As the popularity and politics of clean energies fluctuates, Marketing for Solar Companies is surely a roller coaster ride. Most marketers have a targeted strategy in place, but is it the right one for the current solar market? This article on CleanTechnia gives some great advice on what solar companies need to do as well as some great targeting strategies. We’re going to dive a little deeper into some of those strategies.
This targeting strategy is always a necessity in solar, however, it must be tailored to the current trends in the solar industry. For example, this year, the focus must be on the tax credits for businesses who purchase solar ending this year. The existing policies and the future legislation will help marketers with sales, especially during the time before those credits are finished. For example, the DSIRE website is a goldmine of financial and educational information for customers who aren't sure whether or not solar will pay. Direct advertising aimed at educating prospects can help to pull in a deeper ROI.
The flyer and handout in marketing is making a comeback. While emails and electronic advertising were once king, people are again looking for something in their hand. Never send a sales representative into the field without marketing materials. Create brochures, flyers, and yard signs to display in the community. Hand out flyers to neighbors, and begin knocking on doors again. While some communities will discourage this behavior, others are ready to once again accept the door-to-door sales call.
Be ready to have all the expert answers possible, and to be able to compensate for the more difficult questions. This industry is constantly changing so it’s important to stay on top of it. Consistently read updates before talking to customers or sending out a new advertisement. The year 2015 has, and will, see political change in the solar industry, as will the year 2016 with tax credit restrictions. Keep on top of them.
Facebook is still popular, but don’t undermine the power of not only other social media networks, but face-to-face networks as well. What does that mean? Good ol’fashioned word of mouth. Remember, not all of your prospects are in one place. A solar panel isn't easy to hide; make sure customers have the correct information to give to others when discussing their recent energy switch. Arm existing customers with tools, such as an online solar calculator where they can visually show off their savings to other interested potential customers, and a way for them to easily refer you through an incentive program. Give networking a little push to create a snowball of new customers.
If you have any questions about any of these strategies and how they could work for your business, don’t hesitate to reach out. Click here to book some time with us so we can learn more about your business goals.
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