The time has come to think about your marketing. Are you successful and looking to do more, bombing miserably or have no idea where to start? Don’t worry, no matter what stage you’re in, we’ve all lived through it. Luckily, the information we need is at our fingertips. Recently, I had the privilege of interviewing Nancy Edwards, principal of Clean Power Marketing Group. Nancy built her career in the entertainment industry and in 2010 moved to renewables. She has extensive knowledge on marketing best practices and shares her tips on creating a successful campaign.
Stacy Combest is the marketing manager at WTWH Media, the publisher of Solar Power World.
What is important to consider about your audience when beginning to market to them?
Thank you for asking first about audience! In the Wild West world of solar, it’s tempting to gallop straight into tactics, but it’s so important to think first about who your audience is and what they care about. Of course, you want to zero-in on specific demographics, and in residential solar, that’s age, income bracket and specific zip codes, if available. In the commercial market, segment your customers by industry, not size, and you’ll be much more relevant in your communications.
The second aspect crucial to consider about your audience is why they care. In the commercial world, people are most often motivated by financial returns. But certain segments (public education, for example) care about the broader benefits of solar.
How should a company handle presenting its strengths and weaknesses?
It’s always better to focus on your strengths, but understanding your weaknesses from a customer point of view can help you navigate difficult conversations. If you know, for instance, that you are one of the more expensive solar contractors in your community, be ready to answer why. Is it because you offer a superior product? Is it because your service is outstanding?
How should your message address the competition?
The first rule of effective messaging is to talk to your customers, not your competitors. Certainly, it makes sense to highlight the competitive differences your company offers, but focus on your strengths and not your competitor’s weaknesses. And of course, always be sure you can deliver whatever you promise.
How often should a company change or update its marketing slogan/campaign?
I’m going to get a bit heretical here: I’m not a big fan of marketing slogans. I don’t believe any customers will knock down your doors because of a catchy slogan. But I do believe marketing taglines or slogans can be helpful in that they’re a constant reminder for your employees. If your message is “We are the solar experts,” then your field staff better be trained and ready for any question.
Nancy Edwards is principal of Clean Power Marketing Group.
When it comes to campaigns, it is better to err on the side of redundancy. Remember the frequency rule of three: A prospect needs to see your message at least three times in rapid succession before they’ll take action. While we’re talking action, is your campaign’s call to action obvious, easy and fulfilling? Every time you ask your prospect to respond, make sure there is an immediate reward. Customer interactions should be rewarding and should always lead the prospect to the next natural step in a very fulfilling relationship.
Do you recommend testing a message? If so, how?
Message testing is always recommended, but if you think about it, you’re testing messages every time you talk to a customer. If you want to get semi-scientific, most email providers offer the ability to A/B test subject lines. If you’re trying to understand, for instance, whether your audience will respond better to a message of solar’s financial benefit vs. an environmental message, do a simple A/B test against a subset of your audience with two different subject lines: “Save Money with Solar” vs. “Reduce your Carbon Footprint with Solar.” Make the messages distinct enough that the responses matter.
Do you have any additional advice for solar companies hoping to broaden their marketing message?
Effective marketing requires discipline and, like any good science, a bit of trial and error. Don’t be afraid to try new things in your marketing, but give your efforts time to work. If you need more guidance on how to create an effective marketing strategy, Clean Power Marketing Group is happy to help.
