More and more solar power companies are publishing blogs because they know that blogging is one of the best ways to get more traffic to their websites. Unfortunately, even in 2015, all too many of these solar blogs are still headlined by a post wishing readers Happy Holidays 2013.
Blogging can be hard work and many solar marketers just can’t find the time to write a solar blog on top of all the other things they have to do each week.
So it’s understandable that many solar company blogs are about as fresh as Jimmy Carter’s old PV panels from the roof of the White House and about as enticing as the fine print in a 20-page power purchase agreement.
That’s too bad, because other solar companies are doing blogging right. Those companies know that blogging is a key strategy of inbound marketing that in the world of Web 2.0 and mobile devices is producing better results for sales than old-timey tactics like buying ads or making cold calls.
Why solar blogs stink
If your competitors are blogging well and your company isn’t blogging at all or is doing it badly, then you’re at a disadvantage.
First, you need to recognize the problem. Then, find a solution.
If this is your solar blog, then you have a problem:
- Hasn’t run a new story in more than a month
- More about the company than about the customer
- Posts news releases about new hires and promotions
- Posts news releases about corporate acquisitions
- Posts news releases about new customer contracts
- Posts almost any news releases at all (news releases are written like old-timey newspaper stories and are intended for reporters and editors and secondarily, for compliance with financial regulations — no matter how spicy the content, the format makes them dull)
How solar blogs rule
It doesn’t have to be this way. Other solar blogs know that a blog is not a place to stroke the new SVP’s ego but instead a way to get new solar customers by attracting visitors with content they actually want to read, such as:
- Debunking top myths about solar (that it’s expensive, unreliable, etc.)
- Guide to no-money-down financing on a solar array
- Checklist to see if your rooftop qualifies for solar
- Customer stories written in a breezy, non-technical way
What your customers want is advice, tips and news focused on their needs. If you give them that, then they’ll give you their attention. And today, with the customer empowered more than ever by the Internet, that’s how solar companies make more sales — by smart inbound marketing which helps solar customers come to you.
ROI in solar blogging done right
Now, back to the issue of time. Solar marketers don’t have a lot of it! So if you want to keep up with your competitors and make your website start to generate more leads, then you may need to engage a dedicated solar blogger either in-house or outsourced.
Getting a writer to draft your blogs for you, working with you to meet your writing style and company sales messages, will let you start a real blogging program without the stress of putting it all on your shoulders. And outsourcing your solar blogging to a freelancer or solar marketing agency with experience can be cheaper than hiring a new junior employee to do it — all while delivering you a better result.
Of course, getting a solar blogger will take budget. Fortunately, the ROI of solar blogging to bring in sales has been well established. Marketers who emphasize blogging are 13 times more likely to have increased ROI year over year than those who don’t.
Put together some quick numbers to prove the value of inbound marketing and you’ll convince even the toughest CFO that blogging is an investment that your company can’t afford to do without.
— Erik Curren, Curren Media Group