Power Up Your Solar Company: The Role Of An Agency In Your Solar Marketing Strategy

Written by Matthew Ludden / March 5, 2024 / 10 Minute Read
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Ready to grow your solar business? Learn how a strategic marketing partner can accelerate your success and deliver measurable ROI.


For contractors and manufacturers, an effective solar marketing strategy can create transformational growth in your business.

The solar industry has evolved rapidly as advances in solar systems technology, advanced battery management systems, and demand have skyrocketed.

The opportunity for solar company leaders has never been greater, but competition from national brands and emerging upstarts creates a challenge.

How do you stand out from the crowd and attract prospective clients?

This guide will explore proven solar marketing strategies that can help solar panel companies reach their target audience, generate leads, and drive growth.

Understanding Solar Marketing

To build an innovative solar marketing strategy, you have to define your goals.

For conventional industries, marketing focuses on building brand awareness for established products.

In the renewable energy world, solar marketing is the beacon that guides potential customers to the benefits of solar power. It’s not just about selling solar panels; it’s about creating a narrative that resonates with people’s desire for a sustainable future.

Solar marketing strategies must help your brand attract curious prospects and then educate them about the environmental and economic advantages of solar energy.

High-quality content distinguishes your solar business from competitors who rely on generic language across websites, landing pages, and paid advertising.

Marketing Starts With Data-Driven Decision-Making

Valve+Meter Performance Marketing practices Math-Before-Marketing™ to help leaders align business goals with marketing.

Commonly, our marketing consultants meet with solar business leaders in search of marketing tactics to drive leads.

This perception of marketing is broken.

Data and collaboration can bridge the divide between marketing tactics and your company’s goals.

Digital marketing for solar companies tracks the results of every marketing activity.

When you can measure the results of marketing, you gain insights into what efforts drive leads, sales, and revenue.

You also learn what solar marketing does not capture solar leads. When you make data-driven decisions, you save money on ineffective marketing materials. Data also enlightens what programs should be repeated and scaled to capture your new leads from within your target demographic.

While other solar providers flounder to increase brand awareness, performance marketing builds marketing strategies with pinpoint precision.

Striving For The Flywheel Effect

There is potential in your solar business, but inertia holds many leaders back from achieving goals.

A heavy flywheel wants to stay at rest.

To gain momentum, you need external energy. In terms of your solar business, this is marketing.

Paid ads can capture a few solar customers. Social media can pique the interest of others. Trades shows, internet marketing, and other one-off efforts all push your flywheel, but you need sustained force.

Sustainable marketing strategies for solar research, plan, measure, and optimize marketing efforts to gain a steady flow of leads into your business.

Eventually, you find the other side of inertia–a flywheel in motion wants to stay in motion!

When the flywheel effect takes over in a business, marketing becomes an asset driving sales, operations, and revenue.

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What Is Solar Marketing?

The best digital marketing strategies are designed to reach your target audience.

Marketing strategies for solar begin with understanding what solar installers and solar panel manufacturers need.

Some solar panel installation companies will build their own solar marketing plan. Others focus on building a strong sales team and partner with a solar marketing agency with the expertise to drive leads.

In all cases, the goal is the same. Solar marketing encompasses all tactics to promote products and services of a solar business.

What is unique to solar energy is the need to combine content marketing, brand awareness, and lead generation.

The idea of installing solar panels for many homeowners and businesses is recent. Industry trends support this as experts anticipate a 40% increase in solar installations from 2023 through 2027.

Solar panel installation benefits with the Inflation Reduction Act have accelerated an already burgeoning industry.

Still, marketing solar must capture people at various stages of the buyer’s journey. One campaign can reach people at the moment of purchase while others create the epiphany in consumers at the start of their solar journey.

It involves communicating the benefits of solar energy to potential customers and persuading them to switch to renewable energy.

By researching your marketplace, satisfied customers, and competitors, you can build a more versatile and effective solar marketing campaign.

Why Is Solar Marketing Important?

In a rapidly growing industry, effective solar marketing is critical to gaining competitive advantage.

New customers are looking for brands with unique selling points and a strong online reputation. Brands that create a personalized experience generate 40 percent more revenue than companies with generic content.

As other solar companies enter your market, building a sustainable solar marketing strategy taps into the growing demand for clean energy solutions, positions your business as leaders in the transition to a more sustainable future, and, most importantly, drives new customers for your sales team.

Solar Growth 40%
Experts anticipate a 40% increase in solar system installations from 2023-2027.

How A Solar Marketing Agency Builds A Solar Marketing Strategy

Whether you are installing solar panels, manufacturing solar equipment, or expanding a solar consulting business, working with expert marketers gives you a competitive edge.

At Valve+Meter, our team of strategists, creatives, and data analysts collaborate with solar businesses in a ThinkFirst™ process.

Once you make the decision to build a sustainable marketing strategy, your team engages in a Discovery Workshop. This collaborative workshop helps solar businesses learn about the key elements of performance marketing. Marketers gain insights into your business and your unique value proposition.

All solar marketing strategies in performance involve a research and planning phase. At Valve+Meter, we execute a comprehensive review of your current situation including:

  • Market Analysis: Understand the size, trends, and dynamics of your target market.
  • Competitor Analysis: Identify your main competitors, their strengths, weaknesses, and market positioning.
  • Target Audience: Define your ideal customer segments, including demographics, behaviors, and needs.
  • SWOT Analysis: Assess your company’s strengths, weaknesses, opportunities, and threats.
  • Marketing Objectives: Set clear, measurable goals that align with your overall business objectives.
  • Budget Allocation: Plan how much you will invest in different marketing channels and tactics.
  • Content and SEO Strategy: Develop a plan for creating and distributing valuable, relevant, and consistent content.
  • Channel Selection: Choose the most effective channels for reaching your target audience, such as web services, paid advertising, social media, email, and search engine optimization.
  • Campaign Planning: Outline specific marketing campaigns and initiatives to achieve your objectives.
  • Measurement and Analytics: Establish key performance indicators (KPIs) and set up tools for tracking and analyzing your marketing performance.
  • Feedback and Adjustment: Plan for regular reviews of your strategy and make adjustments based on feedback and performance data.

The result is a well-crafted solar marketing strategy that serves as a roadmap for your business.

By understanding where you want to go, researching the best path, and building structures to measure and adjust marketing activities, marketing becomes an asset within your business.

The right solar marketing agency helps you build a strategy that accelerates your flywheel quickly and efficiently.

What Are Key Solar Marketing Strategies?

Choosing the right mix of marketing channels is vital to success.

No two solar marketing strategies are alike. Installing solar panels in suburban California is far different than growing your solar power business in rural Texas.

Digital marketing strategies across the solar industry should be customized.

Even with an enterprise solar company serving customers across the United States, different target audiences and local campaigns will be adjusted to maximize online visibility and convert leads into customers.

Let’s explore the most common and generally effective solar marketing channels:

Performance Website: Your Solar Lead Engine

The success of any solar company begins with a lead generation website. SEO (Search engine optimization), paid advertising, social media marketing, email, and other channels all drive leads to your website.

Your website must be designed for user experience, packed with people-focused content, and focused on conversions. Professional digital marketing strategies position your website as the anchor for your online presence-attracting visitors, engaging with your products and services, and converting into leads for your business.

High-Quality Localized Content: Engaging Potential Customers

Often overlooked by conventional marketers, content marketing is vital for solar companies.

Creating high-quality localized content can help solar companies connect with potential customers in your area.

In an era where generic, AI content marketing frustrates readers and search engines, tailoring content to address local needs and interests can increase engagement and lead generation.

This could include blog posts about the benefits of solar energy in your region, case studies of successful local installations, or guides on local solar incentives and rebates.

By providing valuable and relevant information to your local audience, you can establish your company as a trusted authority in the solar industry and attract more leads.

Search Engine Optimization: Boosting Online Visibility

While content marketing immerses site visitors in your brand, search engines seek distinct signals to learn about your website relative to the internet.

SEO is essential for solar companies to improve their online visibility in organic search results, social media, and online directories.

Optimizing your website for relevant keywords and optimizing the structure can help you rank higher in search engine results and attract more organic traffic.

This involves conducting keyword research to identify the terms and phrases your target audience is searching for, and then incorporating those keywords into your website’s content, meta tags, and URLs.

Professional SEO writers elevate the marketing materials you need to be most visible across your website through on-page, off-page and technical SEO.

By improving your search engine rankings, you can increase the likelihood that potential customers will find your website when looking for solar solutions. This is especially important for solar businesses focusing on specific local areas or when expanding into a new market.

Paid Digital Marketing: Targeting Specific Audiences

Paid digital marketing, such as Google Ads and social media advertising, allows solar companies to target specific demographics and regions, ensuring that their message reaches the right audience.

These platforms offer advanced targeting options, allowing you to reach potential customers based on factors such as location, interests, and behavior.

By investing in paid digital marketing, you can effectively promote your solar products and services to those most likely to be interested, resulting in higher conversion rates and a better return on investment.

Personalization 40%
Brands that create a personalized experience generate 40 percent more revenue than companies with generic content.

Measuring the Success of Your Solar Marketing Efforts

To ensure your solar marketing efforts are shining as brightly as they should, it’s crucial to measure their success.

This involves tracking key performance indicators (KPIs) and analyzing the data to make informed decisions.

By understanding what’s working and what’s not, you can refine your strategies to maximize their effectiveness and achieve your business goals.

Tracking the right helps you reach potential clients more effectively.

Key Performance Indicators (KPIs) to Track

Tracking KPIs like website traffic, lead conversion rates, and campaign effectiveness can help you evaluate the success of your marketing strategies and make data-driven adjustments.

Valve+Meter integrates analytics with your CRM to find the exact actions that generate leads.

For example, instead of focusing on vanity metrics like search impressions and clicks, our team tracks how potential clients arrive on your website.

When you measure what works and what does not generate leads, performance marketing builds campaigns that can be repeated and scaled to as you grow in the solar market.

Adjusting Your Strategy Based on Results

Regularly reviewing your marketing performance and adjusting your strategy based on the results is crucial for continuous improvement and achieving your business goals.

If certain tactics are not yielding the desired results, it may be time to pivot and try a different approach or eliminate these programs outright.

Performance marketing eliminates guesswork.

On the other hand, because our structures track results accurately, our strategists propose tests and to find new and more effective opportunities to further enhance your success.

Partnering With Valve+Meter

Solar marketing is a dynamic and essential component of success in the solar industry.

By implementing targeted strategies, engaging with your audience, and continuously measuring and refining your efforts, Valve+Meter can effectively promote your solar business and drive sustainable growth.

The key to a successful solar marketing strategy is to keep evolving with the industry and adapting to the ever-changing needs of your target audience.

Our team stays focused on the bleeding-edge of marketing so your team can drive the future of renewable energy.

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Frequently Asked Questions (FAQs)

Solar companies can stand out by offering unique value propositions that highlight the specific benefits of their products and services. Utilizing innovative marketing tactics, such as interactive online tools or engaging social media campaigns, can capture the attention of potential customers. Additionally, providing exceptional customer service, from the initial consultation to post-installation support, can set a company apart from its competitors and build a loyal customer base.

Search engine optimization (SEO) is a cost-effective strategy that can improve a solar company’s online visibility and attract organic traffic to its website. Creating high-quality localized content, such as blog posts or videos that address the specific needs and interests of the local market, can also be an effective way to engage potential customers without a large financial investment.

Solar companies can measure the return on marketing spend (ROMS) by comparing the revenue generated from marketing activities to the cost of those activities. This can be done by tracking metrics such as lead generation, conversion rates, and sales attributed to specific marketing campaigns. By analyzing these metrics, companies can determine which strategies are providing the best return on investment and adjust their marketing efforts accordingly.

Sustainability is a core aspect of solar marketing, as it aligns with the environmental benefits of solar energy. Highlighting the sustainability of solar products, such as their ability to reduce carbon emissions and reliance on fossil fuels, can appeal to eco-conscious consumers and enhance a company’s brand image. Emphasizing the long-term environmental and economic advantages of solar energy can also differentiate a company in the market and attract customers who are committed to sustainable living.