The solar industry is becoming one of the most attractive areas within the global energy sector with major economic powers like China and EU investing heavily in it. Everyone loves the sun! 
This growing fervor in the market can help make your solar company a leader in the industry, but you need to utilize the most successful marketing campaigns to truly take advantage of enthusiasm from consumers and investors.
Your marketing team needs to be devoting their efforts to the inbound marketing initiatives that meet consumers where they are and guide them to your landing page where they can complete the conversion process. The key to identifying these successful inbound marketing techniques is measuring the ROI of solar marketing.
Return on investment is the metric for all marketing initiatives, but this holds particularly true for solar companies. Younger companies lack the financial cushion to misallocate their precious marketing dollars on techniques that aren’t producing substantial results. You are competing in a crowded market, and the marketing techniques with enormous ROI of solar marketing you miss are going to be utilized by your competitors. To help make your organization the industry leader it deserves to be, you must use some key strategies for measuring the ROI of solar marketing.
To get a more indepth analysis of what goes into tracking and measuring a solar marketing campaign, download our ebook:
The first step is conducting a brand awareness study. This helps determine how well your company is known among key consumer groups including the general public, solar consumers and various geographical markets. This pre-campaign metric provides a baseline for your client to measure any returns from your solar marketing initiatives. The components of any brand awareness study should include multiple channels including eSurveys, phone, mail and social media.
Once your marketing team has formulated the solar marketing campaign and begun distribution, you should also be implementing a strategy that tags responses for their origins.
This type of tracking ROI of solar marketing can be critical to your success, because it identifies which marketing tactics are inspiring the greatest responses. You may track responses by setting up separate phone lines for each marketing channel, or attaching tracking URLS to determine if your landing page visitors are coming from search pages or social media. Making sure each number and URL is different is essential so you can pinpoint exactly where your leads are coming from.
While your marketing team is probably qualified to track this type of ROI of solar marketing, they may not be able to use the fine grain analytics that are necessary to truly identify the most successful tactics.
The final component of a strong strategy for measuring ROI of solar marketing is using a conversion rate optimization strategy. Using multiple landing pages with differing marketing themes, your marketing team can identify the winning strategy for your company.
