Since more companies and individuals are turning to renewable energy, the solar energy industry is rapidly growing. By 2026, experts estimate that the global solar energy market will be worth $223.3 billion. Obtaining new leads, on the other hand, remains a challenge for many solar companies.
Many businesses' first question is, "What audience should we target?" or "How do we produce more quality leads?" Many well-informed customers know exactly what they require and are prepared to make an informed purchase. Many people have never considered buying anything related to solar energy and are just now beginning to learn about it. To be effective, you must appeal to both audiences.
Obviously, customers who are specifically looking for solar power goods and services should be able to see what you have to sell.
You can, however, cater to potential customers who are still undecided on what they want. It's almost impossible to predict what form of marketing material would compel a specific customer to act. People may, for example, be looking for practical information about how to turn to solar energy, and your educational content may be able to assist them.
Unfortunately, several companies concentrate their marketing efforts on the easiest goals and produce content for customers who are about to make a purchase. As a result, these businesses miss out on a lot of successful conversion opportunities and lose money.
They know they need to rethink their marketing plan at some stage, and the sales process slows. We suggest starting by preparing every phase of your sales process to establish a strong presence.
Determine the phases of your customers' path to carry out the strategy. This is where the sales funnel comes in handy.
Customers who have just recently started looking into solar panel installations are at the top of your sales funnel. This is a significant portion of the audience. This sort of audience, on the other hand, does not show enough dedication. At the top of your funnel, prospects aren't interested in making a purchase. They just want to learn more about the product and get answers to their questions at this stage. Indeed, such prospects may be unsure if they still need solar energy in the first place.
Focusing on educational material, such as blogs, blog posts, and informative multimedia content on social media sites, is a perfect approach. You should explain what solar energy is, why it is needed, and how to get started with it to your prospects. We suggest thinking about a broader set of keywords. Keywords relevant to the installation process, as well as keywords that meet the needs of your target audience, should be included. For example, you might use keywords like "energy-saving" or "lower utility bills."
The next move in the sales funnel is this. Prospects who have made it this far are more likely to consider purchasing your product. They're always searching for information that will help them make the best decision, but this time they're looking for more detailed details, such as the differences between the various solar panel models and the additional benefits that each type of product provides.
Consumers are searching for unique goods and brands, as well as the ability to buy them in their local region, at this time. They can read reviews and go to the websites of various businesses. Your aim is to get them to remember your brand from previous content so that they can recognize you as one of the better choices. To stand out and compete, you should be clear regarding your goods and services.
Since this stage of the sales funnel comes before the order, it implies a higher degree of engagement. Prospects at this point have a deep desire to buy, so they are more receptive to direct marketing tactics. Sales-oriented material, free demonstrations, and consultations are now available. You should be transparent about your offers and the advantages of your brand if you want your prospects to make the best decision possible.
“The buyer journey should be planned around the buyer persona. First and foremost, you should discuss the concerns that are important to your potential clients, and then you should clarify how they can fix their problems,” says Irene Baldwin, a digital marketer at Best Writers Online, a website that reviews essay writing services.
You must not only explain but also demonstrate the solutions so that your future customers can see how your product can assist them. You should offer clear choices so that customers can think about them and weigh the pros and cons.
After your potential customers have weighed your choices, you need them to make a decision and move closer to making a purchase.
Emails, ebooks, and social media can all be used to convert, review, and cultivate the leads. Here's a brief rundown of the steps:
To build a marketing funnel that meets your goals, you must first consider the challenges of marketing in this industry and be prepared to resolve them:
Long payment terms and high upfront costs can deter potential customers from investing in solar panels.
The lengthy purchasing process, as well as the difficult installation process, can influence your potential customers' decision.
Many people are also unsure why solar energy is superior and whether they will be happy with the results.
The key explanation why solar companies fail to meet their objectives is that they are given the wrong leads. Since the quality of your leads defines your performance, you should be able to obtain high-quality leads. Another issue is that many solar companies receive the same leads, which means they contact the same customers, increasing rivalry. A customer is contacted by the first company, and the same customer is contacted by other businesses. The sooner you approach someone, the more likely they are to take advantage of your offers.
Many of the above factors contribute to the ineffectiveness of offline marketing. We suggest concentrating your energies on digital marketing because it helps you to assist potential buyers in conducting online research and explaining the benefits of your product. Donna White, a digital marketer at the paper-writing service ratings website Online Writers Rating, says, "Digital marketing allows you to use a range of tactics, including email promotions, social media campaigns, paid advertising, online activities, and so on."
“You may also have a variety of benefits. Your future buyers can download your ebooks and sign up for your updates, giving you plenty of opportunities to detail the features and benefits of your product.”
You should figure out what sets you apart from your rivals. People should be able to recognize the characteristics and attributes of your product that make your company a good choice regardless of how they associate with your brand. Your true value proposition is the most powerful way to clarify why you are different from any slogan. Since you don't have much time to wait for your prospects to realize why they should buy, we suggest focusing on the benefits right away.
For example, your key selling point could be the solar equipment's warranty, or you could emphasize how efficient your goods are compared to those of your rivals.
Both new brands and businesses that have been in business for a long time will benefit from educational content. We've already discussed the value of educational content for prospects who are unsure whether or not they need solar equipment, but educational content also allows you to establish credibility. We suggest that you have valuable content that can help your future customers not only understand but also use your goods.
Email promotions and social media posts help to increase traffic to your website's educational material. You should also consider the content's long-term value. SEO optimization can assist you in creating content that is appealing to your target audience. To draw high-quality traffic, conduct keyword research relevant to your potential customers' popular questions. You can build a strong marketing plan by using various keywords at different stages of the sales funnel.
For example, your prospective customers may be curious about how long it takes to install a solar panel.
You can look up keywords related to the subject and see how many pages there are with answers. If you write a blog post with the keyword "how long to install a solar panel," your article will rank for similar search queries, attracting a readership interested in installing panels.
Search engine optimization often necessitates keyword study.
Social networking will help you raise brand awareness, increase sales, and draw more customers. Social networking may also aid in the development of long-term consumer relationships. However, gaining a broad following can be difficult. Many social media influencers with an active audience who are interested in your type of product exist, and collaborating with them will enable you to reach a wider audience more quickly.
Perhaps you've seen celebrities endorsing cosmetics or clothing. This is how it deals for influencer marketing. You may also benefit from influencer marketing if you sell solar equipment. Influencers that produce content about sustainable remodeling, for example, can be found. Their followers would undoubtedly enjoy the opportunity to interact with reputable installers who can answer their questions and offer helpful advice on product selection.
According to studies, up to 60% of companies that use SEO tactics often invest in PPC ads. Although organic search is relevant, you should also consider other methods of attracting customers. When people conduct a search, paid search results appear at the top, and if your website appears there, you will increase traffic and generate more leads.
When anyone comes to your website, you can do whatever you can to persuade them to make a purchase. Your CTAs need to catch people's attention right away. Your conversion rate may exceed 120 percent if CTAs are embedded in your content. We also suggest that you have descriptive CTA buttons so that your guests can do more than just press them and leave instead of just leaving.
Include CTAs on your landing page and try out various forms of CTAs. You may, for example, request that your visitors send their contact details, join your email list, sign up for a membership, add items to their cart, or learn more about them.Final Thoughts
The solar industry is growing, but it's also very competitive, so businesses must put in a lot of effort to generate high-quality leads. We suggest conducting market analysis and creating a marketing funnel so that you can deliver the best marketing content at the right time. Some people are almost ready to purchase their new solar equipment, so you can explain why your business is better than the competition.
Some people are considering moving to renewable energy sources, but they need to learn more about it first. To ensure steady growth, your marketing plan should target various types of audiences. We hope that our suggestions will assist you in generating new leads and increasing your sales in no time.