When it comes to any business, understanding customers’ behavior is something that every company should know if they want to remain in the competitive market. The same principle applies to industries and businesses, more so in the solar panel industry. It is vital to know the steps that your clients go through to buy and install the products they need.
Having adequate knowledge of the buying process that customers go through can help you devise a more effective marketing strategy to get more inquiries, which will eventually be your consumers. This process is often known as the buyer’s journey, and most advertising departments see this as a valuable reference. To help you understand your buyers, we will explain the four main steps in this blog, starting with their research process.
Why you need to know about the buyer’s journey
At first, customers do not know about solar panels and may not even have started doing research. Even if they know about it, the chances that their knowledge is not enough to proceed with the installation are high.
It is why you should prioritize your customers’ needs, among others. Please keep in mind that after they complete the whole process of their buyer’s journey, it would be best if their final destination would always be you. Aside from increasing your sales, their pleasant experience from your company will result in happy customers recommending your services to their friends, or posting a review about it.
The main goal of most companies is to have customers contacting them and asking for quotations. It means that their marketing strategies can pique the interests of people.
However, you have to understand that buyers already passed several steps through the research phase before getting to that point. It means that even if they know the solar panels and the benefits they could get from it, they might not know about some technicalities. They may not know the difference between kilowatts versus kilowatt-hours or things like inverters and how to check their qualities. It would be best for you to start from something simple when you advertise about the kilowatts or your installation’s quality.
Here is an article that will discuss each step to build a good customer relationship throughout the whole buyer’s journey.
1. Research and Awareness Stage
The customer journey’s first step is the research and awareness stage, where your customer will know about their problems. It may be because their bills are too high or they decide to be more environment-friendly. It is also possible that their area is prone to power shortages, so they need a more reliable source of power. It will lead them to look for the best solution– and in this case, it would be installing the solar panels.
The most plausible thing that a buyer will do is ask their friends who have had experience with solar panels. They may ask about what they know about solar panels. It will then lead to the research phase, where they will search for what they should know about it.
In this digital era, most people will rely on Google to proceed with this task. Having good social media sites, websites, blogs, e-books, and infographics is essential for digital marketing. As you share some knowledge with your visitors, it is also an excellent way to advertise your products. Moreover, it can also boost your search engine optimization, which will increase your website’s visibility.
Here are some of the content assets where you can pique the interests of people:
Introductory eBooks can be profitable for your website, but they need to aim for the general audience. Focus on providing answers for essential questions rather than endorsing your company and services blatantly. It is also better to stick to entry-level and widely-applicable information about the solar panel industry trends and technological innovations. You can make a book about “solar panels for dummies” or “solar panels 101”. Here, you can talk about everything that a beginner in the solar panel industry should know. You can also make it into an information pack where you compile articles about buying panels’ basics. You can also discuss how they can save money, how it works, and some tips about using and installing a reliable product.
- Industry news updates
Providing industry news for your readers is a great content strategy. Even if most websites have ready articles, many still fail to keep up with the latest trends and developments in the energy sector. They also do not provide the changes in government policies regarding the solar panel installation for buildings. If you have these, your readers will surely appreciate the same, and it can even gather a large number of visitors for your website.
There is a reason why most websites have blog pages and spend a lot of their time optimizing them. Blogs are beneficial for websites, and most people rely on these articles to get more information that they are searching for. Compared to eBooks, blogs are shorter and much easier to read. It can be around 250-3,000 words depending on the industry and the optimization that you aim for. It is also easier to put hyperlinks on blogs where you earn more points for SEO.
Some of the topics that you could start are the how-to blog posts. You can talk about how solar panels benefit you and tips on estimating the installation costs. They can also be debunking myths on the solar panel industry. Your article can also talk about energy efficiency equipment like practical roof doors and hatches with proper insulation.
You will need skill and artistry in creating a compelling infographic for your products. However, this will be extremely beneficial for your website if done correctly. You have to make sure that it is skimmable, shareable, and can satiate your audience’s need for information.
Remember that you need to resist TMI (too much information) about a technical topic on your infographics to make it possible. Never use every single detail that you know about a particular case. Pick the best information that you have and make it a concise overview of the whole idea. The font, colors, and theme that you will choose for your infographics also matter. Remember that a visual presentation should always look presentable for your viewers.
2. Consideration Stage
In the consideration stage, people already consider installing solar panels in their homes or commercial spaces. It is a crucial stage where you need to decide on buying the products you offer. The consumers will start searching for specifics such as the solar that they need. They will look for the incentives to get with them and contact experts (you) before they decide.
Some customers will prefer direct consultation rather than researching and reading various articles about solar panels. By offering them free consultation through social media ads or Google ads, you can have their interests. You can also do email marketing or chat with them through your website or social media pages. Ask them about what they are looking for, the companies they are considering, and their concerns about the installation process.
While discussing the things that they want to know, you can share more about your company and the services you offer. You can also tell them about your past customers’ experiences but remember to make everything more friendly and avoid a business tone. If your site visitors subscribe or sign up to get blog updates, you can send them a message inviting them to know more about your products and services.
However, you cannot be too happy about this. Most often than not, these same people are also asking other companies for consultations, quotations, etc. Until they reach the next stage, make sure to gain their trust for your company and the services that you offer.
3. Decision Stage
This step of the customer journey would be the decision stage. In this phase, they already know what they want and need for their solar panels. They will then start to decide the type, brand, and company to do the installation. They will begin by asking for a final quote and on-site assessments. Some will contact you through email or call, and others will schedule an appointment to talk with you.
You can’t afford to get a single detail wrong at this stage that might cause your customers to back out. Have thorough communication with your client and explain every detail of the process to them, including the products and materials you will use, the installation’s timeframe and the budget will need. You will serve as your buyer’s guide, and you should avoid any misunderstandings.
Here are the things that you need to talk about with your clients:
- The panels that you will use
Ask your client if they have any preferences for the brands, materials, and solar types that you will use for the installation. See if what they want will meet your inventory and alter some of them if you need to. If they do not have anything in mind, you can also suggest quality products to them. However, make sure that you explain the perks and disadvantages of using them to avoid future complications. You can also present various quotations and let your customers decide themselves.
- The installation costs
Help your clients manage their budgets. Ask them how much they are willing to spend on the installation and suggest quality products that will not cost them much. Let them know that the process will cover the cost of the equipment and materials you will use and your employees’ labors. Depending on the area of the roof that you will cover, the pricing may also vary.
Moreover, one factor that could affect is the distance of the building or house from the company. Depending on the accessibility of their roof, you probably have to increase the installation price. It is best to have roof doors or hatches on their building for more convenient and safer access to the personnel and equipment you will use. It is also best to inform them about the possible additional fees they will need to pay, such as the permits. For transparency, make a detailed report of everything that you use and the extra expenses.
- The timeframe of the installation process
It is essential to have a deadline for the installation. It will help avoid any misunderstanding about the efficiency of your company in the process. However, it would be best to let your clients know beforehand that some factors may affect the installation. It includes the processing of documents and permits, possible accidents, and weather conditions. Even if you decide to schedule the installation for summer, there will still be some possibilities of rains and storms that may affect the schedule. It is better to prepare your client for some changes instead of arguing about it later.
4. Sale stage (AKA. Decision Stage)
You might think that after the customers decide on the company that will choose, everything is over. However, the sale stage is a crucial part of gaining more future customers. Most of the solar companies earn their clients through recommendations of other people. Build personal connections through social media sites or email marketing. It is also essential to create excellent experiences to gain more positive reviews and referrals.
Moreover, you can also ask your clients to stay in touch in the future and ask for testimonials that you can use for your marketing strategy. It can add integrity to your website and company for your future clients. Moreover, most of the solar panel customers will install the same on their next building or home. Make sure to coax them to put your company at the top of their list on their next solar project. This way, you can gain more installation projects with your existing or past clients.
Make installation convenient
To avoid additional fees that your customers may not want, ask them to install convenient roof doors and hatches. It will help your personnel access the roof faster without renting or using lifting machines. However, make sure to use high-quality ones that can withstand any weather conditions. For a reliable hatch, make sure to check out our products on Access Doors and Panels.
We offer various hatches for any applications such as fire-rated, acoustical, exterior, and aesthetic ones. They are all made of durable materials, convenient to use, and pass the building standards for safety. Aside from convenience in roof installation and maintenance, this can also give you additional LEED points for your building. To know more, visit https://www.accessdoorsandpanels.com/ or contact us at 1-800-609-2917 now.