“How we energized a photovoltaic panel company”
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The challenge:
Fotonia, a major player in the solar industry and a client of our Active Digital agency, faced significant challenges in digitizing and modernizing their operations. Despite their considerable size, Photonia's digital presence was almost nonexistent, marketing strategies were poorly developed, and internal customer management processes were inefficient and fragmented. The main objective was to create a cohesion between their website, marketing strategies and CRM system by streamlining the processes of purchasing, managing and retaining customers, and building an online platform that reflects their values of connecting distributors, installers and individual customers in a coherent and functional digital ecosystem.
The solution:
At Active Digital, we have addressed these challenges through an integrated and detailed strategy tailored to the specific needs of Photonia.
Rebranding:We initiated a rebranding process to modernize and unify the visual and conceptual identity of Photonia. This rebranding included the creation of a new logo that reflects the innovation, sustainability and community that Fotonia promotes. We have developed a color palette and set of style guides to be used in all communication materials, from the website to marketing materials and promotional products, ensuring a consistent and professional identity.
- CRM Implementation:To streamline customer relationship management, we have implemented an advanced CRM (Customer Relationship Management) system. It includes:
- Management of Leads:
- CRM enables the capture, tracking and qualification of leads through an automated process, ensuring that no leads are lost.
- Customer Segmentation:
- Users can be segmented according to various criteria (distributors, installers, individual customers), allowing the customization of marketing campaigns and services.
- Process Automation:
- We have automated repetitive processes such as sending follow-up emails, managing service requests and scheduling appointments, reducing the time and resources required for these tasks.
- Analysis and Reporting:
- CRM provides detailed reports on customer behavior, effectiveness of marketing campaigns, and sales performance, helping to make informed decisions.
- Integration with other systems:
- The CRM system has been integrated with Fotonia's email marketing, social media and website platforms for centralized management of data and interactions.
- Web Design:We have completely redesigned Photonia's website to reflect the new brand and serve as a central hub for all stakeholders. The site includes:
- Design Responsive:
- Ensures an optimal user experience across all devices, from desktop to mobile.
- Integrated E-commerce:
- For direct sale of solar products to individual customers and distributors.
- Portal for Installers:
- A dedicated section for installers, where they find technical resources, installation guides and a forum for information exchange and technical support. This portal also enables project management, where installers can upload and track the progress of their projects.
- Section for Individual Clients:
- A dedicated area for individual customers with detailed product information, profitability calculations for solar installations, and an interactive configurator to design their own solar system.
- SEO and Optimization:
- We have implemented advanced SEO techniques to improve site visibility in search engines, using keywords relevant to the solar industry, building quality backlinks, and optimizing content to attract organic traffic.
- Digital Marketing:We have developed a comprehensive digital marketing strategy to increase Photonia's online visibility and engagement:
- PPC Campaigns:
- We launched Google Ads and Bing Ads campaigns, targeting specific keywords to attract qualified traffic to the site, with a focus on conversions and ROI (Return on Investment).
- Social Media Marketing:
- We've created and managed campaigns on platforms like Facebook, LinkedIn, and Instagram, using organic and paid posts to increase brand awareness, educate the market about the benefits of solar energy, and engage directly with the community.
- Email Marketing:
- We have implemented automated email marketing campaigns for different stages of the customer lifecycle, from lead nurturing to retention and upsell, using segmentation from CRM for maximum customization.
- Marketing de contenido:
- We have developed a blog and educational resources on the website, providing articles, guides, and case studies on solar energy, energy efficiency, and sustainability, to position Photonics as an authority in the field.
Implementation:
Rebranding:In addition to the logo and style guide, we have extended the new branding to all physical and digital materials, from brochures and catalogs to signage in showrooms and service vehicles. We also organized new brand launch events to increase recognition among existing and potential customers.
CRM:We have provided extensive training sessions for the Fotonia team, covering all aspects of using the new CRM, from data entry to report analysis. We have also integrated a ticketing system to manage service requests and technical support, ensuring efficient tracking and quick resolution of customer issues.
Web Design:After launching the site, we monitored its performance through Google Analytics and other web analytics tools, continuously adjusting the design and content based on user feedback and performance data to optimize conversions and user experience.
Digital Marketing: We set KPIs (Key Performance Indicators) for each marketing campaign and used A/B testing to optimize messages, design and targeting. We monitored and adjusted campaigns in real time to maximize efficiency and reduce costs.
Solar Design App: Currently, we are still collaborating with Fotonia to develop a mobile application dedicated to solar design. This will include functionalities such as:
Project Evaluation: Installers will be able to quickly assess locations for solar installations, using augmented reality to visualize the placement of panels.
Generation of Offers: The application will allow the automatic generation of personalized offers, based on the data entered and on predefined energy efficiency models.
3D visualization: Users will be able to see in 3D what the solar installation would look like on their property, making it easier to talk to customers and understand the project.
Real-Time Collaboration: The app will include collaboration features, allowing installers to work with customers or among themselves to refine design and ensure customer satisfaction.
The result:
The result of our collaboration with Fotonia has been to transform them into a modern and efficient digital entity with a consistent and strong brand identity, optimized internal processes and a significantly improved online presence:
Coherent Brand Identity:The rebranding solidified Photonia's image as a leader in innovation and sustainability in the solar industry, with increased brand recognition.
Streamlining Processes:The implementation of CRM has led to improved customer management, with an increase in efficiency in customer acquisition, management and retention, and a significant reduction in response time to customer requests.
Online Presence:The new website has become a central point of interaction for all Photonia stakeholders, with an increase in organic traffic, an improved conversion rate and an optimized user experience.
Effective Marketing:Digital marketing strategies have significantly increased brand visibility, generating quality leads, increasing sales and strengthening Photonia's position in the market.
Continuous Innovation and Collaboration:The development of the solar design application will continue to support Photonia's expansion and innovation, providing installers and customers with advanced tools to facilitate the sales and installation process, thereby increasing efficiency and customer satisfaction.
Thus, Fotonia has not only significantly improved their digital operations and customer relationships, but also opened new avenues for growth and innovation, remaining at the forefront of the solar industry with a robust and integrated digital strategy.
The challenge:
Fotonia, a major player in the solar industry and a client of our Active Digital agency, faced significant challenges in digitizing and modernizing their operations. Despite their considerable size, Photonia's digital presence was almost nonexistent, marketing strategies were poorly developed, and internal customer management processes were inefficient and fragmented. The main objective was to create a cohesion between their website, marketing strategies and CRM system by streamlining the processes of purchasing, managing and retaining customers, and building an online platform that reflects their values of connecting distributors, installers and individual customers in a coherent and functional digital ecosystem.
The solution:
At Active Digital, we have addressed these challenges through an integrated and detailed strategy tailored to the specific needs of Photonia.
Rebranding:We initiated a rebranding process to modernize and unify the visual and conceptual identity of Photonia. This rebranding included the creation of a new logo that reflects the innovation, sustainability and community that Fotonia promotes. We have developed a color palette and set of style guides to be used in all communication materials, from the website to marketing materials and promotional products, ensuring a consistent and professional identity.
- CRM Implementation:To streamline customer relationship management, we have implemented an advanced CRM (Customer Relationship Management) system. It includes:
- Management of Leads:
- CRM enables the capture, tracking and qualification of leads through an automated process, ensuring that no leads are lost.
- Customer Segmentation:
- Users can be segmented according to various criteria (distributors, installers, individual customers), allowing the customization of marketing campaigns and services.
- Process Automation:
- We have automated repetitive processes such as sending follow-up emails, managing service requests and scheduling appointments, reducing the time and resources required for these tasks.
- Analysis and Reporting:
- CRM provides detailed reports on customer behavior, effectiveness of marketing campaigns, and sales performance, helping to make informed decisions.
- Integration with other systems:
- The CRM system has been integrated with Fotonia's email marketing, social media and website platforms for centralized management of data and interactions.
- Web Design:We have completely redesigned Photonia's website to reflect the new brand and serve as a central hub for all stakeholders. The site includes:
- Design Responsive:
- Ensures an optimal user experience across all devices, from desktop to mobile.
- Integrated E-commerce:
- For direct sale of solar products to individual customers and distributors.
- Portal for Installers:
- A dedicated section for installers, where they find technical resources, installation guides and a forum for information exchange and technical support. This portal also enables project management, where installers can upload and track the progress of their projects.
- Section for Individual Clients:
- A dedicated area for individual customers with detailed product information, profitability calculations for solar installations, and an interactive configurator to design their own solar system.
- SEO and Optimization:
- We have implemented advanced SEO techniques to improve site visibility in search engines, using keywords relevant to the solar industry, building quality backlinks, and optimizing content to attract organic traffic.
- Digital Marketing:We have developed a comprehensive digital marketing strategy to increase Photonia's online visibility and engagement:
- PPC Campaigns:
- We launched Google Ads and Bing Ads campaigns, targeting specific keywords to attract qualified traffic to the site, with a focus on conversions and ROI (Return on Investment).
- Social Media Marketing:
- We've created and managed campaigns on platforms like Facebook, LinkedIn, and Instagram, using organic and paid posts to increase brand awareness, educate the market about the benefits of solar energy, and engage directly with the community.
- Email Marketing:
- We have implemented automated email marketing campaigns for different stages of the customer lifecycle, from lead nurturing to retention and upsell, using segmentation from CRM for maximum customization.
- Marketing de contenido:
- We have developed a blog and educational resources on the website, providing articles, guides, and case studies on solar energy, energy efficiency, and sustainability, to position Photonics as an authority in the field.
Implementation:
Rebranding:In addition to the logo and style guide, we have extended the new branding to all physical and digital materials, from brochures and catalogs to signage in showrooms and service vehicles. We also organized new brand launch events to increase recognition among existing and potential customers.
CRM:We have provided extensive training sessions for the Fotonia team, covering all aspects of using the new CRM, from data entry to report analysis. We have also integrated a ticketing system to manage service requests and technical support, ensuring efficient tracking and quick resolution of customer issues.
Web Design:After launching the site, we monitored its performance through Google Analytics and other web analytics tools, continuously adjusting the design and content based on user feedback and performance data to optimize conversions and user experience.
Digital Marketing: We set KPIs (Key Performance Indicators) for each marketing campaign and used A/B testing to optimize messages, design and targeting. We monitored and adjusted campaigns in real time to maximize efficiency and reduce costs.
Solar Design App: Currently, we are still collaborating with Fotonia to develop a mobile application dedicated to solar design. This will include functionalities such as:
Project Evaluation: Installers will be able to quickly assess locations for solar installations, using augmented reality to visualize the placement of panels.
Generation of Offers: The application will allow the automatic generation of personalized offers, based on the data entered and on predefined energy efficiency models.
3D visualization: Users will be able to see in 3D what the solar installation would look like on their property, making it easier to talk to customers and understand the project.
Real-Time Collaboration: The app will include collaboration features, allowing installers to work with customers or among themselves to refine design and ensure customer satisfaction.
The result:
The result of our collaboration with Fotonia has been to transform them into a modern and efficient digital entity with a consistent and strong brand identity, optimized internal processes and a significantly improved online presence:
Coherent Brand Identity:The rebranding solidified Photonia's image as a leader in innovation and sustainability in the solar industry, with increased brand recognition.
Streamlining Processes:The implementation of CRM has led to improved customer management, with an increase in efficiency in customer acquisition, management and retention, and a significant reduction in response time to customer requests.
Online Presence:The new website has become a central point of interaction for all Photonia stakeholders, with an increase in organic traffic, an improved conversion rate and an optimized user experience.
Effective Marketing:Digital marketing strategies have significantly increased brand visibility, generating quality leads, increasing sales and strengthening Photonia's position in the market.
Continuous Innovation and Collaboration:The development of the solar design application will continue to support Photonia's expansion and innovation, providing installers and customers with advanced tools to facilitate the sales and installation process, thereby increasing efficiency and customer satisfaction.
Thus, Fotonia has not only significantly improved their digital operations and customer relationships, but also opened new avenues for growth and innovation, remaining at the forefront of the solar industry with a robust and integrated digital strategy.
Platforms used
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Team members
