By Shahnaz Mahmud.
The U.S. solar market is enjoying a great deal of activity at present and, so say industry players, many large solar companies desire to set out on their own to capture a sliver of the sales pie. But, how do marketers effectively achieve that?
Titus Sharpe, CEO and co-founder of MVF, will address this topic at the upcoming LeadsCon Las Vegas conference next month in a session called “Optimizing the Solar Lead Mix: How to Maximize Your Returns from Solar Leads.”
MVF operates in over 120 countries around the world and provides the world's leading green energy suppliers with large volumes of active customers, says Sharpe. "My talk is designed to help people optimize their lead mix from start to finish; from targeting the right audience to converting those sales at the end of the process. I will be covering the benefits of adopting a truly cross-channel approach – how to create specialist teams which target every available media platform and constantly test emerging channels. MVF is the largest solar lead generator in Europe, and from this learning I will talk about how regulatory changes in Europe impacted consumer demand and potential regulatory changes will likely impact U.S. consumer demand for solar products."
Sharpe will also cover how to optimize your lead funnel through speed of response and how to get the best ROI from your leads.
According to Erik Curren, CEO of Curren Media Group, inbound marketing is a good tool. “Unlike traditional ‘outbound’ marketing where you reach for potential customers with ads or direct mail, inbound marketing tactics make solar buyers come to you,” he says. “First you create original content that homeowners or other solar buyers want to see, especially advice and information to empower them to make the best decision on solar. Then, you spread that content through social media and email.”
Curren suggests four essentials:
A website you can control
The ability to add original content to that website on a regular basis
The wherewithal to spread your content across the web
Six months to a year for your work to pay off
Inbound marketing has many benefits, Curren points out, including its cost-effectiveness, as well as the fact that it is 100 percent measurable. “That means you can show a clear return-on-investment for such activities as blogging, SEO and posting on social media,” he stresses.
Recent research by HubSpot says:
54 percent more leads are generated by inbound tactics than traditional paid marketing.
Twice as many marketers say inbound delivers below-average cost per lead compared to outbound methods.
Companies save an average of $20K per year by investing more in inbound marketing vs. outbound.
MVF’s Sharpe’s discussion at the conference will point out how to differentiate yourselves in the marketplace, techniques to increase your ROI, using data to optimize your lead flow and CRM nurturing, among other points.
Click here to register for LeadsCon Las Vegas 2017.