Lower startup costs for solar panel installation and increased access to renewable energy tax incentives are powering industry growth. 

That makes digital marketing for solar companies as vital as ever. 

Fine-tuning your target customer should be the first step in creating your solar energy marketing plan. We’ll show you how – and much more – in this guide. 

Ultimately, to stand out from the competition, you’ll need an in-depth marketing strategy inclusive of robust branding, promotion, and advertising. As we walk you through the steps, you’ll see a common thread: Understanding what motivates your potential client and marketing specifically to their needs.

In solar power marketing and sales, this could mean addressing:

• The notable rise in traditional utility prices
• An interest in high-ROI home projects
• Concern for the climate and environment
• Anxiety around reliability and maintenance issues

If you can walk a mile in your customer’s shoes, you can create marketing messages and campaign ideas that truly resonate with your audience. 

Solar Energy Marketing Plan

Solar panel marketing goes well beyond the direct sales-customer interaction. 

While digital marketing for solar companies is inherently a sales enablement tool, your strategy should encompass consumer behavior research, competitor analysis, and multi-platform content to build brand awareness and trust within your market.

If that sounds a bit intimidating, don’t worry – we created this solar energy company marketing plan guide to help you navigate all the details. 

We’ll focus on tactics that address key questions such as:

• How do I get customers for solar energy?
• How can we encourage people to buy solar panels?
• What is a good target audience for solar panels?

Success starts with pinpointing your ideal client and understanding what motivates them. Let’s dive in!

1. Discover Your Target Audience

You probably have your target client in mind – at least in broad terms. Generally, you may primarily target residential, business, or large commercial/institutional clients. Refining each is key to effective marketing. 

Start by analyzing the characteristics of your current or desired customer base. The goal is to identify trends or commonalities which will inform your messaging and marketing communications. Beyond demographics – age, location, income, for example – you’ll want to understand your target client’s pain points, challenges, feelings, and motivations. 

This might include: 

• Concerns about financing or rebates
• Skepticism about reliability, especially in adverse weather conditions
• Questions about the maintenance and longevity of solar panels
• Interest in climate change, sustainability, or energy independence
• Desires to improve property value or company valuation

From here, further refine each pain point or consideration to address specific concerns of your audience segment. For instance, marketing toward a residential customer might include a step-by-step guide to claiming tax credits. Or marketing for a large commercial client might include a breakdown of how lower operating utility expenses can pay for the upfront cost of solar equipment. 

By developing a solar energy marketing plan tailored to the specific needs and preferences of your target audience, you can maximize the effectiveness of your efforts and drive meaningful results. In the next steps in this guide, you’ll see exactly why having a specific client in mind will sharpen your marketing.

2. Develop Social Media Strategy

Much like nearly every other sector, social media is an integral part of any comprehensive marketing plan for solar energy companies. Your presence on a variety of platforms – like Facebook, Instagram, X (i.e. Twitter), and LinkedIn – builds your brand awareness and can drive demand generation through engaging educational content.

After you’ve identified your target client, you can sketch out a roadmap for social media content. It’s a good idea to keep a content calendar and spend time gathering your images, links, videos, and text for social posts days or weeks ahead of publishing.

In your marketing plan, you want to focus more on objectives and strategy, rather than individual tweets or TikTok video ideas. Here are some key questions to guide your process:

• What demographics should you target?
• What platforms are your potential customers most active on? 
• What do you want to achieve (website visits or engaging with followers, for example)?

• How will you measure success – likes, shares, follows, comments? 
• What content can you create and how will each piece align with your overall brand?
• Will you pay for sponsored posts or paid advertising on some platforms? 
• Will you cross-post or use an automated multi-channel publishing method? 

By developing a strategic social media presence, you can effectively market solar panels and other solutions as well as position your company as a trusted authority in the industry. 

Remember to stay consistent, authentic, and responsive in your interactions to build meaningful relationships with your audience over time.

3. Optimize Website for SEO

One of the most effective ways to increase your visibility and attract potential customers is through search engine optimization (SEO). You can improve your rankings on search engine results pages (SERP) and drive organic traffic to your site by optimizing your website for search engines.

Your site’s structure, speed, and design loom large in your SEO success. Search engine algorithms also analyze your site’s content – looking for keywords and quality indicators that ultimately will make or break your rank.

Here are the five top factors to focus on in your solar energy marketing plan:

1. Keywords: Identify the terms and phrases that potential customers are using to search for solar energy products and services. Incorporate these keywords strategically into your website content, including page titles, headings, meta descriptions, and body text.

2. Quality: Create high-quality, informative content that addresses the needs and concerns of your target audience. This could include blog posts, articles, case studies, and FAQs related to solar energy topics. It’s important that your content be original, relevant, and valuable to your readers.

3. Website structure: Your website should have clear and intuitive navigation so that visitors can find what they’re looking for. Navigation menus and optimized internal page linking not only lower your bounce rate (when visitors quickly click off your site) but these elements also help search engines crawl and index your website effectively.

4. Mobile-friendly: Both B2C and B2B solar companies should prioritize mobile website design as the majority of users will likely visit your page from a phone or tablet. This element is so critical to solar energy marketing that we’ve included a section below dedicated to mobile-friendly website design.

5. Page speed: Minimize unnecessary code, optimize images, and use caching and compression techniques to reduce page load times. How quickly your website loads is critical as most consumers won’t wait more than five seconds. Plus, search engines will recognize slow speed and high bounce rates and penalize your site ranking.

4. Submit Listing to Local Directories

Maximize your solar energy company’s visibility by listing it on local directories. Local SEO plays a crucial role in connecting with potential customers and many of these directories rank high on Google and other major search engines. 

Ensure your listings are accurate, complete, and optimized with relevant keywords. Encourage satisfied customers to leave positive reviews, which can further boost your local search rankings. By appearing in local directories, you increase your chances of being found by local customers searching for solar energy solutions in your area.

Here are a few examples:

• EnergySage: EnergySage is an online marketplace that connects consumers with solar energy providers. Businesses can create profiles to showcase their products and services to homeowners and businesses.

• SolarReviews: SolarReviews is a platform where consumers can research and compare solar energy providers and products. A profile on SolarReviews can build credibility and attract potential customers through customer reviews and ratings.

• Solar Power World: A leading publication in the solar energy industry, Solar Power World offers a directory of solar energy companies, allowing businesses to reach a targeted audience, including with B2B services.

5. Ensure Website is Mobile-Friendly

While browsing and researching for a major home or business purchase, most potential customers will be on a mobile device. In some cases, consumers – especially young consumers – will want most or all of the sales process to be digitally based. 

Ensuring that your solar energy company’s website is mobile-friendly is paramount. A responsive design means your website adapts seamlessly to various screen sizes and devices, providing an optimal browsing experience for mobile users. Mobile-friendly websites load quickly, have easy-to-navigate menus, and display content clearly without the need for zooming or scrolling. By prioritizing mobile optimization, you can enhance user engagement and conversion rates for your solar energy business.

This dovetails with other elements of your marketing strategy also – from SEO to social media – as the traffic and interest you’re driving will often originate from people who are on their phones. 

Along these lines, our next three steps show you how savvy digital marketing can increase leads. 

6. Combine Digital Advertising with Print Ads

Integrating digital advertising with print ads can amplify your solar energy company’s marketing reach. 

Digital platforms offer targeted ad placements and measurable metrics. Print ads, on the other hand, provide tangible visibility in local publications and industry magazines, supporting brand awareness and community outreach. By combining both strategies, you can effectively engage with diverse audiences across online and offline channels. 

A Google ad appearing in search results, for instance, will help you target a very specific audience. Here’s two quick examples:

• Geographic-specific homeowner ad: Using keywords like the city and state, your paid search campaign could target a key market with information about rebates and tax credits. A link to your landing page could include a FAQ, informational video, and examples of past work.

• B2B products and services ad: Using keywords for specific products or solar power solutions, your campaign can target community solar buyers or other businesses with information about demos or sales. A link to your landing page could include case studies and information about the range of products or services you sell.

7. Invest in Paid Social Advertising

You might think of this as Part 2 of your social strategy discussed above. While your followers on social media could be prospective clients, most are more than likely previous customers, vendors or suppliers, and existing solar power users.

By contrast, running paid ads on social media offers a powerful way to expand the reach of your solar energy company and target specific audience segments. In many cases, you can specifically target users past on search history and prior interest in key subjects like: 

• Home improvement or capital projects
• Reducing energy costs
• Climate, sustainability, and clean energy

With precise audience targeting options based on demographics, interests, and behaviors, paid social ads allow you to reach those who are most likely to be interested in solar energy solutions. Additionally, features like retargeting enable you to re-engage users who have previously interacted with your brand or visited your website. 

8. Use Email Marketing to Nurture Leads

Email marketing is powerful for nurturing leads and fostering relationships with potential solar energy customers. By building an email list of prospects interested in solar solutions, you can deliver targeted content, promotions, and updates directly to their inbox. 

Segment your email list based on demographics, interests, or stage in the buyer’s journey to personalize the messaging and provide relevant information. Utilize email automation to send drip campaigns, follow-ups, and personalized recommendations, keeping your brand top-of-mind and guiding leads through the sales funnel. 

These tips can shape effective email marketing to drive engagement and conversions:

• Pace yourself: Find the right balance between staying top-of-mind and avoiding overwhelming your subscribers. Generally, aim for a consistent schedule, whether it’s weekly, bi-weekly, or monthly, based on your audience’s preferences and engagement patterns.

• Tailor your message: Segment email contacts based on demographics, behavior, and interests to send targeted and personalized content that resonates with each group.

• Automate contact: An automated drip campaign nurtures leads over time. For example, start with a welcome email series introducing your brand and services, followed by educational content about solar energy benefits and case studies. Gradually transition to promotional emails highlighting special offers, testimonials, and incentives to encourage conversions.

9. Implement Comprehensive Review Management

Managing online reviews is crucial for the reputation and success of your solar energy company. Encourage satisfied customers to leave genuine and honest reviews on platforms like Google My Business, Yelp, and industry-specific directories. Authentic reviews provide valuable feedback and build trust with potential customers.

Keep in mind this important piece: Don’t create fake reviews, have anyone pose as fake clients, or solicit reviews through unethical means. Fake reviews can damage your reputation and violate the terms of service of review platforms, leading to penalties or removal of reviews. Similarly, soliciting reviews by offering incentives or discounts in exchange for positive feedback can compromise the integrity of your reviews and undermine trust with customers.

Instead, focus on providing excellent service and encouraging genuine feedback from satisfied customers. Respond promptly and professionally to all reviews, addressing any concerns or issues raised by customers. By maintaining transparency and integrity in your review management practices, you can build a strong reputation and attract more customers to your solar energy business.

If you’re just starting out or expanding into a new market, you might not have reviews to speak of. In this case, partnering with other local businesses to promote services and provide consumers with information can both build your credibility and generate high-quality leads. 

Here’s a look at how to do this.

10. Partner with Other Local Businesses

Collaborating with other local businesses can be a strategic move to expand your solar energy company’s reach and attract more customers. A partnership – even as simple as a referral program – can pay dividends. For instance, joint marketing or referrals can work great among related trades, such as home improvement contractors, electricians, or roofing. You could also gain exposure by sponsoring programs or engaging with climate advocacy and clean energy groups in your area. 

Here are some strategies for forming meaningful partnerships:

• Be choosey: First make sure the partner business shares a similar target audience. Look for businesses with a strong reputation and a track record of customer satisfaction.
• Be clear: Discuss openly and before partner activities start the roles, responsibilities, and expectations for both businesses. 
• Be accessible: To fully leverage each other’s networks and attract new customers, you might develop a joint marketing campaign or host an event together.
• Be relevant: Even with strong referrals and great branding, your services ultimately must be in demand or relevant to see leads from partnerships. Offer exclusive promotions and educational resources that demonstrate the benefits of solar energy.

Solar Digital Marketing Agency

As the world continues its transition towards sustainable energy solutions, effective marketing strategies are instrumental in driving adoption and making a meaningful impact. 

Whether you’re partnering with a local roofing company to offer bundled services or launching a Google search ad to help customers find you, strategic digital marketing for solar companies can boost your bottom line.

At Beyond Marketing, our full-service approach expands your reach through a website that converts, advertising that connects, and organic SEO and social media content that drives solar energy leads. We have experience working with a range of renewable energy businesses and can help you design and implement a comprehensive solar energy marketing plan. Contact us today to get started!