Grow Your Solar Business: Build a Marketing Campaign That Converts

Written by Matthew Ludden / March 8, 2024 / 9 Minute Read
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Want your solar business to shine? Discover the power of data-driven marketing. Ditch outdated techniques and craft a strategy that targets the right audience, amplifies your unique value, and attracts a steady stream of leads. Learn how to optimize your website, master SEO and paid advertising, and excel at social media content for a brighter future in solar energy.


Why Every Solar Business Needs A Formal Marketing Campaign

The leaders of solar companies understand the value and benefits of renewable resources. In the last decade, the solar industry has rapidly evolved.

At Valve+Meter, we build sustainable solar marketing strategies that generate leads with repeatable and scalable results.

Performance marketing for solar panel installation companies and solar manufacturers transforms how business leaders create marketing campaigns and stand out in a competitive marketplace.

In this article, we explore how data analysis builds smarter campaigns and continuously improves the efficiency of your digital marketing.

Traditional marketing techniques are broken. Data transforms your digital marketing efforts.

An effective solar marketing strategy starts by integrating data from search engines, social media platforms, and other digital tools with your sales strategy.

By studying what marketing tactics converted existing customers, business leaders can invest in proven marketing efforts and build marketing campaigns that are proven to generate leads within your target audience.

Elements Of A Sustainable Solar Marketing Strategy

  1. Define Your Target Audience: Research your ideal customer before creating any marketing campaigns.
  2. Demonstrate Your Unique Value Proposition: Create a clear and distinct core brand identity to attract and engage your target audience.
  3. Lead Generation Website: A website does more than increase brand awareness. Effective design and performance drive leads for your sales team.
  4. Attract and Engage Potential Customers: Search engine optimization and paid advertising reach leads through search engines like Google and other digital platforms.
  5. Utilizing Social Media and Content Marketing: Demonstrating unique selling points and benefits of solar products across social media and high-quality website content connect with new audiences.
  6. Cultivating Customer Relationships: From five-star reviews to customer success stories, developing relationships with existing customers improves the reputation and credibility of solar companies.
  7. Measure Results And Continuous Improvement: By tracking all marketing channels, you gain valuable insights into the productive elements within your solar marketing campaign as well as programs that should be adapted or eliminated.

Why Is a Solar Marketing Campaign Important?

With the solar industry’s growth outpacing traditional energy sectors, a well-crafted campaign can be the difference between a business that merely exists and one that thrives.

While traditional marketing works to increase brand awareness, performance marketing for solar companies also educates potential customers and converts interest into action.

As the renewable energy sector continues to grow, a well-designed and executed solar marketing campaign is the catalyst that propels your business forward and ensures your marketing efforts reach your ideal target audience.

Understanding the Solar Industry Landscape

With the passage of the Inflation Reduction Act (IRA), solar panel companies, manufacturers, distributors, and other solar businesses are poised for further growth.

With more than 10,000 contractor companies installing solar panels in the United States, traditional marketing techniques and digital marketing help reach prospective clients in a crowded solar market.

With advancements in technology and a growing emphasis on sustainable energy, solar companies need to design solar marketing campaigns to reach potential customers at multiple stages in the buyer’s journey:

  1. Epiphany: There are many potential customers who are not aware of the benefits, value, and quality of solar energy. Your solar business should consider how to create epiphany moments with your target audience.
  2. Awareness: Renewable energy technology has advanced rapidly in the last decade. For many potential customers, the buying process requires education beyond the initial epiphany. Digital marketing strategies like content marketing and social media marketing can nurture this audience.
  3. Consideration: High-intent potential customers are seeking out solar panel installation companies. Paid advertising and search engine optimization help you attract these consumers when they search “solar installation companies near me.”

Complete solar marketing strategies connect with potential customers and guide them toward a decision. Solar businesses that think strategically create nimble and adaptable marketing campaigns.

The Impact of Effective Marketing

Effective marketing translates solar’s technical benefits into tangible benefits for the consumer.

Not all solar companies are alike. Each solar energy marketing plan should be customized to suit needs and reach your target audience.

When a brand makes a distinct connection and provides a clear narrative, it can effectively generate leads.

The real impact of effective marketing is driving a consistent flow of leads into your business. Marketing strategies are not simply focused on selling solar panels, but also building measurable strategies that drive revenue.

Fundamentals of the Flywheel Effect

Why measure results from a solar marketing campaign?

The heart of performance marketing is the flywheel effect concept.

When a heavy object like a flywheel is at rest, it is difficult to move. You need an external push to break the inertia.

Marketing acts as a push for sales and operations, where advertising generates leads and the sales and operations teams close sales and deliver solar panels.

However, once a marketing campaign stops, the pipeline closes, bringing the flywheel to a stop.

What if you could eliminate marketing efforts that do not yield results?

Performance marketing measures each marketing activity. Tracking the data through sales and operations helps solar companies replicate successful marketing strategies that drive revenue.

Consistent investment in effective marketing fuels sales and powers business goals.

Each successful marketing campaign adds energy to the flywheel, creating a self-sustaining cycle of growth.

By focusing on effective marketing strategies, solar companies can harness the power of the flywheel effect, turning their marketing efforts into a continuous engine for business growth.

'Solar Installation Companies Near Me' 3.6K
The term 'solar installation companies near me' is searched over 3,600 times per month.

How Do You Build A Sustainable Solar Marketing Campaign?

A successful solar marketing strategy requires thorough research and careful planning to identify and target the right audience effectively.

With each marketing component, from digital advertising to content creation, working in harmony to achieve a common goal, solar businesses can grow and thrive.

Research begins with a clear understanding of your solar business’s unique strengths and the value you offer to customers.

Put your customers at the heart of your solar marketing strategy. This focus will guide your digital marketing efforts, ensuring they evolve with your business goals for long-term success.

Identifying Your Target Audience

Solar energy and solar panel installation appeal to a wide range of consumers and businesses.

Some potential customers are actively seeking solar energy for environmental benefits, while others are motivated to go off-grid out of necessity or to save money on recurring energy expenses.

Market research includes analyzing your existing customer base to uncover common characteristics and preferences. For many solar companies, building an ideal customer profile expands to study:

  • Geographic Location: If you are installing solar power systems, then you need to understand the interests and behaviors of consumers within your service area.
  • Solar Market Trends: Expertise in emerging solar energy technologies, national and local incentive programs, and other market trends can provide insights into potential customer segments and behavior.
  • Competitive Landscape: Understanding how other solar energy businesses reach potential customers may help inform how to brand your business and develop the best digital marketing strategies for your company.

Creating buyer personas can help you visualize and empathize with your ideal customers, guiding your choice of marketing materials, designs, messages, and the most effective tactics.

For example, for solar leads focused on environmental benefits and green energy, Google ads and social media campaigns tend to be far more effective than traditional print ads and direct mail.

By clearly defining your target audience, you can tailor your solar marketing efforts to reach your potential customers efficiently.

Creating High-Quality Content

Once you have defined your target audience, your solar business should then focus on creating content.

When partnering with a professional solar energy marketing agency, it is important to be deliberate and intentional in your content marketing efforts.

Potential customers form an opinion about your business based on the visual elements, text, videos, and other elements within your marketing.

Creating high-quality content and clear brand standards is crucial for positioning your brand as a leader in solar equipment and setting your marketing strategy ahead of competitors.

All business leaders have perused a website or read advertising materials that seem generic and vague.

When you commit to quality, people-focused content, a variety of formats including webpages, landing pages, blog posts, videos, infographics, and case studies become more precise and genuine.

Content that is well-researched, accurate, and easy to understand provides value to your audience and positions your solar business as a go-to resource for solar energy solutions.

Leveraging Digital Marketing Strategies

While solar marketing can include offline materials like print advertising, trade shows, and direct mail, leveraging digital marketing strategies is key to driving sustainable marketing efforts.

Nearly all consumers research products and services online. From search engines to social media, local businesses must be discoverable online.

Analytics tools are invaluable for tracking the performance of your digital marketing efforts, allowing you to adjust your strategies for optimal results.

By leveraging a mix of digital marketing strategies, you can effectively reach and engage with a wider audience, driving leads and conversions for your solar business.

Solar Energy Growth 1.18 TW
Since 2005, the global photovoltaic capacity has grown from around 5 gigawatts (GW) to approximately 1.18 terawatts (TW) in 2022.

Proven Solar Marketing Strategies

What are the elements and steps to building digital solar marketing?

Building a strong online presence starts with creating a customized website focused on lead generation. As the cornerstone of your digital footprint, your website needs to look beautiful and perform flawlessly.

All digital marketing channels should aim to drive solar leads to your website. Converting site visitors is paramount to long-term success and growth.

Building A Lead Generation Website

While drag-and-drop solutions are suitable for blogs and showcasing a brand, a solar business needs more than just visually appealing web pages to generate sales and revenue.

A clean design reflects your brand’s professionalism, but the site must be easy to navigate, thoroughly cover all of your services, and ensure visitors can find the information they need without frustration.

Clear calls to action (CTAs) should guide users toward taking the next step, whether that’s requesting a quote, scheduling a consultation, or downloading a resource.

Throughout your website, high-quality content distinguishes your brand and connects with your target audience.

Images, infographics, text, and video are researched and designed to connect meaningfully with your target market.

Finally, website performance includes premium site speed and responsive design for all audiences whether they are browsing on desktop or mobile devices.

With clear calls to actions and integrating lead capture forms, your website is built to attract, engage, and convert site visitors into quality leads for your solar business.

Implementing SEO and Paid Advertising

Now you need to ensure your website is discoverable on the internet.

Google and other search engines crawl your website to assess your expertise, authority, and trustworthiness (EAT). Solar installers, manufacturers, consultants, and other professionals should optimize your website content, structure, and technical features to align with search engine best practices.

Search engine optimization (SEO) is the practice of improving online visibility in organic search engine results pages (SERPS). SEO for solar businesses is an ongoing strategy that takes time and consistent effort.

High-quality and relevant website content can attract unlimited clicks and traffic to your website. There are hundreds of rankings factors for organic search results, though.

Paid ads (PPC) can propel your brand and website to the first page of Google, social media, and other online platforms.

Pairing SEO and paid ads enhances your solar business’s online visibility quickly and over the long-term.

Another key element of search engine visibility is local SEO and Local Services Ads. For businesses who serve a specific area, pinpointing website content and advertising on a specific location drives higher quality and relevant leads to your website.

Utilizing Social Media Marketing and Content Marketing

Social media marketing is another powerful tool for the renewable energy market.

Platforms like Facebook, Instagram, TikTok, and LinkedIn allow you to showcase your solar projects, share customer testimonials, and engage with your audience.

Regular posting and interaction can build brand awareness and foster a sense of community.

Leveraging the brand standards established during research and planning, content marketing fuels your social media campaigns.

High-quality content, such as blog posts, videos, and infographics, can position your solar business as a thought leader in the industry.

Social media advertising can build brand awareness and target potential customers with precision.

The best digital marketing strategies blend all marketing efforts into a cohesive brand initiative. This maximizes content potential across all platforms.

Cultivating Customer Relationships

Once potential customers become satisfied customers, you can accelerate the flywheel effect by building relationships.

Although a solar energy system may be a one-time purchase, satisfied customers can become valuable sources of positive reviews, social media followers, and referrals.

Excellent customer service should be a priority, ensuring that every interaction leaves a positive impression. Following up with customers after a sale or installation can demonstrate your commitment to their satisfaction.

Referral programs can incentivize satisfied customers to spread the word about your solar services.

Regular communication through email newsletters or social media updates can keep your business top of mind. By fostering a sense of community and showing appreciation for your customers, you can cultivate lasting relationships that drive repeat business and referrals.

Measuring the Success of Your Solar Marketing Campaign

The most successful solar marketing strategy is only achievable through data and continuous improvement.

Impressions, clicks, follows, and even form fills are all vanity metrics if they do not cause revenue for your business.

To gauge the effectiveness of your solar marketing campaign, it’s crucial to measure its success. Throughout research, planning, and execution, performance marketers monitor key performance indicators across search engines, paid ads, and social media.

Customer feedback and reviews are invaluable for evaluating your reputation and service quality.

Integrating these metrics into your sales CRM is the primary way to define success.

Analyzing Data and Adjusting Tactics

Analyzing data is pivotal in refining and enhancing your solar marketing efforts.

At Valve+Meter, we design custom tools to identify the marketing activities that your closed sales interacted with. This can include a single marketing tactic like SEO or a series of PPC ads followed by display ads and lead nurturing emails.

By determining what marketing drives sales you can invest in the right marketing campaigns to grow your solar company.


In the journey to solar business success, a well-crafted solar marketing campaign is your guiding light.

No solar company can succeed through tricks and gimmicks. Good companies need great marketing strategies.

It’s about connecting with your audience, showcasing the value of solar energy, and demonstrating the expertise of your team.

By implementing the strategies outlined in this guide, from identifying your target audience to leveraging digital marketing and cultivating customer relationships, your solar company can begin the steps to sustainable marketing.

Interested In Performance Marketing

If you’re intrigued by our innovative approach to marketing, join other successful leaders in the solar industry and connect with Valve+Meter Performance Marketing. Our strategist offers a free one-on-one consultation to introduce you to our process.

Request Marketing Assessment

Frequently Asked Questions (FAQs)

To market your solar business effectively, start by identifying your target audience and understanding their needs.

Based on your target audience’s needs and interests, develop a strong online presence with a professional website and active social media profiles.

Create engaging content that educates potential customers about solar energy and your business’s unique value in comparison with competitors.

Invest in paid advertising to reach a wider audience and track all leads and sales data to improve performance and maximize ROI.

A solar campaign is a strategic marketing effort to promote solar products or services.

It involves a series of coordinated activities and messages designed to reach and persuade a target audience.

Instead of viewing individual tactics as independent of one another, proven solar marketing strategies, research and plan an omni-channel campaign that may include SEO, social media advertising, PPC, and email marketing, and traditional methods like print ads and events.

The goal of a solar campaign is to increase awareness, generate leads, and ultimately drive sales for solar solutions.

Solar companies generate customer leads through various marketing and sales campaigns.

Digital marketing strategies like SEO, paid advertising, and social media marketing are effective in attracting potential customers online.

All these marketing tactics should be coordinated to effectively generate leads through website forms and phone leads. Tracking leads and sales performance helps to fine-tune and grow lead generation practices.