SEO and SEM for photovoltaic and solar systems

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Published on: May 21, 2021 / Updated on: October 1, 2024 – Author: Konrad Wolfenstein

SEO and SEM for photovoltaic and solar systems – Image: garagestock|Shutterstock.com

Customer acquisition is one thing, customer retention is another. The potential customer who knows exactly what they want is the rarest of all. Proper customer consultation is undoubtedly the most important element in the sales process.

But the first impression is much more important, because there is no second chance for that!

Before seriously considering finding potential customers online, a functioning, and above all, a fast processing workflow is essential. In most cases, a "non-automated" response system is sufficient for the first four hours. This means that a contact request should be answered within four hours. At the very least, it can be set up so that it doesn't appear "automated." Personality and authenticity are key. That's what email or e-post replies are all about.

Telephone support should not involve a PBX-based direct-dial system like "Press 1 for…". For first-level support, it's perfectly sufficient for a friendly voice to answer the call and address the issue as quickly as possible. Incidentally, there are excellent external telephone answering services that can handle this on behalf of the company at a reasonable and fair price.

You now have 24 hours to respond. This is important. In the meantime, you should have already familiarized yourself with the issue and have a general idea of how to handle customer contact. Someone in this second-level support team should then be knowledgeable about the topic.

But real success begins at the first level; first impressions count, both via email and phone. Unfortunately, many people make so many mistakes here.

For SEO work and online marketing in general, it's a real blow when things fall apart right here. I constantly see the effort people put into convincing customers and getting them to contact them. And then it all falls apart at this point? For example, when calls end up somewhere in the switchboard, where the person in question is probably hunched over, phone in hand, preparing coffee for the next meeting with the bosses? I've seen it all.

And then they say we're not getting enough qualified leads! The ideal customer, who comes with a fully prepared contract after the initial contact without any further questions, simply doesn't exist. Customer service is individual.

The second major problem area since the advent of the internet is content. PR and content development are treated with neglect, bordering on criminal negligence. And when they are addressed, the content is usually poorly created. Instead, companies write glowing reviews of their own strengths and capabilities, neglecting to address the potential problems that resonate with customers. Customers don't buy from a company because it's a great brand; they buy because they want their problems solved. Brand loyalty certainly plays a significant role in everyday, recurring transactions. However, it doesn't apply to investments and projects that aren't part of a daily routine, like photovoltaics. At least, not for customers.

Search engine strategy for photovoltaics and solar energy – Images: Shutterstock.com|Trueffelpix

Without the right content and a functioning customer first contact processing process, even SEO (Search Engine Optimization) and SEM (Search Engine Marketing) won't get you anywhere.

Yes, all of this costs money, but the effort should also yield significantly higher profits. Some companies are already quite well-positioned and only require minor adjustments; in these cases, an additional €200 per month for optimization is sufficient. Goals and target audience always depend on the size of the company and its desired direction. Many SEO packages are usually divided into three tiers: Gold, Premium, and Platinum Edition, or whatever those fancy marketing buzzword packages are called. Some actually contain gems, but many are just hot air. How could that even work? Three possible packages for a potential SEO marketing target group of tens of millions to billions of companies online? Exactly. This nonsense must be coming from non-SEO agencies. McDonald's and other similar companies successfully offer meal packages, but they don't do SEO either.

The whole is more than the sum of its parts and more than just SEO. Therefore, the focus should not be on SEO or search engine optimization, but on customer acquisition and customer support, where SEO undoubtedly plays an important role.

Related to this:

Further interesting figures, data and facts can be found here in our SEO library or SEM knowledge database:

SEO Library – SEM Knowledge Base (PDF)

SEO PDF Library – SEM PDF Knowledge Base – Image: Dmitry Demidovich|Shutterstock.com

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Konrad Wolfenstein

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Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry focusing on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° Business Development solution, we support renowned companies from new business to after-sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

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