Market research reports that the global solar energy sector is projected to reach nearly $225 billion by 2026. Canada’s Energy Regulator states that solar power is rapidly growing source of electricity for households and businesses as the country looks to catch up to the U.S., China, and Japan among other world leaders in solar power output.
With eco-friendly retrofits and sustainable design becoming a requisite for residential, commercial, industrial, and municipal builds solar power installers will be busier than ever. But the demand for solar energy has brought a lot of competition into the fold, making customer acquisition a challenge. If your company hopes to claim its fair share adoption of smarter digital marketing practices is imperative. However, given that your competitors have access to the same online resources (Google My Business, etc.) you need to set yourself apart in one key area – content. Here’s how to make that happen.
Content Marketing Tips for Solar Power Providers Who Want to Get More Customers and Clients Online
Define Your Solar Installations With Dedicated Web Pages
Customers and clients who are ready to invest in solar conversion have done their homework and are looking for specific system installation services. Some are in search of Solar Photovoltaic (PV) roofing systems to convert sunlight into electricity for traditional (i.e. lighting) home or workspace uses but others may be looking for solar installations for hot water, pool heating, electric vehicle charging stations, greenhouses, farming, and more. You need to define all of these installations via separate webpages so that you can target use-specific searchers. You’re far more likely to catch and convert someone who is looking specifically for a solar installation for an electric vehicle changing station (example) with a web page about that exact topic, versus an installer who casually mentions it on their general Home or Services page. Create dedicated pages on your website for the each of the following commonly sought after installations (as applicable):
- Solar panel installation for roofing
- Solar panel installation for electric vehicle charging stations
- Solar panel installation for transportation (transit, RVs, motorhomes, etc.)
- Solar panel installation for swimming pools
- Solar panel installation for garages
- Other (that you specialize in)
The list of solar panel installations can go on and on, so you do need to stop somewhere. The list above is a great start for solar companies, and you should at least have dedicated webpages for those installations that you specialize in. For other “less popular” installations in your area (i.e. solar panels for boats ) you can simply create blog articles (more on this below) about the topic, which can also be effective for capturing search engine traffic.
Define Your Solar Products With Dedicated Web Pages
If you offer access to state-of-the-art solar powered products in addition to your installation and retrofit services then you need a dedicated product section on your website too. If you sell items (i.e. wearable solar tech) to consumers directly follow these tips to optimizing your eCommerce shop. If not, there is still a strong case for creating unique products pages for the equipment and materials that you offer access to in your solar installations.
What’s the reason?
Consumers have done their due diligence and are searching for solar panels and products that are appropriate to their needs. Let’s take prospective customers/clients in the Lower Mainland of BC as an example. Given the limited sunlight in Vancouver versus Calgary (sunniest city in Canada) you will find that customers/clients in Vancouver are looking for panels that better harness power will limited sun exposure. They may uncover that LG’s NeON ® R series integrated solar modules are superior to conventional panels, and start searching for installers in their area that can accommodate this need. If you install such a system, you can immediately see why you need to feature this product on your website. From panels and system monitoring hardware to solar powered flashlights, a dedicated web page for each will drive more qualified traffic to your website.
Define Your Sectors With Dedicated Web Pages
In varying capacities, all of the solar installation services and products you offer apply to the residential, commercial, industrial, agricultural, and municipal sectors. If you serve one, a combination of, or all of these sectors you need to create dedicated webpages for each. This concept is as true for your business as it is for property developers and architectural firms and the like. Create the following pages (as applicable):
- Residential Solar Panel Installation
- Commercial Solar Panel Installation
- Industrial Solar Panel Installation
- Agricultural Solar Panel Installation
- Municipal Solar Panel Installation
When creating the content for each of these sections, remember to tie-in (via internal links) the installation (roofing, transportation, etc.) and product (panels, monitoring hardware/software, etc.) pages that you created as per our directions above. This will weave a web that not only draws traffic to your website, but encourages visitors to navigate from page to page. In the end they will draw the inevitable conclusion that you are indeed the one-stop solar shop that they were looking for.
Create a Blogging Content Schedule for the Rest
As mentioned above, the list of solar power applications is seemingly endless. That’s a good thing as far as your business prospects are concerned, and even better when it comes to your content marketing strategy. Every other application is a future blog article that when optimized can to drive highly-qualified traffic from Google search.
Don’t know where to start? Begin with topics that you are most passionate and/or knowledgable about (i.e. “solar panels for football stadiums“). From there, you can simply go down the alphabetical list by using Google autocomplete as your guide. Simply start typing in “solar panels for …” by typing “a”, then “b“, then “c” (as in “solar panels for a…”) and so on and Google autocomplete will deliver a large number of search queries that prospective customers and clients are entering into their Google search bars. You can also use Google Keyword Planner for guidance on topics and keyword targets.
By creating a helpful article on each and every topic you will eventually cover all bases and be deemed (by the public and Google alike) the ultimate authority on solar power products and installations.
Wondering how you will possibly have the time to create the new pages and maintain the weekly content schedule above? That’s what we’re here for. Contact us to schedule your consultation.