Strategy & Web Design
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.
On the digital campaign side, we initially focused on Google Ads but since less than 2% of the solar-related searches within California are searching specifically for a 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 loaded the next ad.
So within six months, the target audience had seen all versions of the ad with an average frequency of eight times per ad. Which lead to the average person within the target audience being reached over 100 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.
“As one of the largest solar subcontractors in California, most of our business comes from established relationships across the United States so I’ve always considered marketing a low priority. Especially because our ideal target is very niche. Yet after talking with Nettra’s team, their approach to growth was very unique so we hired them to define and target our ideal buyer personas, and the results have exceeded our expectations!
After the first three months of the campaign, there was such a dramatic amount of potential business created that we asked Nettra to temporarily stop the campaign, allowing us to focus on our new potential clients.
Since establishing this new way of creating clients, Nettra has continued to scale our growth in a very cost-efficient and predictable fashion.
While I’m very pleased with their approach and protocols to scaling growth, I’m equally impressed with how nimble and flexible they are which indicates their dedication to our success.”