Identifying the right target market for solar panels can get a little complicated for installers looking to market their products. Solar has a reasonably large upfront cost and value on investment has to be viewed long-term. Unlike other industries, you will need to find the right target market, invite them into your sales funnel and carefully nurture them towards a sale.
While highlighting the benefits of solar is important when creating your marketing campaign, it is of equal importance to target the right audience. Solar-related equipment is never an impulse buy. Therefore your marketing and promotions should ideally be tailored to your very specific audience.
When you develop content for your website, social media platforms or ads remember to add elements that will resonate with the different types of customers that are your intended audience. So, what is the target market for solar panels? While targeting the right audience for solar panels it is important to understand their motivation before you market to them.The three types of customers you are likely to encounter for domestic solar installations are:
#1 Advocates for Climate Change
These are people deeply interested in and passionate about saving the environment. Typically you are looking at a younger, educated demographic who understands the science behind greenhouse gasses, owns an electric car, and is keen on recycling. They are people who want to make a difference for the world and future generations. You will find that they are early adopters of new technology and don’t mind paying a little extra. They will be your biggest advocates if you do a good job.
#2 Investors Who Are Calculated And Frugal With Their Money
These are people who are careful with their money. They are interested in spending their money wisely. They may have large-size homes with multiple appliances as conserving energy is not their primary concern, saving money is. These are people who are interested in government rebates, which power company they are with, and other finer details. Expect them to be more analytical, and interested in the value and returns of their investment. Give them information on tax relief, state rebates, and tax credit options.
#3 People Who Want Energy Independence
These are people who prefer to have their own independent source of energy. They are highly motivated to be in control of the generation, storage, and consumption of electricity. They will likely be interested in batteries along with their panels. The area they live in may have frequent power interruptions and they prefer not to be dependent on the grid. Plan smart energy management systems for these types of people.
Once you have determined who your customers are, the question arises, how do you market solar panels? In this technology-driven age, it is important to adapt and make relevant marketing strategies. Google is the most popular search engine which caters to over 3.5 billion searches per day. Google Ads is a powerful tool to use Google to zero in on your target audience.
Google Ads will allow you to reach customers in your specific demographic and to who have made queries or shown interest in solar installations. This is how Google Ads specifically helps you reach your target audience:
#1 In-Market Audiences
These are people who have made specific searches and queries related to solar installations and products. Google Ads can track their searches. They will then be shown relevant ads at the top or in the sidebar of their search engine. Your ads will not only be seen specifically by people who have shown interest but they will also get to know about you before they discover your competition.
You can optimize your advertisements on Google Ads based on demographics. When people make google accounts they enter personal information like age and gender. As mentioned before there are different types of people interested in solar energy, their interests, ideologies, and related searches can be extracted by Google Ads to target them. You will be matched with such potential clients when you buy a package. Your ad will also be shown in the ‘business near me’ query to people from your geographical area.
#3 Market Research
Is the question ‘how do you generate solar leads’ keeping you up at night? If you are still struggling to identify the target audience suitable for your products, the search engine can determine that for you. Google will pick up on trends and you will be able to see people who have bought your products, their age, gender, and interests. Market research, therefore, helps you identify an audience that you may have not considered before.
#4 Site Targeting
Google Ads allows you to choose the specific placement and site where you want your ad to appear. This is called site targeting. For example, you may want to place your ad on sites that discuss alternate energy, climate change, self-sufficiency, and off-grid living. Google Ads can make this happen if you enter the details in the analytics feature.
This is a great feature of analytics to list people who have visited your existing website. It lets you track who has purchased your products and who has passed them up. You can then advertise to people who have passed up your product by advertising on websites that they frequent.
Google Ads are therefore a perfect way to reach out to your target audience.
Tips To Target The Right Audience On Social Media
#1 Know Where Your Audience Is Spending Their Time
Studies show that internet users up to 25% of their time online on social networks. Given the growing numbers, you need to find your target market for solar panels on social media platforms as well as engage in conversations related to alternative energy.
#2 Prioritize Facebook
In answer to ‘How do I market my solar business?’, start with Facebook. It is the biggest social platform in terms of active users, time spent and engagement so focus your campaigns there. After that include Twitter, LinkedIn, Instagram, and Pinterest.
#3 Video Content
There is also a substantial increase in the number of people watching videos online, consider a YouTube channel to talk about solar products, and demonstrate the installation of solar panels. Besides being a powerful tool to develop brand recognition, video can also encourage people to visit your website.
#4 Consider The Role Of Smartphones
Smartphones are being used to access the internet on the go and are changing the way retail sales happen. Prices are compared, reviews are checked and real-time opinions are sought through social media channels through smartphones. Take this into consideration while creating content and finding ways to engage. More importantly, ensure that your website is mobile-optimized.
Do you need help with targeting the right audience online for solar panels? At The Social Expansion Project, we help solar panel installers and roofers with their marketing strategies and goals. You can request your free, no-pressure consultation here.