Creating New Customers At Scale in the Solar Industry
Nettra adopted a very organic growth approach with this campaign focusing on their website, business partnership development, and digital marketing:
Their current website was not designed in a way to build the confidence and trust of potential contractors.
They needed to create an externally-facing program that made the onboarding process easy for solar contractors that hadn’t used a solar subcontractor before.
With such niche targets, Nettra needed to develop an extremely focused (and cost-effective) marketing campaign that positioned Kuykendall as a leader in their industry, and that they were easy to work with.
The majority of Kuykendall’s business came from well-established relationships so they had never focused their website to cater to prospective partners.
So Nettra created their Alliance Partnership Program (APP) that summarized all of Kuykendall’s expertise and more importantly, positioned working with Kuykendall as an established process that has been in place for years. A long web form at the bottom of the website helped to set the tone that they didn’t just accept any contractor into APP.
From a digital ads perspective, how do you target people that aren’t searching for your service or product? This was a question we faced when planning the media strategy for Kuykendall Solar.
We initially focused on Google Ads but since less than 2% of the solar-related searches within California are searching specifically for solar subcontractors, we knew that Facebook would provide the majority of the lift.
So we began by making a list of all the national and regional solar companies. Then we used them as a targeting parameter within the Facebook Advertising platform.
In addition, we also targeted any project managers or directors that were currently employed by those companies.
We then created a series of ads designed to educate the target audience about the benefits of working with Kuykendall Solar. The ads covered their experience, testimonials from customers, and even the testimonial of a city inspector.
We sequenced the ads to ensure that the target audience saw the ads 6-10 times before we launched the next ad creative.
Within six months the target audience had seen all versions of the ad with an average frequency of eight times per ad, which led to the average person within the target audience being reached over 94 times in a six month period.
This campaign resulted in numerous contracts being signed that will produce millions of dollars in new solar projects, which is a 550%+ ROI.
While the majority of the advertising campaign focused on Facebook, Google Search ads were deployed to capture the traffic that was specifically looking for a solar subcontractor.
Despite the conservative inventory of searches, the Google Ad campaign produced a 478% ROI.