Why Solar Companies Can’t Ignore SEO Content in 2024?

Solar power is mushrooming all around the world, from America to Australia.

In fact, it is predicted that over 500 GW of new PV capacity will be installed globally in 2024.

That being said, what strategies can you (being a solar business) utilize to capitalize on this opportunity?

Just by improving product quality and services?

Not at all! As this is the age of marketing—rather, I should say smart marketing.

And smart marketing is what the marketing Gurus say: “The best marketing doesn’t feel like marketing.“

To achieve lasting results, solar companies need to shift from transactional to education-led marketing strategies.

Here’s how both marketing works:

So, in this epic guide, we’ll learn the marketing strategies for solar companies in 2024 and why SEO content marketing (education-led) is the only long-term solution.

Common Marketing Challenges Faced by Solar Companies

Intense Competition and Market Saturation

The level of competition in any industry depends upon what problem it solves. And with the rising energy costs, people are fed up with the soaring bills.

That is why more and more people are going solar.

Consequently, the solar industry is experiencing intense and rapid competition as a result.

With multiple companies offering similar services, standing out has become increasingly difficult.

What is the ultimate result?

The reduced profit margins and harder to maintain customer loyalty.

High Customer Acquisition Costs

To understand this, you have to put yourself in the customer’s shoes. As a customer, you can imagine that the decision-making process for Soalr involves significant research.

After all, you are losing your hard-earned money.

As a result of this extended buying cycle, customer acquisition costs increase.

High customer acquisition costs test the marketing budget, especially for smaller solar companies.

Targeting the Right Audience

Imagine you are watching your favorite movie, and suddenly, a commercial comes in!

It can be frustrating because the ad isn’t right for you at that moment.

Instead, if someone is already looking for a solution and he reaches to his product consciously (that’s inbound marketing, explained later in this post).

So, Solar companies must carefully target their marketing efforts to reach the right audience.

Ineffective targeting can lead to wasted marketing efforts, as campaigns may reach uninterested or unqualified leads.

Understanding Marketing in the Solar Industry

The ultimate goal of marketing is to reach a wider audience with sales in mind. The same is true for the solar business.

Despite the financing challenges, 54% of solar installers are expected to sell more in 2024 than the previous year.

In the first place, what are the traditional and evolving marketing strategies that solar companies can adopt?

Outbound Marketing

Outbound marketing refers to traditional marketing methods where businesses reach out to potential customers. In the solar industry, this can include:

• Cold Calling: Directly contacting potential customers to inform them about solar solutions.
• Direct Mail: Utilizing postcards or brochures to reach potential customers at their homes.
• Advertising: Running ads on television, radio, or print media to create awareness about solar products and services.
• SMS Marketing: Sending text messages to engage with customers, promoting offers or reminders about solar consultations.

You often have heard that outbound marketing generates leads quickly, while I’m not denying it.

But the fact is that it faces challenges due to market saturation and the pushy nature of these methods.

Inbound Marketing

This is the opposite of outbound. Instead of you going to customers, customers come to you intentionally.

What I mean intentionally is that they are truly interested in your services or product.

That is a Gold mine!

Over 3.5 billion people search daily for answers to their questions on Google, and if your solar website has valuable content that answers their questions, you will get a top-notch position in their minds.

Inbound marketing focuses on attracting customers through helpful content tailored to their needs.

This includes:

• Content Marketing: Creating informative blog posts and guides that educate potential customers about solar energy, its benefits, and installation processes.
• Search Engine Optimization (SEO): Optimizing website content to rank higher in search engines to make it easier for potential customers to find solar solutions.
• Social Media Marketing: Engaging with audiences on platforms like Facebook, Instagram, and LinkedIn to share content and foster community discussions about solar energy.
• Email Marketing: Nurturing leads through informative newsletters that provide updates, tips, and promotions related to solar energy.
• Webinars and Events: Hosting online or in-person events to educate potential customers about solar technology and financing options.

Inbound marketing is more cost-effective in the long run, as it builds trust and authority in the industry.

It allows solar companies to connect with customers who are already interested in solar solutions, leading to higher conversion rates.

I hope this chart (based on the Hubspot survey) makes things clear about how companies are adopting inbound marketing tactics.

What is SEO Content Marketing?

Search engine optimization (SEO) is the art of pleasing the search engine (Google) so that it displays your valuable content to the right audience.

But content should be helpful and relevant.

As Gary Vaynerchuk (American author) said:

Content is king, but marketing is queen, and runs the household.

So it involves creating and distributing valuable and relevant content in the form of blog posts to attract a clearly defined audience.

To drive profitable customer action, such as asking for a quotation or purchasing a product.

Comparison: SEO Content Marketing vs. Other Marketing Strategies

While SEO content marketing is a powerful approach, it outperforms other marketing strategies in the long run.

Here’s a one-by-one comparison highlighting SEO’s advantages:

SEO Content Marketing vs. Traditional Advertising

• SEO content marketing provides measurable results, while traditional advertising offers less tracking.
• SEO has a lower cost per acquisition (CPA) compared to traditional advertising.
• SEO content can be repurposed and shared across various online channels, whereas running ads and print brochures are not.

SEO Content Marketing vs. Social Media Marketing

• Once you publish seo content, it provides long-term results. while social media marketing requires ongoing effort to maintain visibility.
• SEO content marketing attracts organic search traffic, which is more likely to convert compared to social media campaigns.
• SEO writing builds authority and trust through high-quality content, which can lead to better brand recognition.

SEO Content Marketing vs. Pay-Per-Click (PPC) Advertising

• SEO marketing has no ongoing cost, while PPC (Google ads) requires ongoing ad spending to maintain visibility.
• Content marketing builds trust, while people mostly find ads untrustworthy.
• SEO has a lower cost in the long run, especially for high-value keywords.

SEO Content Marketing vs. Email Marketing

• SEO blogs reach a wider audience through search, while email marketing is limited to the size of the subscriber list.
• Blogs content can be repurposed for email newsletters, but the reverse is not always true.
• Building a subscriber list is required for email marketing, while there’s no such thing in SEO.

How Can I Help You With That?

With more than five years of experience in an electric utility company, I have inspected dozens of solar sites and have exchanged experiences with solar companies and homeowners.

This unique perspective is the reason I write expert and semantic content.

You can have a better idea here of how I help solar companies in digital marketing.