Delivering a Clean Energy Future with Digital Marketing.
challenge
With expansion on their mind, Green Lantern Solar turned to the New Target marketing team to activate an awareness campaign about how landowners in the northeast states they operate in can turn their unused land into profitable solar farms.
solution
New Target activated an integrated digital marketing campaign, including Google search ads geotargeting three northeastern states surrounding their Waterbury, Vermont headquarters.
Digital Marketing
Green Lantern helps towns and schools to “go solar.” Through 115 commercial, community solar and solar + storage projects, they annually save their customers $1M in energy costs.
To complement this search marketing campaign, we built state-specific landing pages and a “Let’s connect” app that uses QR codes to set up meetings quickly between interested landowners and the Green Lantern sales team.
Using the Google Ads Keyword Planner, our digital marketing strategists created a list of possible keywords to drive qualified lead traffic to the landing pages and ultimately to the project intake form. The initial list was tested and adjusted over the first sixty days of the campaign.
Ongoing Digital Marketing
We’ll continue the search engine marketing as before, and additionally will engage in a remarketing campaign which will use colorful display ads to target those who have previously entered the sales funnel but never completed a contact form. Remarketing is a great way to continue the work of the original marketing campaign. By specifically targeting individuals who have already shown interest in your products or services, you can increase brand awareness, nurture leads, and potentially improve conversion rates.
To complement the keyword search ads that have proven so successful, the marketing team is recommending focused search engine optimization (SEO) adjustments to the Green Lantern website to draw in specific state users organically.
Marketing Results
The results have been exceptional. We are seeing an average of 10% conversion rate for the three targeted states (ranging from 8%-12.5%). Given the great success of year one, the marketing campaign continues to find Green Lantern more land on which to build their solar farms.
