Did you know that 36% of small businesses don’t even have a website? If you’re trying to draw new customers to your business, you need a strong web presence — and a winning strategy. And if you’re in the booming solar energy business, you need to stand out from the crowd.
Read on to learn about 7 common solar marketing mistakes and how to avoid them!
1. Failing to Have a Website
When you’re crafting a digital marketing strategy, start with a good website. This is where you’ll put the essential items, like your contact information, services, and products. But you’ll need to do more than that to attract attention.
Use crisp web design strategies to keep your website modern and easy to navigate. Feature a cohesive color scheme that ties in with your professionally-designed logo. Finally, update it regularly to ensure that it features the latest services and a gallery of your work.
2. Neglecting Social Media
Social media marketing needs to be a central part of your business plan’s section on promotional efforts. Do you have a business profile on at least two platforms? If not, it’s time to create a presence — and post actively.
Choose sites like Facebook and Instagram, for instance, and include contact info and a link to your website. Then commit to making posts at least several times a week.
You don’t want someone stumbling across a dormant social media page. They might question your responsiveness and professionalism.
Instead, provide insights into the benefits of solar energy and potential savings. Show images of your solar panel installation crew at work. And use a tone that is warm yet friendly in all posts.
3. Ignoring the Importance of Good Content
On your website, you’ll want to include a blog to help drive traffic to it. The temptation might be to add only the basic elements to your site. But keep in mind that it is smarter to post entries detailing common solar energy information.
A solar provider needs to be a source of helpful tips, facts, and updates. After all, if the goal is to sway someone toward the benefits of solar energy, they need concrete reasons to invest.
Talk about the process of solar panel installation. Explain the cost breakdown for installing panels and saving money on utilities. And in each post, use good search engine optimization (SEO) practices, too.
This means embedding keywords relevant to searches for your business into your blog posts. Doing this can help your website ascend the search engine rankings so you get more visits.
4. Not Offering Promotions
Even though you might have to reduce your profits a little, promotions are a smart investment. For example, you could offer 20% off installation. Or you could provide a better deal on a particular type of panels that you’re hoping to highlight and sell.
New customers will be tempted by better deals. While you’re at it, incentivize existing customers with cash, coupons, or other prizes if they refer a new person to your business.
Consider offering these incentives when you head into quieter times of the year when business slows down. You can jumpstart new business and keep your crews busy!
5. Staying Away from Partnerships
Turn to partnerships with other businesses to help with marketing solar services. Especially as a new business, it’s critical to forge connections that can help you get more visibility.
Meet for coffee with established business owners in your area and join the local chamber of commerce. Participate in local or regional fundraisers. Help sponsor events in exchange for having your logo or a representative from the company present.
Even though these actions might sound disconnected from a digital marketing strategy, they aren’t. In-person meetings can help funnel customers to your business. After all, once someone has your business card, they’ll check out your website and social media presence.
6. Tuning Out the Complaints
Did someone complain about the timeliness of your company’s installation process? Or did the customer complain about the high price? Whatever the complaint might be, avoid tuning it out and simply moving on.
It’s important to take stock of your performance as a solar energy company and acknowledge that you will make mistakes. Your better bet is to respond personally to the individual making the complaint and offer to make things better. Apologize for the inconvenience, ask necessary follow-up questions, and offer a solution.
For instance, indicate that you will review your pricing structure to make a particular type of panel more affordable. And then actually do it and notify the original customer! This will show that you’re receptive to feedback, and you might earn back their trust.
7. Being Unresponsive
When a customer reaches out via phone or email, how quickly do you respond? When a customer calls with a question about installation or they want a quote, don’t wait until the sun sets to call back. Make responding to customers promptly a priority.
If you’re too slow to respond, customers will notice. And they’ll take their business elsewhere. Check your voicemail regularly and assign an employee to respond to inquiries sent via your website or social media.
Avoid Solar Marketing Mistakes
When you’re aware of common solar marketing mistakes, you can avoid these pitfalls that will hurt your business. Create a clear website, make your presence known on social media, and be a responsive company. Post rich and informative content and don’t be afraid to use mistakes as an opportunity to improve.
Ready to discover more ways to start marketing businesses online? Check back for fresh and informative articles soon!
