The market for solar products is increasing daily, and companies that are most effective at guiding potential customers through the steps leading up to a sale, are the ones that will grow most rapidly. 
The solar sales funnel begins with a comprehensive inbound marketing strategy, which should include SEO, paid ads, and social media.
It should be complemented by a compelling company website which includes Calls to Action (CTA), appealing landing pages offering valuable content and Thank-You pages.
The most important element in developing your solar marketing strategy should be identifying a unique selling proposition that only your company provides. While it can be difficult to zero in on a single feature that makes your company stand out in a crowded market, you may wish to utilize one or more of these features to differentiate your USP:
- Solar industry knowledge—There are few industries that are as dynamic as solar. By maintaining a thought leadership position, you can help attract a larger number of interested parties. Writing compelling and informative blogs, publishing respected white papers and webinars, and posting authoritative information on social media platforms can generate enormous interest and position your company as a unique leader.
- Develop strong relationships with financial companies—Reliable partnerships with financial companies, banks and government agencies can help produce highly lucrative financing options. The biggest obstacle to progressing through the solar sales funnel is the lack of available financing options, but that is rapidly changing, as more banks use products like home equity loans to support their purchases.
In order to maximize the efficacy of your solar sales funnel, be sure to design a website that engages visitors and encourages them to advance through the sales funnel.
- Calls to Action—CTAs are the first step of an effective online sales funnel; they guide visitors into the funnel. Compelling CTAs involve visually captivating imagery overlaid with an imperative sentence begun with a dynamic verb. CTAs should be between 90 and 150 characters and is most effective when quoting a numerical figure.
- Landing page-Visitors typically make up their mind about a website page within a few seconds. It is important to combine attractive images with intriguing information on your landing page. That intriguing information should be in line with the original CTA that brought them there and recap the benefits of the offer being hosted on that landing page. Engaging the visitor is critical to leading them to the next solar sales funnel stage.
- Thank you pages—Once a visitor has positively responded to a CTA and a landing page, they should be directed to a Thank-You page. Generally this comes after the lead has filled out a form on a landing page. The Thank-You page acts as the host of the valuable content you offered in your CTA and explained on your landing page. Furthermore, Thank You pages should be used to express your appreciation as well as guide the visitor to continue exploring your website. You should provide the option to take more steps through the solar sales funnel, or you may wish to allow them to explore content on partner sites like Facebook or Twitter.
Every inbound marketing strategy’s success is dependent upon an engaging website that facilitates the sales process.
Compelling landing pages, Thank-You pages and CTAs that emphasize your company’s unique selling proposition can dramatically improve conversion rates.
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