Here’s how solar energy companies can be successful on social media.
Even with solar power’s bright promises, the presence of solar companies with less- than- ideal standards can decimate homeowners’ enthusiasm for renewable energy and underscores the necessity to vet potential solar installers.
When homeowners begin their solar journey, some pick up their phones to call around, some ask neighbors, and most, head to Google to find the answers they need. And what do they see? Advice from reputable sources all boils down to “do your homework.” That’s because homeowners must do their due diligence before choosing a solar installer to work with.
You might notice authoritative and familiar names when someone looks up “how to choose a solar installer” – like The Department of Energy, Energy Sage, Forbes, and This Old House. What’s typically ranked are these nonprofit and government sites, but when you put your efforts into content, you can rank amongst them. We also see two installers, Forme Solar and Paradise Energy Solutions, who are not inherently authorities but have built a place on the top 10 results through their commitment to helpful extensive content delivery.
We’re in the Gold Rush era of solar power. Environmental challenges, climate change, and the high cost of fossil fuels are forcing everyday people to consider renewable energy and governments to subsidize rapid growth. Solar energy and battery storage are part of a long-term boom ignited by The Inflation Reduction Act, and huge investment companies are fully invested in developing renewable energies. For solar companies, established and new, to be highly competitive, effectively reaching B2B and B2C markets will mean communicating with leads by being a source of education and showing proof through content.
Studies show solar buyers are doing their own research. This means it’s necessary to produce well-rounded content to connect with your leads and share it with them on appropriate channels, whether you’re B2B or a B2C company.
Opportunity to address residential solar seeker concerns
As we confront the realities of climate change and embrace the need for sustainable energy solutions, more and more homeowners are considering the transition to solar power. However, the process is not as simple as deciding to “go solar.” There are many factors to consider and decisions to make, which can be overwhelming without proper guidance. This is where a comprehensive understanding becomes critical to making the best decisions for your home and financial situation. Some examples of the top searches homeowners are making.
- How to choose the best solar installer?
- How much does a solar panel system cost?
- What are the financial benefits of going solar?
- How much energy can solar panels produce?
- How long will the solar panels last?
- What kind of maintenance do solar panels require?
Taking the number of questions solar seekers have and addressing questions they never knew to ask is a huge opportunity to build trust and gain market share.
Here’s why it’s important to connect with homeowners via helpful content
- Develop trust and a strong, supportive online presence.
- Build relationships and become a source of value for potential partners and vendors. Your reach creates additional value.
- Help potential customers understand the benefits of switching to solar and how it can save money and address their energy needs.
- Lowers ad costs, when done great, can eliminate ad costs and continue to work in your favor.
- Increases exposure to be featured and interviewed by media, snowballing brand exposure.
The key to promoting your solar services is educating potential customers about the benefits of switching to solar and why your company is the best choice for their needs.
What motivates solar sales?
An overwhelming 90.7% of homeowners who have installed or are in the process of installing solar cite the motivation to reduce their electricity bill as a key reason for their decision to switch to solar, according to Rocket Homes. Solar energy can provide a more affordable and stable alternative to traditional sources of electricity, particularly for those living in areas with high energy prices or with a high demand for electricity.
Additionally, many are motivated by energy independence and have environmental concerns that drive them to reduce their carbon footprint. Investing in solar energy can help to reduce greenhouse gas emissions and combat climate change. Finally, some people choose to invest in solar energy to support the growth of renewable energy and promote the development of clean, sustainable energy sources.
There are endless services and competitive products to supply these needs. But who will stand out?
What content do homeowners want from solar companies?
According to GE Capital Retail Bank’s Major Purchase Shopper Study, 81% of people research a product or service online before purchasing. Before making a solar, residential, and commercial building, owners research installers, manufacturers, developers, designers, lenders, and insurers. These prospects are comparing their options, seeking reviews, and looking for the most value. Here are some of the top types of solar content companies should be sharing.
Solar Case Studies
The Trust Barometer Study by Edelman uncovered that businesses command a higher level of trust from 61% of respondents, surpassing NGOs, governmental bodies, traditional media, social media platforms, and even search engines. This means that case studies are a highly valuable commodity for solar companies to produce. More than a testimonial, case studies demonstrate numbers and impact.
Case Studies are a way to demonstrate how your company handles projects and any challenges and show the process of how your company tackles hiccups head-on. These real-life experiences can take leads on a journey of what it’s like to work with your company. Use statistics, team photos, before and after photos, and metrics to showcase your work.
How do case studies help with selling Utility-scale solar projects?
Case studies are exceptionally important for selling utility-scale solar by providing specific examples of successful projects that demonstrate the effectiveness of your company. These case studies can give potential customers real-life examples of how utility-scale solar can be implemented, the benefits of working with your company, and the potential returns on investment. This can build trust and credibility with potential clients and provide factual information that can be used to make informed decisions about the potential project. Additionally, case studies can help to address common concerns and questions that potential clients may have about their project, providing valuable insights and information that can help to overcome objections and ultimately drive sales.
How do case studies help with sales for solar manufacturers?
Case studies can help solar manufacturers in many ways. For one, they can provide potential customers with concrete examples of how the manufacturer’s products have been successfully used. This helps to build trust and credibility and gives potential customers a better sense of the capabilities of the manufacturer’s products. Additionally, case studies can provide valuable information and insights that can help solar manufacturers to refine their sales pitches and better target their marketing efforts. For example, a case study might highlight customers’ common challenges or concerns, which the manufacturer can then address in its sales materials. Overall, case studies can be a valuable tool for solar manufacturers, helping them differentiate themselves from competitors and demonstrate their products’ value to potential customers.
Where can a solar company promote its case studies?
There are many places where a solar company can promote its case studies. It really depends on the market they are trying to reach. Some common places all companies will want to start are on their own website, social media, online groups, and local and national newspapers. For more B2B-facing solar companies, conferences, trade shows, and industry publications will help reach target clients. Additionally, case studies can be used for direct outreach to potential customers in the sales journey to help demonstrate the value and effectiveness of your solar products or services.
Educational Solar Facts and Stats
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report). Infographics that teach about your solar solutions can be a powerful tool for persuading people to buy by providing them with clear, easy-to-understand information about the benefits of solar energy. A compelling infographic might include information about the financial savings, benefits that solar or your particular solution in the space can provide, environmental benefits of clean energy, and overall improvements this can have on their life. By presenting facts and stats in a visually appealing, easy-to-understand format, mini infographics can help persuade people to switch to solar energy by simply educating them along their path. It’s a powerful tool that can be easy to implement with support from these online resources:
1 Full Year of Tailored & Branded Solar Facts & Stats (based on your product/services)Solar Social Facts Monthly Subscription to Tailored & Branded Solar Facts & Stats (based on your product/services).
PR & media
According to PEW Research, 56% of people trust national news media, and 75% trust local news media. This trust in media outlets presents a valuable opportunity for solar companies to enhance their credibility, increase brand visibility, and effectively communicate their value proposition.
Engaging with media outlets can help solar companies reach wider audiences, educate the public about the benefits of solar energy, and dispel common misconceptions. It also provides a platform to showcase success stories, innovative technologies, and contributions to sustainability and the local community.
Moreover, in a market where many homeowners seek reliable and trustworthy information, credible media coverage can play a vital role in influencing decision-making. A well-placed story in a respected local or national outlet can reassure potential customers about the company’s professionalism and commitment to quality, thereby enhancing its reputation and trustworthiness in the eyes of consumers.
Maintaining good press relations can also help solar companies manage their image in times of crisis, ensuring balanced and accurate coverage. Therefore, a proactive and strategic approach to public relations and press engagement is vital to a solar company’s success.
How do I promote publications my solar company is in?
You can promote your solar company feature in publications in a few ways. Here are a few ideas:
- Share the publication on your company’s social media channels. This can help spread the word to your followers and potentially attract new customers.
- Include a link to the publication in your email signature. This can help promote your company’s publications to anyone you communicate with via email.
- Share the publication with industry publications and websites. They may be interested in featuring your company’s work, which can help promote your company and its publications.
- Share the publication with relevant industry organizations and groups. They may be interested in sharing the publication with their members, which can help promote your company and its publications to a broader audience.
- Include a link to the publication on your company’s website. This can help promote the publication to anyone who visits your website.
Overall, the key is to share the publication as widely as possible and to use multiple channels to promote it. This can help ensure that as many people as possible see it and are aware of your company’s work.
Social media
A Pew Research study found that most Americans (70%) are engaging on at least one social media platform. Impressively, among this demographic, a substantial 82% are within the age range of 30-49, and 69% fall within the 50-64 age bracket.
Promoting your solar energy social media page is to provide value to your audience and engage with them regularly. This will help you create a network of people who are interested in your material and can assist in promoting your page. By providing value through informative and engaging content, companies can cultivate a dedicated community of followers.
Regular interaction with this community fosters strong relationships and amplifies the reach of the company’s message. As followers share and engage with the content, the company’s visibility grows, leading to increased brand awareness and potentially attracting new customers. In essence, an active social media presence enables solar companies to inform, influence, inspire, and connect with audiences on a personal level, thereby driving growth and enhancing their market position.
Solar branded articles
73% of buying decisions are made when the ideal customer reads the title. There are several reasons why solar companies should continue writing blog articles on their website. Having a blog on your website can improve your website’s visibility in search results, potentially increasing traffic and yielding more customers. This is achieved by providing fresh, relevant content that will be indexed by search engines, enhancing the website’s SEO.
When crafted with a purposeful strategy, a compelling blog post can help establish your company as a leader in the solar industry. By publicly showcasing your knowledge and experience, you are more likely to generate a sense of trustworthiness and respect from those interested in your services. Communicating your understanding of industry processes strengthens your reputation which can be achieved through blogging regularly.
Writing blog posts can create an interactive environment around your brand and build relationships with your audience. Posting blog posts regularly can provide readers with helpful information and encourage them to interact with your brand by commenting and sharing their opinions and experiences. This helps to create a feeling of connection and involvement with your company.
Overall, having an active blog article on your website can be a valuable asset for solar companies. By optimizing your website’s visibility and search engine rankings, establishing your company as a leader in the field, and actively engaging with your target audience, you can increase your website’s exposure, further enhance your brand’s reputation, and build a dedicated community around your company.
How valuable is it for solar companies to write blog articles on their website?
Blog articles can be a valuable tool for solar companies to connect with their customers and to improve their website’s search engine optimization (SEO). By regularly creating high-quality blog article content, solar companies can attract more website traffic and establish themselves as thought leaders in the industry. This can build trust with potential customers and encourage them to learn more about the company and its products or services.
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The power of social media and high-quality solar content has proven to be a transformative force for growing solar businesses. By harnessing this potential, companies can effectively transition from a residential focus to a broader scope encompassing both B2B and B2C markets. Solar businesses now have the potential to reach more people than ever before, thanks to social media networks such as Facebook, Twitter, LinkedIn, and Instagram. These platforms open up new avenues of communication that can help companies engage with potential customers.
Success stems from creating thoughtful, informative, and interesting content that educates people on how to use solar energy effectively, while also motivating them to do so. This can be achieved through articles, infographics, videos, and interactive tools. By staying current on industry trends and technologies, solar businesses can position themselves as thought leaders and build trust among their target audiences.
In an era where climate change and sustainability are at the forefront of global concerns, the need for clean energy solutions has never been more evident. As solar businesses expand their reach and engage with diverse clientele, they must keep their fingers on the pulse of social media and high-quality content.
Work with us. At A.R. Environmental Content Marketing House, we have endless opportunities to promote your business with helpful, educational content that connects. Contact our team and get a tailored strategy for your company.
Get started on the works! Solar C-Suite Gold Rush Content Marketing Plan