Why Solar Companies Need Social Media?Leave a Comment (0) ↓
Whether you Tweet, share videos, update your Facebook status, post photos on Instagram, look for connections on LinkedIn or use the internet to ‘spy’ on your friends and family, there is no denying that social media has found its way into every corner of your life. You’re constantly bombarded by information coming from your desktop, mobile, or tablet – the adage,’ you can run by you can’t hide’ sums up the social media revolution quite aptly. Most products or services find it very challenging to survive in today’s competitive market without an online presence.
Solar power is no exception – social media is influencing our decisions about everything from food to clothes, and now our rooftop energy decisions are also impacted by social buzz. With the increasingly interactive nature of social media, consumers expect home solar installers and other solar companies to listen to them and even answer their questions online. So, if your company still hasn’t gone social, you could potentially lose out on a large number of customers.
Here are the latest social media user stats for the UK:
- 30 million people in the UK are active on Facebook.
- In July 2015, Instagram announced a figure of 14 million active monthly users
- Twitter has 15 million active users in the UK
- Pinterest has around 10.4 million monthly active users
- LinkedIn has 19 million UK users
How can solar companies leverage social media?
Every digital marketing strategy needs to be backed by a team of experts, who know what is required for success and how to strike a balance between social engagement and increased sales. If your solar company is interested in creating an online presence to drive sales, you can’t do without:
- A ‘solar’ social media manager – An expert digital marketer who is educated about solar technology and your audience
- A content team with solar insights – A team of writers & researchers who have experience and knowledge about the solar industry
- A design and development team who understands what powers and drives a ‘social solar’ campaign
Hannon Digital has had real success in this arena and our team of digital experts, writers, researchers, designers and developers, have mastered the art of ‘Social Solar’.
What is unique about our ‘Social Solar’ Strategy?
Multichannel marketing helps to build brand credibility and ensures access to a wider audience. Some target customers are going to be on Twitter, while others will prefer LinkedIn, Facebook, Instagram, Pinterest, Youtube or Newsletters. You need to be sure that you are engaging all of them and without a fully managed digital strategy, this can be very challenging.
For example, recently our team at Hannon Digital successfully launched a Solar company online and escalated from 0 followers to 5 leads in 2 weeks. Our concerted efforts across various social media platforms helped the brand gain momentum and credibility very quickly.
Each platform has its own advantages:
Facebook: A company without a page on Facebook is unlikely to gain any sort of awareness or attention. Facebook is the ideal space to share content in the form of blogs, industry news, events, new products and very importantly, Ads!
Twitter: With a 332 million active users worldwide, it is no surprise that Twitter is a leading social media marketing tool today. Both B2B and B2C companies have had tremendous success via Twitter.
LinkedIn: LinkedIn is the go-to social media platform for businesses who want to build their online presence and connect with customers. Its major advantage lies in developing professional connections and directly engaging with leaders in a particular field.
All of these concentrated efforts boil down to one important thing: Numbers! Followers, engagement, impressions, leads and conversions.
You can have the most perfect social media marketing campaign in place – creative designs, compelling content, fascinating visuals, relevant data – all of this will be futile if you lose sight of the metrics.
It’s extremely important to assess your marketing efforts on a weekly basis to identify what’s working and what’s not. If something has failed, move on and try something new. The trick is to know that what works for another brand will not necessarily work for yours. But once you find that magic formula, you are guaranteed an exponential increase in leads. In the last 6 weeks, our Solar Social team has seen a 225% increase in leads from month 1 to month 2.
Referrals and exciting offers:
Every step of a marketing campaign needs fresh and new ideas to see continued success. Although we have experienced a lot of success via traditional email marketing and promotion of services in newsletters; we’ve also discovered that adding an offer or creating a referral program can stimulate great interest in customers.
For example, you can either target customers who have already purchased from you and ask them to make a referral and earn money, or you can offer discounts to new customers. What’s important to remember here is – how you present the offer and whether the viewer will feel valued or ambushed. This is where an experienced social media team comes in. With the right balance of creativity and relevance, you can’t go wrong.
Quality vs Quantity:
Social media isn’t just about solar self-promotion. It’s about educating your customers through relevant, consistent information. Your Tweets, Facebook updates, blogs and infographics need to be friendly but informative, creative but easy to understand, comprehensive but consistent. Decide on your brand voice – are you only interested in generating leads or have you considered the value of credibility and building trust among your target audience? Any experienced marketer will agree that a successful strategy addresses both aspects equally.
A Perfect Website
Most people perceive solar products as complex and therefore are reluctant when it comes to investing. This complexity barrier makes an interesting, user friendly website crucial to your marketing success. We recommend keeping it simple by offering clear navigation options, layman’s language and simple graphics.
Targeted Digital Advertising
Facebook, Twitter, Google and LinkedIn offer advertising in a variety of paid search options. You can offer a promotional discount, sponsor additional links within your content, or advertise your products through images and display product information directly. This strategy is an effective way to generate leads by presenting information in creative and exciting ways to the right target audience.
Social media can be a powerful channel for solar companies aiming to build trust in the market and generate business. The best thing about social media is it is free to use – But it doesn’t run itself, an under-qualified or ill-experienced team can do more harm than good. To see real results and grow your business, you need a dedicated team of digital marketing professionals with special insight into the world of Solar – Hannon Digital offers exactly that. Get in touch with me and let’s start your digital journey today…