Case Study: How Digital Marketing Took a Business to the Next Level

November 15, 2016 8:45 am

Having an effective digital marketing strategy is central to creating a successful and recognisable brand in today’s digital age. With so many markets in a state of flux, being able to pivot in real-time to adapt to changing market needs is one of digital marketing’s key benefits.

casestudy_solarquotes_2SolarQuotes is a company that used digital marketing to do just that. The company helps Australians buy solar power for their homes and business.

Finn Peacock, CEO and Founder, started SolarQuotes with just $500 for Google Ads using the free wi-fi at his local public library. The company’s website now contains over 17,000 reviews of solar installers, solar panels and inverters.

Thanks to a strong digital marketing strategy, SolarQuotes now turns over about $3 million per year. While still a small business, there are several valuable lessons brand owners can learn from SolarQuotes’ success.

Invest in Valuable Content.
To build those first Google Ads, SolarQuotes needed something to advertise. Over time, the company has built up an arsenal of articles, blog posts and practical tools to help its users navigate the solar market.

These types of articles aren’t just general information about the industry, they contain useful and actionable advice and tools for their audience. You can read about how a specific product like The Sonnen Battery has an unclear warranty or about how leaders in the industry, like Tesla, are faring.

These articles highlight the key thing your content needs to perform well both organically and with paid ads: real value for your target audience. Don’t get too excited though—it’s not enough to just provide value. Your content must end up in front of the right eyes.

Leverage PPC ads wisely.
For SolarQuotes, these paid ads came in the form of Google Ads. There are many other options, like working with advertising technology that re-targets prospects, or social media ads that find a home for your content in already built niche audiences.

The SolarQuotes team has spent six years building up their Adwords account into a “highly optimised machine,” and therefore can rely on their ability to successfully target the market.

That initial $500 I told you about earlier—that went towards design, coding and the cost of clicks.

Peacock explained his strategy to The Sydney Morning Herald:

“I put up the website, tested the concept and when it looked like it had legs, I started spending on the credit card.” His next outlay was around $3,000 on advertising. “I only did it after I was confident that I would get a return,” said Peacock.

These Google ads helped him drive traffic to his website, but once these audience members were there, he had to figure out a way to keep them there.

solarquote_facebookGrow your Audience and Keep them Happy.
The company kept their audience with organic (in other words free) strategies. In addition to its website, SolarQuotes has several social media channels for which they have built a pretty robust following.

Their Facebook (26,000 likes), Twitter (791 followers with tweets every day), Google+ (423 followers), RSS, YouTube and Pinterest accounts all work toward distributing their content and allowing them to engage with their highly-active audience.

Build Media Relationships.
They didn’t just stop with content. SolarQuotes developed a mobile strategy that would allow them to harness the power of technology via apps.

The company featured several ‘Current Solar Incentive’ apps on various media websites like The Sydney Morning Herald, The Age, Brisbane Times, Weather Zone and more. They didn’t just talk about their product either, they grew their audience by talking about their success story, and putting a face behind their brand.

Customer Testimonials
Most importantly, SolarQuotes saw huge digital marketing success with their customer testimonials.

Their website features numerous testimonials from real customers and includes a blog that focuses solely on solar panel issues that customers may experience.

These testimonials and articles help build trust with new prospects that find SolarQuotes on the web and drive more leads for their business every day.

SolarQuotes’ success makes for a great story, but it isn’t unique. Businesses across the world are finding success by taking their digital marketing strategies to the next level.

There is one thing you can do to ensure your digital marketing success—ensure that the content, messaging and media coverage you promote is valuable to your audience. It’s through them that your business will inevitably grow.


Read more...

  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →