Palmer Blog

Drew Palmer

Recent Posts

How to Measure Campaign ROI

Posted by Drew Palmer on Fri, May 12, 2017 @ 04:06 PM

Why can it be difficult to measure the effectiveness of your ad campaign? There are many reasons, but here are just a few. For starters, you may be measuring the wrong metrics. The campaign cycle could be too long and complicated. Or analytical tools aren't being used to their full benefit.

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Tags: measuring ROI, ROI, ad campaign ROI, tracking ROI

Put your eBlasts to the test

Posted by Drew Palmer on Fri, May 05, 2017 @ 03:51 PM

Not happy with your eBlast conversion rates? Let A/B tests be your guide to finding out what's working and not working.

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Tags: email marketing, solar email marketing strategy, a/b testing

Lead Nurturing for Beginners

Posted by Drew Palmer on Fri, Apr 28, 2017 @ 02:57 PM

Lead nurturing is one of the most critical activities for any marketing department, and at times, it can be incredibly challenging especially if the product or service requires a substantial amount of money or investment. Ultimately, the effectiveness of your team's lead nurturing workflows have a direct impact on your bottom line and marketing managers need to make sure these workflows are well-constructed, transparent and measurable. 

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Tags: workflows, marketing, lead generation

Content generation 101 for solar companies

Posted by Drew Palmer on Fri, Mar 24, 2017 @ 04:00 PM

Solar firms looking to create a stellar inbound marketing strategy are faced with the classic glass half full, glass half empty scenario. Starting with the good news: there's no shortage of great solar content to choose from. The bad part: there's no shortage of great solar content to choose from. This influx of content can be overwhelming, noisy and unfocused. Solar firms need to resist the urge to try and leverage it all.

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Tags: solar, solar marketing tips, solar content creation

5 tips for creating eBlasts that get results

Posted by Drew Palmer on Thu, Mar 16, 2017 @ 04:12 PM

When it comes to getting the word out about your business, email is an extremely easy and cost-effective method to extend your brand in the marketplace and drive new leads your way. 

You can capture email addresses from inbound callers as well as from visitors to your website and other digital channels. Many companies get started by collecting addresses when they attend trade shows and conferences. If you’re starting from scratch, you can always purchase targeted addresses from an email list broker. 

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Tips for Off-Season PPC Solar Campaigns

Posted by Drew Palmer on Fri, Mar 10, 2017 @ 09:48 AM

In the past few weeks we here at Palmer HQ in San Francisco have been experiencing some pretty intense rain and windy weather, and our neighbors to the Northeast are bracing themselves for record snowfall this weekend. It's safe to say that purchasing solar panels isn't top of mind for most people during the winter months or when the weather isn't particularly sunny, but, that doesn't mean you can't or shouldn't be driving leads during these off-season periods. 

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Tags: solar marketing, Adwords, PPC, solar marketing plan, solar marketing tips

Lead Scoring Explained

Posted by Drew Palmer on Fri, Mar 03, 2017 @ 02:14 PM

What do marketing automation and the boy scouts have in common? One simple adage: Be Prepared.

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Tags: workflows, marketing automation, lead generation

How to become an in demand employer with LinkedIn

Posted by Drew Palmer on Fri, Feb 10, 2017 @ 04:16 PM

When we consider using LinkedIn for business purposes, we immediately think networking and lead generation. But there's more to LinkedIn than meets the eye. With LinkedIn business and career pages, you can position your firm as an "employer of choice," that is, the kind of company that everyone wants to work for. We'll show you how to do it.

Every day millions of job-seekers use LinkedIn to find work. Some may simply reach out to as many employers as possible, while others may be more selective. Particularly skilled applicants may only contact employers if the firm's LinkedIn page looks professional, well-written and highly recommended. Who can blame them? The implication, therefore, is clear: a well-managed LinkedIn page can create a pipeline of highly qualified job applicants.

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Tags: company profile, best practices, social media, LinkedIn

The Perfect Blend of Outbound & Inbound Marketing for Your Solar Company

Posted by Drew Palmer on Fri, Feb 03, 2017 @ 12:03 PM

Due to its high ROI and relatively low costs, your solar company probably already has a robust inbound marketing plan that includes SEO, social media and blogging.

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Tags: outbound marketing, solar, inbound marketing

5 Solar Website Design Tips to Drive Leads

Posted by Drew Palmer on Fri, Jan 27, 2017 @ 04:22 PM

Your solar website's primary goal is simple: to generate enough visitor interest that they reach out and contact your office. Any other elements of the site, such as informing visitors about the benefits of solar energy or various financing options, serve this greater goal. In other words, if a visitor turns into a qualified lead, you've succeeded. We'd like to look at some principles of solar website design that can help to make this goal a reality.

Simplify, simplify, simplify. The business of selling commercial or residential solar panels can be a deceptively complex one. After all, customers need to know about pricing and financing options, tax credits, "how solar works," and the list goes on. The temptation may be there to provide all this information on your site to help reflect your brand's expertise, but beware. You run the risk of only confusing visitors, which is especially problematic because visitors tend to arrive at solar sites without much information about how it all works. Our point: keep navigation as simple as possible and minimize any obstacles of "noise" that would prohibit a visitor from contacting you.

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Tags: web, solar, web design, solar website design