Digital Marketing for Solar Companies: Scope, Strategies, Tips & Best ractices (Organic and Email)

Image credit: Pexels

Solar businesses, including solar companies, miss out on a lot of opportunities without proper marketing. On the contrary, solar companies leveraging solar marketing stand out from the competition in reaching their goals, whether that be establishing a brand presence, converting potential customers, improving sales, or engaging with existing customers. 

Needless to say, marketing is important for solar businesses. But just how important? And what type of marketing strategies work specifically for solar businesses? Let’s find out below: 

Scope of digital marketing for solar companies

To analyze the scope of mainline and digital marketing for solar companies, including solar installation companies, it’s worth comparing the growth of the solar industry with the presence of solar marketing, including ad spending.

It goes without saying that the solar industry is consistently growing. Here’s a chart that shows the growth of solar in the residential, commercial, and public sector over the years: 

Source: SEIA 

From the chart above, it is clear that solar is growing in all important sectors, including residential, commercial, utility, and community. And one of the biggest reasons for the consistent and significant growth of solar is price declines in solar panels. 

Source: SEIA 

Although solar is growing, the digital presence of the solar industry isn’t strong yet. In fact, the renewable energy industry, as a whole, doesn’t rank along other industries such as telecom, automotive, and electronics where there is a significant amount of digital ad spending.

Source: eMarketer

So, it is safe to say that there’s room for solar within the renewable energy industry to grow in terms of organic and paid solar marketing. Unlike in several industries, such as consumer electronics, retail, and entertainment, marketing for solar companies and the renewable energy industry collectively is far from being saturated as of now. 

This, in turn, translates to untapped opportunities for solar businesses of all types, including manufacturing, dealer network, installation, servicing and maintenance, and repairs and cleaning. 

Solar digital marketing strategies for solar companies

Solar digital marketing strategy isn’t a one-size-fits-all solution. As such, no two solar businesses can fully benefit from a single marketing strategy. However, marketing strategies for solar businesses can share common ground, with an informational approach being one of the best. 

Image credit: The Department of Marketing

Unlike companies in the entertainment, retail, e-commerce, and consumer electronics industry, solar companies benefit from an informational marketing strategy. This mainly has got to do with the fact that not all consumers in the residential sector are fully aware of how a solar system can benefit them. 

But that being said, an informational marketing strategy isn’t a be-all-and-end-all solution for solar companies to achieve the desired return on investment. Below, we have listed several solar marketing ideas for different marketing domains, especially online/digital marketing domains: 

Website optimization

First things, first.

Without a well-designed and optimized website, even the most sophisticated solar marketing strategy or campaign may not give you higher returns. Therefore, it is important to make sure that the homepage of the website has a responsive design and ensures easy navigation. 

A good example to refer to is SunPower’s homepage. Instead of using a generic banner image, the top section of the homepage straightaway offers a quotation form. 

Image credit: Sunpower

The rest of the homepage is focused on solar benefits, the services offered, testimonials, and business locations. 

Image credit: Sunpower

Also, it is important to have your solar business’s website optimized for mobile in order to not miss out on the sales opportunities that mobile traffic brings. 

Paid ads

When it comes to leveraging paid ads for solar marketing, solar companies, especially solar installation companies, can grab potential customers’ attention by offering competitive quotes for competitive solar services. 

By targeting the right keywords for search engine results pages (SERPs) and interest segments for social media, solar installation companies can significantly increase the visibility of the competitive or unique solar services they offer. 

Image credit: WebFX

Organic (SERPs and social media)

Organic solar marketing delivers long-lasting results. As such, solar companies of all types, including manufacturing, installation, and servicing and maintenance can leverage an informational solar marketing strategy for organic growth. 

The informational marketing strategy can encompass educational website and social media content that helps potential customers better understand the value they can get out of a solar system.

Video content format works great with informational solar marketing campaigns. It is through informative videos that users can get a good grasp of the multiple ways a solar system can work to their advantage. 

Solar companies can also focus on improving the post-purchase experience of customers by regularly posting informative content about solar system safety, maintenance, and best practices. 

Image credit: Sunrun

LinkedIn B2B solar marketing

LinkedIn is undoubtedly one of the best options for marketing for solar companies that operate on the B2B domain. Solar companies that manufacture solar components such as solar panels, solar inverters, microinverters, batteries, and/or net meters can expand or even create a totally new dealer network by reaching out to local solar installation companies.

On the other hand, small and medium-sized, locally-headquartered solar installation companies can reach out to solar component manufacturers for dealership and distributorship associations using LinkedIn B2B solar marketing. 

Showcasing CSR activities, resource recruiting, and reputation management are other areas of improvement that LinkedIn B2B solar marketing can help with. 

Image credit: SunPower LinkedIn

Solar email marketing 

For solar companies that offer not just one but various types of solar services, solar email marketing can be a great way to interest existing customers into signing up for new services. By regularly offering educational and informative content, solar companies can also improve the odds of converting basic package customers into premium buyers. 

Image credit: Fuzen

Local SEO

Small-sized, locally-headquartered solar installation companies can achieve the best results by locally targeting their target audience. Local solar installation companies can gain a competitive edge over large-sized solar companies operating on countrywide networks by locally targeting potential customers with competitive local rates, easy reachability, and better purchase/servicing safety. 


1. How do you do solar marketing?

There are several different ways how digital marketing for solar companies can work. Some of the digital marketing areas that can deliver good results include search engine optimization, social media marketing, email marketing, conversion rate optimization, content marketing, customer engagement, and reputation management. 

2. How can I grow my solar business?

Planning a solar marketing strategy that is specific to your business can help you achieve your goals of growing your solar business. However, it is important to be consistent with every execution of the marketing strategy in order to achieve the results in a cost-effective and efficient way. 

3. Is a solar business profitable?

Yes, a solar business can be profitable considering the fact that the solar industry is consistently growing every year. Solar businesses based in residential, commercial, and utility sectors can all benefit from consistent growth as states are now pushing for renewable energy more than ever before. 

4. How do I get good solar leads?

One of the best ways to get high-quality solar leads is through inbound marketing. Owner information platforms, referrals, and lead marketplaces are also good options for getting your hands on high-quality solar leads. 

5. How do I get solar clients?

Both paid and organic marketing works for converting potential solar customers. For quicker results, paid solar marketing campaigns are the best options as they help improve reach with ads backed by precise targeting. And for gradual and consistent results, organic marketing is an unmistakable option. 

6. What are the best solar marketing strategies?

Educational and informational content marketing for organic growth, FOMO technique for limited discounts with paid ads, customer engagement through social media marketing, and customer retention through email marketing are solar marketing strategies that can work for solar companies.

Solar digital marketing agency list

Here are several digital marketing agencies that offer digital marketing for solar companies of all types. The digital marketing services that these agencies offer are bespoke and therefore can adapt to different requirements: 

1. WebFX 

2. Sure Oak

3. Vende Digital

4. Blue Corona 

Wrapping up

If you don’t have an in-house marketing team in your solar business, it’s best to outsource the marketing work to a professional solar digital marketing agency. The agency can help you come up with a digital marketing strategy that is developed specifically for your business’s requirements and goals. 

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