Digital Marketing for Solar Companies: Power Your Business With High-Impact Campaigns
As the head of your solar business, imagine this:
- You have hundreds of local visitors to your website each month.
- You consistently convert leads from your website.
- Your email and voicemail are full of potential customer requests.
- Your calendar is fully booked.
- You have 100% clarity on how your digital marketing performance is going.
Sounds amazing, right?
We have good news. Our team can explain how to turn these dreams into reality with a high-quality, high-impact digital marketing campaign tailored for your solar power business.
We’re a Marketing Agency Specializing in Growing Solar Power Company Revenue
At The Houston Marketing Agency, we know what works and what doesn’t for the solar industry. We have experience working with solar companies and can create the ideal digital marketing campaign that delivers. Contact us today for a free initial consultation.
The Holistic Playbook for a High-Performing Solar Power Digital Marketing Campaign
Our clear processes and proven strategies make us a top-performing Houston marketing agency that consistently gets results for our clients. When you work with us, your digital marketing campaign will focus on three critical components:
- Setting up data analytics to track your campaign’s performance.
- Driving inbound traffic to your website.
- Converting traffic into paying customers.
Sounds easy enough, right? It is, but the results won’t be beneficial if you can’t track them.
Can you answer the following questions about your solar power company’s current digital marketing campaign?
- How many organic visitors did your website get from Google last month?
- What is your cost per qualified lead from Google Ads?
- What is your website’s conversion rate?
Feeling lost? That’s okay!
We will guide you through each step of the digital marketing process so you can understand how it all works. We’re more than a digital marketing agency — we’re a “data agency.” We’ll help you understand what works and what doesn’t, so we can build your solar power company a personalized, holistic, high-performing campaign.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Without data tracking, you can’t reliably track analytics to make informed decisions, not gut-feeling ones.
Some essential KPIs you should be tracking for your solar power company include:
- Project completion time
- Average deal size
- Customer acquisition cost
- Warehousing costs
- Vehicle fleet utilization rate
- Supplier compliance
While many of these KPIs might be unique to solar companies and may not be directly related to digital marketing, it’s important to track KPIs that are centered around digital marketing, too. These might include:
- Number of website visitors by channel
- Costs by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Data Fidelity
Unlike many other digital marketing agencies, The Houston Marketing Agency prioritizes data fidelity — the accuracy, consistency, and faithfulness of data.
In the past, we’ve inherited digital marketing campaigns from other agencies and freelancers and have come across a handful of issues, such as:
- Double-counting conversions
- Tracking irrelevant conversions
- Not tracking every step of the funnel to get a clear picture of drop-off and conversions
Phase 2: Maximize Affordable Inbound Traffic
It’s fairly obvious that a strong digital marketing campaign is important for solar power companies. However, to get the most out of your campaign, you need to understand why people are searching for solar power companies to begin with.
Knowing this information can help narrow down your digital marketing campaign on specific targets and strategies that will maximize your traffic at the lowest cost.
Google has quickly become the top search engine for people looking up information on the internet. If you need an answer to a question, you just Google it.
Google statistics is a great first place to look for gathering digital marketing data.
This image shows that 7,400 users per month are searching for solar power companies near them.
If you’re looking for a solar power company in a specific area, you can also use city-specific keywords to narrow down your search.
Why does this matter? If your solar power company isn’t performing for both organic and paid traffic, you’ll miss out on potential customers for your business.
Organic
You can rank organically on Google for keywords like “solar power companies near me” in two places: the Google Local Pack and organic results.
First, let’s look at the Google Local Pack:
How do you rank here? SEO is complex and has many moving pieces, but the basic formula is this:
- Have an optimized and highly reviewed Google Business Profile.
- Have plenty of localized content on your website.
Now for the organic results:
You’ll find these just below the Google Local Pack. How do you rank here? Again, SEO is complex, but you can start by:
- Creating a website that is comprehensive and content-rich.
- Optimizing your on-page SEO (title tags, meta descriptions, etc.).
Paid
All paid channels do not perform the same — how they perform is dependent on your solar power company, your prospective clients, where you’re located, and more.
When considering your digital marketing campaign budget, consider investing your resources in the following areas:
Google Ads
This paid option helps you to rank at the top of the results page as “sponsored.” When used correctly, your target audience will see your website first, click your link, and hopefully become a customer.
Not all Google Ads are the same. As part of your digital marketing campaign, we can test different types to see which ones perform the best, including:
- Search
- Display
- Performance Max
- And more
YouTube Ads
If you want to highlight your solar power company’s services and values, YouTube Ads are a great way to visually connect with potential customers.
You can show that your company and services are:
- Reliable
- Secure
- High-quality
- Sustainable
- And more
Facebook, Instagram, and TikTok Ads
Social media campaigns can have a big impact, but you first have to understand that each platform targets a different demographic.
There is some crossover between platforms, but for the most part, you can assume that:
- Facebook & Instagram While most popular with Boomer and Millennials, don’t think of these as just reaching boomer or gen x audiences.
Facebook & Instagram perform well for creative products and services, traditional products and services. One key tip is video is expensive.
So if you only have a limited budget, or what you are promoting can be represented as in a static image, motion graphic type videos, or technical/traditional presentations, then Facebook & Instagram often give the best return on investment.
- TikTok is popular with Millennials and Gen Z. TikTok is popular, but are you promoting yourself in the users expectations products that are largely experiential, extremely visual, and somewhat humorous?
The biggest challenge and limitation with TikTok is the heavy investment in video production.
Often meaning someone is always filming, or hiring influencers to film very creative videos, with very flexible brand standards. But in the unique User Generated Content style that works best on TikTok.
When you’ve nailed down your target audience, you can use this information to your advantage. As a solar company, you might assume your target audience is mostly Millennials and GenX-ers, so investing in an Instagram campaign might be a great route to go.
Phase 3: Increase Conversion Rates
Getting users to your website is only one small part of your digital marketing campaign — there’s still work to be done.
How do you get these users to convert to customers?
Use CRO Best Practices
CRO — conversion rate optimization — includes a handful of factors, like:
- Having a website that is easy to navigate and mobile-friendly.
- Making sure your videos and images are high-quality and unique.
- Adding reviews and testimonials from happy customers.
- And more
With numerous strategies out there to help increase conversion rates, how do we know what might yield positive results? Many do, but here are some we typically recommend:
Split Test Landing Pages
For fintech companies, creating content that speaks directly to your audience’s financial needs and concerns is key. Consider publishing blog posts, guides, or videos on topics like digital banking best practices, budgeting tools, investing strategies, loan management tips, and cybersecurity for personal finance. Case studies or success stories that highlight how your platform helps users achieve financial goals can also build credibility and trust.
Educational content not only positions your fintech brand as an authority and attracts organic traffic, but it also helps increase conversion rates by guiding users through the decision-making process and demonstrating the real-world value of your products and services.
Clear CTAs
An actionable Call to Action (CTA) should be clear on your company’s website and throughout multiple pages. For a solar power company, CTAs might look like:
- Schedule a free consultation
- Fill out a contact form
- And more
Regardless of what you choose your process to be, it should be clear and simple for prospective customers.
Optimize the Funnel
Users don’t typically go from being an interested Google searcher to a customer who’s ready to schedule an appointment with your solar power company without any extra thought or hiccups along the way. There will inevitably be drop-offs as they decide not to continue on the path of converting into a customer.
How do you know where these drop-offs are happening so you can minimize them? Some areas will have really low drop-off, while others are rather extreme.
You need to:
- Have clarity about where the drop-off points are.
- Optimize those drop-off points through data-driven tests.
- Monitor performance.
- Continue running tests.
Increase LTV on Autopilot
You’ve increased traffic to your company’s website, determined drop-off points, and converted users into customers. Your job here is done…right?
Think again.
Now it’s time to increase the lifetime value (LTV) of these customers so they come back to you again and push out referrals for you.
How do you do that?
Email Automation for Repeat Services and Referrals
You don’t want a satisfied customer to forget all about you once you’ve done work for them. Odds are, they’ll need you again, or they’ll know someone who will need you soon enough. And when that happens, you want your solar power company to be top of mind.
With automated emails, you can continuously reach out to customers to share promotions, details about completed projects, upgrades to their past services, and more.
In the meantime, if a customer doesn’t need your services at the moment, they can help spread word-of-mouth referrals about your business. By providing reminders and incentives via email, you can increase the likelihood of them passing along your information to other potential customers.
Don’t Overcomplicate Digital Marketing for Solar Power Companies
The Houston Marketing Agency is here to help solar power companies reach their goals through high-quality, high-impact digital marketing campaigns.
We can help you increase your inbound traffic and conversions with tried-and-true digital marketing strategies tailored specifically for solar power companies. We are confident in our work — so much so that we offer a 100% refund if we can’t improve your performance within three months.
Contact us today to get started.