The solar industry is booming. Both commercial and residential solar installations have skyrocketed over the last decade. And yet generating leads is still the biggest challenge for solar companies.
The people who want renewable energy are out there—but finding them is not the easiest thing in the world, especially with the tight competition. The good news is that we know the demand is there. All you need is a proper lead generation strategy.
Some service providers are turning to lead generators to buy leads. These companies provide a steady supply of prospective buyers. But is that really the best investment?
Buying leads can be expensive, and it’s also not a guaranteed conversion. In the long run, this is not the most efficient way to find leads for solar sales. Instead of spending your whole marketing budget on leads, here’s how you can start generating your own.
Generate Your Own Leads for Solar Customers—for Free!
On the surface, buying leads sounds great. You simply pay someone to give you a list of leads that are just waiting for you to call them. But in reality, it doesn’t work that way.
A lot of these “vetted leads” are not even interested in solar at all. Not to mention that cold calling is no longer a good marketing strategy to pursue. It’s outdated, disruptive, and it may just annoy your prospects. Cold calling is a thing of the past—especially considering that there are way better strategies for you to try.
According to data from Google, modern day consumers are self-navigating up to 60 percent of the sales process before they even reach out to a company or sales rep. If they’re truly interested, they do most of the work themselves. This means cold calling is not going to attract anyone who isn’t already doing their own research on solar.
So your goal should be to attract the customers who are most likely to make a sale. This is also the most effective way to generate leads consistently.
While you can still buy leads if you really want to, there are better avenues for you to explore—and even better ways to spend your money if you are set on investing in lead generation.
Put Out Content—a LOT of Content
Buying leads is effortless, and the end result is not guaranteed. The strategy we have below will take a lot more work, but the long term benefits are undeniable.
You need to start using inbound marketing to generate solar leads. Inbound marketing tactics include search engine optimization or SEO, social media marketing, content creation, and paid advertising. These are strategies that bring the leads to your business instead of the other way around.
To do that, you need to start putting out a lot of content—emphasis on a lot. The benefit of content marketing is that you get to demonstrate your expertise in solar sales. But the difficult part is the fact that all your competitors are doing the exact same thing.
If you want to stand out from the sea of competition, you need to post high quality content regularly. Consistency is the key. You want your company to become a familiar presence in the industry, so much so that even a passing stranger on the internet will recognize you as a thought leader.
Content marketing lets you do just that: become a thought leader in your industry. But you need to post content on a regular basis.
Keep in mind that it may take some time for your content to start generating leads. But if your goal is to generate a stream of leads in the long run, this is worth investing in. Content marketing goes well with every other marketing strategy out there. It brings more people to your website and increases your engagement.
People love online content because it teaches them things they don’t know about. It’s an opportunity for your solar company to educate people about the benefits of solar energy, convincing them to try it out in the process. You can give value to your prospects before they even pay for anything.
This is another reason why content marketing is so good for building trust. Since you’ve already demonstrated your value, knowledge, and expertise, it is much easier for them to put their faith in you. You can convert them into paying customers more easily because the relationship is already there.
Use Facebook, Instagram, YouTube, and other Social Media
Content marketing drives more traffic to your website, but you can take that a step further and promote your content on social media.
Everyone is on social media these days: Facebook, Twitter, Instagram, YouTube, LinkedIn, Snapchat, and now TikTok—most people are spending their time online.
You don’t have to be everywhere at once. Just figure out where your target audience is hanging out online and focus on those platforms.
Content marketing can be very successful on social media. With a high quality post, you can even go viral and enjoy tons of free traffic.
Your content should be interesting, eye-catching, and informative. If you can keep your audience entertained along the way, you can get a lot of engagement. It’s all about your choice of topics. You want your content to answer questions that your target audience may have about solar: installation, costs, benefits, pros and cons, etc. Do some research on the things people search about solar and then answer those questions.
You can make a blog post, a long-form article, a video, an infographic, etc. The type of content you post should be based on where you’re going to post them. Of course, videos are going to be ideal for Facebook and YouTube. Pictures are great for Instagram, Snapchat, etc. Articles can be published anywhere, but they are most welcome on LinkedIn.
But you can also switch it up every now and then and experiment on different content types. Try to see what your audience responds to and engage with them through your content.
Learn How to Do SEO
SEO, or Search Engine Optimization, is all about improving your site, content, and social media to improve your rankings in search results. Most people don’t scroll past the first page when looking at search results—so this is where you need to be.
Using keywords will allow you to appear in more relevant searches. This means when people look up solar installation online, you have to be one of the first few results. This will boost your traffic, increase your engagement, and help you convert more leads. The higher you appear in search results, the more leads you will generate.
That’s one of the reasons why content marketing is so beneficial. It gives you plenty of opportunities to be discovered by your prospects online. With the use of SEO, you can eventually generate a stream of leads.
You need to keep in mind though that SEO is a long term strategy. You cannot expect results overnight. Just like content marketing, your competition is using SEO too. So consistency is just as important as ever. Use keywords in all your content and learn which ones are the best to use. Mastering SEO is not an easy feat, but it can be a great asset if you do it right.
Organic positioning will give you a reliable source of high quality leads, so don’t underestimate the power of SEO. Once you reach that top spot in Google, your company will be swimming in solar leads.
Learn How to Rank on Google Maps for Solar Terms
Just like how your content and website should rank high in search results, so should your GMB listing. Google My Business is a powerful tool for marketers and entrepreneurs—especially solar companies looking for leads.
Google My Business is totally free, and its benefits are undeniable. If you’re not using it, you’re missing out. Google My Business lets you control what prospects see when they look you up on Google Maps. When you use Google Maps and check out businesses nearby, you can see all their information right there. That’s because the business owner optimized their GMB listing.
First you need to claim your business. After verifying your location, you can access your GMB dashboard and start adding your business information. Add your phone number, service area, address, and pin. Drag and reposition the pin if it’s not accurate to your physical location.
The more information you provide, the easier it is for prospects to reach out to you.
When optimizing your account, choose a category that is relevant to your business. Do not add secondary categories that are not related to your business. Use categories like “Solar energy contractor” and “Solar energy equipment supplier”.
Your Google My Business listing also helps you appear in search results. It adds credibility to your business. Best of all, it lets you connect with all the people looking for solar installation in your area.
Google My Business prioritizes proximity when suggesting businesses. So when you claim your business listing, make sure you add all the necessary information that your clients need. It can drive a ton of traffic to your website. It can also bring more people to your location.
As if that wasn’t enough, you can also use Google My Business to share content. It’s a free space where you can advertise your brand, offers, events, and news—whatever you would normally post on your website. Use your GMB listing to share updates, upcoming events, exclusive offers, etc.
Leverage Kennected & LinkedIn to Generate Leads on Autopilot
Free is good—and you can definitely generate a lot of leads without spending thousands of dollars—but isn’t your time better spent working on your business?
Inbound marketing, content creation, SEO, GMB: these are all effective strategies for the long term. Do not neglect these because they will help your solar company in the future. But you won’t enjoy the results today. It’s a continuous effort.
So does this mean you should buy solar leads to make sales? No, because there’s an even better way to invest your money.
LinkedIn automation will help you generate a steady stream of connections, meetings, and appointments, particularly if you use Kennected.
Why LinkedIn, you ask? It is the biggest platform for professionals online, with over 760 million users around the world. Its focus on building professional and business relationships means that it is an excellent source of high quality solar leads. LinkedIn users are more likely to convert compared to Facebook, Twitter, and Instagram users.
Think about it: Instagram users want to look at aesthetic pictures. Facebook users share memes and family photos. Twitter users discuss a wide range of topics—but hardly talk about solar. LinkedIn is full of professionals, CEOs, and decision makers who are always looking for ways to improve their lives. That’s where you come in.
LinkedIn is where your leads are. And it’s also the best place for content marketing because people here love reading informative articles. So it’s all a matter of prospecting and identifying your targets.
Kennected makes this process easier. Imagine being able to message everyone in your area an offer for 15 percent off solar installation. Once they respond, you can jump right into the conversation and start developing that relationship. No need to spend hours spraying and praying for a response on LinkedIn.
Kennected sends your messages automatically, but not in bulk—as if you were sending them yourself. This prevents you from coming across as spam and getting your account restricted by LinkedIn.
Kennected also takes personalization very seriously. Instead of sending the same old boring templates that everyone is tired of, you can personalize your messages to suit your audience.
This automation tool saves a lot of time and energy, allowing you to focus on more important things like running your solar business. It brings you smart prospecting on autopilot.
It also keeps your acceptance and response rates high by sending personalized follow-ups to prospects who haven’t responded yet. That’s the power of Kennected.
If you want to generate more solar leads, use Kennected and optimize your LinkedIn outreach. While you’re doing that, you can master SEO, create better content, and convert more leads. Book a demo with Kennected today to learn more!