The solar niche is profitable, but also immensely crowded—especially in Australia. There are over 400 suppliers and 4,800 installers out there vying for the same customers (TDG Solar). It can be hard to stand out from the crowd.
That’s a problem. If you want your solar business to succeed, you need to find ways to generate more leads.
Luckily, there are numerous ways to do that as a solar business. And in this article, Megaphone – Australia’s #1-rated agency – we’ll go over 7 ways to do that.
We’ll cover the pros and cons of buying vs. generating leads, top solar lead generation tips, and more.
Buying Leads vs Earning Leads
There are quite a few sites out there promising cheap and easy leads for solar businesses. This seems like a good deal. Buy leads, convert them, and grow your business instantly.
The problem is that bought leads are almost always low-quality. Some will convert; many won’t. The ones that don’t will be a waste of time and resources.
You can end up wasting a lot of time, money, and resources chasing low-quality leads. You can also end up damaging your business’ reputation by what leads feel is spam.
If you’re thinking about buying leads, it’s important to do your research. Always make sure you’re getting leads from a reputable source.
We recommend specifically going for leads from other solar businesses, e.g. an installer that’s shutting down. These types of leads are the least likely to be problematic.
Earned leads tend to be more high-quality than bought ones. You can target your ideal customer and set your own filters, so the people you find will be a better fit.
Earning leads can also be more cost-effective. That’s because you’re getting high-quality leads that convert better, saving you time and resources.
If your lead generation system is good enough – which it should be after reading this article – earned leads will be cheaper, more targeted, and better-priced than bought ones.
7 Expert Tips for Solar Lead Generation
1. Optimise your website for conversions
In order to generate leads from your website, you need to make sure it’s optimised for lead generation. Otherwise, you could have all the qualified prospects in the world visiting your website and still sell nothing.
The best tactic is adding landing pages — one for each important product or client category — with relevant keywords, calls-to-action, and contact forms. These landing pages are where you should send traffic to.
Be mindful of the fact mobile devices drive 60% of all web traffic (Statista). The figure is smaller in Australia, but you need to make sure your website is mobile-friendly. It needs a well-designed and intuitive layout, compelling copy, and fast loading speeds.
Encourage potential leads to visit your landing pages when they’re on your website. Include a call-to-action (CTA) in your content, helping you turn visitors into leads likely to be interested in your offer.
2. Drive traffic to your website
Your website is only as good as the traffic it receives. So you have to figure out how to get potential customer views that lead to conversions. 3 of your main traffic sources are paid ads, SEO, and social media.
Paid ads
Paid ads can be run on many different platforms such as Google Ads, Facebook Ads, etc. They let you target potential customers by location, age, gender, interests, and/or other filters.
You can create paid ad campaigns that focus on specific offers. You can also use paid ads to build brand awareness and engagement slowly.
Social media
Social media traffic comes from platforms like Twitter, Facebook, LinkedIn, etc. Paid ads are one source of social media traffic. Your own content and influencer marketing are two others.
Organic social media marketing involves creating interesting content that followers engage with. Influencer marketing involves paying other people to send traffic your way from their content.
SEO
Search engine optimization helps you rank higher in search engine results pages (SERPs). It involves optimising…
- The content on your website so search engines prioritise it when people look for relevant keywords.
- Off-site trust signals, like media mentions and links from authority websites.
- The technical aspects of your site such as page titles and meta descriptions.
Over time, this sends high-intent traffic your way for free, helping you get solar leads.
3. Develop and target buyer personas
In order to generate leads that convert, you need a good understanding of who your ideal customer is.
The best way to do this is to develop buyer personas: semi-fictional representations of your ideal customer. These are also known as customer personas, and based on market research and real data about your existing customers.
Targeting specific personas reduces costs while maximising conversions. It attracts your ideal customer, scares away undesirable customers, and increases your average sale size.
Here’s a sample buyer persona; it’s basic, but good.
Sample buyer persona
Name: John Smith
Age: 45
Gender: Male
Marital Status: Married
Location: Sydney, Australia
Occupation: Accountant
Income Level: $90k – $100k
Education Level: Bachelor’s Degree in Accounting
John’s Goals/Needs/Challenges
John is looking to make his home energy efficient and save money on electricity bills. He is also concerned about the environment and wants to reduce his carbon footprint.
He has done some research into solar energy but feels overwhelmed by all of the different options available. He isn’t sure if it will be worth the upfront cost.
John needs help understanding the benefits of solar energy and how it can help him save money in the long run.
4. Conduct property research
Research local properties using public records and Google maps. Find houses that are good candidates for solar installations but don’t have panels installed yet. Market directly to them – for example, by sending postcards or calling people up.
This method takes a bit of time and effort but works. You’re using context and geography to focus your local marketing efforts on high-potential prospects.
While this tactic won’t carry your entire business, it’s a solid addition to your overall marketing strategy.
5. Create content
Content is a powerful tool for engaging potential customers, building trust, and establishing credibility. It educates consumers about solar energy and your expertise in the field, demonstrating the value you can offer.
Through consistent high-quality content, you can establish yourself as an expert and increase brand awareness. You can show off your commitment to quality service and customer satisfaction.
Sharing content through various channels such as social media or email can further expand your reach, driving leads directly to your business.
You aren’t limited to written content like blogs and emails. You can also create product explainer videos showcasing your solar products and installation. Or how about e-brochures highlighting why homeowners should choose your solar company?
6. Encourage customer reviews and testimonials
Reviews from real customers serve as social proof that your product or service is worth investing in. They can boost your business by increasing trust and credibility.
Good reviews provide potential customers with reassurance that they are making the right decision. They can also increase the visibility of your business on search engines, resulting in more leads.
This is because people are more likely to trust a company if it has a good online reputation. Good reviews can drive more traffic to your website and give you a competitive edge over other businesses in the crowded solar industry.
Showcase customer reviews on your website, in your marketing materials, and on social media.
7. Start and advertise a referral program
Starting and advertising a referral program is another way to generate solar leads that convert.
You’ll need to create an incentive that encourages customers to refer friends or family members. It could be a discount on future services, free installation, or even cash rewards.
Once you have the incentives in place, you can start advertising the referral program. Use multiple channels such as email campaigns, your website, and social media channels.
Be sure to clearly explain how the program works, so potential customers know what they can expect. Ensure any promotions you offer are easy to track so you can accurately reward participants.
If done correctly, a successful referral program will not only generate high-quality leads but also create brand loyalty among existing customers. It is an effective way to build awareness, increase customer loyalty, and reward customers who recommend you.
Don’t Leave Without Reading This
Generating leads for a solar energy business involves a combination of strategies. From optimising your website for better conversions to developing buyer personas and creating high-quality content, there’s a lot to do.
With the strategies on this page, you can develop an effective lead generation campaign that brings in potential customers consistently. If you want some expert help, just get in touch.
We’ll connect you with one of our 100+ experts for a free marketing consultation, usually worth $1,200 – 100% free of charge.
