August 18, 2016 | By RGR Marketing Blog

What’s In a Name? In the Solar Business, It’s Everything

Human beings love novelty, but we’re also risk-averse creatures. It’s not that we’re opposed to new ideas; we just don’t want to be guinea pigs. Most of us want to adopt a hot new technology during that sweet spot where it’s still fresh enough to make us feel like trailblazers, but thoroughly vetted to the point that most, if not all the bugs are worked out.

Solar energy is reaching that sweet spot in the hearts and minds of the general public. These days, it seems like just about everyone is hip to the idea that solar is the energy source of the future, and that by going solar, you can save money, benefit the environment, boost your home value, and earn some green street cred while you’re at it.

Going Solar Is a Big Decision

But it took some time for solar to reach that point. Even though it’s been a viable renewable energy source for quite a while, it’s taken this long for the rank and file to warm up to the idea. A lot of educational work and marketing dollars went into changing public perception from “solar is for hardcore environmentalists” to “solar is a smart choice for everyone.”

Building your solar business’s reputation is a similar process. At this point, much of the work of selling the idea of solar energy has been done for you. You just have to convince your potential customers that you’re the right solar expert to turn to when they finally decide to outfit their homes with shiny, new solar arrays.

So how do you do that? Well, going solar is a big decision. And for big decisions, we all like to enlist the services of proven experts.

As a solar installer, you’re likely already an expert on all things solar. You just have to spread the word about your expertise. And the best way to do that is to spread your knowledge far and wide. Let’s discuss a few smart ways to do that.

Give a Webinar

Unfortunate portmanteau aside, webinars can be a great thing. They allow you to connect with potential customers all over the world on a very personal level, and you can conduct a webinar from the solar-powered, air-conditioned comfort of your office.

Need some ideas? Why not give a talk on the economic benefits of going solar, or solar farms, or alternatives to roof-mounted solar arrays? After the webinar, do a Q&A. Don’t forget to slice your webinar up into smaller pieces of content that you can share later via other marketing channels.

Create a Blog

Why blog about solar? For solar installers, blogs are a multi-purpose tool. Stocking your website with content relevant to potential solar adopters will enhance your search rank when prospects search for solar installers in your area.

Plus, that library of insightful solar knowledge will serve to educate your prospects. They’ll come to see you as a friend in the solar business, and when the time comes to make the leap to solar, you’ll be the first call they make.

Go Public

No, we’re not talking about an IPO – we’re talking about making public appearances at events where it makes sense to tout solar energy’s benefits. Sign up to speak at your local home and garden show. Put together a presentation for an environmental group. Offer to give a talk at a local high school, community college, or university, and give those students something memorable to take home to their guardians.

Recognize Solar Leaders

Chances are good that wherever you are, your community already has a few solar adopters. Why not start a recognition program to commend those who’ve already made the leap to solar energy? You could give awards, issue press releases, and organize a public event to shine a light on your city’s solar leaders.

Your Reputation Precedes You

How often do you hear that phrase? Well, most people might not put it like that, but you may have encountered prospects that already knew of your reputation before your first meeting. How much easier was it to turn those prospects into customers?

Keep working on establishing yourself as a solar expert, and before too long, your reputation will precede you just about everywhere you go.

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