How to Energize Your Digital Solar Marketing Strategy

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NANCY EDWARDSFounder/PrincipalClean Power Marketing

Today’s Panelists

MACIEJ GODLEWSKIPresident Fired Up Digital, Inc.

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Our joint mission: We help clean energy innovators grow.

WHO WE ARECLEAN POWER MARKETING• Solar branding

• Marketing strategy

• PR/social media strategy

• Content development/marketing

• Web/print design

• Video Production

FIRED UP DIGITAL, INC.• Digital advertising

• Digital growth strategy

• Lead optimization

• Organic and paid search

• Content development

Full stack or a la carte marketing – partnering for your success.

4Agenda1.0 SOLAR MARKET TRENDS

2.0 DIFFERENTIATING YOUR SOLAR BRAND

3.0 THE SOLAR CUSTOMER JOURNEY

4.0 BENCHMARKING CUSTOMER ACQUISITION COSTS

5.0 DEVELOPING AN EFFECTIVE DIGITAL STRATEGY

6.0 WHERE TO ALLOCATE TIME AND MONEY

7.0 WHEN AND HOW TO USE DIGITAL ADVERTISING

8.0 MEASURING YOUR DIGITAL MARKETING EFFORTS

5Access to the recordingWe will be putting the video of the presentation, and an in-depth analysis

of the information in this presentation at the website below.

We are also making available for free the “5 Most Dangerous Online Advertising Trends in Solar” at the same location below.

If you wish to find out more, please go to:

http://firedupdigital.com/solar-marketing-strategies/

6RISING REVENUES

7A 50-state market

8RISING COMPETITION

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Benchmarking customer acquisition

costs

10National installation Companies

Source: Solar Leaderboard, 2016

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BUILDING A STRONG SOLAR

BRAND

12What Are People Saying

About Solar?“Too many companies to choose from”

“I do not understand why nothing is being done to STOP this company from

doing business.”

“BUYER BEWARE!”

“I am saving money, and helping the environment!”

“Quite satisfied with the response time…”

“Very professional and pleasant to work with!”

“The installation crew was prompt, efficient, and worked in a timely manner. The inspectors from the county and power company had nothing but good things to say

about {BLANK} and the workmanship. Everything worked as it should. Now we are enjoying everything solar has to offer.”

“Confusing”

14Branding is a Relationship

And the best relationships are built on trust.

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“A brand is what other people say about you when you leave the

room.”JEFF BEZOSFOUNDER/CEO, AMAZON

16THE SOLAR Problem:

What does my company stand for?

What does my customer

care about?

Your True

Brand

How can we BUILD A STRONG BRANDAND

DIFFERENTIATE from the competition?

17FINDING YOUR TRUE BRAND

• What is the “Why” behind your business? Why do you exist?

• What are your most brilliant attributes? Where do you shine?

• Who are your ideal customers, and what do they care about?

• How are you uniquely different from your toughest competitors?

• How would your customers describe you in three words?

18Three CompaniesHow companies with very similar offerings

can distinguish their brands

19The solar customer journey

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Four ways to differentiate

your solar brandYour Story

Your Solutions

Your Expertise

Your Distinct and Relatable Personality

PEOPLE DO BUSINESS WITH PEOPLE, NOT CORPORATIONS.

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Creating a smart and effective digital

strategy

22Building a strategic DIGITAL plan

• Define Your Goals AND Your Measurement Strategy

• Benchmark Where You Are Today

• Take Care of the Basics: SEO, Site Performance, User Experience

• Develop a 3-Month Plan: Test, Refine, Retest

• Consider Digital Advertising to Jump-Start Your Efforts, but ONLY When Your Site is Conversion-Ready

• Create a Long-term Content Strategy to Build Organic SEO

23Where to Allocate Time and Money

Source: Forrester Research, US Digital Marketing Forecast, 2014-2019

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DIGITAL MARKETING ROI

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Social network trends

IMPLEMENTING YOUR DIGITAL STRATEGY

27Benchmark Your Site

Your website is not just an online business card. It represents AND works for you. Think of it as the Hub.

• Lead with content to differentiate yourself and pull in prospects

• Use a benchmark to see how you’re doing against competitors.

Upcoming example shows how a website compares to 176 competitors in the “Solar Power” vertical in a state

28Benchmark Your Site

29Your Google PresenceEach search result is like going to a concert

Breaking up the anatomy of Google search results • AdWords AKA Pay Per Click AKA PPC• Local map results• Organic search results• AdWords again

Local SEO depends on the right NAP (Name, Address, Phone Number)

Organic SEO breaks up into • On Site• Off SiteSEO periodic table is a good example of how to break it up

Start with what you can control and do it correctly

30Your Google PresenceEach search result is like going to a concert

Breaking up the anatomy of Google search results • AdWords AKA Pay Per Click AKA PPC• Local map results• Organic search results• AdWords again

Local SEO depends on the right NAP (Name, Address, Phone Number)

Organic SEO breaks up into • On Site• Off SiteSEO periodic table is a good example of how to break it up

Start with what you can control and do it correctly

31Your Google PresenceEach search result is like going to a concert

Breaking up the anatomy of Google search results • AdWords AKA Pay Per Click AKA PPC• Local map results• Organic search results• AdWords again

Local SEO depends on the right NAP (Name, Address, Phone Number)

Organic SEO breaks up into • On Site• Off SiteSEO periodic table is a good example of how to break it up

Start with what you can control and do it correctly

32Your Google PresenceEach search result is like going to a concert

Breaking up the anatomy of Google search results • AdWords AKA Pay Per Click AKA PPC• Local map results• Organic search results• AdWords again

Local SEO depends on the right NAP (Name, Address, Phone Number)

Organic SEO breaks up into • On Site• Off SiteSEO periodic table is a good example of how to break it up

Start with what you can control and do it correctly

33Your Google PresenceEach search result is like going to a concert

Breaking up the anatomy of Google search results • AdWords AKA Pay Per Click AKA PPC• Local map results• Organic search results• AdWords again

Local SEO depends on the right NAP (Name, Address, Phone Number)

Organic SEO breaks up into • On Site• Off SiteSEO periodic table is a good example of how to break it up

Start with what you can control and do it correctly

34When and How to UseDigital Advertising

Use digital advertising when your target market is mostly discovering or researching you online

Time vs. money equation• Digital advertising is quick to test: 1-2 months• When you simply don’t have the time to snail mail and wait

for results that are hard to track

Keep experimenting• Costs should go down over time with testing

Works hand-in-hand with other initiatives• Promote content• Test what people are searching

35Tracking Your Marketing

There are a myriad of tools

Have a plan to track the metrics. Know and interpret your conversion numbers. Then:

ACT ON THAT DATA.

364 Metrics You Should Know

• Channels driving visitors to Your Website

• Total Conversions

• Lead-to-Close Ratio

• Digital Customer Acquisition Costs

37Channels Driving Visitors to Your

Website

You can find the Source/Medium numbers by going toAcquisition -> All Traffic -> Source/Medium And then apply the “Bounced Sessions” segment or just apply the “Non-bounce Sessions”

Source/Medium Numbers - Bounced Sessions = Visitors Per Channel Who Stayed

38Channels Driving Visitors to Your

Website

39Total Conversions

You can setup Goal Completions by going to the Admin area and then under the View for your website click on “Goals.”

Goal Completions in Google Analytics = Total Conversions

40Total Conversions

41Lead-to-Close Ratio

Pick a timeframe that you’re measuring for when you got the leads and then track them to see how many of them either converted to the next stage or bought.

You can do it for raw leads or “qualified” leads.

Number of Closed Sales x 100 = Closing Ratio Percentage

Number of Leads

42Digital Customer Acquisition Costs

Pick a timeframe that you’re measuring both for costs and number of customers acquired

(Costs of Campaign + Costs of Executing Campaign)

= Digital Acquisition Costs Number of Customers Acquired

43NEXT STEPSDEFINE WHERE YOU ARE

BRAND FOUNDATIONS DIGITAL STRATEGY LEAD GEN/NURTURE CONTENT MARKETING

• Brand Check-up• Messaging and

Creative Platform• Logo design or

evolution• Web site Audit• Web design or

Refresh

• Goal-Setting• Tracking Strategy• Site Benchmarking• SEO Strategy• Advertising Strategy• Content Strategy• PR Link-Building• Advanced

techniques depending on client

• Campaign development and management

• PPC Ad Strategy and Tracking

• Email Marketing/ Lead Nurturing

• Content development

• Blogging• Social Media

Outreach• Customer Success

Marketing• Public Relations

Thank You!

Bright Ideas. Powerfully Executed.

Maciej Godlewski(617) 640-2210maciej@firedupdigital.com

Nancy Edwards(512) 239-9837nancy@cleanpowermarketinggroup.com

Sign up for a complimentary consulting call with Nancy and Maciej: https://calendly.com/solarwebinar/strategycall/