solar energy services
Brand Strategy + Video Production + Paid Media Campaign Management
INCREASING QUALIFIED LEADS THROUGH DIGITAL STRATEGY, CUSTOM CREATIVE
Solar Energy Services is a Maryland-based company with more than 40 years of solar installation expertise. They asked Gigawatt Group to develop and execute a digital-first strategy, with the intended goal of increasing qualified leads available to their sales team for both their B2B and B2C lines of business—resulting in a 276% increase in conversions.
“SUNSHINE’S A WASTIN’!”
We started with a Brand Audit, conducting a holistic review of the company’s previous marketing strategy and competitive landscape. They had been running radio ads in and around the Annapolis/Eastern Shore region for years, voiced by the company president and featuring a custom jingle, in addition to print advertising.
We designed a strategy to amplify what was already working and added additional wrinkles to target both mid-funnel and top of funnel audiences, using Rick to be not just the voice but the face of the company across social media and other digital properties, to increase qualified leads at various points in the marketing funnel.
Our strategy was to maintain digital-first marketing coverage throughout the year in order to continue building brand awareness and further promote lead generation, creating content for each phase of the buyer journey.
We launched a paid search campaign (PPC) that positioned Solar Energy Services front and center whenever users entered a search query directly related to purchasing solar for their residential property in our targeted regions.
Building brand awareness throughout the Greater-Annapolis Region.
Working with our sister companies at Cerebral Lounge and Clean Cuts, we produced new creative to run as both paid and organic content. Three Seas CEO Lee Konen and Cerebral Lounge’s Rob Brown were our DPs (Directors of Photography) for the full-day shoot, which was directed by Gigawatt Group Creative Director Jim McNulty, during an installation at the home one of Solar Energy Service’s new residential clients in Washington, DC. Rick also created native social content that we were able to remarket to intent-based audiences (users who performed a search or engaged with solar-related content) across YouTube, Google Search and the Google Display network.