CHAPTER 7
Marketing Practices
A broad-based marketing strategy that stretches from Google to direct mail brings new customers in the door and maintains relationships with existing clients. Being able to automate and track that marketing drives the highest return on your marketing investment.
SECTION 8 OF 14
SEO Strategy
Since 90 percent of consumers use the internet to find local businesses, time spent working on a search engine optimization (SEO) strategy can assure they’re finding your company when they search.
As you strategize electrical advertising ideas to improve your company’s search engine optimization (SEO) rankings, consider today’s busy homeowner. What do they do when they need an electrician? Ask a neighbor for a referral? Not so much, these days.
They fire up an electronic device—whether it’s a phone, mobile tablet, desktop computer or laptop—and search online for “electricians near me,” and preferably one with good reviews.
When someone types “electrician near me” and “electrical service” or “restore power” into Google, Google’s algorithm searches for results most relevant to those keywords and closest to the online shopper’s geographic location. To get your electrical contracting business to appear on Page 1 of Google’s organic search results, think local when choosing the best keywords people use to find your services online.
If you’re an electrical contractor in Boston, for instance, be sure to use “Boston electrical repair” as one of your main keyword phrases. Sprinkle variations of the keywords on your website’s landing pages, content blogs, headlines, subheads, meta tags and meta descriptions to improve the SEO health of your website.
As you grow, consider hiring a digital marketing company to help with SEO strategy and increase your visibility.
Be sure to track your website with a unique phone number, separate from your main lines. That allows you to exclude direct traffic and paid placement and track call-to-revenue attribution to make sure the monthly hosting fee is pulling its weight as a lead generation tool.
Table of Contents
1. Introduction
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2. Building a Company for Success
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3. Setting Your Company Up for Success
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4. Driving a Company Culture
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5. Setting a Path to Maximum Profitability
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6. Billing Structure: Determine Your Pricing
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7. Marketing Practices
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8. Call Center Practices
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9. Call Center + Field Practices
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10. Best Practices in the Field
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11. Field + Office Best Practices
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12. Keys to Success in the Office
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13. Management and Office Best Practices
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14. Human Resources
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15. Preparing Your Company For Sale
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