1Sick of paying for Solar leads and competing against others who've bought the same list? 

Or are you struggling to find high-quality solar leads? 

You're not alone. 

But there is a way to take control of your solar lead generation, and it's easier than you think.

Create a powerful lead generation machine in just 3 simple steps—that works 24/7 while you do other things. 

So, if that sounds good, keep reading. I'll show you how to build your own lead generation machine and reclaim control over your lead flow. 

Let's go…

3 Steps to Create Your Solar Lead Generation Machine

1. Add an instant quote form to your website or landing page 

2. Integrate Lead Management and Follow-Up Automation

3. Promote Your Lead Generation Machine

1. Add an instant quote form to your website.

A potent way to engage potential customers is through interactive content. For solar companies, an interactive calculator can be a game-changer. 

A calculator can be set up on your website or a landing page to give a price quote, solar savings, calculate solar loan repayments, or to calculate the individual solar potential for exact addresses.

After visitors complete your calculator form, and are educated about the cost and benefits of solar energy and your products, they submit their form and come through to you as a qualified lead. 

Key Features of an Effective Calculator:

• Customization: Allow users to input data such as their location, roof type, average electricity usage, and other relevant details. This personalization increases engagement by providing tailored information.

• Lead Capture: Require users to provide their contact information before viewing the detailed results. Ensuring you get high-quality leads who are genuinely interested in your service.

• Immediate Feedback: Display estimated savings, environmental benefits, and potential incentives immediately after visitors have submitted their form. This immediate value keeps users engaged and more likely to convert.

To see how well a lead machine can work, check out how Eltex’s lead machine brings in 30 qualified leads per day here.

Below is an example of one of our Solar Lead Generation Funnels. Tailor this calculator to your brand and products.

You can input your pricing and product specs and add or remove information from the form.  

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Now, we move on to setting up your automation. This will save you time and allow you to scale as needed without extra admin staff. 

2. Integrate Lead Management and Follow-Up Automation

Time to embed your interactive calculator with your lead management systems to capture and nurture leads.

Steps for Integration and Automation:

CRM Integration: Connect the calculator with your Customer Relationship Management (CRM) system. All captured leads will be automatically recorded, categorized, and assigned to sales representatives for follow-up. These are some of the tools our customers use: 

• HubSpot CRM: Integrate your calculator with HubSpot to automatically record and categorize leads, making it easy for sales teams to follow up.

• Salesforce: Automatically capture and assign leads from the calculator into Salesforce, ensuring efficient lead management.

• Zoho CRM: Zoho CRM integrates seamlessly with your calculator, categorizing leads and streamlining the follow-up process.

Automated Email Follow-Up Sequences: Set up automated email sequences to engage with your leads. Emails can include additional information about your services, special offers, or educational content tailored to the user's input. Automation means you can communicate with every single lead consistently and on time, increasing the chances of conversion. Some good email solutions:

• Mailchimp: Set up automated email sequences with Mailchimp to send tailored follow-ups based on user interactions with your calculator.

• ActiveCampaign: Use ActiveCampaign to create personalized email sequences triggered by data from the calculator, enhancing engagement.

• ConvertKit: ConvertKit allows you to automate simple, effective email follow-ups based on lead information captured by the calculator.

Data Analytics and Insights: Use analytics tools to track your calculator's performance and lead generation process. Monitor metrics such as conversion rates, user engagement, and lead quality to improve the tool and follow-up strategies continuously. These are some of the most commonly used analytics tools:

• Google Analytics: Track user interactions with your calculator and monitor conversion rates to optimize your lead generation strategy.

• Hotjar: Use Hotjar's heatmaps and recordings to understand how users interact with your calculator and improve its design.

• Mixpanel: Analyze user behavior with Mixpanel to track the effectiveness of your calculator in driving conversions.

3. Promote Your Lead Generation Machine

You will need to drive traffic to your interactive calculator. Here are the main ways of getting eyes on your page:

Paid Advertising:

Paid advertising is the quickest way to get going. Set up a campaign and have people visiting your page within hours. This is the way to go if you don't have a high-traffic website yet. 

• PPC Campaigns: Invest in pay-per-click ads on platforms like Google Ads. Target keywords related to solar energy savings and installation.

• Retargeting Ads: Use retargeting ads to reach visitors who have previously interacted with your website but haven't yet completed the calculator form.

Content Marketing:

Content marketing can take 6 - 12 months to see results, but it’s worth it. Work on adding helpful content week after week to build your website's online 'reputation' so it starts to rank high in search results. 

It's a powerful way to get visitors to your site, and you don't need to enter your credit card. However, creating and optimizing the content still costs money or takes your own time. 

• Educational Content: Create blog posts, case studies, and guides that discuss the benefits of solar energy and direct readers to your calculator for personalized estimates.

• SEO Optimization: Use SEO best practices to ensure your content ranks well in search engine results, making it easier for potential customers to find your calculator.

Social Media Marketing:

A powerful and free option if you do it yourself. There are plenty of automation systems you can use to create, schedule, and post content for you. Or you can outsource it. 

• Engaging Posts: Share informative posts, infographics, and customer success stories on social media platforms. Include links to your calculator to drive traffic.

• Targeted Ads: Use social media advertising to target specific demographics and geographic areas. Highlight the calculator's benefits in your ad copy to attract clicks.

• Strategic Partnerships: Partner with local businesses, real estate agents, or home improvement companies to expand your reach and introduce the calculator to new audiences.

• Influencer Marketing: Collaborate with influencers in the renewable energy or home improvement space to promote your calculator to their followers.

Ok, now you’ve set up your lead generation machine! You have complete control over how well it does. Below I’ve got some tips on optimizing it and getting the most out of it. 

How to Optimize Your Call-to-Action (CTA) and Landing Pages

Setting up a calculator page involves more than just the tool itself. You need to create an educational experience that informs visitors about your products and services while guiding them toward using the calculator. 

How to set up a calculator page that educates and converts:

Engaging Header:

• Compelling Headline: Start with a headline that grabs attention, such as "Discover How Much You Can Save with Solar Energy."

• Introduction: Provide a brief introduction explaining the page's purpose and the benefits of solar energy. Highlight the value proposition of using your calculator.

Strategic Placement:

• Prominent Calculator Positioning: Place the calculator in a central position above the fold so it's immediately visible to visitors.

• Complementary Content: Include information on solar energy benefits and your company's offerings.

Informative Content:

• Benefits of Solar Energy: Include sections that explain solar energy's environmental and financial benefits. Use facts, statistics, and real-world examples.

• Product and Service Information: Provide detailed descriptions of your solar panels, battery systems, and EV charging stations. Explain how these products work and their unique features.

Visual Aids:

• Infographics and Images: Use infographics to visually represent data and concepts. Include high-quality images of your products and installations.

• Videos: Embed short videos that explain solar energy benefits, how your products work, and customer testimonials. Videos can be highly engaging and informative.

Effective CTAs:

• Prominent Buttons: Ensure that call-to-action buttons are clearly visible. Use action-oriented phrases like "Get Your Free Estimate," "Learn More About Solar Savings," or "Start Your Solar Journey."

• Strategic Placement: Place CTAs throughout the page – at the end of sections, within informative content, and near the calculator.

Responsive Design:

• Mobile Optimization: Make sure the page is fully responsive and provides a seamless experience on all devices.

• Fast Loading Times: Optimize the page for quick loading to prevent visitor drop-off.

Customer Testimonials:

• Real-Life Stories: Include testimonials and case studies from satisfied customers. Highlight their experiences and the benefits they've gained from using your products.

• Visual Testimonials: Use photos and quotes from real customers to make the testimonials more relatable and credible.

Certifications and Awards:

• Display Certifications: Show any industry certifications, awards, or recognitions your company has received. Building trust and credibility with visitors.

Performance Monitoring:

• Analytics Integration: Use tools like Google Analytics to track user behavior on the page. Monitor key metrics such as page views, time on page, and conversion rates.

• A/B Testing: Conduct A/B tests to compare different headlines, CTAs, and content layouts. This helps you understand what works best for your audience and continuously improve the page.

How to Create a Lead Scoring System to Segment Leads

Not all leads are created equal. To focus your sales efforts and max conversions, set up an automated lead scoring system that assigns points to leads based on their engagement and stage in the sales funnel.

For example, you might assign points to leads who:

• Download your solar savings calculator

• Visit key pages on your website

• Engage with your emails or social media posts 

• Request a consultation or quote

Read more on how to set up lead scoring here. 

Once you have scored your leads, segment them into different groups based on their level of engagement and readiness to buy. Then, tailor your communication and follow-up strategy to each lead's needs and interests.

Use marketing automation to streamline lead scoring and segmentation

Consider using marketing automation software like HubSpot or Marketo for lead scoring. These tools allow you to:

• Automatically assign points to leads based on their behavior and engagement.

• Create dynamic lead segments that update in real-time based on lead scores and other criteria.

• Trigger targeted email campaigns and sales notifications based on lead segments and behaviors.

Follow up leads with a Sales call and email sequence

Once you have identified your highest-quality leads, it's time to follow up with them directly. Start by reaching out to leads with the highest scores, as they are more likely to convert into customers.

Schedule a sales call with each qualified lead to discuss their solar energy needs and how your company can help. During the call, focus on building rapport, understanding their unique situation, and addressing any concerns or objections they may have.

Create a targeted email sequence after the initial sales call that provides value and guides leads through the solar sales funnel. Your email sequence should:

• Educate leads about the benefits of solar energy and your company's unique value proposition

• Address common questions and objections that arise during the sales process

• Provide social proof, such as customer testimonials and case studies, to build trust and credibility

• Include clear calls-to-action encouraging leads to take the next step, such as scheduling a follow-up call or requesting a quote.

Monitor and optimize your email campaigns.

To ensure your email campaigns are effective, monitor key metrics like open rates, click-through rates, and conversion rates. Use the data to identify areas for improvement for your email content, subject lines, and calls-to-action over time.

Consider A/B testing different elements of your emails to determine what resonates best with your audience. For example, you might test:

• Different subject lines to improve open rates

• Different email layouts and designs to increase engagement

• Different calls-to-action to boost conversion rates

Solar Lead Generation Content Strategies for Inbound Leads

1. Attract high-quality solar leads using content marketing

2. Increase organic traffic with SEO-optimized content and backlinks

3. Engage potential customers on social media 

According to a study by the Content Marketing Institute, "Content marketing generates over three times as many leads as outbound marketing and costs 62% less."

Solar companies can attract high-quality inbound leads and reduce overall marketing costs by developing a content marketing plan.

Develop a Comprehensive Content Marketing Plan

A well-structured content calendar can be a successful solar lead generation strategy. A content calendar helps you plan, create, and promote content that resonates with your target audience and drives them to take action.

Focus on creating valuable, informative content

When creating your content marketing plan, create content that addresses your target audience's pain points and concerns. 

Providing informative information builds trust with potential customers and positions your solar company as an industry leader.

Use SEO Best Practices to Attract Organic Solar Leads

Search engine optimization (SEO) ensures that as many people see your content as possible. 

As a renowned digital marketer, Neil Patel explains, "If you are trying to grow your qualified search traffic, you have to combine your content marketing with your SEO efforts."

Optimize your website's content and structure

Optimize your website's content and structure for relevant solar-related keywords to improve your search engine rankings. This is an art form in itself, and you'll have to learn how to do it or outsource it to someone else. 

Build high-quality backlinks

Building high-quality backlinks from reputable industry websites is another essential aspect of SEO. 

Plenty of services are available, but make sure to go for quality, as bad backlinks can negatively affect your website's rankings. 

Use Social Media Marketing for Solar Lead Generation

Social media platforms offer a powerful way to engage with potential customers and generate solar leads. 

Create engaging social media content

Develop a social media content strategy that educates potential customers about the benefits of solar energy. Share informative posts, infographics, and videos that showcase your expertise and build trust with your audience. 

According to a report by GlobalWebIndex, "54% of social browsers use social media to research products."

Run targeted ads on social media platforms

Targeted ads on platforms like Facebook, Instagram, and LinkedIn are game-changers for reaching your ideal audience. 

They let you get super specific with who sees your ads, so you're not just throwing stuff out there and hoping it sticks. 

I love how you can use these platforms' data to tailor your message—it's like having a direct line to the people who want to hear from you. 

Ads on social can boost your brand and drive results. And let's face it, there's something awesome about seeing your carefully crafted ad resonate perfectly with the right crowd.

Other Ways to Get New Solar Customers

• Attend Trade Shows and Expos 

• Offer referral incentives to existing customers

Attend Trade Shows and Expos 

Taking part in trade shows and expos is a good way to connect with potential customers interested in solar energy. 

Showcase your products and services and engage directly with attendees. 

Being present at industry gatherings helps establish your brand's credibility and network with other businesses and organizations.

Tips for Successful Trade Show Participation

• Choose Relevant Events: Select trade shows and expos that align with your target market and industry focus.

• Promote Your Attendance: Use social media, email marketing, and partnerships with local businesses to let people know you'll be at the event.

• Create an Engaging Booth: Design a booth that attracts attention and provides informative materials. Consider interactive displays or demos to showcase your solar solutions.

• Engage with Attendees: Have knowledgeable staff on hand to answer questions and provide insights. Collect contact information for follow-up communications.

• Bring Industry Experts: Bring industry experts or satisfied customers to share their experiences and insights, adding credibility to your message.

Offer Referral Incentives to Existing Solar Customers

Use your existing customer base as another way to generate new solar leads. 

By encouraging satisfied customers to refer their friends and family to your solar company, you can tap into a powerful network of potential clients who already have a positive impression of your brand.

Offer incentives for successful referrals to motivate your customers to spread the word about your services. Incentives can include cash rewards or discounts on future services.

According to a study by the Harvard Business Review, "referred customers are 18% more likely to stay with a company than non-referred customers." 

This shows how well a strong referral program can work.

Setting up a Successful Referral Program

1. Make it easy for customers to refer others by providing referral cards, unique referral links, or a simple online form.

2. Explain the referral program clearly to your existing customer base through email campaigns, social media, and on your website.

3. Track referrals and rewards to ensure a smooth and transparent process

4. Showcase successful referrals and their impact on your business to encourage more customers to participate

Wrap Up

Generating high-quality solar leads is essential for the growth and success of your solar business. Use these proven strategies to attract more potential customers and convert them into loyal clients.

Focus on creating valuable content, optimizing your website for search engines, and leveraging social media to reach your target audience. Remember the power of referral incentives and educational events to build trust and credibility with potential customers.

Ready to take your solar lead generation to the next level? Start by developing a comprehensive content marketing plan and implementing SEO best practices. Experiment with different strategies and track your results to continually refine your approach.

What's one lead generation tactic you're excited to try first? Whether creating a compelling lead magnet or hosting an educational event, take action today and watch your solar business thrive.

For more information on tools for Solar Businesses, go here.