Digital Marketing Performance Portfolio

Content Samples

From witty and raucous to incisive and newsworthy, the basis of nearly all of Go Solar Group’s marketing progress over James’s 5-year tenure with the company rests in the writing and his managing of the company’s writers as the cornerstone of content development. For a more comprehensive view of the content created either by James or managed by James’s team of writers at Go Solar Group, please visit the most recent, semi-formatted backup of website at the following link. https://gsg.wordwoven.com/

The World’s First Periodic Table of Solar Panel Elements

With the help of our graphic designer, James was able to create what James had only up until that point been able to dream about in some sort of celluloid in the recesses of his mind – a creative content idea that conveyed our technical aptitude, creative acumen, and ability to explain the essential components of solar panels – all the while outlining the bulk of the content on the very product we sell itself. 

9 Rooftop Failures that Make Solar Panels Seem Pretty

Sometimes the best way to win over a future customer is to admit that your product lacks something, even if it’s solar panels’ horrible rooftop aesthetic. If executed with tactful humor at the top of the sales funnel, leads generated from this sort of content are more willing to trust you when you position your brand in a favorable light. 

5 Movie Disasters Solar Panels Would’ve Prevented in the Real World

If only Zoolander Had an EV fueled by solar panels on that fateful ‘orange-mocha-Frappuccino’ day…

Inc.com Solar Article CEO Quote & Placement

Repositioning an Otherwise Doomed Product: Tackling the 201 Trade Case

Written into law by President Trump, the 201 Trade Case, which increased COGS (cost of goods sold) for many US solar suppliers relying on imported modules from Europe and China, put many residential solar companies out of business. However, this article became the framework by which Go Solar Group could speak truthfully to prospective customers about the upside of the tariff for customers, despite it making business harder for domestic installers like us. 

How Solar Will Save Lives in the Intermountain West

Wrote this article under CEO’s byline, which a Salt Lake Tribune reporter picked up and posted without any apparent developmental or line edits made to the final draft I submitted. This captivating lede segues into a true point about solar’s role in emergency preparedness versatility in the event of natural disasters like an earthquake. This article helped the company become comfortable as an authority to help usher existing and prospective customers through the crisis of COVID, which began not too long after this article hit the wire.  

2020 Go Solar Group Rebrand Strategy and Documentation

This 11-page presentation details a full rebrand strategy for Go Solar Group, making a case for how we could improve our performance in our 3 existing markets and possible future markets, including steps for successful implementation of branding and positioning concepts that would help us overcome consumers’ negative misconceptions about the residential solar market, which had plagued the industry since its inception at the beginning of the last decade. 

Stochastic Market Research Documentation & Selection Criteria: Academic & Technical Writing

This piece of writing is a sample of how to create, measure, and describe data for new market entrances in the consumer-based renewable energies market. 

2019 Market Research Methodologies Documentation

Our Founder’s arguably most exciting and important responsibility at this company was conducting research that helps the owners successfully pick the next market to enter. This 16-page report, which James completed independently at the request of the owners, contains an in-depth analysis between two markets. The objective of the assignment was to pick which market would be best, as we did not want to enter 2 new markets at the same time. New Mexico won the comparison by a nose, and we have decided to enter that solar market in Q2 of 2020.

2020 Digital Affiliate Marketing Model Roadmap & Documentation

This project demonstrated the need for the owners to invest in an inbound digital affiliate marketing strategy, including strategic steps and how to implement the process. While it has been put on hold due to other more pressing projects, we still plan to implement it once we staff up our marketing department even further. 

Native CRM Lead Vendor Return Portal Architecting

Built this model for the CRM and our inside sales coordinator to reduce the amount of money spent each month on wasted leads from lead partners. 

Instructional CRM Handbook for Inside Sales Reps & Training Process

Directed our quality assurance manager through the process of drafting this document as training material for the inside sales department’s use of Zoho CRM. 

Instructional Handbook on Persuasion Tactics for Inside Sales

Wrote and enforced the use of this document as ongoing training material for inside sales reps, and trained new reps on mastering the concepts therein. 

Inside Sales Training Manual Procedure Documentation

James wrote this step-by-step guide for the training process so James could hand the responsibility off to the new Inside Sales Manager. This signified the completion of the company’s first formal training program for inside sales reps. 

STIR/SHAKEN Telephony Network Adaptation Documentation

Many businesses were hit with the policy changes imposed by this compliance change in the telephony network. The above link shows a solution James formed for the problem. Once implemented, our contact rates returned to normal after having declined by nearly 20%. James investigated our contact rate one evening and saw it had declined sharply despite the improved lead quality and feedback from outside solar consultants. After some research, James determined that STIR SHAKEN was the culprit. 

This policy is a huge wave of consumer-empowered and phone carrier-based contact center legislation that cracks down on legitimate fraudulent activity but oftentimes and wrongfully also businesses not engaging in fraudulent activity, which has harmed many compliant well-intentioned businesses, us being one of them. STIR SHAKEN embodies a set of technologies and standards with which contact centers are scrambling to build into their ecosystems, but the steps are nebulous. 

The carriers (AT&T, T-Mobile, Verizon, etc.) were the first to be ordered to comply with the telephone network changes, and these changes are reducing our ability to contact prospective leads. This legislation has a three-level system to categorize the essential information about the caller into levels of “attestation” for the call, and this directive clarifies what’s needed to overcome the issue. We found the solution was to change our phone numbers to reverse wrongful blacklisting on the telephony network as “neighbor spoofing.”