Full video & analysis is on http://firedupdigital.com/solar-marketing-strategies/ Learn how to refine your solar marketing strategies to make your brand stand out from the competition and get sales. Digital marketing offers possibilities for lower cost of acquisition in solar and you should leverage it. In this presentation we teach you solar marketing ideas you can use right away to bring you solar leads. If you have any questions, please feel free to reach out to me at maciej [at] firedupdigital.com

1. How to Energize Your Digital
Solar Marketing Strategy

2. 6
NANCY EDWARDS
Founder/Principal
Clean Power
Marketing
Today’s Panelists
MACIEJ GODLEWSKI
President
Fired Up Digital, Inc.

3. 7
Our joint mission: We help clean energy innovators grow.
WHO WE ARE
CLEAN 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.

4. 8
Agenda
1.0 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

5. 9
Access to the recording
We 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/

6. 10
RISING REVENUES

7. 11
A 50-state market

8. 12
RISING COMPETITION

9. 13
Benchmarking customer
acquisition costs

10. 14
National installation
Companies
Source: Solar Leaderboard, 2016

11. 15
BUILDING A
STRONG SOLAR
BRAND

12. 16
What 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
”

14. 18
Branding is a
Relationship
And the best relationships are built on trust.

15. 19
“A brand is what other
people say about you
when you leave the
room.”JEFF BEZOS
FOUNDER/CEO, AMAZON

16. 20
THE SOLAR Problem:
What does
my company
stand for?
What does
my customer
care about?
Your
True
Brand
How can we BUILD A STRONG
BRAND
AND
DIFFERENTIATE from the
competition?

17. 21
FINDING 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?

18. 22
Three Companies
How companies with very similar offerings
can distinguish their brands

19. 23
The solar customer
journey

20. 24
Four ways to differentiate
your solar brand
Your Story
Your Solutions
Your Expertise
Your Distinct and Relatable Personality
PEOPLE DO BUSINESS WITH PEOPLE, NOT CORPORATIONS.

21. 25
Creating a smart and
effective digital strategy

22. 26
Building 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

23. 27
Where to Allocate
Time and Money
Source: Forrester Research, US Digital
Marketing Forecast, 2014-2019

24. 28
DIGITAL MARKETING
ROI

25. 29
Social network trends

26. IMPLEMENTING YOUR
DIGITAL STRATEGY

27. 31
Benchmark 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

28. 32
Benchmark Your Site

29. 33
Your Google Presence
Each 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 Site
SEO periodic table is a good example of how to break it up
Start with what you can control and do it correctly

30. 34
Your Google Presence
Each 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 Site
SEO periodic table is a good example of how to break it up
Start with what you can control and do it correctly

31. 35
Your Google Presence
Each 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 Site
SEO periodic table is a good example of how to break it up
Start with what you can control and do it correctly

32. 36
Your Google Presence
Each 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 Site
SEO periodic table is a good example of how to break it up
Start with what you can control and do it correctly

33. 37
Your Google Presence
Each 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 Site
SEO periodic table is a good example of how to break it up
Start with what you can control and do it correctly

34. 38
When and How to Use
Digital 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

35. 39
Tracking 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.

36. 40
4 Metrics
You Should Know
• Channels driving visitors to Your Website
• Total Conversions
• Lead-to-Close Ratio
• Digital Customer Acquisition Costs

37. 41
Channels Driving
Visitors to Your Website
You can find the Source/Medium numbers by going to
Acquisition -> 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

38. 42
Channels Driving
Visitors to Your Website

39. 43
Total 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

40. 44
Total Conversions

41. 45
Lead-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

42. 46
Digital 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

43. 47
NEXT STEPS
DEFINE 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

44. Thank You!
Bright Ideas. Powerfully Executed.
Maciej Godlewski
(617) 640-2210
maciej@firedupdigital.com
Nancy Edwards
(512) 239-9837
nancy@cleanpowermarketinggroup.com
Sign up for a complimentary consulting call with
Nancy and Maciej:
https://calendly.com/solarwebinar/strategycall/