If you’re an owner of a small electrical business, chances are you don’t have generous access to marketing and sales resources that larger companies typically do. However, this doesn’t mean you should avoid or stop marketing your firm. You might think that ‘marketing’ only involves ads in newspapers and TV commercials. But marketing has evolved considerably over the years, and today, you can tap into a plethora of easy and affordable digital marketing techniques that can make a big difference to your bottom line.
Assuming you operate with industry specific software like Jobber to run your business smoothly and efficiently, your goal with digital marketing is to encourage repeat business with existing customers and attract new customers to avail of your services.
Identifying your target market
Electrical companies often prioritize expertise and strive to provide exceptional customer service. However, unlike many other service-driven small companies that rely heavily on marketing, advertising is frequently overlooked. If this sounds familiar, now is the time to tap into the power of digital marketing to grow your small business.
Before you can develop a marketing strategy, you need to first identify your target market. As a small trade, you have limited resources (and time) to target everyone. By clearly identifying your target audience you can focus on prospects that are most likely to avail your company’s services.
For example, if you want to increase your residential contracts, you should target homeowners looking for electrical repair and maintenance services. If the goal is to bring in more construction and commercial projects, architects, home builders, and other contractors might be the kind of audience you should focus on. (1)
Creating your website
You only have a few seconds to impress customers when they arrive at your site to browse. It cannot be underestimated how important it is to have a professional-looking website that’s user friendly, especially on mobile, and functional at the same time. Use it to demonstrate you as a credible and trustworthy business.
Ensure that you demonstrate professionalism across your website, and that this permeates into everything you do. All communications you have with your customers should convey this and as such, many companies are now adopting things like fully customizable electrical contractor estimate templates for consistency. (2)
To create or update your website for digital marketing, here are some tips to consider:
Add the necessary sections, such as an ‘about us’ page, contact form, company information, and services you offer.
Offer valuable content that is helpful to your customers. Nothing beats original, fresh, and helpful web posts that can help your audience solve their daily struggles.
Create a clear and catchy call-to-action (CTA) on your home page or landing page. This can be as simple as a button with ‘Call us today for a free estimate.’
Optimize your website for mobile devices. A neat mobile web design will keep visitors longer, especially since most digital customers now prefer to access information using their smartphones. (1) (2)
Creating an eye-catching website design for your electrical business is not enough to drive traffic and leads. Local SEO should be an essential part of your digital marketing strategy for increased qualified website traffic.
Local SEO for the win
Improving your search engine optimization (SEO) strategy is another digital marketing technique that can help your small electrical business. SEO is the process of improving your search engine rankings by tweaking your website and content. Although the strategy itself is free, certain aspects can be too complicated without the assistance of an expert. Still, there are steps you can take on your own to boost your rankings.
Optimize your website’s local SEO to make it easier for local leads to locate you. Because your website is where most of your leads will land before contacting you, it’s best to give them exactly what they are looking for. (3)
Identify keywords that your most qualified leads use and incorporate them into your content. You can use phrases like “residential electric installation in [city]” on your homepage and other pages for better optimization. (3)
Don’t forget the power of social media
Social media marketing is no longer just a great way for electricians to connect with customers: it is now a requirement for almost every small business. Developing a strong online presence is critical for an electrical contractor’s digital marketing strategy.
Since social media offers different platforms, you have the unique opportunity to interact with your existing customers and attract new ones. Electrical businesses catering to residential customers will gain more from Facebook because their clients are likely to be Facebook users. Facebook is an excellent platform for sharing links to your blog content and driving traffic to your website. You can also use Facebook’s chat feature to communicate with potential clients who have inquiries. (1)
Because LinkedIn is aimed primarily toward professionals, commercial electricians will benefit more from using it when generating potential leads. These commercial leads include contractors, local business owners, and property managers. You can share industry-related content, participate in insightful discussions, and broaden your professional network. (1)
The bottom line
It takes tears, sweat, and money to start a small electrical business. Don’t let your effort go to waste and look into how you can scale your enterprise and drive it towards sustainability and success. Your business growth strategies are even more crucial than the steps required to start one.
Take enough time as an electrical company to focus on some digital marketing ideas that can help you advertise your business. Many of these strategies are doable and will not consume a lot of your administrative time if done correctly.