SOLA was one of the leaders within the industrial & commercial solar solution space but their brand and website visibility was not showcasing this. Their product was also a very big ticket item which requires very large customer budgets to purchase.
SOLA had never had a permanent marketing manager for their growing business so their brand and strategy was suffering because of this and they had handed over most of their marketing budget to a Google Ads company that was not delivering results.
The previous Google Ads company had mistakenly focused on keywords such as “solar panels” which was incorrect as SOLA offers full solar installations and solutions rather than supplying parts to the solar industry. This meant that a lot of SOLA’s previous traffic were not part of their target market.
SOLA hired a new full-time marketing manager and partnered with Storyteller Design as their digital marketing consultant in order to reflect their industry leading status in their brands visibility.
The first thing we did was build a new up to date website for SOLA on the WordPress platform. Their old website was stale and out of date. We incorporated an extensive SEO and Google Ads strategy into the website build. It is always very powerful when we get to prioritise SEO into a new website build.
Through a custom SEO strategy teamed with new Google Ads campaigns we steadily started to take over the top rankings for the keywords selected.
Keyword research and selection was critical for this project as SOLA did not offer any residential solar power offerings and it was important that the correct industrial size customers find SOLA rather than the smaller home owners.
SOLA’s website traffic increased from just over 600 website visitors per month to over 6000 per month in 2019. This was highly targeted solar installation traffic very relevant to the services they offered.
To further segment and focus the leads SOLA was receiving we worked with the marketing team to build some fantastic tools like their Solar Calculator and Solar Feasibility tool. This allowed them to gather important information about the prospects they were receiving and which leads they needed to focus on and which they could pass on to their residential solar power partners.
This resulted in a fantastic potential project pipeline worth millions of rands.