Category: Blog Writing

How a Buyer Persona Can Help You Write Solar Power Blog Posts

Blog WritingSolar Marketing

In a crowded marketplace full of solar contractors well aware of the usefulness of blogging it’s important to use targetedSolar family information to differentiate yourself. Buyer personas help do that.

In this post I answer three main questions:

  1. What does a buyer persona have to do with my solar power blog?
  2. How can buyer persona data help me write posts?
  3. 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.

KNOW WHERE THEY ARE IN THE BUYING PROCESS

Keep reading

6 Blog Posts That Will Surprise Your Solar Prospects

Blog WritingSolar Marketing

Sometimes you need to change it up. Throw a bit of a curve ball. Give your readers something new solar electric billto chew on. Solar energy blog posts that are slightly unusual can serve as a breath of fresh air for your prospects and can help drive more traffic to your site by being the kind of content that encourages social media sharing.

An SEO solar energy blog is terrific because it allows you to reach your prospects anytime and anywhere. It provides them with something of value before asking for anything in return. Blog posts positions you as a consistent source of interesting information and allow you to showcase your expertise in the industry using your unique voice. There are a number of solar blogs that do a great job of driving traffic by offering technological and financial information about solar and pertinent discussions about its practical applications and advantages.

But it also helps to surprise your prospects, make them think a bit differently or even just make them laugh. Here are six blog types to consider.

1. Use an infographic

Solar energy infographicA blog post that showcases a well-designed, relevant infographic can help readers learn and remember the information about solar more easily, particularly the more complex or tech heavy stuff. Plus an eye-popping visual story rarely fails to grab attention. You can hire a pro to build it or do it yourself with tools like PowerPoint, Canva and Piktochart or with HubSpot’s free templates. You want to make sure the blog post has an SEO title and short paragraph to give the graphic
context, as well as a call-to-action. And infographics can easily be repurposed (whole or in parts) for social media channels like Twitter and Pinterest.

Topic ideas
  • The three main types of solar installations
  • How solar energy works
  • Commercial financing options for solar
  • A rooftop solar installation: step by step
  • Local, state and federal incentives for going solar
  • Four reasons why businesses go solar

2. Make them laugh

Every once in a while (or every week!), give your prospects something to laugh about. Create an ironic or tongue in cheek post, curate a roundup of funny images (the Internet is full of them) or post a funny comic strip or video. These also provide great images for social media. Keep reading

Get my monthly reports on the solar industry & content marketing!

For the past three years, I’ve enjoyed receiving Sara’s emails that cover many subjects related to our mission of providing practical, affordable and reliable solar solutions for a variety of clients and applications. – Brandon Leavitt, Solar Service Inc., monthly subscriber