Hey, sparkies, listen up! In your line of work, you probably already know that electrical work is only half the job. You’ve also got to have a rock-solid electrician advertising and digital marketing strategy if you want to keep bringing in new customers, and if you’re just getting your electrical business off the ground, this is a great time to start!
“Marketing” isn't just jargon; it's the juice that fuels your business growth and lets you keep increasing your salary and success. A well-thought-out advertising strategy can make a significant impact on your electrician business, and we’re here to share a toolkit of marketing ideas to amp up your business. In this guide, we'll explore the best marketing practices tailored for sparkies.
Are your marketing strategies bringing in enough customers to allow you to pay yourself a competitive wage? Here’s our electrician salary guide to help you work out just how much effort you need to put into your marketing strategy.
Creating an Effective Electrician Advertising Strategy
Here are some steps to follow when creating your electrician advertising plan:
1. Set Advertising Goals
Before you jump in, set your electrician advertising goals straight. Think about it - do you want more new potential customers to see your brand, more leads for your services, or maybe you want to create a seasonal offer to attract new customers? These goals are important to define because they’ll impact the strategies you use and will keep you on track to prevent your marketing efforts from fizzling out.
2. Conduct Market Research
It's time to put on your detective hat and uncover your target audience. You need to understand who you’re advertising to so you know how to speak to them, and how to find them in the first place.
For example, if your target market is millennial renters who live in inner-city apartments and flats, you won’t find them by sticking an ad in the newsletter of a bowls club in the outer suburbs.
Likewise, if your target audience is suburban homeowners in more upmarket areas, making TikTok videos that appeal to a younger audience wouldn’t be as effective as a Facebook electrician marketing strategy where, in general, older audiences tend to be (because none of those gen z-ers will be buying a house any time soon in this market, right?) To find where to speak to your target audience you need to think like them. The more you know about them, the easier it'll be to spark their interest and get them interested in your services.
3. Build a Unique Value Proposition
You aren’t just another sparkie in the crowd, right? So, you have to show your customers what sets you apart. What do you do differently? Do you specialise in green initiatives and products? Do you waive your callout fee on big jobs? Do you speak a language native to many of the locals in your community? Craft a unique value proposition that makes you understand why choosing you is a bright idea. Your unique value proposition draws customers in and makes them say, "Wow, that's the one I need!"
4. Track and Monitor Efforts
Once you start placing ads, making social media content, or building your website (don’t worry, we’re getting to that!), you need to keep an eye on your efforts. It’s so easy to just set and forget, but you’ll never know if the money you’re outlaying on electrician advertising actually works unless you use the tools at your disposal to monitor them. Use tools like Google Analytics to track your website traffic, conversion rates, and other metrics. Social media platforms also offer insights for business accounts.
Print advertising can be trickier to monitor, so you might have to simply get into the habit of asking your customers, “Where did you hear about my business?”.
Electrician Marketing Ideas for Online and Offline
Alright, now that we've got the basics covered, let's talk about some electrician marketing strategies that will get your brand in front of potential clients. We're talking about a mix of online and offline strategies that'll set your business up for ongoing success.
1. Build a User-Friendly Website
People today like to do their homework before they whip out their wallets. Whether it's physical goods or electrical services, online research is just the done thing. When potential customers are in need of electrical services, they'll be hitting the web before they pick up the phone. They want to know all about you, what you offer, and what past customers have to say about your work.
So, if your website isn’t up to scratch, it’s worth the time, effort, and expense of making sure it looks great and provides a great user experience.
If you don’t have one, you need one.
Setting up a website can be as simple as you like; you can even do it yourself! Hosting companies like GoDaddy, WordPress, Wix, and Squarespace use templates to get you set up, so all you’ll need is some high-quality images and a clear idea of what services you offer to get started.
Hot tip: have a look at what some of your competitors are doing online and get inspired by them - copying their images and words is a big no-no, but there’s nothing wrong with gaining a little inspiration.
Whether your clients find you on social media, Google, or a tradie directory, chances are they'll end up on your website. So, it's crucial to make a strong impression and provide all the essential information they need, like:
Information About Your Services
Showcase all the services you offer. Make it a one-stop shop for customers to understand how you can help them.
Reviews From Past Clients
Display reviews from previous satisfied clients to build trust and credibility. Let your customers do the talking and reassure potential leads that you're a reliable electrician.
A Bit About You and Your Team
Introduce yourself and your team to establish a personal connection with customers. Show off your expertise, experience, and dedication to your job. Did your apprentice just qualify? Did one of your team just get a puppy that they bring along to jobs? Show it off!
High-Resolution Images of Your Team on the Job
Use images of your team at work to demonstrate your professionalism and the quality of service you provide. A picture is worth a thousand words, after all.
Your Values and Mission Statement
Share your business values and mission statement to let customers know what you stand for and the level of service they can expect.
A Word On Website Optimisation
Let’s be clear - you absolutely can build a website entirely yourself. But just remember that in today's fast-paced world, people are browsing on their Smartphones. So, a seamless mobile experience is crucial. If you’re struggling to make it work, consider seeking help from a professional website designer. A well-designed website will leave a positive impression and keep customers engaged. And to put your website to work for you, it needs to be optimised for SEO.
2. Leverage Search Engine Optimization
SEO might sound like technical jargon, but it’s actually quite a simple concept. SEO helps bring electrician leads to your website by the search engine “reading” your website to look for words that match the search enquiry.
Let’s say you’re looking for a new drill. You might type “best drill for electricians” into the search engine, and it will show you results from companies that use those words, known as keywords, in their website.
So for you, using keywords like "best electrician in [your suburb]" strategically on your website will help you appear in Google's search results. But avoid overusing keywords (keyword stuffing) as Google penalises such websites. For better rankings, use keywords naturally. Hiring a professional SEO copywriter can make things easier. They'll create engaging content that speaks directly to your potential customers, helping you attract more electrician leads. With the right SEO strategy, you'll shine in search results and get more leads than ever before.
3. Keep Google Business Profile Up to Date and Correct
Claim your spot on Google My Business and keep your info up-to-date. You know how it is; if your address is wrong, customers might be hunting you down in a dark alley. In short, keep your details up to date so people know where to find you.
4. Use Social Media
Creating online content plays two roles. First, posting pictures and videos of your team on the job personalises your business, which people these days love! But it’s a great, and free, chance to set up your reputation as an expert in the field, which is why tutorial videos and posts can do amazing things for your advertising strategy.
Now, you might be wondering how a quick video tutorial that teaches people to rewire an electrical outlet themselves can benefit your marketing. After all, won't that take business away from your company if you're showing people how to do the work themselves? Well, yes, there might be some DIY enthusiasts who will tackle minor electrical tasks themselves. However, there are already countless DIY electrical videos online. By providing clear and safe guidance through your videos, you position yourself as a trustworthy and knowledgeable electrician.
And, the same people who watch your tutorial might remember your brand when they need a professional for the job. When they need a pendant installed or a switchboard replaces, who are they going to call? That’s right, the friendly expert who taught them how to rewire an electrical outlet!
5. Utilise PPC electrician advertising Campaigns
Pay-per-click ads are like little electrician marketing minions that target specific people who need your services. Set your budget, watch those sparks fly, and measure your success with precise analytics.
To appear above organic search results (results that aren’t paid ads), you can use Google Ads. Setting up Google Ads is straightforward, and you'll only pay when people click on your ads.
6. Take Out Advertisements in Local Newspapers
Old-school charm can still pack a punch! Stick an ad in local newspapers to reach those potential customers who still read newspapers - there’s more than you might think!
7. Referral Marketing
Word of mouth is like wildfire in the trade industry. Encourage your happy customers to spread the word by offering them an incentive - for example, you can generate great results when you offer a discount to clients who refer their friends.
8. Direct Mail Campaigns
Who says snail mail is dead? Personalise a brochure or pamphlet with an enticing offer and letterbox drop them throughout your community. Local printing companies often offer design services as well, though if you’re looking to do it yourself, online design platforms like Canva work a treat.
9. Ask for Google Reviews
Google reviews are the currency of credibility. So, politely ask your satisfied customers to leave a review.
And just remember, you can’t please everyone. In all likelihood, you’ll receive a bad review once or twice in your career. When it’s left on Google, there’s nothing you can do to remove it, so the best practice is to always respond professionally and with kindness, offering to assist them to achieve a better result. Getting a bad review isn’t a good feeling, but you can show potential new customers how willing you are to address any issues by making the most of it.
10. Be Active in Local Facebook Groups
Facebook groups for sparkies, tradies, and communities are great places to engage, share wisdom, and be the electrician superhero of the group. These groups are great places to find new clients as well as build relationships with other tradies who could refer work to you. Be part of the community!
11. Local Directories
Get yourself listed in local directories like Yelp, True Local and the Yellow Pages. You'll be spreading your name across the digital landscape because these directories add to your SEO campaign. You see, these big directory websites get a lot more traffic than smaller websites like yours, so getting your name listed with them will do wonders for your online electrician advertising strategy.
Manage and Grow Your Electrician Business with AroFlo
Grow with AroFlo! Our cutting-edge electrician software is tailor-made for businesses of all sizes. AroFlo is not just a powerful tool for streamlining your operations; it also enhances your electrician marketing strategies and helps you grow your electrician business.
With our comprehensive software, managing your day-to-day tasks becomes a breeze. You can effortlessly:
● track jobs
● order materials
● record hours
● schedule staff
● take payments
● create invoices.
This efficiency not only saves you time but also enables you to focus on expanding your business and attracting more customers.
AroFlo's integrability is a game-changer. It seamlessly connects with the systems you already use, like your accounting package, to eliminate duplicate work. This integration ensures smooth record-keeping, building customer trust. With a payment gateway at your fingertips, you can process invoices efficiently on-site. This level of professionalism impresses customers, leading to higher satisfaction and potential referrals. Our electrician software empowers you to take control and make data-driven decisions. Easily access real-time data and analytics to identify growth opportunities. With AroFlo, you have the tools and support to efficiently manage your electrician business and implement effective electrician marketing strategies. As your business thrives, you'll attract more leads and opportunities for success.