In 2018, everybody knows that great content is crucial for solar companies websites, but were you aware that your content must be aimed towards a targeted audience of customers?
There is a common misconception among solar providers that taking a broad approach to content marketing is better, as it would reach a wider audience of customers. Many are afraid that writing too specific and targeted content will attract less traffic.Traffic for the sake of traffic is useless in digital marketing. Click To Tweet
Solar companies should be creating content with the goal of connecting with potential customers.
You will find that content that falls short when its written please everyone (and then fails to please anybody).
Building client personas can be a very useful tool for ensuring your content is read by the right people.
The Benefits of Creating Client Personas for Solar Companies
If you were asked to describe your ideal solar customer, what would you say?
Client personas are semi-fictional representations of a ideal customer who would benefit from your service. The more details you provide in your client personas, the more details you can provide for them via whatever content you publish for them.
If you write content that addresses specifically the concerns and questions of your potential customers, it helps them in building a personal connection with your solar business. Content has a much higher impact if its tailored to specific types of people.
Client personas help solar businesses with narrowing down their target audiences. Take consideration into what a specific demographic might wonder and the best way to provide them with that information. Client personas ensure you know who you are speaking to through your content.
To successfully target the right prospective customer, you must collect some details to ensure specificity. Always start with the basic foundation and add to the depth and detail over time.
- How old is this person?
- What is their marital status?
- Do they have children?
- What is their education level?
- What are their interests?
- What are their goals?
- What motivates them?
- What are their behavior patterns like?
A client persona in need of help saving money on their residential utility bill might be a good candidate for residential solar services.
However, this person may be unaware that solar power is even an option. The route they take to discovering your solar company can be much more complicated.
They may feel that something needs to change, and are looking for solutions to their problem. By providing accurate information to this individual, they are able to progress further in their journey towards your solar company.
By providing informational content that is targeted to specific audiences, your solar company will attain a position of authority on the subject, which in turn compels real people to contact you.
Should Solar Companies Create Multiple Client Personas?
Creating multiple client personas may be beneficial in reaching the appropriate audiences in some cases.
Here are a few other technical things to consider:
What device is primarily used by your persona? A laptop? Desktop? Tablet? The age and work schedule of your customer may influence where they browse from.
Older audiences are more likely to access the internet from a desktop computer while younger individuals prefer smartphone or mobile devices.
(Conveniently, all of AdInfusion’s websites are responsive. Regardless of where a prospective client finds your content, it’s optimized for any device or screen size.)
It is not a binary, yes-or-no decision that a prospective client customer makes to contact your solar company. It is a journey, a process that involves numerous steps. And it can simply start with an individual who does not even know that solar can help solve their problems.
Think about all the steps they may take along the way, and how they can be vary from customer to customer.
When you think about all these factors, the probability that you will connect and inform your potential customer will skyrocket. And your content can urge them to dial your number and call you for an appointment.
AdInfusion Helps Solar Companies Do Better Digital Marketing
In today’s day and age, prospective customers find solar providers near them online, and content marketing is integral to drawing those customers. By publishing high-quality content and splendid web designs, your solar company’s digital presence will transform into a valuable asset as your online visitors become your newest customers.
And a web presence that continuously and dependably grows your practice does not have to be expensive.
Call us today to learn how AdInfusion can put you in control of your digital marketing and expand your solar business.