As the solar industry grows, the competition between solar companies is getting more intense. Everyone is hounding for potential solar leads to thrive and sustain their solar panel installation businesses.
However, getting the right leads that can actually convert into loyal customers is not child’s play. Sometimes you'll land yourself in a slew of query calls that end with "Ok, I'll let you know." And we all know what that means, right?
This is why it is imperative to take certain measures to make your solar company stand out in the market. Every company has its own unique take on it. Some businesses hire a solar lead generation company directly, while others run online campaigns to raise awareness, and still, others go door-to-door to promote their services. However, at times, these resources can drain your time and money.
To save you from all these hurdles, we have curated a list of tested and proven techniques that will help you get solar leads for your business.
So, without further ado, let’s get started!
Effective Lead Generation Strategies for Solar Companies
Knowing your potential audience
Before you plan any solar lead marketing strategy, it is very important to understand your buyer personas. Having an in-depth understanding of your potential audience can help you put yourself in their shoes and understand what they are looking for. This way, you can direct your efforts in the right direction without going here and there. So, here is how you can profile your customers:
- Know their demographics: for example, their age, gender, cultural background, and the area they are living in (rural/ urban).
- What is their financial status? This will tell you how much they are willing to spend.
- What are their requirements? Do they want to save potential bucks on the electricity bill or just cut down the whole bill?
- What kind of services are they interested in?
After you have completed the extensive analysis, you now know your potential customers who can actually convert into solar customers. So, now you can plan your solar marketing strategy, whether you are looking to generate solar leads for residential or commercial areas.
Build different types of content as per buyer personas
You now have a mountain of valuable information about your customers. But how are you going to make use of this?
To answer this question, you need to understand the customers’ psychology when dealing with all digital platforms. For example, are they technologically savvy and use popular social media platforms? If so, you can create some short form of content (a post or reel) with an engaging caption and promote your services.
If your audience follows the conventional approach, as it used to in past years, then go with the traditional ways such as door-to-door selling or launching events at local public places like parks or religious places.
Either way, the question is: What sort of marketing content do they respond to? Considering all the possible scenarios, below we have listed some of the more popular ones:
Through the blog posts, you can actually educate your audience about the benefits of solar energy and why it is wise to invest in solar panels. You can provide information about the following topics and build a certain level of credibility among them:
- What is the difference between traditional sources of energy and renewable solar energy?
- How do solar panels actually work?
- How can they benefit in their everyday lives?
- What will be the total installation cost of solar panels?
By providing all this relevant information, you can persuade them to buy solar services from you. Also, try to solve their upfront doubts as early as possible. And remember, don’t be pushy; your blog is meant to educate readers, not just to sell.
Videos are a great way to show your customers how the solar panel installation process works. and how solar resources can help you cut down on your power bills. This way, showing the entire process from start to finish helps build trust among them. Thus, it increases the likelihood of solar lead conversions.
These are short-form pieces of content that are used mainly in marketing campaigns or social media advertisements. You can locate your audience and decide where you want to run these ads. Also, you can add your website link or social media links under the ad content.
Research your competitors
To make your solar marketing campaign a success and generate solar leads, it is imperative that you keep an eye on your competitors. Analyze what kinds of strategies they are using to acquire leads. What are their strengths and weaknesses? Go to their websites and check what kind of services they are selling at what prices. Visit their social media handles. Subscribe to their monthly newsletter and do whatever you can to get as close to them as possible.
Why are we telling you to do this?
By conducting a competitive analysis, you can identify areas where you need to improve as well as those where you are already strong. And if required, you can follow the successful tactics of your rivals. Also, it lets you get a clear picture of the current market demand.
Utilize social media platforms to run targeted ads
Now you have everything, from your customer insights to the types of content needed to raise awareness of your solar business to who your competitors are. It’s time to get down to business.
Run targeted ads on different social media platforms like Instagram, Facebook, or Twitter to people who are actively looking for solar panel services, taking demographics into account. You can even run Google ads in search engine results. Since the ad campaign costs you a significant amount of resources, in order to get the most out of them, follow the following:
- Display the ads to people who are looking for services similar to the ones you provide.
- Re-targeting your users who have once interacted with your ads, website, or social media content involves showing your ads to them a bit more.
- Display ads with targeted keywords in search engines like Google. For example, showing your company in the local business listing results with the keyword "solar panel installation services near me"
- Target specific web pages about solar panels to show your ads.
- Promote your ads on relevant websites that potential customers are likely to visit.
Provide free consultations to solar customers
Another strategy to create leads for your solar business is to provide free consultations. This strategy may be utilized to attract new clients who want to learn more about solar energy production and the advantages it offers. If they get it right, there's a good possibility they'll use your solar panel installation services. So, don't allow this opportunity to slip through your fingers.
Form a team of skilled consultants and create an action plan based on the results of your customer's requirements. and begin delivering complimentary consultations one at a time. By doing so, your solar company will quickly gain the confidence of its clients over time. As a result, it will generate solar leads for your business.
Start referral programs
A referral program is a great way to market your solar services and generate qualified leads. This model works on a simple reward basis. And you can execute it in multiple ways. Let's say your existing customer gives a referral to some other potential customer, and they sign up for your services, then you can reward them with either a significant incentive or simply provide gifts. So, this way, you will soon be able to build a considerable chain of solar customers which will ultimately result in converting solar leads, and the best part is you will no longer need social validation. Word-of-mouth marketing would suffice.
Have a robust sales team
If you do not have a smart and strong sales team, no matter how much money you invest in a marketing promotion, all of your efforts will be futile. A well-experienced team can understand the reasoning behind the customers’ minds and persuade them to buy your services.
Also, make sure your team is active enough to respond to customer queries quickly. Because of the availability of so many options, people don’t wait for even a shorter period and immediately go to another. Furthermore, they can contribute indirectly to the marketing team's ability to plan strategies.
Generating qualified solar leads is a continuous process that requires a consistent set of strategies. To make your solar business a success, you need to follow all the tips mentioned above. We cannot guarantee a time frame for solar leads, but we can guarantee that these suggestions will bring you much closer to your goals.
Moreover, there is one thing to remember: despite the internal efforts you are making, there are external factors too, such as government subsidies and changing market scenarios. So, your marketing team needs to optimize these parameters too.