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February 2, 2017 | By RGR Marketing Blog

Finding the Right Mix in a Ever-Changing World

People are unsure of what the future may hold here at the start of 2017. Regardless of where they may fall on the political spectrum and who they may or may not have voted for back in November, very few of us feel like we have a handle on the changes that are coming. Unfortunately, lack of confidence in the future can have a chilling effect on consumer confidence, making large purchases (like solar power systems) easy to put off until things get more stable.

Add this uncertainty to what was already being cast as a challenging year for the solar power business, and you have a recipe for rough seas. But, while your impulse may be to batten down the hatches, cut costs, and go into defense mode – the opposite tack: working to secure a greater market share, even as the market appears to shrink, may dictate who weathers the storm to come and who doesn’t.

The only way to accomplish this is through a redoubling of sales and marketing efforts. Here are three strategies you should consider adding to your marketing efforts for 2017.

Converting Brand Evangelists and Unleashing Them on the Digital World

When consumers go through periods of uncertainty, they tend to become even more leery of advertising and advertisers. According to the latest Nielsen Global Trust in Advertising Report, recommendations are still the single most trusted form of advertising at 83% (if the recommendation comes from someone known to the consumer). Compare this with consumer trust in paid traditional advertising (54-63%) and digital advertising (36-48%). Even confidence in online reviews from strangers ranked at the same level as the most trusted form of traditional advertising.

Looking at these numbers, it’s easy to see why the power of creating brand evangelists out of customers and thought leaders in the solar and related industries has to a priority. Thankfully, with the advent of social media, it’s never been easier to influence thought leaders and to respond to and check in with existing and potential customers. Add to that the array of tools that paid promotion of social media posts affords you as a marketer, and you have a great recipe for success.

Go Native (With Advertising, That Is)

Another key marketing arena for 2017 is in the use of native advertising. If you’re already up to speed on content marketing and generating content that is building an audience and community around your brand, than native advertising is your obvious next step.

With native advertising, you generate ads that look like native content and then purchase ad space with outlets that generate content on the same subject, placing your ad so that it looks like content. It’s a great way to reach advertising-adverse consumers and potential solar adopters in an age when digital overload is a constant issue.

Great Solar Strategies for the New Year

There you have it. Two in-depth marketing strategies that will allow you to reach advertising adverse consumers in a year plagued with uncertainty and a forecast for market constriction.

If you can continue to use relatively low-cost and free channels to reach your existing consumers, channels that consumers have expressed a naturally high level of confidence for, then you will position your business to weather the storm to come, capturing larger market share for when the market naturally expands in the future. This will also free up important budget to supplement your sales pipeline with high quality solar leads you can purchase from RGR Marketing today.

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Finding the Right Mix in a Ever-Changing World

Converting Brand Evangelists and Unleashing Them on the Digital World

Go Native (With Advertising, That Is)

Great Solar Strategies for the New Year

Start making more
money today!

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Finding the Right Mix in a Ever-Changing World

Converting Brand Evangelists and Unleashing Them on the Digital World

Go Native (With Advertising, That Is)

Great Solar Strategies for the New Year

Start making more money today!

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