5 Reasons Why Solar Firms Must Invest In Inbound Marketing Now
Inbound Marketing has become downright essential and one of the most powerful marketing strategies to help businesses gain long-term results. However, it’s not for everyone since it’s increasingly viewed by some businesses as a “nice to have” marketing strategy as opposed to being a necessity.
A comprehensive inbound marketing strategy cannot generate similar results for retailers offering low-cost, everyday products (such as cakes) than it would achieve for a company that provides high-cost products that require investment in pre-purchase researching such as solar panels. Sorry bakeries!
Wondering why? Let me explain….
A savvy and budget-conscious household has various options to consider when they want to save money on their monthly energy bill—they can boost insulation, invest in solar panels, buy energy efficient doors and windows or wrap themselves in heavy sweaters and turn down their thermostat.
Truly, rules of marketing are changing rapidly. However, inbound marketing is proving to be an innovative and effective way for businesses to bring in leads. In bound marketing is now a popular term that was coined by the HubSpot founder.
The marketing strategy’s concept stipulates that businesses can naturally attract consumers and prospects by providing quality and interesting content on their sites. If your content can directly engage, inform and educate your target buyer audience, it plays a great role in creating awareness and increasing leads that generate interest.
Once a visitor becomes a real lead, using a suitable scoring system, you can push them through to the sales funnel. After they convert and buy several times from you, evaluate the process to produce more quality content and actually showcase your expertise.
The process to the purchasing decision is normally referred to as the buyer’s journey. Interestingly, the longer and more complex the research and decision-making procedure is, the more inbound marketing becomes helpful as most potential customers begin their buyer’s journey online.
Now let’s see why inbound marketing is a viable investment particularly for solar energy companies:
1) The Buying Process Happens Almost Entirely Online
It’s rare to find a roadside solar panel installation store where you walk in to consult. This is simply because much of the research and buying process is done online. Customers type in search engines queries such as:
- Solar energy
- Solar power
- Save energy
- Solar panels
- Energy efficiency
As consumers progress in their buyer’s journey, they become more specific with their searches as they find answers to their questions:
- residential solar panels
- how to save energy in my home
- where to buy solar panels for my home
- Australian law solar panels
- tax credit solar energy NSW
As a provider, it’ your responsibility to ensure you show up in search results and provide relevant content; which now takes me to the next reason.
2) Solar Companies Need To Educate Their Consumers
The average consumer understands little about solar energy, why it’s the future and the available options. Once they start doing research on this topic, they’ll need clear answers to questions relating to cost, financing, installment options, tax credits as well as state or federal laws and regulations.
You can help your potential customers by providing answers to their questions through your website pages, premium content and blog posts. For instance, you can choose to answer the most frequently asked questions your prospects ask in your blog posts or one of your web pages.
3) Obstacles Your Sales Team Must Overcome
Considering that investment in solar passes for a significant spending, you can expect budget-conscious consumers to have doubts as to whether the investment is worthwhile. Questions like, “will addition of solar panels damage my new roof” will be commonplace? Your sales team must be smart and do a lot of convincing. A mere “Request A Quote” page on your website cannot cut it.
Since most prospects prefer self-learning, providing quality content in various forms such as blog posts and premium content like eBooks, case studies, checklists, webinars and free consultations can help get them informed.
4) Inbound Marketing Shortens Your Sales Process
There’s no doubt that the sales process of solar companies is long and involving. But the more savvy and informed a prospect is before hitting the “Request A Quote” button, the shorter your sales process will be and the higher your chances of a successful close.
Studies show that Inbound Marketing can reduce the overall sales process by more than 60% if potential customers are educated particularly at the pre-sales phase and when you empower them to act as solar energy advocates.
5) Less Costly Compared to Traditional Marketing
According to a study by the State of Inbound Marketing where over 3,500 marketing and sales professionals were surveyed, the average cost of any inbound lead in a medium sized business with 51-200 employees is more than 3x less ($70) compared to the various traditional marketing techniques ($220).
Are you a business in the solar energy industry and planning to invest in Inbound Marketing?
Do let us know in the comments! The team at Australian Solar Quotes would love to hear your goals, successes and what you’ve done so far to attain them.