08:58
Why multi-touchpoint marketing beats better ads
Most solar businesses rely on a single lead source.
Google Ads.
Meta Ads.
Referrals.
Partnerships.
That’s fine — and it’s exactly where you should start.
But every single channel has a ceiling. Even the best ads agency in the world can only push cost per acquisition so far.
Where things really change is when channels start reinforcing each other.
In this video, I break down why multi-touchpoint solar marketing compounds results, how organic content quietly acts like free ad spend, and how small layers around your main channel can dramatically increase conversion without dramatically increasing effort.
This isn’t about doing everything at once.
It’s about stacking touchpoints intelligently.
For context, this video was originally recorded on 8 January 2026, views & strategies may have changed since.
Featuring
Video transcript
Hello. Hello.
Today I want to talk about multi-touchpoint solar marketing, because this is a huge lever that simply doesn’t get enough attention—both when it comes to converting leads and nurturing them all the way through to a sale.
You can have the best Meta ads agency in the world, but even the best paid ads setup has a ceiling. There’s only so low they can realistically push your cost per acquisition. Even when you factor in things like virality or a post randomly popping off, there’s still a limit.
Where things really change is when multiple channels work together.
If you have:
strong Meta ads
solid Google Ads
organic content
email, retargeting, and follow-ups
all running at the same time, that ceiling starts to disappear.
Let me give you a real example.
We’re currently running a cold email campaign for our own offer—helping residential and commercial solar businesses scale. The cold email alone was performing well: around 6–8% reply rates, mostly positive, with low volume (because there simply aren’t that many installers in the UK).
Then we started posting content.
What happened next was interesting.
A large number of people we emailed—who didn’t reply—started following us on LinkedIn. If you’re one of them and you’re reading this: hello 👋
Even though they didn’t reply to the email, they’re now seeing my content regularly. They’re becoming familiar with what we do, how we think, and the value we bring. We’re staying top-of-mind.
This is basically like having unlimited follow-ups without being spammy or intrusive.
And if you think about it from a paid ads perspective, it’s almost like getting free ad spend. If someone follows you from an ad and then keeps seeing your organic content, you’re no longer paying to reach them—but the touchpoints keep stacking.
We’re now consistently getting leads who:
received a cold email
didn’t reply
followed us on LinkedIn
consumed content for weeks
and then converted through our funnel
That effect compounds over time. At the moment, my account is gaining roughly seven or eight followers a day purely from content—and around 70% of those are our ideal customer profile. That makes the time investment incredibly worthwhile.
Now, bringing this back to solar installers.
Most installers have one primary lead generation channel:
Google Ads
Meta Ads
referrals
partnerships
That’s fine. You should absolutely focus on getting one channel working profitably first.
But once that’s in place, you should start asking:
What can I do to increase the effectiveness of this channel without just spending more money on it?
For example:
If you’re running Google Ads, retarget that high-intent traffic with Meta ads. You’ve already paid for the click—Meta just helps you squeeze more value out of it.
Send Google traffic to a newsletter or guide, so you can keep educating them in your own tone and voice.
Post organic content: installs, breakdowns, explanations, lessons learned.
Retarget people with that content so they see it repeatedly.
This is where touchpoints stack.
You’re not necessarily adding more effort to the core channel. You’re adding smart layers around it.
And this doesn’t need to be overwhelming.
Apply the 80/20 rule.
I’m posting daily, but if you posted:
once a week on LinkedIn (commercial installers), or
once a week on Facebook / Instagram (residential installers)
you’d probably get 80% of the benefit.
The key isn’t frequency—it’s value. None of this works if the content is rubbish. The reason this compounds is because people actually find it useful, educational, or at least entertaining.
The goal is an omnichannel approach:
Nail one channel with a strong cost per acquisition
Layer on supporting channels one at a time
Measure the impact of each addition
For us, it was:
cold email
then LinkedIn content
next will be paid ads for ourselves
If you’re a solar installer and you want help figuring out:
which channels you should be using
where to allocate effort
whether you need external support or can do this in-house
then the first step is to get access to the document we’re building. It now has multiple lessons in each category and is growing quickly.
You can get it free by entering your email via the link on this post.
And if you want to speak to us directly, just continue through that same link. You’ll answer a few questions about your business, and we’ll figure out whether sending resources or booking a call makes the most sense.
Thanks for your time. Hope this was useful.
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