Content Marketing for the Clean Energy Industry

How To Start A Solar Installation Blog For Your Company

There are two kinds of solar installation companies—companies that stand out, and companies that don’t. When the dust settles, only one will succeed.

I have a question for you. Would you rather spend your time chasing a bad lead or up on a roof installing another array?

Up on the roof, every time!

The problem is, qualified leads don’t come looking for you. You’ve gotta’ pay someone to make some calls and go door-to-door before your competition does, right?


If you want to stand out, if you want to be the company that succeeds, you have to be willing to do what your competition either can’t or won’t.

And if you do it right, while other installers are chasing their tail, you’re going to be on the roof making money.

The first step to generating qualified leads who come looking for you is to add a solar installation blog to your website.


Solar Marketing Strategy That Works

Buyers can find the information they need online, on their schedule and without the interruption of door-to-door and cold-calls. Outdated marketing methods are considered invasive and they don’t leave the potential buyer with a positive feeling about your company.

That kind of marketing is called outbound because you’re going out looking for qualified leads and trying to entice them in with things like a free estimate.

You can’t stand out using the same offer as every other company. Click To Tweet

Inbound marketing, on the other hand, means your leads come looking for you, already prequalified, and excited to talk with you. And here’s the best part…

  • No knocking on doors
  • No cold calls
  • No expensive lists you share with competitors
  • No sales team complaining they don’t have anything to differentiate them


Is a Solar Marketing Blog Cost Effective?

Numbers are sexy, especially when they explain how you make money. Here are a couple that should get your pulse racing:

  • Companies that blog generate 126% more leads than those who don’t. (HubSpot)
  • Inbound produces 54% more leads than the old-fashioned, outbound practices. (HubSpot)
  • Inbound marketing costs 62% less per lead than traditional outbound. (Mashable)

Pretty convincing, right?

As a Certified Inbound Marketing Specialist, I’m always telling my clients to look at their sales material from the buyer’s point of view. Ask yourself, what’s in it for them?

Blogging is no exception, so let’s take a look at how your customers would react to a blog  and how that translates to sales for you.

Will it be effective enough to have readers take action and call you?

According to the Demand Metric, 82 percent of consumers say they feel better about a company that delivers custom content like articles and blog posts and are more likely to buy from them. 78 percent actually feel like they have a bond—a relationship—with a company, after reading their custom content.

Do you have a 78% bonded contact with cold calls or door knocking? Click To Tweet

Done correctly, solar inbound marketing tactics like blogging have the potential to give you more than double the qualified leads compared to your competition who don’t blog. And more than three-quarters of those leads are going to feel great about your company.

Ask yourself how it would feel to know your competitor just handed that many prequalified leads to their sales team?

Not a good feeling.

The question isn’t whether blogging is cost effective. Now the question is, can you afford not to blog?


Building a Successful Solar Company Blog

The key to any successful solar marketing campaign is to know your buyer. Writing effective marketing material is more psychology than sales, and sales blogs are no exception.

So where should you begin?


1. Find Out What Makes Your Customers Tick

What can you provide that your buyer needs, even if they don’t know they need it?

  • Do you know how to explain cost benefits?
  • Can you explain solar incentives and credits that may be available?
  • What about added home value if they sell?
  • Can you tell them a story about a recent customer you’ve helped?
  • What if they aren’t interested? Find out why not!
  • What information do you need to supply to get your customers hooked on solar?


2. Stop Selling!

I recently stopped at a local car dealership. I wasn’t ready to buy, I was just in the research phase and I made sure to let the salesperson know.

It’s tough to sell to someone who’s been in sales all of their life, I get it, but even though I was just gathering information, I got the hard sales pitch. I recognized all the techniques and even understood why he was sticking to the high pressure, but I was feeling “sold.”

I didn’t go back.

The same thing happens when a reader comes to your blog looking for information and they get a sales pitch. Yes, it’s important to let them know who you are and what you provide, but no one likes feeling “sold.”

There’s a psychology to solar inbound marketing.

Provide value first and resist the urge to sell. Remember, buyers develop a connection when they read your blog and as they move through the sales process. They come back when they are ready to buy, especially if you keep providing them valuable information on a regular basis.

There is a place and time to make your company information available at the end of the post. But don’t let your prospect leave your blog page feeling “sold.”

Help them feel connected to you by providing useful content and they’ll feel good about coming back.


3. Differentiate Your Company

For many of you, just adding custom content about how the latest technology and trends affect solar buyers will set you apart.

But it’s important to showcase your strengths.

Too many installation companies are offering a variation of the same basic values:

  • We offer a free estimate
  • We’re trustworthy
  • We have great customer service

Here’s the problem: These are all considered standard business practices that EVERY company should offer.

The truth is, saying you have great customer service or a free estimate just isn’t special. Your potential customer already expects it and your competition is offering the same thing. So let’s be brutally honest; if that’s your main offer, it’s not a bonus and it definitely doesn’t set you apart from your competition.

In fact, it makes you blend in with a sea of installation companies just like yours.

Here’s the fix: Highlight what makes you different.

What if you’ve been in business for fifteen years? Or what if you specialize in a new line of back contact panels, for example? Those are things that set you apart.

Even if everyone in your area is offering the same panels, they probably aren’t blogging that information to their buyers. Blogging about those panels makes you the area expert.


Will You Company Blog Improve Sales?

A blog is one of the most cost-effective ways to update your marketing and stand out in a crowded industry. You can

  • Substantially increase qualified leads who are looking for you
  • Stop spending money on lead lists
  • Build your reputation as a local expert, and
  • Form a connection you never enjoyed with door-knocking or cold calls.

Remember, there are two kinds of companies in this business and you have a choice. So what’s it going to be?

Are you ready to get up on the roof or are you satisfied to spend your time chasing bad leads?

Ursula Vogt writes case studies and sales content for the renewable energy industry, including solar and Net Zero construction.

You can subscribe to the RE Marketing Newsletter at

Ursula on EmailUrsula on FacebookUrsula on GoogleUrsula on LinkedinUrsula on Twitter
Ursula Vogt writes case studies and sales content for the renewable energy industry, including solar and Net Zero construction.

You can subscribe to the RE Marketing Newsletter at