As an electrician, you provide an essential service that is always in demand. But, depending on your location, it is a very competitive industry. Therefore, you need to stand out among the competition by bolstering your online presence. This is where prospective customers search for your services.
Smartphones and the internet have made marketing campaigns much more consumer-specific. In all steps of the sales process, they can deliver the right message to the right people. Having an effective and well-designed digital marketing strategy makes it possible to reach more customers than with old-school marketing campaigns that use radio ads, mailers, and billboards.
Digital marketing has some very distinct advantages:
It is relatively low cost with a high return on investment.
It is easy to measure and adjust. This allows for greater flexibility. Campaigns that don’t produce desired results can be tweaked immediately to better accomplish business goals.
It brings increased internet traffic to your website. This ensures that your business reaches more customers, and consequently increases your profits.
In this article, we will provide you with a comprehensive guide to accomplishing your digital marketing goals.
Electrician Digital Marketing Strategies and Tips
You need to have a well-designed and unique website.
Your company website is the central part of your digital marketing campaign. It needs to have the following characteristics:
1. It should be easy to navigate
Navigation should be organized and clean so users can easily find what they need. Use distinct titles, like “About Us” and “Services”. Include subcategories below the headings so that users can refine their search.
2. It needs to be visually appealing
It should have a color scheme that reflects your brand. These colors should be consistent across all of your digital marketing channels. Also,
3. It needs to be mobile-friendly
A lot of people use their smartphones and tablets to find services online. Your website needs to have a mobile-friendly version that is visually appealing and easy to use on mobile devices.
4. It needs to load quickly
People don’t like websites that are slow to load. Yours must load in 3 seconds or less. You can use tools such as PageSpeed Insights to help you determine why a page loads slowly.
For more information, please see our blog article about electrician websites.
Search Engine Optimization (SEO)
The primary goal of search engines like Google or Bing is to provide users with the information they need. However, most people will not look past the first or second page of search engine results pages (SERPs). You’ll need your page to show up there when certain keywords are used in a search. This is where the process of search engine optimization can help.
SEO is the technique of getting business web pages to rank higher on search engines. This is important because most quality leads for your business come from users’ organic searches.
Optimizing your website for search engines has several phases, but it all begins with SEO keyword research. This is the process of finding which industry-related phrases users will type into search engines to find your electrical services.
You can do basic keyword research by asking:
What does your company do? (Not who it is)
Who are your customers and what problems do they have that might lead them to your business?
The answers to these questions will usually contain words or phrases (keywords) that a customer might use to find you. You can then use these keywords on your website (and other places) so that you will show up in SERPs.
We also recommend that you use Google Keyword Planner. It is a free tool that will give you additional insights into your keyword research.
Website page copy and content marketing with the correct keywords that match clients’ queries at different stages of their buying journey will continue to rank highly on SERPs.
For more information, see our blog article about SEO for electrical contractors.
More and more, search engines try to provide results associated with users’ geographical locations. They are based on proximity, relevance, and prominence. Local services close to where users are conducting searches were, and continue to be, prioritized in SERPs.
If your electrical company is nearby to where someone is conducting their online search, you’ll more likely be found by these customers, and your overall SEO ranking will improve.
You’ll want to create a Google Business Profile for your electrical service company to connect with customers across Google Maps and local listings online. It’s free and easy to fill out.
List all your services in your Google Business Profile and write descriptions for each. Try to concentrate on your high-margin services. Use related terms that your potential customers might search for.
To appear in more local search results, integrate locally relevant keywords into your site. They include phrases such as “electrical contractors in Chicago” or “Chicago electricians.”
As with everything related to your online channels, always ensure that your name, address, and phone number are up to date.
Free Social Media Marketing
Most people use social media in one form or another. Many businesses have shifted from gaining customers directly from their websites to using social media platforms. The reason for this is that social media marketing can reach specifically targeted customers within seconds of publishing content or posting an ad. At the same time, it earns customers’ trust on a personal level and builds a large customer base.
For small businesses that don’t have substantial marketing budgets, social media provides economical electrician marketing prospects via content marketing and paid ads. Its integrated analytics also makes it a cost-effective alternative.
You don’t need to be on every social media platform. You only need to be on the same platform as your potential customers. At a minimum, you need to have a basic website and a Facebook page with simple features like appealing photos, contact details, electrical services offered, and online reviews. It’s also recommended that you have a company LinkedIn account.
Blogs and Content Marketing
Having a blog on your website is one of the most successful ways to build your brand awareness. It provides informative and relevant content for your target audience online. It is important that you provide informational, industry-related content on a regular basis. This will create an opportunity for you to share your knowledge with your audience and establish your authority in the industry.
The main reason an electrical contracting company needs a blog is to increase search engine visibility. The more content electrical contractors create, the better their odds of pushing organic traffic to their website. Blogging improves SEO because it offers the opportunity to publish content with relevant keywords and video marketing material.
Blogging is a long-term electrician digital marketing strategy that has the power to establish you as an industry leader, renowned for high-quality service, and keeps your social media presence active. Users that visit your blog are more likely to trust what you have to say which boosts your company’s credibility. This helps to move the sales process faster.
Paid Advertising on Search Engines
Paid search is a form of digital marketing for electricians, where search engines like Google, Yahoo, and Bing permit advertisers to display ads on their SERPs. It’s a measured and controlled marketing channel that presents an opportunity for users to find your business online.
Examples of these ad formats are search ads, social media ads, Google shopping, remarketing ads, display ads, and email promotions. This type of advertising allows users to find local services and provides a lot of data to the advertiser. This data includes the number of people that clicked on the ad and if they converted into paying customers. Using this data makes it easy to adjust advertisements so they produce optimal results.
PPC (Pay-per-click) ads are located at the top of search results on top of organic listings. They are paid advertisements and are tagged with the word “Ad” to indicate paid content. Since your ads appear at the top of the search results, you drive more qualified traffic to your page.
It works on a pay-per-click (PPC) model, where you only pay when a user clicks on your ad. PPC provides advertising budget control. You can set a maximum budget per day and adapt it to your marketing needs. When a particular campaign does well, you’re easily able to increase the budget and vice-versa.
Google Local Services ads are another paid ad opportunity to appear at the top of search results. These ads appear above PPC ads at the very top of the results.
Google local services ads are for service industries, like electricians. They allow you to acquire qualified leads. These ads operate on a pay-per-contact system, so you don’t pay for leads to look at your ads. You pay only if they contact your business. You want your Local Services ad to be a one-stop shop for users to get all the information they need and then contact your business. Ensure you add an overview of your business and provide a business bio.
Social media ads enable you to put your electrical business in front of interested leads. They have advanced targeting that enables you to target leads more precisely.
If you want to have success with social media ads, you need to choose the right platforms. You want to run ads on social media platforms that your audience is likely to use. Do some research and experiment to see which platforms get the most engagement from interested leads. You’ll need to know who your target audience is.
Email marketing develops relationships with potential and current customers because you can speak to them directly in their inboxes in their own time. Marketing emails can keep your customers informed of season specials, added services, business updates and remind them of your business presence.
Emails generate sales quicker because they have direct calls to action. As a result of being asked to “call now” or “click here to sign up for an annual maintenance plan”, customers don’t have to guess what to do next.
Electrician Marketing Agencies
Online businesses must adapt to increased consumer demand. Therefore, digital marketing needs constant review and management. Sometimes there just isn’t enough time for an electrical contractor to focus on digital marketing work without sacrificing the work that is the focus of the business itself. This is why it can be advantageous to use electrician digital marketing services.
Electrician Digital Marketing Agencies for Electrical Contractors
Scorpion brings 20 years of experience to the digital marketing arena. They utilize a targeted approach that puts your company in front of the right kind of local customers. They focus on small- to mid-sized electrician businesses.
Services include SEO / SEM, Internet Marketing, Web Designs, Custom Marketing Strategies, Professional Content, Lead Conversion, Social Media Marketing, Paid Search Advertising, Website Management
Aginto is a group of electrician digital marketing experts that serve a wide variety of clients. This includes homes, small businesses, healthcare facilities, and senior living facilities. They focus on generating results via leads and sales for their clients.
Services include SEO, Google Ads, Digital Marketing, Social Media Marketing, Web Development, Video Marketing
WebFX has produced thousands of effective digital marketing campaigns for businesses that want to increase leads, phone calls, transactions, and website traffic. Their online marketing team and technology platform gives businesses an advantage over their competitors and has a proven track record of success.
Services include Social Media Marketing, SEO, Email Marketing, PPC, Website Design & Development, Custom Infographic Creation, Voice Search Optimization, Amazon Marketing, 508 Compliance Design, Landing Page Design, Conversion Rate Optimization, Digital Marketing, Digital Advertising, Data Reporting & Analysis
1SEO’s marketing specialists offer a wide variety of digital marketing services for electrical businesses. Customizing their approach to marketing for various types of clients is their specialty. They focus on expanding your online presence to generate increases leads, sales, and profits.
Services include Pay Per Click Online Campaign Management, SEO, Web Development, Online Marketing, Content Marketing, Video Production, Social Media Optimization, eCommerce Development, Reputation Management, Print & Graphic Design
Electrical Marketing Group
EMG saves your company time by taking on your digital marketing tasks. They are experts at marketing, advertising, website design, and search engine optimization. They help you get found on the web, generate leads, and convert sales. They also help you track and measure the success of calls, ad campaigns, and SEO strategies to ensure that you’re getting in front of the right business prospects.
Services include Marketing Services, SEO, Google Guarantee, Social Media Marketing, Website Design, Ad Tracking & Measurement, Call Tracking, Google Analytics Consulting, Conversion Rate Optimization
Business Nucleus makes sure that you develop a loyal customer base not only through digital marketing campaigns, but also through brand development and reputation management. They help you reach targeted potential clients in your industry and stay ahead of the competition.
Services include PPC Ads, Social Media Management, SEO, Website Development, Local Ads, Mobile-Friendly Site Development, Email Marketing, Postcard Retargeting, Geo-Fencing, OTT/CTV Advertising
The online marketing arena is enormous. It has many elements that work seamlessly together to attain a successful return on investment. It is a daunting, if not impossible task for a business owner to comprehend it all while working to successfully run their company.
As an electrician, your time is better spent focusing on your primary job. Put your resources toward qualified leads that bring in the highest profits by adopting these digital marketing techniques. You can quickly identify high-quality leads and evaluate how profitable each one is, allowing you to follow up with the leads that are most likely to generate more revenue.
For more information, please see our blog article about marketing for electrical contractors.
Other Great Resources to Read
Complete Guide to Electrician Salaries
Top Electrical Contractor Publications to Stay Up to Date with
Top 11 Lighting Industry Publications to Keep Up to Date With
Guide to Lighting as a Service Business Model (LaaS)
Industrial Energy Audit Checklist
The Best 15 Podcasts for Contractors
The History of LEDs
Facility Managers Guide to Lighting
The Difference Between Shunted and Unshunted Tombstones
The Complete Guide to Marketing for Electrical Contractors
The Complete Guide to Digital Marketing for Electrical Contractors
The Complete Guide to Light Pole Maintenance
The Complete Guide to Light Pole Components
The Complete Guide to Industrial Energy Efficient Projects
The Most Important Considerations to Reduce Peak Demand Charges
LED Lighting Statistics to Know In 2022
The Environmental Impact of LEDs
The Difference Between Maintained and Non-Maintained Emergency Lights Explained
The Complete Guide to Building Your ESG Strategy
The Complete Guide to Business Tax Credits for LED Lighting
The Top 10 Facility Maintenance Software Applications
The Complete Guide to How LED Lights Are Made
How to Reduce Heat from LED Lights
7 Winning Work Habits for an Electrician
The Complete Guide to Light Pole Installation
About the Author
Cory Peterson is Director of Sales & Marketing at LED Lighting Supply where he focuses on improving customer experience and revenue operations. Cory writes about commercial & industrial lighting, along with topics important to contractors and facility managers. In his free time, Cory enjoys traveling, snorkeling, exercise and cooking.