The Ultimate Marketing for Electricians: The Complete Electrical Contractor Marketing Strategy Checklist to Attract More Customers
Hardly any business owner will respond with a resounding “yes” to that question. No matter how far your company has come so far, you are, in all probability, still facing steep competition in expanding your customer base and generating leads. Given the competitive nature of the electrical contractor industry, you need to do much more than just deliver quality service and offer discounts. And that is why marketing for electricians is of great importance.
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We bet you are a great electrician. But are you great at electrician marketing? Chances are, you built your business based on your high-quality services, experience, and passion for your craft. It’s a hard thing to do, and if your electrical contracting business has lasted more than two years, you’ve already outperformed 34% of small businesses. Bump that up to five years, and your company has lasted longer than 50% of your peers. So, first off, congratulations!
But then comes the hard part– getting more leads, closing more deals, and expanding your loyal customer base. In short, you need to grow your business.
Your experience and passion, however, won’t be enough to grow your business much more than it already has. Not only is competition the fiercest it’s ever been, but you also have to take into account the recent digital transformation—97% of consumers now go online to find local businesses. While word of mouth used to be your primary source of leads, the review generation and recommendation process has moved online to places like Google, Yelp, Nextdoor, and other online directories.
Long story short, if you want to grow your electrical contracting business in the coming years, you need to market yourself online. And to achieve that goal, you need to master marketing for electricians. With the right mix of online marketing strategies for electricians, you can generate a self-sustaining flow of quality leads and closed sales. This will not only boost your bottom line but also establish you as THE authority in your market.
Now, the important question is: how do you achieve this goal?
That is exactly what you’ll find in this article. So, why waste precious time? Let’s jump in and start the journey to being the boss of your industry.
Table of Contents
1. Start with A Vision
To campaign for successful electrical marketing, you must start with a clear vision. That is, set up clear goals and objectives for your brand before you begin promoting it online.
Think about your resources and potential growth. Where do you want to see your business in the next two years or five years? What is your budget? Who is your target audience? What is your USP? What kind of brand identity do you want your business to have? Do you want to increase repeat business, find new customers, or both? Or do you simply want to spread awareness within your local service area?
These are some of the primary questions you should ask yourself before you start your campaign. If you know the answers to these questions, it will be easier to come up with a strong marketing strategy. After all, your marketing strategy is based on what you want your marketing efforts to accomplish. Once you’ve identified your goals, you can decide how much you want to spend. Your budget will dictate the marketing campaigns you feel comfortable pursuing. You then need to decide what types of services you’ll be promoting and who your target audience is. Marketing for electricians varies depending on whether you’re working in the commercial or residential space.
Once you have these details ironed out, you can craft your message to connect with your target audience. Then you’ll move on to the more tactical aspects of advertising, which we’ll cover below.
2. Come Up with Your Own Electrical Company Website
To your business, a website can be one of your biggest assets, if not the biggest. The vast majority of electrical companies don’t have customers walking into their shops. Instead, you go to the customer’s location. Thus, you can’t make an in-person first impression. You will have to rely on your website to do this for you. A well-designed, functional, and user-friendly website can create that bridge between curious consumers and serious buyers.
A polished and professional-looking website design is the first step to proving you’re a trusted electrician business. Most, if not all, of your digital marketing efforts will bring users to your website, so it has to contain all the information a potential customer needs to know. Remember, you only have a few precious moments to capture the attention of visitors once they arrive on your site. Attention spans are brief with visitors—most leave a website after only 10 to 20 seconds.
Your site should have a great user experience, a clean design, and the following sections: services you offer, your local service areas, an “about” page for your company, contact information, a contact form, and a blog. A clear call to action should be front and center as soon as a visitor hits your homepage (also known as the landing page).
It’s also crucial that your site is optimized for mobile devices—nearly 50% of your web traffic comes from mobile devices. You will look more professional and keep people on your site longer with a clean mobile design.
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3. Make Your SEO Game Stronger
Design is important, but what’s more important for your website is Search Engine Optimization (SEO). It is the process of tweaking your website and content to improve your rankings on search engines. Implementing proper SEO strategies into your electrical company’s marketing plan ensures your website can be found on search engines for words and phrases your potential customers are actively searching for.
SEO is free, but some aspects can be too complex to handle on your own without an expert’s advice. Still, there are still some actions you can take on your own to improve your search engine rankings. For example, do keyword research in order to find relevant keywords and phrases to include on all pages, including the title tag and meta description.
Once you get your website up and optimized, the work doesn’t stop there. In order to maintain and, ideally, increase your ranking, you will need to invest in content marketing. Content marketing is a strategy focused on creating and publishing valuable, relevant, and fresh content on a continual basis. You should write about industry-specific topics or answer questions you get most often from customers.
With a well-optimized website and fresh, relevant content, you can obtain quality links, or “mentions,” on other websites that link back to your website. This signals to Google that your site is trustworthy and knowledgeable and will help your site rank higher in the search results.
4. Utilize Local SEO
Does Google, or your customers, know where to find you?
You can let them know right off the bat with local SEO. Local Search Engine Optimization is a branch of SEO that focuses on optimizing a website to be found in relation to your physical location. When people look for an electrical service online, they most often look for businesses nearby, using search terms like “electrical service near me” or “electrical contractor (city name)”. This is known as “local search,” and to appear at the top of their search results, you need to utilize strong local SEO techniques.
When you utilize Local SEO, you are engaging in the practice of building signals, like trust, relevance, and proximity, so that Google knows that your business is relevant to a specific location.-If done correctly, you increase the chances of your electrical company showing up in the “map” or “local” section on a Google search results page.
If you want your business to appear on Google Maps, you’ll need to create a Google My Business account. It’s free to sign up, but you must reveal your physical address, even if you’re just operating out of your residence. Thankfully, you can suppress it from public view if you’d prefer that customers not see it!
A Google My Business account is also necessary to receive business reviews through Google. You are allowed to request reviews on this platform, unlike Yelp, but Google strictly forbids any incentivization.
5. Leverage PPC Ads
An excellent method to achieve successful marketing for electricians is to invest in Google pay-per-click (PPC) advertising. The top half of the search results page is dominated by PPC ads for electricians. When you search for an electrical business online, what you’re seeing are Google Local Services ads on the top and general PPC search ads underneath.
To get the maximum advantage from electrical contractor marketing, we recommend putting SEO and PPC together to reap the benefits of both. Start with SEO to begin the process of getting effective, long-term results. In the meantime, use pay-per-click advertising to boost your electrical business and get immediate top-of-the-page listings when launching a new website, product, or service.
6. Build An Online Reputation
Online review platforms are incredibly useful for consumers to research your electrician contractor business before making a final decision. In fact, 91% of consumers read online reviews before making a purchase, and 84% of consumers trust online reviews and testimonials as much as a friend’s recommendation. A wealth of positive online reviews can set you apart from local competitors and help you win new business.
You can start collecting customer reviews by claiming your Yelp business page if you haven’t already. Easily add your contact details, photos, business description, and more. What’s more, you can respond to all customer reviews—positive or negative—which will show your willingness to provide excellent customer service.
7. Harness the Power of Social Media
PPC requires a budget, and SEO is not completely free either. What you can do to save some bucks and still get results is create a strong online presence on social media. No, it is not just for millennials. Studies show that almost 72% of adults use at least one social networking site. So, get started by creating your business profile/page on one, or preferably, all of them.
Like it or not, social media can be a powerful asset to your electrical company. With a quality social media marketing strategy in place, your online profiles will be full of engaging and up-to-date content, like posts, videos, pictures, and more. You can build a community on social media platforms for yet another way to interact with your customers.
Social media is also a great way to promote custom offers and build relationships with your customers.
8. Collect Online Reviews
Build on your customers’ trust to get new business. Ask them to leave reviews on your website or via social media. Just make the process as easy as possible for your customers by providing detailed instructions and a link to your preferred review site. Then show off your hard-earned reviews by sharing them on social media, creating a testimonial page for your website, or adding them to flyers or door hangers. This will help you build a reputation as a trusted electrical business and, as a result, attract more customers.
Well, there you have it!
Nine effective, smart, and hassle-free electrician digital marketing tips.
We at Field Promax want every business to be successful, big or small. If getting more leads and increasing revenue is on your to-do list, then now is as good a time as any to buckle down and implement these strategies.
But before you start promoting your electrical company, make sure you are well-equipped to cater to your customers with the best-in-class service. And for that, there is no better choice than Field Promax.
For more information and resources, contact Field Promax.