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The electrical services market is evolving fast, and digital visibility is now essential to capturing high-quality leads—especially for businesses offering EV charger installation. This guide provides a clear roadmap for electricians to modernize their marketing efforts, strengthen their brand presence, and grow strategically in 2025.
Key takeaways include:
Strategic Website Positioning: Customers don’t just need a website—they need one that educates, builds trust, and guides visitors to take action. Electricians are encouraged to position themselves as educators, using service pages, installation guides, and FAQs to speak directly to buyer needs.
AI and Search Engine Visibility: As AI-driven tools like Google SGE and ChatGPT become more influential in the buying process, electricians must structure content in ways that large language models can understand—using detailed service descriptions, clear location signals, and topical relevance.
Content that Converts: It’s not about quantity, but clarity. Simple how-to guides, transparent pricing overviews, and review-optimized content help electricians rank in AI and traditional search engines while building customer confidence.
Conversion and Follow-Up: Smart contact forms, customer education, and fast follow-up can turn casual visitors into paying customers. Electricians are urged to implement automated follow-up workflows and personalized response strategies that address real customer concerns.
Data-Backed Growth Planning: With limited bandwidth, electricians need to focus on what actually drives results. This guide emphasizes clarity on target metrics—like qualified leads per month—and how to track them effectively to scale with intention.
This isn’t about chasing trends. It’s about building a reliable, modern marketing foundation that aligns with how homeowners and property managers actually search, choose, and hire electricians in today’s market.
Professional websites help electricians generate 38% more leads compared to those without one. Your online presence now matters more than ever before.
Modern consumers extensively research their options. A striking 87% of them read online reviews before selecting an electrician. Your digital marketing strategy will significantly impact your business success in 2025. National electrical industry projections show a modest 2% growth next year. However, states like Alaska and Hawaii demonstrate impressive growth rates exceeding 10%.
Smart marketing strategies for your electric services business help you stand out and seize these opportunities effectively. A well-planned marketing approach helps both experienced electrical contractors and newcomers attract quality leads that convert into loyal customers.
Want to increase your electrical business’s visibility and attract more qualified leads? This piece outlines proven marketing strategies specifically designed for electricians in 2025.
Your website acts as the digital storefront for your electrical business. About 90% of consumers check your website to learn about services, and 75% make credibility judgments based on design alone. Let’s create a website that turns visitors into customers.
Mobile devices account for over 60% of searches for electrical contractors. People make snap decisions about your website in just 50 milliseconds. About 40% will bounce if they find it unattractive or hard to use.
These mobile design elements matter most:
Responsive layouts that automatically adjust to screen sizes
Touch-friendly navigation with adequately spaced buttons
Click-to-call features at the top and bottom of pages
Simplified forms with minimal fields and auto-fill capabilities
Fast-loading images optimized for mobile without quality loss
“After redesigning our site with mobile users in mind, our call volume increased by 35% in just two months,” shares Mike from Express Electrical. “Most customers now contact us directly from their phones while experiencing electrical emergencies.”
Site testing across multiple devices makes a difference. Pages loading under three seconds keep 60% more visitors, which boosts your conversion rates.
Well-structured service pages power most website conversions. They should showcase your expertise and unique value proposition.
Your service pages need these elements:
Clear problem-solution scenarios – Demonstrate your understanding of customer challenges and solutions. “When designing our generator installation page, we included common emergency scenarios. Conversion rates jumped 28% almost immediately,” notes Tom from Lighthouse Electrical.
Specific benefits – Show how your electrical services make life better. Focus on cost savings, safety improvements, and modern conveniences.
Safety considerations – Highlight proper licensing, certification, and safety standard compliance.
High-quality images – Project photos build trust and prove quality. Casey’s Electric noticed 22% higher engagement on pages with project photos.
Compelling calls-to-action (CTAs) – Action words like “Request a Quote Today” or “Schedule Your Free Consultation” work best. Place CTAs where content naturally concludes.
Trust signals – Showcase license numbers, certifications, awards, insurance details, and guarantees. About 64% of home service customers only pick providers rated 4 stars or higher.
Simple, clear language works best. Skip technical jargon since many customers might not understand electrical terms.
Online scheduling brings in leads 24/7. Booking platform data shows 71% of customers leave more reviews when booking services feels easy.
These booking options might suit your needs:
Dedicated booking software – Bookedin, Picktime, and Setmore offer electrician-specific features like appointment scheduling, payment processing, and automatic reminders.
Website widgets – Chat features and pop-up forms catch visitors before they leave without making contact.
Social media integration – “Book Now” buttons on Facebook and Instagram pages turn social followers into leads.
A good booking system should:
Let customers pick specific services
Display real-time availability
Gather project details
Send automatic confirmations
Include reminder features to cut no-shows
“We implemented online booking last year and now 40% of our appointments come through the website, many during evening hours when we’re closed,” explains Sarah from Mel Carr Electric. “The system paid for itself within weeks.”
Financing options through your booking system can help too. Data shows customer financing boosts field sales revenue by more than 17%.
Your website can create opportunities or barriers. These three key elements will help build a digital presence that attracts qualified leads day and night.
Local search results guide 97% of people to choose an electrician. Your business can attract more potential customers by appearing at the top of these searches. Here’s how proven local SEO strategies can help your electrical business stand out online.
Google Business Profile (GBP) serves as your digital storefront in local searches. A well-optimized profile can substantially increase your visibility in the “Map Pack” – those top three local businesses that appear with a map in search results.
Start by claiming and verifying your profile. This verification checkmark shows customers your business is legitimate. These elements need your attention:
NAP consistency – Keep your Name, Address, and Phone number similar across all online platforms
Categories – Select “Electrician” as your primary category, then add 3-5 relevant secondary categories
Description – Create a 100-200 word introduction highlighting your electrical services and end with a call to action
Images – Upload professional photos of your team, completed projects, and workplace (minimum 720x720px resolution)
Hours – Set accurate business hours and update them for holidays
“We claimed our GBP profile and focused on accurate information and quality photos. Within two months, our call volume increased 42% from Google searches alone,” shares Tom from Eastern Electric Services.
Google may penalize or change profiles that stuff keywords into business names. You can specify additional cities beyond your physical location that you serve.
Reviews affect your search rankings and conversion rates deeply. Research shows 88% of consumers say they’re likely to use a business that responds to all reviews, whether positive or negative.
These strategies help generate more reviews:
Send automated review requests via text or email immediately after job completion
Train your CSRs to assist customers with leaving reviews
Make the process simple with direct links to your review platforms
Small incentives can work while following platform guidelines
Tim from Lightning Electric notes: “We implemented automated review requests through ServiceTitan and saw our monthly reviews jump from 3-4 to over 20. New customers frequently mention they found us through these glowing recommendations.”
Quick responses to reviews matter. Customers expect businesses to respond within 48-72 hours. Handle negative feedback this way:
Thank the customer for their feedback
Explain what actually happened (if there’s a misunderstanding)
Move the conversation offline to resolve the issue
Follow up once resolved
ServiceTitan’s Reputation Management lets you track reviews across multiple platforms from one dashboard. The system flags reviews by star rating so negative feedback gets immediate attention.
Strong local presence comes from dedicated pages for each service area. Each page should include:
Service descriptions tailored to that specific location
Local landmarks or neighborhood references
Common electrical problems in that area
Local electrical codes or regulations
Embedded Google Map showing your service area
“After creating individual service pages for the five towns we serve, with local keywords and maps embedded, we saw a 31% increase in location-specific searches leading to our site,” explains Sarah from Premier Electrical Contractors.
Local citations matter. Your business information should appear consistently across directories like Yelp, Angi, and your Chamber of Commerce website. Businesses with accurate citations across multiple platforms appear more trustworthy to search engines and rank higher in local results.
Schema markup helps search engines understand your business location, services, and pricing. Location schema on area-specific pages can boost local relevance further.
Electrical contractors can get quick results through paid advertising when they need new leads right away. While SEO takes months to show results, a well-planned paid campaign can make your phone ring within hours of going live.
Google Local Services Ads (LSAs) show up right at the top when customers search for electricians in your area. These ads show your business details, ratings, hours, and contact number—perfect for getting serious leads.
Here’s what you need to do:
Application and verification – Google runs background checks, verifies insurance, and needs license documents to give you the Google Guarantee badge
Service selection – Pick specific services like outdoor lighting, security system wiring, or ceiling fan installation
Budget setting – Choose your budget based on weekly lead goals, and you only pay when someone contacts you
Profile optimization – Include your business hours, service areas, and quality photos
“After implementing Local Services Ads, we received 24 times our investment back in revenue,” says an electrical contractor from a case study.
Your ads display the Google Guarantee or Google Screened badge, which shows customers they can trust you. This badge proves Google has checked your credentials and will refund customers up to $2,000 if they’re not happy.
LSAs give you these benefits:
You pay for leads, not clicks
Your ads appear above regular search results
Customers can call or message you directly from search
Google verification badges boost your credibility
Emergency electrical work can be highly profitable. People searching for “emergency electrician near me” late at night usually don’t mind paying extra for quick service.
Your PPC campaigns should target these urgent needs by:
Bidding on emergency keywords – Target phrases like “emergency electrician,” “24-hour electrical repair,” and “electrical emergency [your city]”
Creating compelling ad copy – Show off your quick response times, round-the-clock service, and licensed team. Joe at Lighthouse Electric saw 35% more calls after adding “Same-Day Service Available” to his emergency ads
Using call extensions – Switch to lead forms during off-hours so you catch every opportunity
Implementing location targeting – Target people actually in your service area by setting criteria to “presence only” instead of “presence and interest”
“The most scalable channel is now infinitely more scalable and more efficient because of the integration with ServiceTitan that you can employ with Marketing Pro – Ads. You’re able to multiply your revenue, literally,” says Brianna Skiffington, Founder at Free Agency.
About 98% of website visitors leave without making contact. Retargeting lets you reconnect with these interested people who didn’t reach out the first time.
Retargeting uses a small code (cookie) on your website to track visitors. They’ll see your ads while browsing other websites, which reminds them about your services.
Here’s how to retarget effectively:
Segment your audience – Make different ads for people who looked at specific services (panel upgrades, smart home installations, etc.)
Craft compelling offers – Someone who checked out ceiling fan installation might click an ad saying “Still need that ceiling fan installed? Book today and get $20 off!”
Set frequency caps – Control how often people see your ads to keep them fresh
Monitor performance metrics – Watch your click rates, lead costs, and conversions to make your campaigns better
Tommy Mello, The Home Service Expert, explains Facebook retargeting: “Facebook is more of an upside-down pyramid. The way I do Facebook is you’ve got a lot of customers at the top who really don’t know about your service or they don’t need it today, but you’re building a funnel”.
These paid advertising strategies create multiple touchpoints with potential customers. You build brand awareness and get immediate leads at the same time.
Social media gives electricians powerful tools to show their expertise and connect with potential customers. A strong online presence can boost brand visibility and bring in quality leads without spending big on advertising.
Instagram’s focus on visuals makes it ideal for electricians to display their craftsmanship. The platform has 500+ million active users which creates a big potential audience for your electrical business.
Here’s how to create a winning Instagram strategy:
Post high-quality before and after photos – Show dramatic changes from old panels to modern installations. Premier Energy Solutions shows luxury properties with upbeat music and great lighting to highlight their skills.
Create project showcases – Share clear images of finished work and write captions that explain your craftsmanship and detail-oriented approach.
Use Instagram Stories for behind-the-scenes content – Let followers see your daily work routine. Cupertino Electric uses their story feed to share “day in the life” videos about employee appreciation days and quick chats with team members about their favorite tools.
Tommy from Pacific Electric saw his bookings double after he started posting regular installation photos: “Customers now mention seeing our work on Instagram before calling. They already know our quality before we even talk.”
Facebook stands as the biggest social media platform with 2.94 billion active users. It gives electricians a chance to build relationships and earn trust.
Your Facebook strategy should include:
Creating a professional business page – Pick a clear profile picture (logo or professional headshot) and an eye-catching cover photo that shows your work.
Joining local Facebook groups – Take part in community discussions where homeowners ask for recommendations. Be the helpful expert who answers electrical questions without pushing sales too hard.
Sharing safety tips – Become the go-to expert by posting useful electrical safety advice. Make posts or short videos about preventing electrical fires or why surge protectors matter.
Mark from Reliable Electric shares: “We started a weekly safety tip series on our Facebook page and saw engagement jump 40% in two months. People love practical information they can use right away.”
Video marketing helps customers understand complex electrical work and builds trust in your expertise. Hubspot data shows that video marketing boosts sales and helps customers understand products better.
Try these video approaches:
Educational “how-to” videos – Make simple guides that answer common electrical questions. Pick topics like “How to Change a Light Bulb Safely” or “Understanding Your Circuit Breaker Basics”.
Project transformation videos – Show electrical jobs from start to finish. When customers see the before, during, and after stages, they understand the value of your work better.
Customer testimonials – Let satisfied customers share their stories. Real recommendations build trust quickly.
You don’t need fancy equipment – modern smartphones shoot great video. Just ensure good lighting (natural light works best), get a tripod for steady shots, and use a clip-on mic for clear sound.
Jordan Farley, founder of Artisan Electrics, puts it this way: “My YouTube videos are more like a vlog of my day-to-day working life, talking about trade issues or how I’ve fixed problems on the job”.
Make your videos easy to find by using relevant keywords in titles, descriptions, and tags, such as “Electrical Repair Services in [Your City]” or “Best Home Generators for [Your Region]”.
Email marketing brings in an impressive $36 for every $1 spent. This makes it one of your most powerful tools to generate electrical leads. Your direct communication channel connects you with customers right when they need your services.
A strategic plan helps grow your email list. Here’s what works best for electricians:
Free incentives – Create guides like “DIY Electrical Safety Tips” or “Home Electrical System Checklist” to exchange for email addresses
Website sign-up forms – Place forms on your service pages and blog posts where they stand out
Service follow-ups – Get emails during service calls with permission to send maintenance reminders
Online booking systems – Let your system collect emails automatically when customers book appointments
Tom from Lightning Electric shares his success story: “We added a popup with a free electrical safety inspection offer to website visitors who gave their email. Our contact list jumped from 200 to over 800 potential customers in three months.”
Regular list cleaning removes inactive subscribers who haven’t opened emails in 18-24 months. This practice keeps delivery rates high and ensures your messages reach people who want them.
The right timing makes a huge difference with maintenance reminders. Research shows 71% of customers leave reviews when businesses make appointment scheduling easy.
Your strategic email schedule should look like this:
Spring – Push electrical inspections as part of spring cleaning
Summer – Showcase outdoor lighting installation and pool/hot tub wiring services
Fall – Highlight heating system checks and backup generator installations before winter
Winter – Promote emergency services and indoor upgrades while people stay inside more
Josh from Premier Electric tells his story: “Our winter maintenance reminder campaign brought in 24 service calls in just one week. Photos of ice-damaged wiring from previous jobs really drove home the importance of electrical safety during storms.”
Clear problem-solution scenarios that show you understand customer pain points make maintenance emails work better.
Email gives you perfect chances to upsell electrical services. Data reveals that targeted offers help the average business boost revenue through upselling by 17%.
Try these proven upselling strategies:
Group your audience based on past services
Highlight clear benefits of upgraded options instead of just listing features
Build urgency with time-limited offers
Set up automated follow-ups after quotes or service calls
Sarah from Greenlight Electric shares her results: “We started sending automated emails about smart home upgrades to customers who had regular outlets installed. Almost 30% responded, leading to many high-value jobs.”
Marketing automation tools help send messages at the best times. Studies show early mornings work great for most businesses—just skip Mondays when inboxes overflow.
Keep an eye on open rates, click-through rates, and conversion rates to improve your approach. Remember to link jobs back to specific email campaigns to measure each message’s exact ROI.
Content marketing costs 62% fewer dollars than traditional marketing and delivers triple the leads. Quality content helps electrical contractors establish expertise and build trust with potential customers.
Quality how-to guides help solve common electrical problems and position you as the expert customers trust. Blake from Current Electric shares his success: “After publishing our ‘How to Troubleshoot a Tripped Circuit Breaker’ guide, website traffic jumped 34% and generated 12 service calls in one week.”
These topics work well for electricians:
DIY troubleshooting for minor issues
Home electrical system maintenance checklists
Understanding electrical panel components
Smart home wiring basics
Your guides should feature clear step-by-step instructions with quality photographs. The goal isn’t teaching customers to replace you – it’s helping them recognize when they need professional help.
Safety content resonates strongly with homeowners who put electrical safety first. The National Fire Protection Association data shows electrical failures cause nearly 51,000 home fires each year. This makes safety information valuable and easy to share.
Here are some engaging safety topics:
Seasonal electrical safety checklists (holiday lighting, storm preparation)
Warning signs of outdated wiring
Child-proofing electrical outlets
Power outage preparedness
Carlos from Spark Electrical shares: “Our ‘Top 10 Electrical Dangers in Older Homes’ post gets shared constantly on neighborhood Facebook groups. It’s generated more qualified leads than any paid advertising we’ve done.”
Project transformations make compelling marketing stories. Research reveals 67% of consumers rate project photos as crucial when selecting contractors.
Sarah from PowerUp Electric turned a panel upgrade into valuable content: “We documented the entire process—taking photos of the outdated, overloaded panel, explaining safety issues, then showing the finished installation. That single post led to four similar projects within a month.”
Key elements for project showcases:
High-quality before and after images
Clear explanation of problems solved
Safety improvement highlights
Customer testimonials where possible
Regular content keeps your electrical business visible. Monthly posts with helpful information boost your search rankings and social media presence, building authority before customers need your services.
Marketing efforts that work will save you money and grow your business. Many electricians face challenges with marketing and spend money without knowing what they get in return.
Google Analytics shows you how customers find your website. Here’s how to set it up:
Create a Google Analytics account and install the tracking code on your website
Establish conversion goals like form submissions or quote requests
Set up dashboard reporting to review weekly or monthly
“After implementing call tracking, we found our Facebook ads were getting leads at half the cost of our radio spots,” explains Tom from Voltage Electric. “We immediately changed our budget and saw a 23% increase in new customers.”
Call tracking software links phone calls to specific marketing campaigns, which goes beyond simple analytics. ServiceTitan’s call tracking feature records every call and helps you tie them directly to marketing sources to calculate true ROI.
Key analytics metrics to monitor:
Traffic sources (which channels bring visitors)
Visitor behavior (pages viewed, time spent)
Conversion actions (calls, form fills, appointment bookings)
Cost per acquisition (what you’re paying for results)
Your cost per lead (CPL) equals the total marketing cost divided by the number of leads generated. Location and competition level typically affect this cost for electricians.
ServiceDirect data shows electricians nationwide paid approximately USD 73.00 per lead in early 2023. Regional differences tell an interesting story – Los Angeles electricians paid around USD 36.00 per lead while Sacramento businesses paid USD 70.00.
Calculation formula: CPL = Total Campaign Cost ÷ Number of Leads
Jason from PowerUp Electric shares: “We tracked CPL in a variety of channels for six months. Google Local Services delivered leads at USD 42.00 each, while homeowner referral sites cost USD 68.00 per lead. This data helped us reallocate our budget toward better-performing channels.”
Each campaign needs unique phone numbers or contact forms to track different lead sources. ServiceTitan’s Marketing Pro feature shows exactly how much revenue each advertising source generates and provides accurate cost per lead calculations.
The percentage of website visitors or leads that become paying customers determines your conversion rate. Electrical industry websites typically achieve conversion rates between 1.5-2%.
Your current performance needs accurate tracking to improve conversion rates. A Reddit user pointed out that many electrical businesses miss crucial data: “They only report impressions, which is useless. There is no conversion tracking whatsoever!”
ServiceTitan’s conversion tracking capabilities reveal which marketing campaigns generate actual booked jobs and completed sales, not just leads. Electrical contractors can measure both marketing and sales team effectiveness with this data.
“We found our office staff converted only 40% of incoming Google Ad calls to appointments,” explains Sarah from Circuit Solutions. “After implementing call recording and training, that number jumped to 65% – almost doubling our return without spending an extra dollar on advertising.”
Marketing becomes a scientific, revenue-generating system with proper tracking.
Marketing automation tools help electricians save time and make more money by taking care of repetitive tasks. A newer study, published in 2023, shows businesses that use automation tools see a 37% increase in lead generation.
Electricians usually handle multiple tasks at once, but keeping track of customer information shouldn’t be a burden. CRM systems put client data, appointment scheduling, invoicing, and payment processing in one convenient place.
ServiceTitan’s CRM makes customer interaction management simple with these features:
Caller identification before answering
GPS-enabled timesheets that update live
Mobile access for field technicians
FieldEdge provides specialized features for electricians such as dispatch management, field access, and customer notifications. Customers can schedule appointments anytime through online booking. The data shows 40% of bookings happen after regular business hours.
“We claimed our GBP profile and focused on accurate information and quality photos. Within two months, our call volume increased 42% from Google searches alone,” shares Tom from Eastern Electric Services.
Missing leads because you forgot to follow up? You’re not alone. Studies show customers are 8 times more likely to respond if contacted within 5 minutes.
Automated follow-up systems send targeted messages automatically. FunnelPros’ automation handles:
New lead responses
Appointment confirmations
Post-service follow-ups
Review requests
Kopperfield’s software sends automated messages through multiple channels at once, which results in 30% higher conversion rates from inactive customers.
“After implementing automated review requests through ServiceTitan, we saw our monthly reviews jump from 3-4 to over 20,” reports Tim from Lightning Electric.
Online reviews significantly affect electrical businesses. Studies show 90% of customers read reviews before they choose a contractor.
Reputigo helps collect reviews through:
Smart Review Cards that technicians give after job completion
Automated text messages sent right after service
Custom-branded microsites for client feedback
ServiceTitan’s Reputation Management comes with AI-powered response generation. The system creates personalized review responses that match your brand’s voice with just one click.
“If one comes in, I can attack it right then and there,” explains Brittany Brewer from Bradbury Brothers. “I just answer those every morning. It’s a really good way to start your day”.
Smart strategy and consistent execution through multiple channels drive marketing success for electrical contractors. A well-optimized website becomes your round-the-clock lead generator. Targeted ads and local SEO help qualified customers discover your business.
Mike from Express Electrical shares his success story: “We focused on mobile optimization, started running Local Services Ads, and actively managed our reviews. Now 65% of our new customers find us through Google searches.”
Your social media presence builds expertise and trust. Email helps nurture customer relationships. Analytics reveal what works best for your business. The best approach is to begin with a single channel and track your results. You can expand your reach based on what the data tells you. Electrical contractors typically see 30-40% growth in just months after launching a social-first marketing campaign.
Destiny Marketing Solutions specializes in marketing for electricians. Our innovative strategies help electrical businesses attract quality leads and boost revenue.
Choose your best chance from this piece and start today. Smart marketing strategy turns small steps into remarkable growth.
You don’t need to chase trends—just a simple, effective strategy that fits your business. Let’s talk about what’s working, what’s not, and how to fix it. Book a discovery call and get clarity on your next steps.
Here are answers to some common questions about marketing for electricians. These tips will help you attract more customers, build your online presence, and grow your electrical business effectively.
Using social media strategically helps electricians build trust, showcase expertise, and generate leads. Here’s how to make it work for your business:
Online reviews build trust, boost local SEO, and influence new customers. Here’s how to collect them effectively:
With the right timing, tools, and follow-through, collecting reviews becomes second nature—and a steady source of trust and leads.
A compelling email campaign helps you stay top-of-mind with past clients, educate potential customers, and drive new service calls. Here’s how to build one that works:
With the right strategy, email can help you stay connected, build trust, and drive repeat and referral business for your electrical services.
Direct mail still works—especially when it’s personal, useful, and well-timed. Here are creative ideas to help your electrician business stand out in the mailbox and generate leads:
When combined with targeting and follow-up, these creative direct mail ideas can keep your business top-of-mind and drive high-quality local leads.
Optimizing your electrician website for local SEO helps you show up in “near me” searches, Google Maps results, and local listings. Here’s how to get it right:
By focusing on these local SEO strategies, your electrician website will rank higher in local searches, attract more qualified leads, and stand out in your service area.
This guide will help everyone from digital directors, marketing directors, and business development managers working in solar power companies and organizations. It will also be useful for the C-suite, sales, and customer-facing teams. Readers will learn the peculiarities of marketing in solar manufacturing, distribution, and industrial sectors, how to form the right strategy, and what obstacles to avoid. It’s a must-read for:
As the world progresses toward a more environmentally conscious place, solar energy is increasing in popularity. Potential solar customers are likely to use the internet as their primary source of information on the process of taking their organization solar.
A digital marketing strategy helps businesses to connect and re-engage with people who are searching for their services. It is one of the most important and valuable sales tools at a company’s disposal. However, a digital marketing strategy doesn’t happen organically. It takes research, organization, and execution to implement an effective approach.
Solar businesses looking to stand out from the competition must embrace digital marketing as a core aspect of their business. The following guide takes you through the key components of digital marketing, demonstrates the value offered by various digital solutions, and explains how these can be effectively implemented in your solar business.
Most consumers begin the buying process by performing online research. When it comes to going solar, the internet is the perfect place to learn and understand the process and identify potential solar providers.
As the internet provides a common area for businesses and solar providers to connect, solar companies need to focus on their online presence. Here are some of the key benefits of digital marketing for solar companies.
The primary benefit of digital marketing is that it allows you to connect with customers when they are most engaged with the prospect of going solar. A quality website helps to take advantage of engaged customers. It should be the focal point of your digital strategy and ties together digital marketing tools.
A website should look good and be optimized using search engine optimization (SEO). This involves using keywords and Google Adwords to increase the website’s ranking, making it more visible to potential customers.
Although solar power has existed for some time, it has only recently become a popular option for businesses. To draw in customers, solar companies must produce quality educational material about solar energy and the transition process. These materials should answer common questions that companies may have. Doing so will help you establish a trustworthy relationship with potential customers.
The main marketing materials include blogs, ebooks, infographics, videos, and guides. By adding value to services for your customer through information, a solar provider can gain a competitive advantage. This differs significantly from a hard-selling approach, which can be off-putting for many potential customers.
Once online interactions take place, digital marketing gives solar businesses several options for re-engaging with potential customers. Remarketing is a marketing effort that helps businesses to connect with online visitors with previous interactions.
Targeted advertisements can be created to appear to these customers as they browse the internet on computers and mobile devices. This re-engagement helps keep your brand awareness high, increasing the likelihood of a purchase.
If possible, solar companies should attempt to collect emails to re-engage potential customers directly.
A crucial aspect of digital marketing is the utilization of social media. Social proofing is essential in establishing trust with customers. Facebook and Instagram are particularly effective in developing advertising campaigns. Frequent engagement and communication with customers can enhance a business’ reputation.
Not all marketing activities are measurable. Some are abstract concepts that aren’t data reliant. However, most digital marketing activities are quantifiable and modern businesses must be data-driven.
Applications such as Google Analytics are useful in analyzing website visits, visitors, clicks, advertisement performance, and other vital details. With data analysis, solar companies are better positioned for decision-making. After determining which aspects of a marketing strategy are working and which aren’t, the process can be refined.
Understanding your customers is crucial before implementing any marketing strategies. The first step in this process is to develop a buyer persona. This is an in-depth description of customers who represent your target market. These are not actual customers, but the description should contain all necessary information, including age, location, interests, and purchasing behavior.
In B2B, buyer personas should reflect the goals, desires, and limitations of company representatives. Their needs, challenges, values, and business relationships should be considered. For larger businesses, it can be beneficial to develop two to three buyer personas.
The best approach to developing a buyer persona is generally through a combination of market research, interviews, and questionnaires.
Reducing their carbon footprint is an important factor for businesses, particularly if they’re incentivized to do so. However, in most cases, reducing utility expenses is more important.
Establish customer reasons for installing solar power. Whether they’re attempting to reduce operating costs, protect themselves against rising utility bills, minimize their carbon footprint, or gain a perceived advantage over competitors, it’s vital to understand customers and their motivations.
There are also a couple of overlooked motivations that individual customers may have for buying and installing solar panels or investing in solar energy solutions:
Solar panels can protect against grid power surges or blackouts, keep appliances safe, and ensure that homes and businesses are never out of power.
Solar energy solutions have a certain level of prestige, so people often buy these units to impress neighbors and demonstrate their environmentally-conscious lifestyle.
B2C and B2B in solar are very different for several key reasons. The needs of a residential or private customer are unlikely to be the same as those of a business. Therefore, marketing strategies have to be framed differently.
The decision-making model in B2B is a lot different from B2C. Where a residential customer is generally the main person involved in negotiating, making purchasing decisions, and paying for goods, there may be a host of different people involved in a B2B scenario. In many situations, the person paying for the goods doesn’t necessarily manage or implement them.
Understanding the solar customer’s journey is crucial in adopting the right marketing approach. Businesses generally go through five key stages:
Awareness stage: This is the initial point of awareness when the customer discovers that a particular product exists.
Interest stage: After becoming aware of these products, the customer passes into the interest stage. At this point, there has been no decision made. Customers should be targeted with information-based ads giving them more information on product offerings.
Consideration stage: B2B is different during the consideration stage compared to regular consumer purchases. Businesses often have to adhere to strict budgets and decision-making protocols, meaning the process can take much longer (sometimes even years).
Purchase stage: Once the business has decided to make a purchase, they must determine who they’re buying from. At this point, there is now purchasing intent.
Advocacy stage: After making a purchase, a customer still has value. They can make referrals to other businesses. Positive customer experiences can contribute to increased sales in the long term.
Seasonality has a significant part to play in the solar industry. In the sunnier and warmer months of the year, people take a much stronger interest in solar power. This tends to be when customers are more willing to purchase, meaning this period of the year is critical for effective marketing.
When the weather gets colder, the interest in solar power drops. However, it remains crucial to market throughout these periods to maintain brand relevance.
A business’ location is a major determining factor as to whether solar energy is a realistic option. The more hours of peak sunshine that a solar panel is exposed to, the more electricity it can produce. Due to cloud cover and the sun’s rotation, specific geographical locations are better suited to solar power than others.
Some of the top US states for solar power include California, New York, Texas, Pennsylvania, Florida, Massachusetts, and Missouri. Key demographics also occupy major US cities, including Los Angeles, Boston, Washington DC, Anaheim, and Oakland. Some countries globally suited to solar power are the USA, Canada, United Kingdom, Australia, Nigeria, South Africa, and Honduras.
During the off-season, or colder months, customers may still carry out research, but they might not be ready to purchase. This means they lack purchase intent. Seasonal offers and email marketing campaigns are effective in keeping the customer engaged throughout the cooler months.
When the sunny weather emerges, businesses are more likely to have purchasing intent, increasing your chances of making a sale.
Retaining customers through website best practices should be a major focus for solar businesses. As the primary communication means that a company has, an easy-to-use, well-designed, and fully-optimized website is ideal. We recommend working with a professional web designer to build an engaging site for your prospective customers.
A significant amount of website traffic is generated by mobile users. While a website can appear and function correctly from a desktop or laptop, it doesn’t always translate to mobile devices. Solar businesses must have websites that are mobile-optimized, giving the best user experience possible.
Google core web vitals are the factors deemed important by Google in terms of the overall user experience of a webpage. For digital marketers, web vitals are an excellent tool for creating a high level of user experience for a webpage.
Due to the fluid nature of digital marketing, the metrics tend to change over time. Solar businesses must consider three core vitals:
A metric that measures visual stability. A page with a good user experience should maintain a CLS score of less than 0.1.
A metric that calculates loading performance. A good LCP score is when the page loads within 2.5 seconds.
This is a measure of interactivity. A good FID for a page is under 100 milliseconds.
Web hosting is crucial in creating a fast website. Modern consumers have grown accustomed to exceptionally high standards when it comes to browsing websites. A slow or unresponsive website can cause people to leave. Prioritize good web hosting to ensure your website runs quickly.
While some websites have specific requirements (depending on the industry), a solar company website layout doesn’t have to be complex. Although you may want to add particular sections, ensure the following pages are present and well-structured:
Search engines rank websites in relevancy, fit, and what internet users are searching for. Search engine optimization (SEO) involves improving a website, so it contains targeted keyword phrases and themes to match these terms.
Siloing a website is a way to instill a supportive architecture by clarifying the relevance of its contained subjects and laying the foundations for keyword rankings. Well-structured websites should be carefully organized, similarly to how an academic dissertation is structured.
There are four key steps involved in siloing a website to create a proper architecture:
Decide on a website theme
Build this theme using physical silos
Reinforce the theme with virtual silos
Develop keyword-dense content
Inbound marketing involves developing your business by creating long-term, worthwhile relationships with customers and potential customers. This is generally done by providing valuable content that customers can benefit from.
Inbound marketing requires a change of approach, whereby solar companies prioritize adding value for customers over pushing for sales. An effective way of determining what represents value to a customer is understanding their stage in their buying journey.
Generating leads through inbound marketing is more sustainable and cost-effective than buying them. Solar businesses should avoid targeting their audience with annoying and intrusive ads. Focus on your target personas through valuable content and drive potential customers to the next stage of the buyer journey.
Through omnichannel marketing, businesses provide customers with a comprehensive shopping experience from the first point of contact to the very last. All marketing channels are interlinked and come together to create a unified strategy, identity, and brand.
The most important channels, as well as their key components, are:
Businesses should refer to the buyer personas when coming up with keywords. Think about what customers are asking and searching for and important search factors.
Keyword intent must be valued. This means finding out what purpose customers have when they search for particular words.
Long-tail keywords are more important than head keywords in this regard as they encapsulate what customers are searching for, giving you a better indication of how to market to them.
Map keywords to specific pages on your website by relevance.
Meta tags, meta descriptions, ALT tags, and name pages are essential areas for keywords. These help your pages score higher in search engine rankings.
Internal links are important for on-site optimization. In particular, link accessibility, link volume, and anchor texts are critical. However, keyword stuffing should be avoided.
Technical SEO makes your website relevant to search engines. This process can be complicated, but basic knowledge can help you achieve excellent results when working with a developer. Some important aspects to be aware of include:
To outrank other competitors in the market, businesses must establish authority with their websites. This can be achieved through link building with other sites that are relevant to their industry.
As well as having relevant links, they must be written as relevant text. An anchor text helps describe the topic of a content page while sharing an internal or external link.
Most solar companies service a particular region, meaning local SEO is very important. NAP-W stands for name, address, phone number, and website. NAP-W consistency involves keeping this information relevant across all business listings, social media pages, and websites. This plays a crucial role in improving your local SEO performance.
Google MyBusiness (GMB) is an excellent tool for regional or local solar companies because it is free and helps them promote and manage their online presence. Solar businesses should set up a profile and focus on the following:
Citations from high authority websites are another critical approach in improving local SEO rank. Solar companies should register their information with authority review sites and directories such as Google, Yelp, Foursquare, Universal Business Listings (UBL), and Yahoo Local.
SEO-optimized content should be written specifically with the target market in mind to elevate them to the next stage of the buyer journey.
The type of content that creates value for and entices solar customers includes blogs, case studies, white papers, industry trend insights, and FAQs.
Another key content area is trending topics that fall under the renewable energy umbrella. Subjects such as batteries, smart home energy systems, electric vehicles, and commercial solar installations are all relevant examples.
Develop topical relevance through content siloing. This is an approach whereby website and content information is organized into a topical hierarchy. It helps give your site structure and increases its favor in search engines.
Once topics are registered as a hierarchy, multiple subtopics (usually four to eight) can be developed from each core topic.
Apart from content marketing, there are other ways to increase ranking on search engine results pages (SERPs).
With these ads, a specific goal is set, such as increasing sales or leads, then customers performing specific searches are targeted with ads that are usually pay-per-click.
Extensions can be added to provide additional information (e.g., a call button). These typically increase click-through rates.
These use imagery and video, along with text, to encourage customers to take a specific action, such as clicking through to a particular landing page. These campaigns are generally charged as cost per click (CPC).
Due to the nature of solar, ads that contain rich product information are often necessary. Shopping ads are developed using data and are shown to potential customers who have been searching for the type of product being advertised.
Video ads are effective in spreading information about a product. They are usually displayed within digital video content or before, during, or after a video stream (e.g., a YouTube video). These ads are targeted and can have interactive options.
Bing is a Microsoft-owned company that has three search engines: Bing, Yahoo, and AOL. Bing ads appear on all these platforms.
While Bing ads are similar to Google Ads, they can be cheaper because these search engines don’t have as many users.
Retargeting involves approaching those who have visited your web page or viewed your products without buying. It allows you to retarget them with relevant advertisements when they browse other sites.
Your ad copy, landing page information, and offer details must be consistent. For example, similar long-tail keywords can be used to increase clicks on ads and create a conversion when a user visits your site.
Dedicated landing pages for paid advertisements should be set up to maximize conversions. Whereas a customer may purchase from a homepage, a sales-focused landing page is much more influential. A singular path to conversion via landing page is an effective sales approach.
Even if a dedicated landing page doesn’t lead to a conversion, it is continually generating leads which you can use for retargeting or other advertising methods.
Social media is undoubtedly one of the most important platforms for advertising. With more than three billion social media users worldwide, virtually every industry can benefit from targeting these websites. What’s more, these web pages are enabled for advertising, ensuring you can easily track and monitor campaign results.
With approximately 2.7 billion monthly users, Facebook is the most used social media platform and the key for solar advertising.
A Facebook business page is the best approach for this platform.
Instagram has experienced steady growth and has emerged as an influential marketing tool. With more than one billion monthly users, it’s the second biggest social platform.
An Instagram business page is a good option for a solar company and provides the opportunity to present your products as high-quality images.
With a large presence of high-earning professionals as well as commercial enterprises, LinkedIn is one of the best platforms for lead generation and B2B marketing.
Solar companies should encourage their employees to create LinkedIn pages geared toward the target market.
Solar companies should also register an official company page to provide information regarding the business, products/services, employees, and other important content.
Twitter isn’t always the best avenue for marketing products and services. However, it is an excellent platform for connecting with industry influencers, ultimately leading to conversions.
As a niche social platform, Twitter can be helpful for granular marketing toward specific market segments.
YouTube is undoubtedly the leading platform to target regarding video content. It has two billion active monthly users. Two billion are 72% of all internet users. It’s experiencing consistent ad revenue growth, demonstrating its effectiveness.
A branded YouTube channel provides an excellent opportunity for solar companies to connect with their customers on a deeper level.
Solar businesses may utilize this platform to create content that answers common questions about solar, dispels myths, and provides educated opinions on industry trends.
Pinterest effectively reaches customers interested in a particular visual niche, such as home remodels and renovations. Pinterest users are much more likely to discover new brands than users of any other social platform.
The key to an effective Pinterest page is to optimize the smart feed (the Pinterest visibility algorithm). The main focuses of content should be domain quality (your website), pin quality (engagement on your post), pinner quality (engagements on your posts in general), and relevance.
Not all social media advertising is organic. While taking advantage of algorithms was all you needed in the past, today, paid advertising is essential.
Facebook paid ads are custom advertising from a business that helps them reach their target audience. Facebook allows users to choose specific images, text, and an audience to maximize ad performance.
These ads are highly recommended to increase the reach and exposure of your Facebook page and content.
Instagram paid ads work similarly to Facebook ads. Businesses choose a specific post to promote, and they can monitor its performance.
These ads are beneficial for promoting content such as eBooks, how-to guides, and whitepapers.
LinkedIn paid ads are either in the form of sponsored content, sponsored email, or text ads.
LinkedIn is an excellent platform for targeting specific industries and roles with your ideal client list. You can set precise goals for accurate measurement of campaign performance.
Twitter paid ads are useful alongside an organic content strategy. They are developed as promoted tweets and can appear to a broad audience.
These ads are effective in promoting content such as eBooks.
YouTube advertisements are all paid, apart from original content that you develop on a brand channel. YouTube has a diverse advertising structure that can be adapted to suit all types of businesses.
Pinterest paid ads are available to business accounts. They appear as regular pins for your chosen demographics.
Pinterest ads are excellent for increasing brand awareness.
Native adverts are paid ads that match the appearance and feel of the platform on which they appear.
The main advantage of native ads is that they provide a seamless experience for a target audience. For example, a solar business may place an advertisement on a Facebook homepage that perfectly blends with the other content.
Well-executed native advertising effectively promotes content as it discreetly disrupts the user’s internet use to provide information about your business and offerings.
Email marketing is an excellent way of engaging directly with customers. You can send customized messages to specific clients and demographics, enticing sales and encouraging them to move along the buyer journey.
Don’t use a free webmail address as your “From” address to give your email the best chance of reaching the inbox. Email addresses from Yahoo, AOL, Outlook.com/Hotmail, or Gmail, for example. Instead, use an email address that is registered under your organization’s domain.. Solar businesses can send a mixture of informative content and offers without being overly sales-focused.
There are several valuable tools for developing comprehensive and measurable email campaigns, including:
Ensure you are sharing valuable content for your target audience. For instance, if your company’s focus is residential solar installations, position your brand as the expert for this audience in your area with insights they they cannot find elsewhere.
Measuring and analyzing data allows businesses to establish which approaches are working and what needs improving. By utilizing key performance indicators (KPIs), solar companies can quantify their actions, allowing them to get better results.
Some essential digital marketing metrics or KPIs for solar companies include:
Useful tools for analytics and tracking include:
This is a free application offered by Google that allows you to track virtually all your website traffic aspects. For solar businesses, it provides crucial information that can help inform marketing strategy and decision making, such as:
This is another free tool by Google that helps businesses monitor and maintain their website’s presence in Google search results. It also works as a learning tool to help you understand how Google views your web page, enabling you to optimize it.
CRM is a business strategy that helps companies develop relationships with customers. It involves using technology, strategy, and processes to create streamlined communication with consumers to improve relationships and customer service, increase sales, and ultimately, profitability.
There are many great providers of CRM systems. However, HubSpot sets itself apart as there is a free version that provides a range of integrated features. It also offers social management, connecting your social media profiles and allowing you to extract critical customer data. It allows for communication tracking across various platforms and if you opt for the premium version, it can be fully integrated with your company website.
A CRM system allows you to gather granular data on how website visitors entered your funnel. They also provide key information on website behavior and how customers navigate your site.
What does it look like when all these elements work together for your solar company’s digital presence? Often, it means having a team dedicated to your digital efforts to expand your brand’s reach and impact.
Growing your presence online takes time and effort, but the payoff can be enormous as you develop your website as an asset that generates new business. There is no “magic bullet” for digital solar marketing, so combine a strong, user-optimized website with other initiatives such as Google Ads, SEO, and content, and you’ll reap significant benefits.
Are you looking for a trusted partner to help develop your solar brand’s presence online? Our team of digital marketing experts can provide a wealth of experience, with projects ranging from SEO campaigns for commercial solar installation companies to paid media campaigns for renewable energy commodity companies.
About a month after we finished our sprint with them, our company is showing up on the first SERP for every state we operate in. Cannot express how happy we are that we went with Destiny!! Leonard & his team are amazing.
– Aurora Energy, Commercial Solar Installer based in Maryland
We are a solar digital marketing agency that specializes in developing custom lead generation systems and digital marketing strategy for solar companies at each step of the value chain.
Learn more about how we can help you achieve your goals.
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