As an electrical contractor, you know that you provide valuable services that are always in demand. However, you also know that your trade is a competitive one. Being highly skilled and providing top-notch service is not always enough to make your business successful and profitable. To keep up with your competitors, it is also important to have an effective marketing strategy.
To grow your business, it is necessary to consider effective marketing ideas. You’ll want to combine your knowledge of the electrical industry with an electrician marketing approach.
As with everything else these days, your marketing strategies will revolve around your electrical contractor website. If you don’t have one, you need to get one immediately. If you already have one, it’s likely that you’ll need to enhance and optimize it so that it contributes to your online presence.
Practically all consumers now go online to find local businesses. Electrician marketing means you must be found online wherever your customers spend their time. The best marketing plans engage customers during the entire course of their online buying journey. This journey spans multiple channels which include paid advertising, organic searches, social media engagement, email messages, and your website itself. These channels work together with one another to maximize your online visibility and the number of leads generated from your website.
Marketing plans are not a one-size-fits-all proposition. What works for you and your business may not work for others. You need to consider factors such as your local market, your business’s stage of development, and your marketing budget, among other things. With that in mind, we’ve put together a guide to marketing plans and strategies for electricians. You can pick and choose the ones that work for you and use them together to expand your business and outpace the competition.
Marketing Plans and Strategies for Electricians
Before starting any kind of electrical contractor marketing plan, you’ll want to consider the kinds of services that you’ll offer and who your potential customers are.
Know whom you are marketing to. Determine your ideal customer.
What kinds of services will they be looking for?
What are their demographics?
Where can you find them?
Define the type of electrical services that you will provide. This includes new construction, replacement of systems in existing buildings, and electrical maintenance.
Next, you’ll want to create a distinctive logo and brand and use it to build name recognition. This provides the initial good impression on your audience and helps you to stand out distinctively among your competitors. Begin with imaginative electrical contractor name suggestions and company logo ideas that will stick in the minds of potential customers. This will increase the chances that they remember you the next time they need an electrician.
No matter what kind of marketing strategy you plan to implement, it’s important to understand that you need to have a presence online. This includes having a quality website.
One of the first steps that you can take to develop an online presence is to get listed on free online directories. There are many of them available. They include:
Google My Business
Local Chamber of Commerce
Better Business Bureau
You need a great electrician website design
Your website will probably be the first interaction that prospective customers will have with your company. You can’t just put up a website for your business and then forget about it. The average consumer leaves a web page 10-20 seconds after first landing on it, so you only have a few seconds to capture their attention.
Most people judge a company’s trustworthiness based on its website design. Around half say it’s the main factor when evaluating its credibility. Not only that, but a single bad experience on a website also makes users much less likely to visit the website again.
Here are some tips to improve your website:
It needs to be visible to search engines (SEO optimization). This means that it needs to be seen in the top search results for important keywords (more on that in the next section).
It needs to be mobile-friendly. Potential customers will want to view it on a mobile device.
It needs to be secure. Use Hypertext Transport Protocol Security (HTTPS). Potential customers will want the information that they give to you to be secure. You’ll need to protect your site connection through authentication and encryption.
It needs to be fast loading. Three seconds or less. If it is slow to load your web pages, customers will go elsewhere.
It needs to be easy to navigate and well designed. It also needs to be focused and visually attractive.
On our blog, we discuss electrician website best practices and provide examples: Electrician Website Examples and Best Practices
Search engine optimization (SEO) – Your website needs to appear on the first or second page of search engine results pages
Search engine optimization (SEO) is the process of modifying your website content and code to help search engines understand what your page is about. This will help your relevant web pages rank higher for specific search queries.
You’ll need to do some keyword research to determine what your customers will most likely enter in a search engine to find your business. Keywords are words and phrases that a user types into a search bar. Examples include “electrician” or “electrical contractor in Orlando, Florida” Keyword research is one of the first things that you should do when developing your SEO strategy. Make a list that reflects the services and products that you offer. It’s also important to understand that effective keywords can change over time, so it’s necessary to keep up to date with them.
A good tool to use while doing your keyword research is Google Keyword Planner. It helps find the amount of web traffic that your keywords drive. It also helps you discover other related keywords that you can use.
Local SEO helps you connect with customers in your service area
Along with general SEO, you’re also going to need local SEO, which is the process of helping your business appear in Google’s local listings. SEO for electricians is a bit different than other industries because of the emphasis on local service areas.
One local SEO strategy is to sign up for Google My Business. Google My Business is a free tool that allows businesses to manage how they appear on Google Search and Google Maps.
For keyword searches that refer to particular markets, Google will display a map that has a list of local companies that provide those services. This is called the Google Map Pack and your company will appear on it if you sign up for Google My Business.
Another local SEO tool that you can use is Google Local Services. Google Local Services ads are pay-per-lead ads at the top of the search results for local services queries.
If you qualify for the Google Guarantee, you get to select a list of electrical services you offer. When someone’s search entry meets the conditions for those services, your ad will be eligible to appear. This is different from Google Ads. Since you are choosing categories and not particular keywords, you can’t pick exactly what your ads will and won’t appear for.
Whenever users are in search of an electrician in your area enter related keywords on Google, Local Service ads will appear inf the search results. They will appear along with the Google Map Pack that shows the locations of the results. Here is an example on the right:
The rates for Google Local Services ads differ depending on your market and targeted keywords, but you are only charged when a customer contacts your business through your digital ads. To get the greatest advantage from this ad format, you must sustain a high review rating and a robust brand recognition in your local area.
This might not be a budget concern since you’re not paying by the click.
On our blog, we discuss SEO for electrical contractors in more detail here:
Link: The Complete Guide to SEO for Electrical Contractors
Web content includes things like videos, infographics, blogs, eBooks, downloadable guides, and most other things on your website. Custom content provides information for customers and helps rank your site and its pages higher on search engine results.
Always use search terms/keywords in your content.
Frequent blogging, along with high-quality images, is vital to improving your company’s Google ranking. It is valuable to your site’s visitors because it provides regular, relevant, and informative content on your website.
Blogging can generate inbound links which in turn enhances your electrical business’s online presence.
PPC (Pay-Per-Click) marketing for electricians
PPC places ads for your service within Google search results for terms and keywords that are related to your business. The top half of a search results page is dominated by PPC ads.
PPC ads are a great option if you have a robust marketing budget and want to push immediate targeted traffic to your website. However, you must bid for your ads to appear in the sponsored results when someone types a query that includes your keywords. The main benefit here is that you only pay for the ads that users click.
Social media marketing can increase your level of engagement with customers
You can use social media to engage with current and new customers. This includes Facebook, Twitter, YouTube, LinkedIn, Pinterest, and Instagram. Social media helps you elevate your electrical business online presence. This type of marketing is about producing and distributing content on social media networks to realize branding objectives.
You can also use social media for paid advertising. For example, there are many kinds of Facebook ads you can use if you are looking for more website clicks, interactions on your Facebook page, or engagement on a particular post.
LinkedIn is another great resource for commercial advertising. A large majority of LinkedIn members can make business decisions for their organizations. They generally have double the buying power of the typical web audience. In order to gain additional commercial clients, you should post your content on LinkedIn and allocate an ad budget for it.
Customer service can be used as an electrician marketing strategy
It’s common knowledge that it’s cheaper to keep an existing customer than it is to find a new one. The most valuable long-term growth strategy that a contracting company can employ is to have excellent customer service.
By providing great service, customers will keep coming back to your company and will refer others to your business. It is also a great way to generate positive online reviews.
And speaking of positive reviews…
Generation and management of online reviews can do wonders for consumer confidence in your business
Good reviews heavily influence prospective customers. Almost all customers read online reviews for local companies. Many of them won’t consider hiring a company with fewer than a 4-star rating. It’s important that you take the initiative to ask your customers for reviews and make it easy for them to do so.
The online review and referral process can be found online on places like Google, Yelp, Broadly Reviews, Podium, Shopper Approved, and Nextdoor. Good reviews can also help to get your business to show up on the local pack in Google search result pages.
Use a direct mail marketing strategy to attract new customers and retain existing customers
Yes, it seems like everything is online these days but another marketing option that you should consider is direct mail. In fact, it has several advantages over using email for the same thing. One of these advantages is that it bypasses junk email filters and goes straight into the hands of your target audience. Some people prefer physical media rather than electronic.
Formats for an electrician direct marketing strategy include flyers, letters, postcards, or brochures. You’ll want to make it visually appealing to attract attention. You also might want to include information about promotions, coupons, and direct calls to action that make it easy for a customer to respond to your business.
Here are a few tips:
Understand the audience that you’re trying to reach. Develop each direct mail marketing plan so that it appeals to a specific type of customer. These could include new or existing customers.
Make sure that your message is brief and to the point. Your target audience should be able to understand your message quickly.
Design it so that it stands out. This includes using large fonts and having colorful pictures and/or graphics.
Make it clear what your potential customers should do if they are interested in your services. This is known as a call to action. Provide multiple ways that they can contact you.
Email marketing is a cheap and easy way to reach your customers on a regular basis
Using email marketing is an economical and dependable way to increase both existing and new business. Targeted email marketing can earn your company, on average, $40 for every $1 spent. For example, you can use your customer database email records to start a monthly newsletter.
Video marketing can increase customer traffic and engagement with your website
Including videos on your website can increase conversion rates and it can drive an boost organic traffic from search engine results pages. They can also be shared on social media channels to help expand their reach.
Start a YouTube channel and make videos related to your industry:
Company and employee profiles can introduce customers to your organization and your team.
Customer testimonials can boost credibility and confidence in your services.
How-to videos can answer common questions about your industry.
Educational videos can provide more information about important topics.
Call tracking and intelligence reporting can help determine what’s working and what is not
You must focus on lead tracking and reporting for each electrical advertising campaign. Tracking and reporting give you particular details about all of your leads, so you can accurately calculate the cost and determine your ROI. Then you can adjust or reallocate, if necessary.
For online visitors, use Google Analytics to track how many visitors to your website convert and which digital marketing strategies brought them there.
Call tracking explains how customers are finding your business. With call tracking and intelligence reporting, you can see exactly which marketing strategies are resulting in phone calls, and which ones aren’t.
All calls should be listened to and categorized properly. Here are a few tips:
New customers should be categorized separately from repeat customers.
Remove referral leads before your analysis.
Do not count missed calls and solicitations.
An effective marketing plan helps to build trust with customers
The best overall approach to your marketing plan should focus on building trust with your customers. This comes from having a website (many still don’t), a social media presence, ensuring Google Maps data is up to date, showcasing reviews from independent review websites, pictures of yourself and employees along with real projects that your team has worked on. You want the brand that you establish to be synonymous with trustworthiness and quality services.
When it comes to building and refining your marketing strategy, focus on what works for you and your business. There is a wide range of marketing strategies for your electrical business, which helps to increase customer base and revenue.
Set a marketing budget with a certain percentage of your sales revenue committed to electrical advertising, either in traditional or digital media or whatever combination works best to reach more customers. You’ll want to dedicate at least 10 to 15 percent of sales toward your marketing budget if you genuinely want to grow your business. A 5 percent marketing budget is regarded as a small “maintenance” budget that only produces minimal results.
Upon setting your marketing budget, you must then look at the marketing costs and where you need to spend those dollars to maximize electrician marketing profits. Some options could include conventional advertising on television, billboards, newspapers, radio, and sending direct mail fliers.
Mastering the best electrician marketing ideas will increase brand awareness for your electrical company and help you build an online reputation. The best way to develop this is to test a combination of traditional and digital methods for best results or focus on one before adding another. After you set your marketing budget, you’ll need to manage and adjust it frequently by following the results for each marketing campaign.
Lastly, consider using an electrician marketing agency. Marketing your business in-house can take time and resources away from your main focus which is electrical work. Sometimes it’s best to leave it up to experienced professionals.
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
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The Complete Guide to Industrial Energy Efficient Projects
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The Environmental Impact of LEDs
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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
Dwayne Kula is President of LED Lighting Supply. On any given day, Dwayne is writing content for the site and helps manage the marketing initiatives that are on-going. He has a Software Engineering degree and still dabbles in writing software for the company as needed. When not working, he enjoys spending time with his family, working out, playing the occasional game of golf and exploring New England.