Solar roofing companies face unique challenges when it comes to their marketing. While many consumers are more interested in solar than ever before, companies still struggle with many external factors such as politics, grid infrastructure, and changing legislation. Many questions are not simple to answer. That's why applying the right marketing strategy is so important.
Consumers want to know what to expect from solar installations:- Will I be able to see the panels from the street?
- How much will it cost?
- How much will it save on energy bills?
- Can I get off the energy grid completely?
- Will I be taxed or get a tax break?
- Does it add value to my home?
Your potential customers want transparency. You have an opportunity to portray your brand as a steward for the environment as well as a trusted advisor for your customers. Radio is an effective marketing tool for solar roofing companies. It is a cost-effective medium with a broad reach, and is superlative for brand awareness campaigns. When combined with digital for an integrated marketing approach, you gain the ability to reach not only large numbers of targeted consumers but to put the most current facts at their fingertips for informed decisions while proving that you are the provider they can trust.
Solar Roofing Marketing Tips
Radio marketing is of great benefit to solar roofing companies. Local radio personalities have an engaged and loyal following. When they speak about a brand, the customers trust them as if they were taking advice or recommendations from a friend or family member. This is of particular importance when talking about big-ticket home installations like solar roofing. Using radio influencers with a large listener and social media following, you can gain a competitive advantage.
Talk to Your Customers and Tell Them a Compelling Story About Green Living
While a typical radio ad can help with brand awareness, you gain trust and acquire leads by portraying your business as human rather than a faceless corporate entity. Radio personalities are particularly good at talking about their relationships with a brand and what their experiences are. Their stories show that your business is powered by living, breathing people who can answer questions and be depended on for follow-up support. Instead of reading dry copy, the radio influencer tells a story about their desire to reduce their dependence on non-renewable energy and how your company helped them toward that goal.
What Is the Value Proposition With Solar? Talk Up the Rebates
Digital marketing can add a boost to your radio marketing efforts. The solar industry is evolving with new technology that makes installation easier, the price more palatable, and the results more impressive. However, it can be challenging to get into the details in a brief radio ad. That's where digital adds immense value.
You have the opportunity to apply even more granular targeting with digital. When you reach those most likely to be interested in your solar products, you can give them facts in frequently asked questions that portray your expertise in the field. Let them know about tax credits and rebates available to them. Link back to your website and provide pictures and details of previous projects, customer testimonials, and BBB ratings.
Use Radio To Drive Higher Quality Website Traffic
You want visitors to your website. However, the point is to get them to stay, read your content, and take the desired actions. Radio drives higher quality traffic from engaged listeners interested in what you have to offer. The result is lower bounce rates and almost 44% more viewed pages per session than traffic generated from other markets. Radio-provided search terms used in Google searches resulted in a 27% higher conversion rate.
Use an Integrated Marketing Approach for Your Solar Roofing Business
Solar roofing companies face many hurdles. Those pain points translate to marketing, as well. Your best avenue is to humanize your company and be as transparent as possible. That's no easy feat when you aren't in front of the customer.
Radio can change that paradigm. Radio influencers can be the voice of your customer, speaking to other potential customers as a trusted friend. When combined with digital in an integrated marketing approach, you have even more opportunities to reach and influence your audience. You can leverage not only their loyal listening audience but their dedicated social media following.
Radio and digital can expand your reach, improve brand awareness, enhance targeting, make your business approachable, and portray your expertise. You can give potential customers a view into a solar roofing project and what the customers thought about the experience. Using an integrated marketing strategy puts you in front of your customer virtually, where you can build trust and create a relationship.
