

Paid social media marketing also allows for measurable results. 

‍

Track campaign success with metrics

‍

You can track the success of your campaigns through metrics like clicks, impressions, and conversions.

‍

This data helps you make informed decisions about your advertising budget and strategies, ensuring you get the best return on your investment.

‍

Additionally, paid ads can drive faster growth compared to organic methods. 

‍

While organic reach takes time to build, paid strategies can quickly boost your visibility and engagement. 

‍

By combining both organic and paid approaches, you can maximise your online presence and drive measurable results for your solar business.

‍

‍

‍

Paid search advertising, or PPC (pay-per-click), involves paying search engines like Google and Bing to show your ads when potential customers search for keywords that you’re bidding for. 

‍

With PPC advertising, you only pay search engines when users click on your ads, making it a cost-effective way to attract high-intent website visitors.

‍

How PPC works

‍

PPC allows your business to appear in front of people actively searching for keywords related to the products or services you offer, significantly increasing your chances of conversion. 

‍

With PPC, you can bid for your website to be displayed in prominent search engine positions. 

‍

Then pay Google directly whenever a user clicks on one of your ads and visits your website. 

‍

This ensures that your ads are shown to potential customers exactly when they are searching for services like yours.

‍

How to run PPC ads for your solar company

‍

‍

Businesses engaging in PPC typically bid for keywords that are consistently getting searches and are closely related to their products and services. 

‍

For example, if you are a solar installation company based in London, UK, it would be beneficial to bid for the keyword "Solar installer in London."

‍

This keyword targets local, high-intent searches, making it more likely to attract potential customers who are ready to make a purchase decision.

‍

Smart solar businesses also bid for their brand name so that their website always appears at the top of Google when users search for their brand or company name. 

‍

This ensures that potential customers can easily find their official website, reducing the chances of being redirected to competitor sites or other unrelated results.

‍

Tips for effective paid search advertising

‍

Tips for effective paid search advertising:

‍

Select relevant target keywords

‍

Choose the right keywords. Use keyword research tools Semrush and Google Keyword Planner to find relevant and cost-effective keywords that your potential customers are using. 

‍

Write compelling Ad copy

‍

Writing compelling ad copy is essential for highlighting the benefits of your solar services.

‍

Keep in mind that there are hundreds, if not thousands, of other solar companies selling the same products and services as your company. 

‍

Your have to give your audience a reason to choose your business over your competitors.

‍

What makes your offer better than your competition? 

‍

Do you offer your customers a 90-day money back guarantee?

‍

Will you give your customers free solar panel cleaning?

‍

Here at 99Solutions Marketing we offer all our customers the '99 Solutions Money-Back Guarantee' - if we can't increase their organic website visitors, impressions or keyword rankings by at least 99% in a year, we give them all of their money back.

‍

whatever your offer is - make sure you emphasise this on the landing pages that users will arrive on after clicking on your ad.

‍

Here are some tips to make your ad copy stand out:

‍

• Highlight unique selling points (USPs): Clearly communicate what sets your solar services apart from others. Whether it's superior technology, exceptional customer service, or competitive pricing, make sure these points are prominent.
  ‍
• Use strong, action-oriented language: Encourage potential customers to take action with phrases like "Get a free quote," "Schedule a free consultation," or "Learn more about our solar solutions."

‍

Address the final details of your PPC campaign

‍

When setting up your PPC campaign, choose the right campaign type—search or display—and set your budget and target location. 

‍

Also, don’t forget to include negative keywords to avoid showing your ads to irrelevant audiences.

‍

 Selecting the most suitable campaign type

‍

Search campaigns:

‍

‍These ads appear in search engine results when users search for specific keywords. They are ideal for targeting users actively looking for solar services.

‍

Display campaigns:

‍

These ads appear on websites within the Google Display Network. They are great for building brand awareness and reaching a broader audience.

‍

Start with a modest campaign budget

‍

Allocate a budget that fits your marketing goals. 

‍

Start with a modest budget and adjust based on the performance of your campaigns. 

‍

Regularly monitoring and optimising your budget ensures you get the best return on investment.

‍

Target the right location

‍

Set your ads to target specific geographic locations where your solar services are available. 

‍

This ensures your ads reach potential customers in your service area.

‍

Using negative keywords

‍

Include negative keywords to prevent your ads from showing to irrelevant audiences. 

‍

This helps save on ad spend and ensures your ads reach the most relevant potential customers.

‍

By carefully selecting your campaign type, setting the right budget, targeting the right location, and using negative keywords, you can optimise your PPC campaigns for better performance and higher conversion rates.

‍

7. Email marketing

‍

‍

‍

Email marketing is a powerful tool for your solar business, offering a significant return on investment by keeping potential customers engaged. 

‍

By building and maintaining a robust email list, you can directly reach out to prospects and existing customers, providing them with valuable information and updates about your services.

‍

Why email marketing is effective:

‍

• It’s a form of direct communication: Email allows you to communicate directly with your audience, delivering personalised messages straight to their inboxes.

‍

• It offers high ROI: Email marketing is known for its high return on investment. With minimal costs, you can achieve substantial results by converting leads into customers and encouraging repeat business.

‍

• Customer engagement: Regular emails keep your audience informed about new products, special offers, and industry news, fostering a sense of connection and loyalty.

‍

• Measurable results: Email marketing platforms offer analytics tools to track open rates, click-through rates, and conversion rates. This data helps you refine your strategy for better results.

‍

• Email marketing enables more targeted campaigns: Segment your email list to send targeted messages to different groups. This ensures that your content is relevant to each recipient, increasing the likelihood of engagement and conversion.

‍

Why is segmenting your email list Important?

‍

‍

Segmenting your email list allows you to send tailored content that resonates more effectively with different segments of your audience. 

‍

This means your emails will be more relevant, increasing the chances your audience will engage with them. 

‍

No email audience is a monolith, so dividing your list based on characteristics like interests or behaviour can significantly enhance engagement.

‍

Example of email segmentation

‍

If someone engages with a specific section on your site, you can move them to a segment where they receive more content related to that interest.

‍

 If they've viewed multiple products in a category, send them emails featuring similar items. Once a customer purchases your main product, you can show them complementary products

‍

Segmenting also helps you manage your email frequency

‍

Too many emails might push the email-averse subscribers to unsubscribe, while too few might miss opportunities with your more dedicated followers. 

‍

By identifying your most engaged subscribers, you can send them more frequent emails without annoying others. 

‍

Conversely, you can place less active subscribers in a lower-frequency segment and try re-engagement campaigns to draw them back in.

‍

Tips for effective email marketing campaigns

‍

To create effective email marketing campaigns that grow your solar business, start by ensuring your emails resonate with your audience through personalised and compelling content.

‍

Use a familiar 'from' name:

‍

Begin with a familiar 'from' name. Since 68% of Americans decide to open an email based on this, make sure it matches your audience's expectations to boost open rates.

‍

Write compelling preheader text:

‍

‍Focus on writing compelling preheader text. This short summary follows the subject line in the inbox and should work together with the subject line to tell a cohesive story. A strong preheader can significantly influence whether your email gets opened, especially on mobile devices.

‍‍

Create clear and engaging body content:

‍

Once your email is opened, simple and compelling body content is key. Keep your message clear and engaging to drive click-through rates. Use automation solutions to maintain consistent engagement with your subscribers.

‍

By following these tips, you can craft effective email marketing campaigns that capture attention, foster engagement, and drive growth for your solar business.

‍

‍

Expanding your solar business through referral and partnership marketing strategies can be incredibly effective.

‍

When you encourage satisfied customers to share their positive experiences and reward them for referrals, you tap into a powerful network of trust.

‍

On the other hand partnering with complementary businesses, like home improvement companies or local environmental groups, not only broadens your reach but also boosts your credibility.

‍

Imagine the potential of joint marketing campaigns, co-hosted events, and bundled packages.

‍

But how do you identify the right partners and structure these collaborations for maximum impact?

‍

 Let's explore the steps to make these strategies work for you.

‍

What is partnership marketing?

‍

‍

Partnership marketing involves two businesses working together on a marketing campaign that benefits both parties. 

‍

You'll combine your efforts and products to boost sales and build brand awareness. This collaboration requires clear agreements on responsibilities and the expected gains for each business.

‍

‍

‍

Referral marketing is a strategic approach that encourages satisfied customers to spread the word about your solar business to their friends, family, and colleagues. This method leverages the trust and satisfaction of your existing clients to attract new customers. 

‍

When your customers refer others, they typically receive rewards like gift cards, discounts, store credits, or even free products. These incentives motivate them to actively promote your business.

‍

Start an online referral program

‍

If you were to launch an online referral program, you would give your customers unique referral links to share. This makes it easy for you to track the referrals and make sure they receive their rewards. 

‍

Giving your customers incentives, like the ones I have listed above can greatly boost participation. 

‍

By making the referral process simple and rewarding, you can harness the power of word-of-mouth marketing.

‍

A well-structured referral program not only attracts new customers but also strengthens the loyalty of your existing ones. 

‍

They feel appreciated and valued, which can lead to even more referrals. Keep in mind, the key to a successful referral marketing strategy is ensuring your customers are happy and satisfied with your services.

‍

A delighted customer is much more likely to become an enthusiastic advocate for your solar business.

‍

How to get referrals for your solar company - open houses

‍

Leveraging your customers' enthusiasm for their solar power systems can greatly boost referrals and grow your business. 

‍

Satisfied customers are often thrilled about the cost savings and environmental benefits of their solar systems, making them excellent advocates for your brand. 

‍

To tap into this enthusiasm, consider asking past customers to host a solar open house. 

‍

They can showcase their system to friends and family, while a sales rep from your company answers any questions.

‍

‍

‍

Another effective strategy is organising free events like talks on specific solar topics or hosting a solstice party. 

‍

Promote these events through social media and encourage your past customers to invite others. 

‍

Even if attendees don't convert immediately, staying on their radar increases the likelihood of future referrals.

‍

Utilising social media platforms can also help spread the word quickly and efficiently. Encourage your customers to share their solar experiences online and tag your company. 

‍

This keeps your business in their minds and makes it easier for them to refer friends. 

‍

The key is to make your customers feel valued and appreciated. 

‍

When they feel recognised, they're more likely to recommend your services to their network, driving more referrals to your solar business.

‍

A few other ways you can boost your referrals: 

‍

In addition to referral marketing, collaborating with other businesses through partnership marketing can greatly boost your solar business's customer referrals. 

‍

Partnership marketing involves teaming up with complementary businesses to create mutually beneficial marketing campaigns. 

‍

By aligning with companies that share your target audience, you can expand your reach and enhance credibility.

‍

Team up with home improvement companies & create bundled product offerings

‍

One effective strategy is to partner with home improvement companies. Many homeowners interested in solar energy are also looking to upgrade other aspects of their homes. 

‍

By working with these companies, you can offer bundled services that provide added value to customers. 

‍

For instance, you could create a joint promotion where customers receive a discount on solar installations when they purchase home improvement services.

‍

‍

‍

Another approach is to collaborate with local environmental organisations. These groups often have a strong community presence and a dedicated following. 

‍

Partnering with them for events or educational workshops can help you build trust within the community while spreading awareness about the benefits of solar energy.

‍

You could also consider teaming up with financial institutions. Many customers need financing options to afford solar installations. 

‍

By offering joint marketing campaigns with banks or credit unions, you can provide convenient financing solutions, making it easier for potential customers to choose your services.

‍

‍

‍

Partnering with complementary businesses can greatly expand your customer base and enhance your solar company's reach. 

‍

Collaborating with companies that share your target market but offer different products or services can create a win-win situation.

‍

 For instance, teaming up with home improvement stores, real estate agencies, or electric vehicle (EV) charging companies can provide access to a broader audience interested in sustainable living.

‍

How to find the right complementary businesses to partner with

‍

To identify complementary businesses to partner with your solar company, start by looking for companies that share a similar customer base, such as home improvement firms or energy efficiency experts. 

‍

For example: 

^‍

If you have a solar installation company offering residential solar installations, you need to find partnerships that allow you to reach homeowners already interested in enhancing their homes. 

‍

Then approach them with a proposal highlighting mutual benefits of partnering up, such as increased exposure and shared marketing efforts. 

‍

You could offer to co-host educational workshops, webinars, or community events where both of your businesses can showcase your expertise, products and services. 

‍

‍

‍

Another effective strategy is to create bundled offers. 

‍

For example, you might partner with an EV charging company to offer a discount on solar installations for customers who purchase an electric vehicle. 

‍

This not only adds value for the customer but also encourages them to contemplate both products.

‍

Tips for success

‍

Make sure you maintain clear and open communication with your partners.

‍

Regular check-ins and collaborative planning can help guarantee the partnership remains beneficial for both parties. 

‍

By leveraging these partnerships, you'll be well on your way to attracting more solar customers.

‍

Ways to do joint marketing campaigns and cross-promotions for your solar company

‍

Identifying complementary businesses to partner with your solar company starts with researching industries like home improvement, energy-efficient products, and real estate. 

‍

Look for companies that share your target market and values. For instance, home improvement firms often cater to homeowners interested in upgrading their properties, making them ideal partners.

‍

Once you've identified potential partners, consider joint marketing campaigns. 

‍

Creating your joint marketing campaigns

‍

‍

Co-branded advertising is a great start. Create flyers, social media posts, and online ads that highlight the benefits of combining services. 

‍

For example, promote packages that offer both solar installations and home improvements, emphasising energy savings and increased property value.

‍

Content marketing is another effective strategy. Collaborate on blog posts, eBooks, and videos showcasing successful joint projects or providing tips on energy efficiency.

‍

 Sharing this content on both companies' websites and social media platforms can reach a broader audience.

‍

Also, think about referral programs. Each business can refer clients to the other, offering discounts or bonuses as incentives. 

‍

For example, a home renovation client could get a discount on solar installation if they mention your partner.

‍

‍

‍

Traditional marketing encompasses all the offline, time-tested methods of reaching an audience, like newspaper ads, billboards, and TV commercials.

‍

This type of marketing has been around for decades and remains a staple for many businesses. 

‍

During the advertising boom of the 1950s, television revolutionised how companies could reach massive audiences right in their living rooms. 

‍

Before TV, people primarily saw ads in newspapers, magazines, or billboards. Radio ads existed, but they couldn't match the reach of television.

‍

‍

Despite the surge of digital marketing, traditional methods like direct mail and print ads still hold significant value. 

‍

These techniques often resonate more with older demographics who might trust them more than online ads. Traditional marketing also bypasses ad blockers, ensuring your message gets seen.

‍

For a balanced marketing strategy, consider blending traditional and digital marketing. 

‍

For example, a newspaper ad with a QR code can drive customers to your website, merging offline and online worlds seamlessly. 

‍

This integrated approach can enhance your overall marketing impact. 

‍

Using tracking tools like Hubspot and Adobe Analytics can help you measure the success of traditional campaigns and optimise your strategy.

‍

‍

‍

Physical marketing includes any tangible materials you use to promote your business, from brochures and catalogues to branded merchandise. 

‍

Fundamentally, it's anything that someone can hold in their hand, like flyers, sales letters, direct mailings, and educational materials.

‍

Even branded items such as pens and calendars fall under this category.

‍

This approach, also known as traditional marketing, has been around long before digital marketing took the spotlight. Over time, physical marketing has evolved significantly. 

‍

Gone are the days when it was just about sending out bulk mail and hoping for the best.

‍

 Now, it's much more targeted and tailored, designed to make a tangible impact and add real value to the customer experience.

‍

Physical marketing campaigns often involve a variety of printed or manufactured materials aimed at engaging customers.

‍

Think direct mail, billboards, leaflets, and stickers, as well as posters and banners in commercial locations.

‍

These materials can make a lasting impression, often more memorable than digital ads. 

‍

By using well-designed, high-quality physical marketing assets, you can effectively capture attention and communicate your message in a way that resonates with your audience.

‍

‍

‍

Brochures offer a versatile and professional way to present detailed information about your solar business, making them an essential tool for effective marketing. 

‍

They allow you to share in-depth insights about your services, benefits of solar energy, and company values in an organised manner. 

‍

Unlike other marketing materials, brochures provide ample space to explore specifics, giving potential customers a clear understanding of what you offer.

‍

Using brochures helps establish your business's credibility. High-quality print and professional design can leave a lasting impression, showcasing your commitment to excellence. 

‍

They're also highly cost-effective. You can produce them in bulk at a relatively low cost, ensuring you reach a wide audience without breaking the bank.

‍

Brochures are flexible and can be distributed in various settings—during trade shows, community events, or even in your office. 

‍

This adaptability allows you to target different customer segments effectively. 

‍

Additionally, they serve as a tangible reminder of your business, something potential clients can refer back to when considering their solar options.

‍

‍

‍

Flyers offer an affordable and versatile way to showcase your solar business's success stories, special offers, and essential information. 

‍

They're much less expensive than other marketing methods like TV or radio ads, making them ideal if you're on a tight budget. 

‍

You can reach a wide audience by handing them out on the street or placing them in public areas. This flexibility guarantees your message gets to various people from all walks of life.

‍

Flyers are eye-catching, especially when you use bright colours and exciting designs. This helps grab the attention of potential customers, making them more likely to read your message. 

‍

You can customise them to fit your specific needs, including coupons or discounts to entice people to try your services. 

‍

Highlight key information about your products or services to make a strong impression.

‍

Additionally, flyers can be used in multiple ways. You can mail them out to potential customers or distribute them in person, giving you the flexibility to choose the best method for your business. 

‍

They're also easy to produce, whether you design them yourself or have someone do it for you using various software programs. 

‍

This ease of production makes flyers a practical choice for promoting your solar business efficiently.

‍

‍

‍

Door hangers provide a distinctive and highly focused approach to promote your solar business, making certain your message reaches potential customers directly at their residences. 

‍

Unlike other forms of marketing that can be overlooked or discarded without a second glance, door hangers are impossible to overlook. 

‍

When someone enters or exits their residence, they'll see your advertisement hanging right on their door, making it a highly visible and effective marketing tool.

‍

You can include all essential information on a door hanger, such as your contact details, promotions, special pricing, and any other offers that might attract potential customers. 

‍

By using captivating designs and clear, direct messages, you can guarantee that your door hanger stands out and leaves a lasting impression. 

‍

Adding perforation marks for coupons or special tear-off sections can also boost engagement.

‍

Another significant advantage of door hangers is their ability to target specific neighbourhoods or streets. This level of precision allows you to focus your marketing efforts on areas where people are more likely to be interested in solar energy solutions. 

‍

By delivering a clear, direct message right to their door, you increase the chances of converting interested homeowners into loyal customers.

‍

Outdoor advertising

‍

‍

The Impact of Outdoor Advertising

Outdoor advertising, encompassing billboards, posters, and transit ads, is an impactful way for solar businesses to capture the attention of potential customers who are out and about.

The Reach of Out-of-Home (OOH) Media

This form of advertising, also known as out-of-home (OOH) media, reaches consumers in public spaces, making it hard to overlook.

Ensuring Consistent Message Delivery

Outdoor ads can't be turned off, skipped, or fast-forwarded, unlike TV, radio, or digital ads. This ensures your message consistently reaches your audience.

Strategic Placement of Outdoor Ads

With strategically placed displays, such as billboards or posters, you have control over where your ads are seen, increasing the likelihood of reaching your target audience.

Showcasing Solar Benefits in High-Traffic Areas

For solar businesses, outdoor advertising provides a unique opportunity to showcase the benefits of solar energy in high-traffic areas.

Creating Engaging Visual Reminders

Think about a vibrant poster highlighting cost savings or environmental benefits placed at a busy intersection or transit hub. This visual reminder can spark curiosity and prompt potential customers to learn more about your services.

Building Brand Recognition and Trust

Additionally, outdoor advertising can build brand recognition and trust. Regular exposure to your brand name and message reinforces your presence in the community.

Maximising Visibility and Driving Engagement

Embracing outdoor advertising can be a game-changer in growing your solar business by maximising visibility and driving customer engagement.

‍

‍

‍

Billboards and public spaces offer unparalleled visibility for promoting your solar brand, capturing the attention of countless potential customers every day. 

‍

Many drivers look at billboards while they drive, making an ad on a high-traffic street a great way to boost your brand awareness. 

‍

With sizes ranging from 12 feet by 24 feet to as large as 20 feet high by 60 feet wide, billboards ensure your message is visible from a distance.

‍

Why should you use billboards?

‍

Billboards are always on. Unlike digital ads, which require a specific device to be turned on, billboards offer 24/7 exposure.

‍

They can't be turned off, guaranteeing more impressions on your advertisement.

‍

Studies show that 71% of people consciously look at billboards when driving.

‍

Additionally, 26% remember a billboard's phone number, and 28% retain its website address.

‍

This constant visibility helps you target a diverse audience effectively.

‍

Tips for designing your solar brand

‍

‍

Your billboard design is critical. Go for something creative, simple, and location-specific.

‍

People only have a few seconds to process your billboard before driving past it. 

‍

Even bland billboards can attract the attention of morning commuters from miles away.

‍

Eye-catching designs or digital options are especially effective and attract new customers.

‍

Adjust your strategies based on your data

‍

‍

Analysing the effectiveness of your marketing strategies can be challenging, especially when comparing online and offline efforts. 

‍

While it's difficult to measure how many people saw your billboard or read your physical marketing materials, digital marketing strategies offer various tools for analysis. 

‍

One example of these tools is Google Analytics - which is a tool we rave about here at 99Solutions Marketing. 

‍

Here’s our solution:

‍

To effectively track both online and offline marketing campaigns, consider using a CRM (Customer Relationship Management) system. 

‍

Connect your CRM to your digital marketing data where possible, using software and tags to gather precise metrics. 

‍

For offline and physical marketing campaigns, ask customers where they heard about your company when they contact you and record this information in your CRM with the relevant source.

‍

Although there may be some variance and discrepancies in the data, maximising your effort and resources is essential. 

‍

There is no perfect solution, but combining various tracking methods helps you gather valuable insights.

‍

Focus your efforts on the most effective marketing strategies

‍

If you notice that a particular marketing strategy is producing better results than others, double down on it. 

‍

Use your data and results to refine and improve your marketing tactics continuously, making your overall strategy more effective over time.

‍

By adjusting your marketing strategies based on data, you ensure that your efforts are always aligned with what works best for your solar business.

‍

Partner with 99Solutions Marketing

‍

‍

To ensure your solar business thrives, focus on the most effective marketing strategies. 

‍

At 99Solutions Marketing, we help solar businesses build brand awareness, get more leads and sales through Search Engine Optimisation. 

‍

We handle all aspects of SEO, from strategy development and technical SEO to content writing.

‍

These strategies are highly effective, but trying to implement them without SEO expertise can be risky.

‍

While there’s a lot of free information available online about SEO and digital marketing, most of it promotes outdated methods that don't work. 

‍

So don’t do this..

‍

Instead, partner with a proven marketing agency like ours to avoid pitfalls and get quicker results. 

‍

We understand the unique challenges and opportunities in the solar industry and are dedicated to helping you grow. 

‍

Claim your free 30-minute website audit call

‍

As a special offer, we’re offering all solar businesses a free 30-minute website audit video call session. 

‍

This is a free 30-minute video call where we’ll tell you the SEO errors on your website and teach you how to fix them. 

‍

We’ll also provide you with a plug-and-play growth plan that you can follow to double your website leads and business inquiries within just 7 months or less.

‍

Click here to schedule your free website audit and take the first step towards generating more revenue for your solar company.

‍

I look forward to meeting you.

‍

A bonus tip

^‍

‍

Now that we’ve explored a variety of solar marketing strategies, it’s key to understand how these strategies fit into the overall customer journey. 

‍

Understanding this will help you create targeted marketing materials that address your audience's questions and pain points at each stage, guiding them toward making a purchase and becoming loyal customers.

‍

‍

‍

1. The Awareness Stage

‍

Here’s an example illustrating what the awareness stage would look like for your solar business:

‍

The awareness stage is where the customer - a homeowner or business owner, realises they have a problem or need related to energy costs or sustainability. 

‍

They start looking for solutions and come across the concept of solar energy. 

‍

At this point, they need education on how solar panels work, the benefits of solar energy, and why it might be a good fit for their specific situation.

‍

2. The consideration stage

‍

During the consideration stage, potential customers evaluate different solar companies and their offerings. 

‍

They compare options, read reviews, and look for proof that your company is the best choice. 

‍

This stage involves understanding the specifics of your solar solutions, such as installation processes, cost savings, and the reliability of your services.

‍

3.The decision stage

‍

In the decision stage, the customer has decided to go solar and is ready to choose a company. Your goal is to make the buying process as seamless as possible. 

‍

This includes providing clear and accessible information on pricing, financing options, and scheduling installations. 

‍

Making the process easy and transparent helps build trust and encourages the final purchase decision.

‍

4.The loyalty stage

‍

The loyalty stage is about maintaining engagement with your customers after the installation is complete.

‍

 Providing excellent customer service, offering maintenance tips, and sending updates on new solar technologies can turn your customers into advocates for your brand. 

‍

Satisfied customers are more likely to refer your services to others and leave positive reviews, helping to attract more business.

‍