Why multi-touchpoint marketing beats better ads

▶ 0:00Hello, hello. Today I'm going to talk about multi-touchpoint solar marketing. So a huge element that isn't talked about enough is this idea of touchpoints when it comes to actually converting a lead, but also obviously when it comes to nurturing that lead and actually getting them across the line to a sale. Now, you could have the best Meta ads agency in the world, but they can still only go so far without any other marketing activity. They have essentially a ceiling. There is only so low that they can get your cost per acquisition.

▶ 0:30Even when you consider things like virality, just a post absolutely going crazy for an unknown reason, they still have a ceiling as to how low they can bring that cost down. However, if you have the best Meta ads agency, the best Google ads agency, you have a killer in-house team producing content and everything is working simultaneously, then the sky really is the limit, I suppose. So as an example, we're running a cold email campaign currently to get demand for our own offer, scaling residential and commercial solar businesses. The cold email campaigns that we

▶ 0:59were running were performing really well, six to eight percent reply rates, most of which were positive with a low volume of emails because there's not actually that many of installers in the UK. And then we started posting content. And guess what happened? A large, large number of the people that we emailed that didn't reply conveniently decided to follow us on LinkedIn.

▶ 1:17So hello to those people. If you're watching, even if they didn't reply, they are now getting absolutely bombarded with my content. And I'm not going to apologize for that because I genuinely think everything I put out has some value in it, even if it's just an entertainment factor. And they are gradually becoming more and more familiar with what we do. We're constantly top of mind because we're always trying to put out value into the world. Right. And it's essentially like having unlimited email follow ups without it being spammy or intrusive.

▶ 1:46And if you're running a meta ads, the reverse of that is it's basically like getting free ad spend, because if you're putting out content and you're getting people to follow you from the ads and then they're just seeing the organic content and you're not having to pay to basically show them those ads or that content, then you're onto a winner.

▶ 2:03So we're constantly getting leads like this that are coming through that we emailed. They then went to LinkedIn, saw all of our content and then converted through our funnel rather than replying to the email. And that's only getting better. You know, on average, my account is gaining about seven and a half followers a day purely from the content that we're putting out.

▶ 2:21And I'm trying to aim for one video a day. And the followers that we're getting aren't just random people. They are like, I'd say 70% of them are our ideal customer profile. So it's absolutely fantastic. It's so worth the time. Now, as an installer, you probably have a primary marketing or lead generation channel might be Google ads, might be meta ads, etc.

▶ 2:40You should be starting to think about what you can do to actually supplement that core channel. So if you're running Google ads, the first thing would be to retarget all of that high intent, high quality traffic that maybe didn't convert with meta ads. Meta ads are far cheaper, but it ensures that you're rinsing as much as possible of that list that you're generating and paying hand over fist for from Google, right?

▶ 3:02You can also direct people to a newsletter via the Google ads so that they're constantly being sent long form emails from you in your tone and your brand voice. You can post organic content, videos, guides, installation breakdowns, all of that kind of thing. And of course, it helps if you're retargeting people with meta because you can just show them that stuff over and over.

▶ 3:19So you want to start thinking about what can you do to increase the effectiveness of a channel without actually attributing more effort or time or focus or resource or skill set to that channel specifically, to the things that surround that channel. And I wanted to say apply the 80-20 rule. So I'm obviously posting content every day.

▶ 3:36But if you just posted one time a week on LinkedIn, if you're more of a commercial installer and on Instagram and Facebook, if you're more of a residential installer, you'll probably get like 80% of the results because you're still going to be kind of front of mind. You're going to be appearing in people's feeds often and you're going to be sharing value.

▶ 3:52And the main thing is the value piece because it wouldn't matter if I was just posting crap every day. It's the fact that I'm actually going out of my way to try and share some insights that people will find useful. Try to adopt an omni-channel marketing approach. Focus on getting one channel absolutely nailed with a strong cost per acquisition and then supplement it with the other channels, basically in a kind of an order so that you can see the impact of each one as you bolt it on.

▶ 4:16So for us, it was cold email, then LinkedIn content. Next, it will probably be our own paid ads. So if you as a solo installer want help coming up with your omni-channel marketing approach, actually figuring out where you should be allocating your efforts, if you need to get external talent or resource in, or if you can already do it with the resource you already have in-house, then you should definitely reach out and speak to us.

▶ 4:38First thing I would do is get this free document. Everything that we've talked about, you know, we're getting to the point we've got four or five lessons in each category and it's really starting to build up. If you want this document free of charge, then enter your email into the link that's somewhere on this post. And then if you want to actually speak to us directly, then continue on that same link and you'll be asking questions about your business, which will allow us to identify how we can best help you, whether that is just sending you materials or whether that's booking you in for a call to see if our services would actually align with what you're looking for.

▶ 5:11Awesome. Thank you so much for your time. And I hope that was useful.