We created this Solar YouTube Marketing Guide for B2C or B2B solar companies and their in-house marketing staff. YouTube is a great platform to expand your solar brand’s reach and educate your target audience. We hope the strategies and tactics included in this guide will help inspire action!
Social media is the new way to reach solar customers. One of the most popular networks for solar power professionals to market their business is YouTube.
YouTube marketing videos are growing in popularity because they show people what solar energy can offer them, not just solar salespeople trying to close solar customers.
Your solar customers are online looking for information about solar power and how it compares with traditional energy sources. By using YouTube to educate potential customers, you can increase your solar company’s digital marketing ROI.
YouTube is the second most popular search engine behind Google and one of the largest social networks. Google owns it, and it has over 1.9 billion users worldwide. While solar companies may not be able to reach all these users, solar videos can show up on related searches for solar energy and solar power, which will help your company attract and engage potential customers.
When solar companies neglect video marketing, they're leaving money on the table. With more than 1.9 billion users, YouTube can be one of the most effective solar marketing channels available. YouTub offers the benefit of producing organic search results that solar companies may miss out on when prospects search for keywords via Google Search.
According to a 2015 study by Ipsos MediaCT and Google, 77% of people between 18 and 49 years old turn to YouTube first when learning about new products or services. The solar industry is no different, with many solar professionals turning to YouTube as both a way to promote their business while providing helpful information for prospective solar customers around the world.
Furthermore, traditional social platforms like Facebook are becoming saturated with many solar companies advertising to meet increased demand for solar solutions. At any given time, over 100,000 solar companies could be competing for the same group of prospects in solar hotbeds such as California, Florida, Nevada, and Texas.
Hence the inclusion of YouTube in your digital marketing strategy. The YouTube platform provides a balance between high-quality, targeted leads and cost-effective cost per acquisition.
As solar companies seek new ways to market their business, one option is becoming more popular by the day: YouTube. Solar professionals have begun to discover the power of online video and its potential for lead generation.
Remember: Your success hinges on educating your prospects.
Solar technology is often complex and ever-changing, and solar customers are investing in a product that has a significant effect on their lives. They have to be confident that your solar product or service meets their needs.
The solar market includes a variety of solar buyers with different preferences, interests, and purchasing criteria. Understanding what makes your target customer tick is essential to get the most out of your marketing efforts and grow solar sales. By profiling your solar company’s buyer personas, you can provide valuable and timely content to your target customer segments.
Persona development is an essential first step, as your persona research will help inform your YouTube marketing strategy.
Solar power is a way to get off the grid and save money on energy for solar homeowners and business owners.
Understanding customer trends can help solar companies increase solar sign-ups and solar sales. By using the power of YouTube, solar businesses can do this with ease.
Start with a free Google account, which will allow you to upload videos to YouTube. Opening a free YouTube account costs nothing and can be done quickly. In addition to YouTube, cross-promote your brand’s solar videos on Facebook, Twitter, LinkedIn, your website, and any other relevant platforms for your target audience that support video content.
There are many ways solar companies can use videos to promote their solar business. For example, solar professionals may choose to create how-to videos teaching customers about solar energy or solar technology. These types of videos benefit solar professionals in two ways: by providing useful educational information and preparing customers for the installation process while at the same time building trust with potential solar buyers. Many professional solar companies find success using this type of video content.
Take an educational approach to your video content, which will be evergreen and outlast sales gimmicks and slogans.
Highlight how solar can be the answer for various problems, such as:
We recommend adding three main types of solar marketing videos to your brand’s YouTube channel: Solar Advice, Solar How To, and Solar DIY videos.
This solar video is meant to market products for sales and marketing with a solar installer or solar salesperson as the show’s star. Make sure your solar company is talking about the benefits of solar.
These solar videos will give more in-depth information about different types of solar equipment, installation methods, or other more specific topics related to solar.
Your customers are interested in some aspects of solar, from learning about new technologies on the market to understanding basic installation techniques. Sharing this content on YouTube puts you on a level playing field with established brands by giving them free, educational content.
Consider a YouTube series highlighting the incentives for going solar or how a home or business owner can finance their solar project.
If you’re trying to run a successful solar video marketing campaign with one video, you will limit your brand’s potential reach and impact.
Create multiple videos on the same broad topic, focusing each video in the series on a specific question or pain point.
A series of videos on the same topic will help your channel will likely engage your target audience longer.
Varying your message, format, delivery (organic vs. paid promotion) will enable your team to reach more people.
YouTube can drive traffic to your other digital channels such as your website, Facebook business page, and LinkedIn company page with the right strategy.
You can also leverage your solar videos for paid advertising creative for Google, Facebook, Instagram, and of course, YouTube!
For each of your YouTube video descriptions, make sure to link to your other web channels using the HTTPS:// version of the URL. Including the HTTPS:// will enable users to click directly through to your website.
You want to explicitly direct your prospects to take the next step, which can vary based on the video topic and your videos’ role in your brand’s marketing funnel.
You may ask your viewers to visit your website, visit one of your other social channels, download a content asset, or share the video with their personal and professional networks.
Remember, YouTube is a search engine, so just as you optimize your website for SEO for search engine results, you can apply similar optimization techniques to your solar YouTube channel.
These are several tips to get started with YouTube optimization:
Consider your initial SEO keyword research, and place your high-priority keyword(s) in your YouTube channel name.
YouTube Channel Name: Solar Power World
Remember that the first 48 characters in your YouTube Channel’s About Us snippet are visible in the YouTube search results. Describe your solar company concisely, incorporating relevant keywords to increase your YouTube channel’s on-page search visibility.
You have 100 characters of space to insert relevant, SEO-friendly meta tags for your YouTube channel. Tags are a great place to include your brand’s target keywords!
You can upload a 30-60 second video trailer for your channel. Think of movie trailers as introductions to upcoming movies in theaters. Same idea for your YouTube video trailer.
Video trailers are a great way to wow your potential channel subscribers.
Combine videos on similar topics into comprehensive playlists. These playlists will drive up video watch time, which is YouTube’s top-ranking factor.
As with your channel name, incorporate relevant keywords into your playlist titles. As you develop the playlists, don’t forget to create keyword-rich playlist descriptions.
Before any YouTube video optimization, set up your videos for success with these tips:
After filming your solar video, incorporate the following while uploading to YouTube:
When you are creating your video promotion plan, leverage organic and paid strategies for optimal visibility.
These are recommendations to ensure you’re making the most of your YouTube video content:
Leverage YouTube ads (via the Google Ads interface) to increase your visibility among your target audience(s). You can use either your existing video content or create content specifically for the paid campaign.
YouTube offers several options for your solar video ads, including:
As you develop your YouTube ads strategy, keep the following in mind:
If you decide to go at it alone with your YouTube marketing, these YouTube channels can serve as great resources for direction along your journey:
This guide provides optimization and promotion strategies for your YouTube videos and channel. If you would like more in-depth strategies that help build your solar brand’s visibility on YouTube, reach out today, and we can help develop a custom video marketing strategy for your brand.