In a crowded marketplace full of solar contractors well aware of the usefulness of blogging it’s important to use targeted information to differentiate yourself. Buyer personas help do that.
In this post I answer three main questions:
- What does a buyer persona have to do with my solar power blog?
- How can buyer persona data help me write posts?
- How can I apply this data to particular prospect profiles like homeowners, facility managers and CEOs?
The Buyer Persona and Your Solar Power Blog
A buyer persona is a profile of your ideal prospect. It’s a description of a hypothetical person that includes things like demographics and background, needs and concerns, and favorite ways of using the internet, having fun and shopping. It also has information on opinions about solar energy, keyword searches and, for the business buyer, responsibilities at work and who they interact with around buying decisions.
In solar there can be multiple personas: urban and suburban homeowners, business owners, facility managers, CFOs and government and educational administrators, etc. These profiles can be further segmented based on level of interest and depth of knowledge. Philip Hall of Borrego Solar also suggests considering factors like viability around financing and ability to service them based on where they live.
What does this have to do with your solar power blog? Well, the more specific and comprehensive your profiles, the easier it is to create blog content that speaks to them. And the more closely you address the needs and problems of each of your prospect types, the more they’ll see you as a trusted source of industry knowledge who really understands them. As a result, they’re more likely to turn to you when they’re ready to make the jump to solar. Overit calls developing your buyer persona the process of connecting “at the right time, in the right place, with the right message in the right place.”
The more closely you address the needs and problems of each of your prospect types, the more they’ll see you as a trusted source of industry knowledge who really understands them.
Rocket Fuel For Your Solar Power Blog Posts
Here are a number of tips for using buyer persona data to enhance your blog writing.