“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”
— Guy Kawasaki
Inbound marketing is when you use your website, blog and social media to get solar buyers to come to you. And the Curren Group is well qualified to help — we’re certified in Inbound Marketing by HubSpot, the leader in inbound marketing.
No More Cold Calling or Buying Leads
With the Internet empowering residential and commercial solar buyers to find information on their own and comparison shop, traditional outbound marketing methods are rapidly becoming less effective.
- Leads you buy from vendors convert at lower and lower rates
- Cold calls make homeowners angry!
- Door knocking finds nobody home
- Advertisements get tuned out, fast-forwarded, or just plain blocked
- Direct mail gets thrown in the garbage unopened
Today, solar buyers don’t want to be sold to. They want to find an installer or developer that they can trust to help them with their needs for distributed energy, whether it’s to save money, hedge against future grid power increases or help the environment. Or even to show off to the neighbors!
This is why inbound marketing is so important. It helps solar installers and developers build that trust and reach buyers with more than just a bombardment of messages. Therefore, converting your marketing from outbound tactics like cold calling and door knocking to inbound is essential to stay ahead of the solar competition. If your company wants to stay competitive, there are great reasons to embrace inbound marketing now:
- Inbound works better and costs less money — you can actually measure the results
- Your customers like inbound better — it doesn’t interrupt them with ads and other intrusive marketing they don’t want
- Your employees like inbound better — they don’t have to feel sleazy anymore, but can now feel proud that they’re being helpful
Turn Strangers into Visitors, Solar Leads and Customers
Inbound marketing is basically about creating content that people interested in solar power at home or in their business want to see, as the diagram above from our friends at HubSpot shows.
That means blog posts, photos, videos, podcasts, etc, that are not just sales pieces about your racking, PV panels and inverters, but helpful advice and useful information about solar — all to empower buyers to make a better decision.
This kind of content will get noticed by search engines so that people can find you online. That’s how you turn strangers into visitors to your website and then into solar leads and prospects. Ultimately, it’s also how you get more customers who are so satisfied that they become ambassadors for your company.
Inbound marketing is a process that we can help you to implement and measure:
The Curren Group would be glad to help your solar company bring its marketing into the 21st century, so you can start making more sales and and leaving competitors who are still making cold calls and knocking on doors far behind.
To work with us on inbound marketing, we require that your website be built in WordPress. It’s the world’s most popular website system because it’s the best. Have you not yet made the move to WordPress? Click here to see why you should get WordPress now and learn how we can help.