Creating New Customers At Scale in the Solar Industry

The majority of Kuykendall’s business came from well-established relationships so they had never focused their website to cater to prospective partners.

So Nettra created their Alliance Partnership Program (APP) that summarized all of Kuykendall’s expertise and more importantly, positioned working with Kuykendall as an established process that has been in place for years. A long web form at the bottom of the website helped to set the tone that they didn’t just accept any contractor into APP.

From a digital ads perspective, how do you target people that aren’t searching for your service or product? This was a question we faced when planning the media strategy for Kuykendall Solar.

We initially focused on Google Ads but since less than 2% of the solar-related searches within California are searching specifically for solar subcontractors, we knew that Facebook would provide the majority of the lift.

So we began by making a list of all the national and regional solar companies. Then we used them as a targeting parameter within the Facebook Advertising platform.

In addition, we also targeted any project managers or directors that were currently employed by those companies.

We then created a series of ads designed to educate the target audience about the benefits of working with Kuykendall Solar. The ads covered their experience, testimonials from customers, and even the testimonial of a city inspector.

We sequenced the ads to ensure that the target audience saw the ads 6-10 times before we launched the next ad creative.