If you want to sell solar in some other way than knocking on doors and buying leads, then these days, you need to get active online.
You’ve probably already thought of buying ads on Facebook. But that’s a limited strategy. Essentially, when you buy ads, you rent an audience that goes away as soon as you stop buying the ads. And the costs can really add up.
A more effective, and cost-effective, strategy, is to start a solar sales blog on your own website.
Solar sales blog, huh? What do I mean?
Solar sales don’t happen by themselves. Solar sales don’t happen very well by cold-calling and door knocking. And in the age of the Internet, solar sales don’t happen at all if you’re not connecting with your ideal customer on the Internet with a solar sales blog.
Solar sales blog explained
I hope by now that I’ve convinced regular readers that a simple solar website just isn’t enough. It’s too passive — it’s just a “brochure” online.
It’s an absolute must that you have a solar sales blog on your solar website to help generate your own valuable solar leads and to move those leads down the funnel to becoming solar sales.
So what is it about blogging that makes a difference in lead generation and solar sales? Three things come to mind:
- Google and other search sites rank websites on metrics like how much fresh, meaningful content regularly gets added to the site.
- Customers warming up to solar engage more with you when you have something new for them to read.
- Your brand as a solar leader depends on continually demonstrating that you’re a knowledgeable, likable solar authority locally.
But if you love talking to customers in the field, generating site studies, designing solar installations, and staying abreast of industry trends, where does writing a blog fit in to all this — especially if you “think” you don’t like writing? How do you even get started?
Begin where you are
One easy way to generate solar sales blogs starts with talking about — writing about — what you love. As I wrote recently, it begins with YOUR personal story and YOUR passion about solar, a topic you can return to often as new situations remind you of your excitement about solar.
But what else? There were four GREAT ideas for some short solar sales blogs written just above. They were:
- How you love talking to customers in the field.
- What gets you excited about generating a site study.
- How you geek-out over designing solar installations.
- How staying abreast of industry trends drives your business and modeling why that’s important.
Don’t you know you’re my hero?
Interestingly, while these topics seem to be about YOU, it’s really your customer who’s the hero of this story. After all, she will get the final product. She will take the chance to go solar now, still a fairly pioneering move for most homeowners in most parts of the US today. And that’s admirable.
So why do you love talking to her about her interest in solar? To find out where she’s coming from and to deliver her what she’s looking for.
What’s exciting about generating a site study? Finding out precisely what the customer has going for her (roof style/house placement etc.) and what she’s up against (shade studies/community barriers or permitting) to unveil the best and most promising solution.
Once you know what your customer wants and any issues she’s facing, you geek out in developing the best quality system to save her lots of money, suit her home, produce a bunch of clean energy, and make her a community leader!
And staying abreast of industry trends means that your customer can rely on you to know what works and what doesn’t, how new innovations are producing even more power, efficient results, streamlined systems, and greater architectural harmony, among other things.
Verse, Bridge, Chorus
Serving the customer, knowing her problems, developing solutions, and leading with powerful information allow you to return again and again to similar ideas and just riff off them in new ways in your solar sales blog posts.
And trust me, you can KISS — “keep it simple, stupid.”
Write for everyday folks just as if you were talking. In fact, if it’s easier for you to talk, record what you want to say into your smart phone and play it back as you transcribe if that helps. And remember to also keep it short. You’re not writing the next solar textbook here.
Keep a solar sales blog schedule
For now I’d recommend blogging once a week. Pick a day, say Tuesdays. Get up early if you have to find extra time, or better yet, make an hour and a half once a week just for blogging and DO IT!
- Put a nice solar picture in at the top
- Make some bolded sub-heads to break it up like you see in my blog here
- And then hammer out bite-sized chews for your topic of choice
Maybe some day you’ll get up to blogging twice a week. But you could truly blog once a week for a year and be just fine. In fact, with one blog post a week you’d be just GREAT — because unlike your competition, you’ll have a regular strategy for getting fresh, new content on your solar website weekly. Over time, you’ll build up an audience from search engines that your competitors won’t have.
Once your blog is online, share it across your social sites like Facebook, Twitter, Google+, LinkedIn, etc. Doing this gets readers back to your site and that builds your brand while burnishing your reputation as a consistent businessman who confidently reaches out to customers where they are — ON THE WEB!
I’ll have more blogging tips as we go forward but start with these simple topics now, and you’re more than halfway to generating your own high quality solar leads. So what’s the other half of generating high quality solar leads that you can really pursue?
I’ll talk about that next time!
— Lindsay Curren, Creative Director, Curren Media Group