Top 12 Solar Marketing Strategies for 2025

Marketing your solar business in 2025 doesn’t have to feel overwhelming. I get it—the options seem endless, and figuring out what actually works can feel like throwing darts in the dark. Whether you’re just starting out or fine-tuning a strategy you’ve used for years, knowing where to focus is the key to staying ahead.

Over the past seven years, I’ve worked with service-based businesses to help them cut through the noise and get real results. I’ve seen what works, what doesn’t, and where businesses waste time and money.

That’s why I’ve broken this guide into three simple buckets:

• Must Be Doing: The non-negotiables every solar business needs to succeed.

• Needed for Growth: Strategies to expand your reach and generate more leads.

• Should Be Doing: Advanced tactics for smart marketers who want to lead.

No fluff, no wasted time—just actionable strategies to help your solar business grow. Let’s dive in and find what works for you.

Branding is how your company presents itself. It sets you apart in a crowded solar market and builds trust with potential customers. A strong, professional brand makes homeowners feel confident choosing you over the competition.

Storytelling adds depth to your brand. Using a framework like StoryBrand places the customer at the center as the “hero,” while your company acts as the guide offering solutions. For example, a homeowner looking to save money becomes the hero, and your solar panels are the tools that help them succeed.

Consistency is key. Make sure everything—from your website to ads, brochures, and vehicle wraps—shares the same look, feel, and message. Over time, consistency builds recognition and trust.

SEO, or Search Engine Optimization, helps your website rank higher in search results. For solar companies, this means connecting with homeowners actively searching for solutions like “solar installation near me.” SEO is a long-term strategy, but it’s one of the most effective ways to generate quality leads.

Consider this: 46% of all Google searches are for local businesses or services. Customers are also 70% more likely to visit and 50% more likely to buy from businesses with a complete Google Business Profile (GBP). On top of that, SEO leads have a close rate of 14.6%, compared to just 1.7% for outbound methods like cold calls (HubSpot). These stats highlight why SEO is essential for solar companies.

Key SEO Tactics to Focus On:

• Google Business Profile (GBP): Keep your name, address, and phone number (NAP) accurate. Add photos, respond to reviews, and post regular updates to boost visibility.

• Content Marketing: Create blogs, FAQs, and case studies that answer customer questions and highlight solar benefits.

• Local SEO: Use keywords like “solar panel installation in [city]” and create location-specific landing pages.

• Technical SEO: Ensure your website is fast, mobile-friendly, and easy to navigate.

Helpful SEO Tools:

• Google Search Console: Monitor your site’s performance and fix indexing issues.

• Ahrefs or Semrush: Research keywords, analyze competitors, and track backlinks.

• Screaming Frog: Crawl your site to identify technical issues like broken links or missing meta tags.

• BrightLocal: Manage and optimize local SEO efforts, especially for directory listings.

These tools can simplify your SEO efforts and help you track your progress, ensuring your strategy stays effective.

Paid advertising delivers quick, targeted results for your solar business. It’s especially effective for reaching homeowners ready to make decisions.

Key Paid Advertising Strategies:

• Google Ads (PPC): Target search terms like “solar installation near me.”

• Remarketing Campaigns: Re-engage visitors who didn’t convert the first time.

• Social Media Ads: Use Facebook and Instagram to target specific homeowner demographics (location, income, and interests).

Paid ads complement SEO, capturing leads at different stages of the buyer’s journey. Track key metrics like clicks, conversions, and cost-per-lead to make sure your campaigns stay efficient and effective.

Social media helps you connect with homeowners, share your expertise, and build trust. It’s an easy way to showcase your brand’s personality and success stories.

Essential Social Media Strategies:

• Share engaging content like customer testimonials, educational videos, and interactive posts (e.g., polls or Q&As).

• Run targeted ads on platforms like Facebook and Instagram. Use location, income, and behavior data to reach ideal homeowners.

Engaging consistently builds community. By responding to comments, sharing helpful resources, and staying active, you keep your business top-of-mind. Social media also works alongside SEO and paid ads to amplify your marketing efforts.

Tracking your marketing performance ensures your budget is spent wisely. The ultimate goal is to track revenue generated and leads created.

Metrics to Monitor:

• Key Performance Indicators (KPIs): Traffic, cost-per-lead, and conversion rates.

• A/B Tests: Compare different content, ads, or landing pages to see what works best.

• Customer Acquisition Cost (CAC): Understand how much it costs to gain a new customer.

Review data regularly to refine your approach. Even small, data-driven tweaks—like improving a landing page or adjusting ad targeting—can lead to significant improvements in results.

Email marketing is often overlooked but remains a cost-effective tool for nurturing leads. It allows you to connect directly with homeowners and guide them toward a decision.

Key Tactics:

• Use tools like Mailchimp, HubSpot, or Constant Contact for automated campaigns.

• Share valuable content: solar savings guides, tax incentives, or success stories.

• Segment your list so emails target different homeowner needs.

Done consistently, email keeps leads engaged and moves them closer to choosing your services.

Happy customers are your best advocates. Referral and loyalty programs turn them into active promoters of your business.

Key Tactics:

• Offer rewards like discounts, gift cards, or branded solar-themed swag.

• Use the Raving Fans approach: deliver exceptional service that people can’t wait to talk about.

• Tools like ReferralCandy or Ambassador make it easy to track and manage rewards.

Strong programs build trust and create a cycle of growth through word-of-mouth marketing.

Video is one of the most popular and engaging forms of content. It simplifies complex topics like solar installations and savings.

Types of Videos:

• Customer testimonials.

• Educational videos explaining solar benefits.

• Behind-the-scenes installation footage.

Tools to Use: Platforms like Canva and InVideo make video creation simple. Tools like VidIQ can help you identify topics your audience cares about.

Direct outreach, including door knocking, remains an effective way to connect with homeowners for high-ticket purchases like solar. Personalized outreach allows you to answer questions in real time, build trust face-to-face, and explain the value of solar solutions clearly.

Key Tactics for Success:

• Door Knocking Best Practices: Be respectful of homeowners’ time, bring educational materials, and focus on how solar saves money and energy.

• Use Tools to Streamline Efforts: Platforms like SalesRabbit and SPOTIO can help map neighborhoods, track outreach progress, and manage follow-ups.

• Cold Calling and Email: Combine door knocking with phone or email outreach. Personalized follow-ups after initial contact can increase conversions.

Direct outreach works best when paired with strong preparation. Equip your team with clear messaging, accurate customer data, and tools for organization. When done consistently, it’s a reliable way to generate leads and build trust with local homeowners.

PR and community involvement are essential for building trust and establishing your solar business as a local leader. When homeowners see you supporting the community, it shows that you care about more than just selling solar panels.

Key Tactics:

• Sponsor Local Events: Get involved in sustainability fairs, school programs, or clean energy workshops to connect with eco-conscious homeowners.

• Host Educational Workshops: Offer free sessions—either in person or online—about solar energy, savings, and incentives to position yourself as an expert.

• Secure Press Coverage: Share stories about your community impact or unique solar projects with local news outlets. Press coverage boosts credibility and helps your SEO with backlinks.

By actively engaging with your community, you can build stronger relationships and increase your visibility among homeowners who value sustainable solutions.

New homeowners are an excellent audience for solar installations. They’re often motivated to invest in their homes and open to energy-saving upgrades that add long-term value. Partnering with real estate agents and homebuilders gives you direct access to this market.

Key Tactics:

• Collaborate with Realtors: Work with agents to highlight the value of solar during home tours. Provide simple, easy-to-share materials that explain potential energy savings, tax incentives, and how solar adds resale value. A home with solar panels can be a major selling point, especially for eco-conscious buyers.

• Partner with Homebuilders: Team up with builders to include solar as part of their new construction packages. Bundled solutions make it easy for buyers to add solar without the hassle of a separate installation. Solar-ready homes also help builders stand out in competitive markets.

• Offer Training and Resources: Educate realtors and builders about the benefits of solar energy. When they can confidently share accurate information, it increases their ability to sell the idea to potential buyers.

These partnerships help you reach homeowners early in their decision-making process. By positioning solar as a smart upgrade, you not only generate leads but also build credibility with key professionals in the housing industry.

Educational webinars and workshops are powerful tools for connecting with homeowners and positioning your business as a trusted solar expert. These events help potential customers understand the benefits of solar energy, address concerns, and make informed decisions.

Key Tactics:

• Virtual Webinars: Use platforms like Zoom or GoToWebinar to host online events that reach a broad audience.

• In-Person Workshops: Partner with local libraries or community centers for live events that allow for personal interaction.

• Address Common Questions: Focus on topics like costs, savings, tax incentives, and the installation process.

Promote your events through email and social media, and follow up with attendees by sharing additional resources. These efforts not only educate but also build trust, helping to turn participants into future customers.

Your solar marketing plan for 2025 doesn’t have to be overwhelming. Focus on foundational strategies, layer in growth tools, and experiment with advanced methods. By combining proven approaches like SEO, paid ads, and community engagement, you can attract more leads, build trust, and grow your solar business with confidence.