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.
Solar marketers looking to generate high-quality leads have a steeper hill to climb than their non-solar counterparts. And that's because unlike, say, customers who want to buy a microwave or a new car, many solar leads aren't familiar with the ins and outs of the product itself. There's a lot of misinformation out there surrounding residential solar, and marketers need to educate leads before nurturing them across the solar sales purchasing funnel.Read More
What are the best platforms for solar social media marketing? Well, as with most marketing-related questions, the answer is, "it depends."Read More
At the time of this writing, were here in San Francisco are receiving some much-needed rain. And while the rain is good news for drought-stricken Northern California, it runs the risk of putting a kink in your solar marketing plans.Read More
Your solar inbound marketing strategy contains many tools to generate leads, boost sales, and expand you social media reach. For today's purposes, we'd like to hone in on the handful of inbound-related tasks and deliverables to help your firm generate the most bang for your buck. A cheat sheet, if you will.Read More
Most solar firms use Twitter to help reach new followers, identify leads, and grow their brand. However, due to all the other marketing-related demands on their plate, many solar firms — just like many non-solar firms — fail to consistently and effectively leverage the network for these critical business purposes. Now, if you look at the title of this post, you'll see we used the word "mistakes." We admit that's a little harsh. Most of the "mistakes" solar brands currently make on Twitter are simply mistakes of omission, where solar brands — just like non-solar brands — neglect the platform in favor of other pressing concerns.
It's no secret that marketing departments should create buyer personas to better market to leads and prospects. However, this demand is even more acute in the complex and ever-changing solar industry. To illustrate our point, let's first consider a lead that's in the market for a new washing machine. Generally speaking, this buyer persona is concerned with things like cost, quality, and ancillary issues like warranty information. Yet at the end of the day, marketers don't need to "educate" consumers about washing machines.
What does your solar brand say about your company?
In a previous post we looked at how solar firms can start planning now for marketing in the off-season. We looked at how firms should understand trends in the industry, as new developments will inevitably affect their business model. We talked about the importance of catching up with partners and revisiting financing arrangements. We also encouraged firms to revisit obstacles to conversion: what will prevent prospects from becoming customers and how your team can do a better job at communicating value.
Your email marketing blasts — henceforth known as eBlasts — can be a double-edged sword for your business. On one hand, they can help you engage prospects and drive conversions. On the other hand, they can annoy leads and cost your team valuable time and money. Therefore, it's important your team gets email marketing right by optimizing your eBlast's frequency and timing, content and key components.