Whether you are looking to grow your home energy company or are just starting, there are many things to consider. An essential component in your sales strategy includes finding the right leads for your business. How do you generate them, and what platform should you use?
Well, we’ve done the research for you! Keep reading for WebFX’s top five lead generation avenues for home energy companies. For more marketing content, subscribe to our marketing newsletter, Revenue Weekly.
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5 lead generation sources for home energy companies
Multiply your appointment rate by leveraging lead generation strategies such as the following:
1. Door-to-door lead generation
Door-to-door (D2D) lead generation is an excellent way for home energy companies to generate leads, as it’s one of the most direct ways of contacting potential customers. You can talk to them face-to-face and get an idea of what kind of energy system they need.
Advantages of this strategy are:
- Cost effectiveness: Door-to-door lead generation reduces advertising costs while still nurturing fantastic results.
- A direct line to potential customers: You can speak to homeowners directly and gain insight into their needs. This straightforward contact gives invaluable information to home energy providers.
- Choice of who you want to talk with: With some other types of lead generation, qualifying interested prospects can pose a challenge. Door-to-door lead generation gives you control over who you speak to.
- Rapport with prospects: A salesperson can view the customer’s home, learn about their electricity needs, and show them how well the product or service meets those demands. This personal connection can go a long way toward making a sale.
Some considerations to keep in mind are:
- Significant time consumption: Going door-to-door can require hours of knocking on doors and talking to people who may or may not be interested in your product or service. Some territories may also be saturated, which can slow lead production potential.
- Difficult scalability: Depending on the area’s size, it can take days or weeks for you or your canvassers to visit every house on your list. If you want to expand into other neighborhoods or states, you’ll have to hire more people and buy more supplies every time. Automating this process will take some work.
- Practice needed: D2D can seem intimidating to those not accustomed to talking with strangers and asking for their business. Luckily, you can find resources online to learn how to approach potential customers effectively.
2. Social media marketing
Social media marketing builds trust with your audience and provides them with helpful information, making it a natural fit for home energy companies that need to build credibility with customers. Two forms of social media marketing include:
- Organic marketing: By creating engaging content, you can increase your organic reach on social media platforms like Facebook, Instagram, and TikTok. For example, a solar company could post how solar panels work and how they’ve helped people in the community. Adding a solid call to action will increase the likelihood of inbound messages.
- Paid social media advertising: If you want to get your message out there but don’t have time to create quality organic content, ads might be your answer! You can target specific audiences based on location and other factors, so you can reach your target audience without spending hours creating content.
Advantages of using social media marketing include:
- Scalability: Social media marketing is a scalable way to reach your audience since it’s not limited to just one medium or pace. You can reach people through different platforms, like Facebook, Twitter, Instagram, and YouTube, while extending your budget as needed.
- Larger reach: You can use social media marketing to reach millions of people, 24/7.
- Audience segmentation: Social media marketing allows you to segment your audience and target by demographics, interests, and more. You can narrow your audience to those more likely to purchase.
Things to consider about this strategy include:
- Consistent maintenance: Maintaining a strong social presence takes time and effort. Social media marketing requires regular content creation, audience engagement, and metric monitoring. Fortunately, you can outsource social media marketing to eliminate this work.
- Constant evolution: Social media marketing is relatively new, so you’ll continually have to adjust as it grows and changes.
3. Referral marketing
With referral marketing, you reach out to your current customers who have already seen what you do for them and their energy bills and encourage them to refer others. You’ll gain more leads and build brand loyalty with customers already raving about your services.
Advantages of referral marketing include:
- Warmer leads: Endorsement by a trusted source boosts your company’s credibility, resulting in warmer leads.
- Cost-effectiveness: Referrals are much cheaper than other forms of marketing since they rely on people’s relationships rather than paid outreach — meaning more money left over for your bottom line!
Some potential setbacks to weigh are:
- Time required: If you rely on word-of-mouth and ask your customers to do all or most of the work for you, it will take time to see results.
- Incentives: If you reward each person who makes a referral, you’ll add to your expenses.
4. Search engine optimization (SEO)
SEO helps your site rank higher in search engines like Google. When people search for home energy companies near them, yours will appear on the first results page.
Advantages of SEO include:
- Brand exposure: SEO increases your company’s visibility in search results and draws traffic to your energy company online.
- Increased conversion rate: Optimized content often results in higher conversion rates. It helps attract visitors searching for specific information on your page, raising conversion probabilities.
- Improved user experience: Sites that practice SEO improve user experience by providing relevant information and resources in a logical order that makes sense to a reader.
When starting SEO practices, consider:
- Time requirements: SEO can take a while to pay off — you might wait four to six months to see results.
- Constant changes: SEO evolves with search engine trends, so what worked last year might not work now, and what works for one site might not work for another.
5. Pay-per-click ads
Pay-per-click (PPC) ads are an excellent way to get your energy company’s name out there. Use these to optimize your marketing efforts and get a bang for your buck.
Benefits of PPC ads are:
- Small initial investment: PPC ads are more affordable than other advertising options, such as print or television. You only pay when a user clicks on your ad.
- Quick setup: Pay-per-click ads are relatively easy to set up, meaning you can start reaching new customers within a day.
- Easy testing: If you want to test a new audience or tweak your copy, you can do so quickly. You can also set a budget cap so you can easily scale your campaign if your testing goes well.
Some limitations can include:
- No guarantee: There is no guarantee people will click on your ad or that the clicks will equate to sales. However, if viewers don’t click, you don’t have to pay.
- Learning curve: Advertisers will need to familiarize themselves with PPC nuances to achieve the desired results.
37% of marketers say that generating high-quality leads was one of their biggest challenges.
We want to decrease that percentage.
WebFX can help you generate high-quality leads with a customized marketing strategy.Learn More About Lead Generation Services
Build a consistent lead generation strategy with WebFX
At WebFX, we know marketing your home energy business online is a lot of work. That’s why we’ve amassed a team of over 500 experts ready and waiting to build a consistent lead generation strategy for your goals.