SMM and Branding for a Company Selling and Installing Solar Power Plants
About the project and task
Customer: Krivyi Rig company Ideal Energy, which sells, installs and maintains solar power plants (SPP), as well as solar panels of various formats. At the time of contacting Webnauts, our customer was not represented on the Internet. However, not having a website is not a reason for not making yourself known. Social networks do an excellent job with this task, and our SMM super team makes it happen.
Promotion goal: to create an online brand from scratch and get the first applications.
Platforms: Instagram and Facebook.
Geography: Dnipropetrovsk and Kirovograd regions, Ukraine.
Duration of cooperation: 2 months.
Analysis and strategy
Before you can build a successful solar/panel social media (SMM) strategy, you need to research your competitors. Based on analytical services and our own observations, we found out what kind of content users want. And then we analyzed the users themselves in order to accurately determine the tone of voice — the style of future communication.
So, our target audience is women and men aged 27-55 with an average income who can afford the installation of solar power plants at home, and businessmen who want to provide their business with uninterrupted and cheap electricity.
Based on a detailed analysis, we have built a clear task plan to achieve the main goal – to launch a business in social networks and attract the first customers.
Corporate style
Webnauts designers have developed a corporate style: logo, fonts and colors. This is the minimum that allows a small business to move into the category of a recognizable brand.
Designers have developed a unified style and options for generating a grid of publications, as well as prepared templates and graphic elements for individual headings:
Profile packaging
While branded layouts were being developed, the SMM specialist was busy with the packaging of profiles:
- designed the page header on Instagram and filled in the basic information about the company on Facebook,
- introduced a branded hashtag #idealenergy_ua and selected relevant hashtags for organic page promotion.
When the layouts were ready, the SMM manager updated the avatars, installed the covers, and designed the actual stories according to the corporate style:
Content plan and tone of voice
Competitive analysis helped determine suitable topics and develop a content plan for posts and stories by category. We alternated acquaintance with services and products, answers to frequently asked questions and customer reviews with useful and interesting information (news, life hacks, facts and quotes).
All posts and stories are designed in a single visual style and match the tone of voice. Thus, a friendly and at the same time businesslike and discreet style of communication is reflected in soothing colors, serious Gothic fonts and high-quality images, which emphasize the innovative spirit of the company:
The formal and respectful tone of the brand can also be seen in the texts: descriptions, publications, stories, comments and private messages. So, we politely address readers, use special terms (the key one is solar power plant) and call for the generation of clean electricity.
Setting up advertising tools
When the profile is properly packaged and filled with visually appealing and useful content, all that is left to do is to set up advertising tools. This is a rather important stage before launching targeted advertising, which requires a clear algorithm of actions:
- creating a Meta Business Manager account,
- creating an advertising account with a link to a bank card,
- changing your Instagram account to professional and connecting it to Meta Business Manager.
When all the tools are set up and accounts are combined into one business system, you can open Ads Manager and create advertising campaigns.
Launch of targeted advertising
Our collaboration with Ideal Energy involved launching one social media campaign for solar panel / power plant sales that would show the client the possibilities of paid promotion on Instagram and Facebook. Designers worked on the creatives for the campaign, everything else is the work of an SMM specialist, namely writing advertising texts and technical settings:
Target action: send a message
Destination: Instagram Direct and Facebook Messenger
Audience: men and women aged 30-47 living in Dnepropetrovsk and Kirovograd regions
TA Interests: energy efficiency, power industry, energy, SunPower, alternative energy, power distribution, power generation, renewable energy, solar battery, solar power system, solar power, solar power plant, power transmission, electricity, power grid, real estate, agriculture household, farm, home, home improvement, building materials, major repairs, heating, engineering, small and medium businesses
Ads format: universal posts with CTA button
Number of ads: 6 (3 for each platform)
Show duration: 11 days
Budget: $21
Result: 20 messages
Summary
It took us only 2 months to create an online brand from scratch, get the first requests and thus prove the effectiveness of SMM in promoting the business of selling and installing solar panels and power plants. We paved the way for self-promotion of the company on Instagram and Facebook: we thought out a strategy, developed a corporate style, packaged pages, set up advertising tools and ran an effective advertising campaign. Through organic promotion, we gained 160 subscribers, and the targeting efficiency was 20 applications with a minimum budget of $21 (or $1.05 per lead).
