Understanding the Customer Journey in Solar Digital Marketing

Understanding the Customer Journey in Solar Digital Marketing


– Hello there, Craig Bailey from XEN Solar and in this video I wanna walk you through a very important concept when it comes to digital marketing
for your solar business. And it’s the concept of a buyer’s journey. So I’m gonna walk you
through what that means and then explain how it fits in with the marketing that you do. Okay, so let’s think
about a typical customer, say for residential solar. At one end, right at the
start of the journey, we’re gonna call it the customer journey, they don’t know anything
about your business, they don’t know probably
much about solar at all, they haven’t started doing research. Right through the various
touch points at the end when they’ve chosen a dealer to work with, hopefully that’s you. They’ve had solar installed on their house and they’re a happy customer
telling their friends. So that’s the journey
that they go through. And so what we need to understand is the different stages and then how that fits in with marketing. Because of costs, we’d
love all those people that are ready to buy,
I.e., they just call you up, give me a quote, I wanna
chat, and I’m ready to buy. However, in the weeks and months before getting to that point,
they’ve gone through a number of steps. So what normally happens, and
this is generalizing a bit for the sake of the
concept, to understand it. But really what they’ve gone
through is a research phase. So right at the start they
might be aware of solar, that you can get solar panels, they’re probably starting
to be aware of batteries that you can store power
in the house for use later. However, they probably don’t know about things like inverters, they
don’t know about quality, they don’t know kilowatts
versus kilowatt hours, they don’t know all the concepts and in fact, they don’t really know how it fits together, they don’t even know what size system they need. So if the only advertising
that you’re doing is a particular kilowatt
system at a special price, it’s probably too early. Now they might have visited other sites and choice and there’s
various sites in Australia where they might get that information. But you have a chance to be at the start giving them information and answering their research questions
and building a relationship through to when they become a customer. So let’s chat about some of those. So first of all, we think
about the research phase, that’s their diving into
what is their problem. So their problem might be
their bills are too high, or they’re worried about the environment, or maybe they have lots of blackouts and so they want more reliable power. There could be a number of problems that they’re searching for. Perhaps a friend of theirs
has had solar installed, maybe they wanna save money,
maybe they’ve heard of tariffs and rebates and they’re
interested in that. So that’s the research phase. Then they move onto their
consideration phase. So this is really where
they’ve actually decided that solar is probably
a good option for them. Maybe they’re thinking about batteries, maybe they’re thinking about
smart home systems as well. That’s all gonna come. But they’re thinking about it and they’ve got an idea
of some of the solutions that they could purchase
and get installed. Then they come to the decision stage. This is really where they’re thinking, look I kind of know what I want, now I’m gonna decide who
to get to install it, who to help me with it. So they might wanna get a quote, they might want an on-site assessment, those kinds of things. Maybe they just wanna
call and chat on the phone through to they actually decide. And then once they’re a happy customer, then who will they refer
your business onto? So there’s a whole journey
that they go through. Now we know that this varies for everyone, everyone has their own journey
and path they go through. What’s an important though is that when you’re doing digital marketing, you have content and
advertising and information at each of these stages. So let’s look at how that
might actually be implemented. So typically, we look
at in the research phase right at the start, we look
at providing information, there’s blog posts, e-books, Facebook ads tend to be a very good
way to push this out to the market to get your
brand in front of people, to get your site as a trusted
authority on the topic, and basically building confidence
in their minds early on. Now, second in the consideration phase, this is really where
you’re gonna get FAQs, you’re gonna have product
information on your site, you’ll be doing emailing and remarketing. So if someone signed
up for an e-book before or maybe they signed
up to get blog updates, that’s when you can start
giving them marketing about your services. And then third, when they’re deciding, this is really where
credibility is crucial. You need to have customer
reviews and testimonials, and also on social, you need
people talking about you, say on your Facebook page, talking about how happy they are. And also, this is when
Google Ads tend to be much more effective,
people are getting closer to purchase intent and so Google Ads is often when they go back to search for a particular supplier. In future videos, we’re gonna break down the actual assets that you use at each of these stages. So we’ll walk you through what do you use in a Facebook ad? What kind of e-book do you
write at the research stage? When it comes to Google Ads, what kinds of terms should
you be bidding on then and what should you avoid. And in the middle, what
kinds of email messaging can you include. So that’s all coming up in future videos. Thanks for watching, if
you’ve got any questions, please leave your question
in the comment below or fill out one of our forms and we’ll get in touch
to help you further.

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