Promotion of business in the field of solar electricity has many nuances and peculiarities, which are imposed by external circumstances in Ukraine. Under these conditions, the company must lay such a marketing foundation for itself, where customers will turn to it in the period of increased demand for alternative sources of electricity.Digital marketing agency Inweb has been helping SUNSAY NRG attract customers since 2021. During this time, we implemented many joint activities, but in this case we will share the latest observations and results that are relevant for 2024.The SUNSAY NRG company provides comprehensive solutions for the installation of solar power plants for private households and businesses — offices, warehouses, and production facilities throughout Ukraine.
The situation on the solar energy market
The Inweb agency began providing services to SUNSAY NRG in 2021, before the full-scale invasion of the Russian Federation into Ukraine. At that time, no one predicted the difficulties with electricity, but subsequent events brought us interesting insights about the demand for the company’s services and how to act.Since October , Ukrainians have faced blackouts for the first time and the demand for solar panels has jumped sharply.
Market segmentation by industry enables specific database by industry a specific business marketing database by industry to market specific intelligent industrial sectors. In this way, by hitting on the topical concerned with the particular industry, the firms can engage their contacts more effectively. Check if the database contains information that has been collected and stored ethics and can be compliant with the likes of the GDPR. This focused kind of effort enhances campaign outcomes, the rapport and all round impactful outcomes in the desired industry.
In March 2023, demand finally decreased.Search query “solar panels” according to Google Trends from Octoberto January.Search query “solar panels” according to Google Trends from October to .However, under normal conditions without blackouts, the season of increased demand for solar panels is summer, when there are many sunny days. Accordingly, in autumn and winter, companies
Promotion strategy through PPC tools
Let’s go back to the beginning of 2024. Over three years of working with SUNSAY NRG, we have accumulated useful experience and formed a strategy based on this knowledge.We started preparing the account and campaigns for the season of increased demand. Increasing knowledge of SUNSAY NRG as a company that sells solar panels and provides services for their installation. to become the top 1 in paid output for general searches. The seasons of increased demand in 2024 have been determined . Summer — organic seasonal demand is growing. A utumn – there is a high probability that the following autumn and winter will be difficult due to shelling of civilian infrastructure.dealing with alternative power sources expect a period of lull and during this period stop contextual advertising according to the logic “there is no demand – there is no point in spending money on advertising.”We at Inweb think differently, and in this case we will explain why.
Tactics
We increase brand recognition with the help of advertising video campaigns that work to increase coverage. For this, we use videos that were already in SUNSAY NRG. We launch advertising for new users with the aim of attracting them to the site (the goal is traffic).Before that, we set up remarketing tools in order to keep the attention of users, getting into their field of vision.It works like this: an interested potential customer visited the SUNSAY NRG website – after that, they see more SUNSAY NRG ads.We qualitatively optimize search advertising campaigns for common queries. This helps us buy traffic on more favorable terms compared to our competitors.Specific actionsStep 1. Divided advertising into those who buy the company’s solutions for personal consumption (individual end customers) and businesses who request services to power business facilities.
For individual clients
Configured and launched Demand how to launch advertising in 2024 a complete guide Generation advertising campaigns to increase interest in the service and thereby attract new users. Video campaigns helped increase potential customer awareness of SUNSAY NRG among those already interested in alternative power sources, batteries, etc. for personal use.For business. Configured and launched Demand Generation campaigns for business representatives. SUNSAY NRG has a separate offer for B2B, so our goal was to reach this segment as much as possible to get to know the company’s services.Demand Generation is an ad campaign type in Google Ads that has been available to marketers since October 2023. Google recommends using this type of campaign when you need to attract new users who are not yet familiar with your brand. Demand Gen promotional videos are posted on YouTube.An example of a video we used in a campaign to build awareness of a client’s brandStep 2. Carefully developed search campaigns for brand queries to buy all SUNSAY NRG brand traffic.
Conclusions
Conclusions, It is clear that it is impossible chicago business to be ready for such a sudden increase in demand before the season. But you always need to prepare. You should not stop contextual advertising of a business that has pronounced seasonality in the off-season. It is necessary to optimize expenses, but continue to work with the account and the audience in order to get a pleasant business result during the growth of demand (organic and not only), fulfill KPIs and increase income from the effective use of online advertising tools.This case is about the fact that even if the market dictates an increased demand for certain services, it is always worth laying the foundation for high-quality marketing processing of this demand. Because it is this preparatory work that determines to whom clients will turn in the first place.SUNSAY NRG continued to advertise to increase visibility and improve its position in paid search, allowing it to become the “first touch company” for customers.
