2018 Solar Marketing Plan: How Your Solar Business Can Outshine the Competition

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January 3, 2018 | By RGR Marketing Blog

Ready to Outshine Competition in the Solar Business? Here’s How.

Each winter, it’s common for solar providers find themselves wondering, “What happened to all the customers?” And while the cold weather is a factor in dwindling sales, it’s important to note that many solar energy providers aren’t as simply effective as they could be when it comes to selling product.

But don’t dismay! In the past, we’ve shared strategies to help your solar business market its offerings more effectively. And for 2018, we’ve put together a solar marketing plan that will help you outshine competition in the solar industry. Ready? Let’s dig in.

Step One: Conduct a Situation Analysis

Sales in the solar industry is a niche market. As such, “not only do you need to be able to describe what you market, but you must also have a clear understanding of what your competitors are offering and be able to show how your product or service provides a better value.”

Before you finalize your marketing blueprint for 2018, take stock of 2017. What were your strengths? Where did you see external threats from competition? Were there any overwhelming turns in the market? Once you start to answer these questions, you can begin to outline effective marketing efforts for the upcoming year.

Step Two: Get a Pulse on Your Audience

Next, you’ll want to create a persona of your prospective customer. Are you marketing to owners, either dealers or installers, or are you targeting residential and commercial properties?

In B2B marketing, no detail is too small. As you define your target audience, hone in on factors including business size, location, job title, or any other notable characteristics that render them possible prospects. This type of profiling will be your guide as you outline your marketing campaign. But remember, one message does not fill all audiences.

Step Three: Outline Your Marketing Goals

The core of a marketing plan? Actionable task items. For your 2018 marketing plan, focus on the 4 P’s of marketing: Product, Price, Promotion, and Placement (distribution). For example, if you want to focus on improving your promotional marketing next year, recognize that you need a different message to promote each product to different audiences.

If this is something you want to improve, set a goal to have 10 promotional messages, with different messages for your top 3 audience groups. Having a number-based goal will help you measure progress and productivity for 2018 solar sales.

Step Four: Identify Your Sales Tactics

Now that you’ve outlined your solar marketing goals, it’s time to fine-tune the methods you’ll use to accomplish your goals. Sample solar marketing tactics include an array of public relations, advertising, direct marketing, permission-based emails, and customer appreciation events.

Here’s when defining your audience becomes instrumental in creating an effective solar marketing plan. You wouldn’t market to a repeat customer with a cold call, and you wouldn’t reach a new customer with an in-person meet-up.

To cater to a range of prospective solar customers, research what forms of media your target audience uses to find their solar information. Then, apply your efforts accordingly.

Step 5: Adhere to a Budget

While it’s easy to brush off marketing efforts for their high overhead costs, in the long run, a solid 2018 marketing plan will drive up your revenue by increasing sales. At the same time, don’t overspend on marketing either.

Strike a balance by allocating a percentage of your solar company’s projected gross sales as money for your annual marketing budget. With financial resources on hand, you’re ready to start outshining competition in the solar industry with your 2018 marketing plan.

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Ready to Outshine Competition in the Solar Business? Here’s How.

Step One: Conduct a Situation Analysis

Step Two: Get a Pulse on Your Audience

Step Three: Outline Your Marketing Goals

Step Four: Identify Your Sales Tactics

Step 5: Adhere to a Budget

Start making more
money today!

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Ready to Outshine Competition in the Solar Business? Here’s How.

Step One: Conduct a Situation Analysis

Step Two: Get a Pulse on Your Audience

Step Three: Outline Your Marketing Goals

Step Four: Identify Your Sales Tactics

Step 5: Adhere to a Budget

Start making more money today!

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