Top Electrician Marketing Tips for 2020: The Ultimate Guide to Electrical Advertising
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Creating a successful electrical contracting business plan takes skill, but probably not the kind of hands-on techniques you learned working on the job as a licensed electrician.
Instead, a good electrical business plan requires a combination of electrical industry knowledge and an electrician marketing mindset.
You know your electrical contracting business inside and out, but is your electrical advertising strategy up to the task of growing your company’s net profits?
Today’s electricians must master their trade as well as electrician advertising, if they want to stand out in a competitive online marketplace.
But just like a live wire, marketing for electrical contractors can seem like a touchy target, especially in a digital world where online shopping rules the roost. What’s the best advertising for contractors to iachieve the highest ROI?
Before e-commerce and the internet took over, electrical contractors could depend on the phone book, direct mail, and newspaper or radio advertising to reach customers in their service area. Today, they must navigate a maze of electrical websites and other electrical advertising platforms, often guessing at which avenues work best for attracting quality leads that convert into customers.
In this Ultimate Electrician Marketing Guide, we took the guesswork out of the equation by compiling a list of the Top 16 electrical contractor marketing tips to help companies stand out.
More job leads, more calls and more booked appointments all lead to more revenue for your company. Make sure your electrical marketing solutions accomplish all of the above. Here’s a breakdown on how to tackle each one:
1. Make your website mobile friendly.
Optimize your site for smartphones, tablets.
Put great reviews front and center.
Be where your customers are—on mobile devices.
To tackle the first objective in your electrical contracting business plan, make sure customers can find your mobile-friendly website quickly and easily from any smartphone or tablet.
Why is a mobile-friendly website so important? It’s how today’s connected customers find electrical business names online, read customer reviews and engage with electrician advertising ideas.
If your electrician website isn’t fast, secure, easy to navigate, and immediately accessible from that device consumers carry around all day, they’ll lose patience and move onto the next company with a better electrician website design.
In 2019, American adults spent about 3 hours and 30 minutes a day using a mobile device to search online, and by 2021 that time is expected to increase to over 4 hours, according to a study conducted by Zenith Media.
Need a captive audience searching for “electrician near me?” Look no further than the smartphone in your hand for customers who need your electrical services and are ready to hire now.
» Read more tips on how to grow your electrical business.
2. Optimize your website for SEO
90 percent of consumers use the internet to find local businesses.
Think local when picking the best keywords.
Sprinkle variations of keywords throughout your website.
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. According to this 2019 Local Consumer Review Survey, 90 percent of consumers used the internet to find a local business in the last year.
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.
» Learn more about SEO with this complete beginner’s guide.
3. Set, manage, and adjust your marketing budget
What percentage of sales should be dedicated to a marketing budget?
Marketing spend options, including traditional and digital.
Targeted campaigns, social media, and Google offer opportunities.
For the best electrical business marketing plan, 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.
Experts in the industry say electrical contractors need to dedicate at least 10 to 15 percent of sales toward their marketing budget, if they truly want to grow their business. A 5 percent marketing budget is considered a small “maintenance” budget that only yields minimal results.
Set your electrical marketing budget, then take a look at the marketing costs and where you need to spend those dollars to maximize electrician marketing profits. Options might include traditional advertising on TV, radio, newspapers and billboards, or printing and sending direct mail fliers.
Mastering digital electrical contractor marketing ideas—from targeted email campaigns and paid social media posts to Google Local Services ads and 5-star Google reviews—increases brand awareness for your electrical company and helps you build an online reputation.
Test a combination of traditional and digital for best results, or focus on one before adding another. Once you set your electrical marketing budget, manage and adjust it regularly by tracking results for each campaign.
4. Focus on lead tracking and reporting
Measure success with lead tracking and reporting.
Demand tracking details about every lead.
Accurately calculate cost and ROI.
To truly measure success for digital marketing, advertising consultant Chris Yano advises electricians to focus on lead tracking and reporting for each electrical advertising campaign.
How do you know if you’re making good decisions when allocating your marketing dollars? Tracking and reporting gives you full transparency and specific 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.
“You’ve got to know,” Yano says. “You have to know 100 percent where you stand.”
» Need a better reporting system? Check out ServiceTitan electrician software.
5. Demand transparency with call-tracking software
Listen to every customer call.
Tie calls to specific marketing campaigns.
Adjust marketing spend and training.
If you want to know which electrical service calls convert to real job leads from actual customers, utilize call-tracking software for full transparency and get recordings to reference when you need them.
But keep in mind, simply deploying the software and listening to every third call won’t give you a clear picture.
Every call needs to be listened to and classified appropriately, Yano says. Separate new customers from repeat customers. Take referral leads out of the equation. Remove solicitations and missed calls. Filter requests for parts from calls tied to a direct mail campaign.
Ryno listens to and categorizes each call by tracking date, time, location of caller, CSR name, booking status, objections, a call transcript and more. That level of detail identifies problems and training opportunities, and lets businesses solve problems.
6. Verify and promote your Google My Business page
How to use Google My Business effectively.
Appear on Page 1 of organic Google search results.
What percentage of marketing dollars should go to search?
If your company operates multiple electrical businesses in a certain region, you can set up a Google My Business profile for each one, as long as you add different addresses and phone numbers for each.
With a well-optimized electrician website, good customer reviews and a verified Google My Business page, your electrical company can gain more leads by showing up on Page 1 of organic Google results when a customer in your area searches online for electrical services.
Companies can also buy Pay-Per-Click digital ads for better electrical advertising visibility, as well as set up call tracking to measure ROI.
Successful contractors such as Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business, say today’s consumers find 70 percent of all services online through Google searches. He advises spending at least half of your marketing dollars there.
7. Tell your company’s story in videos or blogs
Build authority with your target audience.
Target high-ranking keywords in your market with key text.
Regularly update your company’s website with authentic content.
Get to know your customers by letting them get to know you. Frequently posting blogs or videos about your company helps to build authority with your target audience, improves your search engine ranking, and increases organic traffic for your brand. It’s the best kind of electrical advertising and relatively inexpensive compared to other marketing tactics.
Use blogs and videos to target high-ranking keywords in your market, such as “best electrician in Atlanta” or “why outlets don’t work,” and offer helpful information and tips. Include keywords in the headline, captions, subheads and throughout the content, as well as photo alt text and metadata fields. Be sure to share that content in your electrician social media marketing to drive more traffic to your website.
Regularly updated websites rank higher on Google and other search engines, and posting content with high-ranking keywords gives you a cost-effective way to improve your website’s SEO. Just make sure the content is authentic, and not simply overstuffed with keywords.
» Get more electrician marketing tips here.
8. Make your brand sticky and disruptive
Do customers remember your company’s name or logo?
Make your brand unique, so it doesn’t get lost in the crowd.
Do customers feel at ease and find your company trustworthy?
Branding can make or break a small electrical business, and in times of economic uncertainty, it’s imperative to set your brand apart from the herd, says Dan Antonelli, President and Creative Director of KickCharge Creative.
Start with creative electrical contractor name ideas and electrical logo ideas that tend to stick in the minds of potential customers, so they remember you the next time they need an electrician.
How customers perceive your company also extends to your electrician advertising campaigns, signs on your trucks, and the uniforms your employees wear. Always strive to make your brand sticky and disruptive, Antonelli says.
“As contractors, we're trying to counter the fact that a lot of homeowners are scared about who's coming to their home, right?” Antonelli says. “They want to figure out, who can I trust to be inside my home and fixing something of mine?”
Be disruptive by standing out from the crowd. Your brand should be unique, something that doesn’t blend in.
A good brand, Antonelli says, does the following to attract customers:
Puts customers at ease.
Diffuses negative stereotypes or biases.
Aims to make people feel confident in their choice and reaffirms the company values.
Matches the company deliverables.
Takes control of the conversation and sets the tone to show customers why they should choose to do business with you.
Whether you’re leveraging the longevity of your brand, your trustworthiness, or catchy electrical business names, just make sure your foundational branding stands strong.
9. Ask customers for Google reviews
Develop a better strategy for securing positive reviews.
Customize your message to make the request personal.
Make leaving a 5-star review easy for customers.
With more consumers shopping online today than ever before, your company’s electrical marketing solutions better include a strategy for managing online reviews. Your online reputation depends on it, says Travis Ringe.
Ringe co-owns ProSkill Services, a full-service air conditioning, electrical, plumbing, water heater and water treatment home services company in Arizona. It’s a $14-million operation with more than 3,000 5-star Google reviews.
Following a marketing strategy to get more 5-star Google reviews, Ringe uses ServiceTitan’s built-in survey tool to customize a personal message and ask customers specifically to leave a Google review. The all-in-one marketing solution automates the process for better results.
The key to getting 5-star reviews requires providing awesome electrical service and making it easy for customers to leave a review, Ringe says. “We get between five and 15 Google reviews per day, on average.”
Managing online reviews is vital in today’s digital world, especially with 82 percent of customers saying they read online reviews for local companies and more than half saying they won’t consider hiring a company with fewer than 4 stars.
» Learn more about how to ask customers for reviews to improve your online rankings.
10. Master local SEO by geo-targeting the right audience
Learn as much as you can about your service area.
Join local groups on platforms such as Nextdoor and Alignable.
Build awareness and trust for your business brand.
Remember how we discussed optimizing electrical websites above? The same marketing tips apply to mastering local SEO, or identifying the right local audience for your company. It’s how you get in front of those local customers searching online for “best electricians near me.”
Do you know how many people own homes in your service area? Do you know the age of those homes? Do you know your customers’ age, gender, average household income, and credit score? Do you know what specific electrical service keywords they search for most often in your locale?
Learn as much as you can about your customers before starting any electrician marketing campaign. Join local groups on platforms such as Nextdoor and Alignable to help build referral traffic, distribute an electrician advertisement in local neighborhoods, or post funny videos to local Facebook groups to engage new customers.
The more your company appears in front of the right audience with the right message, the more awareness and trust you build in your brand.
» Learn more about local SEO here.
11. Automate targeted email marketing campaigns
Put the most relevant message in front of the right customers.
Segment your email audience based on relevant data.
Improve your customer relationship management to target appropriately.
Considered one of the most effective marketing channels today, targeted email marketing can earn your company, on average, $40 for every $1 spent.
The best electrical email marketing campaign gets your company’s name in front of the most customers with the most relevant message at the right time, says Megan Bedford of Mugyver Consulting.
Why don’t more companies do automated email marketing? Because they think they can’t manage it themselves or find a cost-effective provider to do it for them, she says. Mass emails with generic messages don’t typically resonate with customers and lower conversion rates.
Tools such as ServiceTitan Marketing Pro allow you to segment your email audience by zip code, age of equipment, date of last service, new homeowner, and more. Using data already collected in ServiceTitan, you can target previous customers with a “We Miss You!” email campaign, follow up on unsold electrical estimates, or offer a discount to new homeowners.
Derek Baer, Director of Operations at Gold Shield Services in Illinois, loves the simplicity of ServiceTitan’s user interface.
“I'm a very simple person,” Baer says. “Simplistic usability makes for less errors and less time.
“With ServiceTitan, when a call comes in it's literally on a dashboard. I can know whether the customer has called before, (and) where the marketing came from. It's all in one spot and not across multiple layers. I don't have to look for it.”
» Read more email marketing tips for electricians.
12. Invest in Google Local Services digital ads
Google Local Services puts your digital ads atop search results.
Craft a snapshot of your business to sell your services.
Pay only when customers contact you through the ad.
While a well-optimized website can produce organic Google search results, buying Google Local Services digital ads makes it more likely your company appears at the top of Google search results, above PPC ads and organic listings.
Local customers looking to hire an electrician can view a quick snapshot of your business—such as your electrical company name, your electrician website, Google review rating, and years in business—to determine whether your services fit their needs.
Costs for Google Local Services ads vary based on market and targeted keywords, but you only pay when a customer contacts your business through your digital ads. This cuts down on useless job leads from customers simply price-shopping electrical services online.
» Learn more about electrician marketing with Google Local Services.
13. Leverage direct mail marketing
Make creative direct mail part of your brand strategy.
Catch customers’ attention with catchy slogans and incentives.
A marketing agency can help make your direct mail look professional.
Leverage the power of direct mail marketing to customers by combining it with smart electrician social media posts and other advertising for electricians. Find the combination of marketing electrical tactics that work best for you.
Some of the best advertising for contractors comes from giving back to the local community. This might include offering a free electrical repair for a neighbor in need or donating funds to support a local Little League team. While charitable, these efforts also promote brand awareness and trust.
Creative direct mail marketing can also capture customers’ attention with catchy electrical logo ideas, unusual electrical company names and interesting electrical advertising. Including an incentive or coupon to inspire action never hurts either.
Hire an agency for electrical marketing services to help you create the most professional-looking electrician advertising, so customers remember your company the next time they need electrical services. Brainstorm creative incentives or campaigns to get new customers to call.
14. Use an app-based lead-generation service
Yelp, HomeAdvisor and others offer an additional marketing avenue.
Be careful with costs, make sure leads prove useful and cost-effective.
Do research to find which platforms perform most effectively in your market.
App-based services, such as Yelp, HomeAdvisor, Thumbtack, and others, create another avenue to generate electrician leads. The jury is still out, however, on how effective these lead-buying services really are for growing your business.
Some contractors say lead-generation services pay dividends, while others struggle to see their value when they find themselves, more often than not, paying for useless leads that never turn into real jobs.
With more than 90 percent of consumers using the internet to find a local business in the last year, listing your company on heavy-hitter websites like Yelp or HomeAdvisor can help your electrical company rise to the top of organic Google searches.
Just be sure to read the fine print before signing up to know whether you’ll gain value from investing. Do some research to find out which platforms perform best in your market.
» Learn more about how sites like HomeAdvisor work.
15. Measure results for your marketing strategies
Make sure to review strategies for effectiveness, adjust accordingly.
Tie all new customers to the marketing campaign they used to find you.
Call-tracking software helps you figure cost per lead, ROI by source.
No matter which electrician marketing tools or combination of tools your company deploys, what matters most is measuring the results and adjusting accordingly.
Create a marketing scorecard of all current campaigns, then tie all new customers to the specific marketing campaign by which they found you, to see what’s working or not working. Boost spending on campaigns with higher returns, and drop channels with poor performance.
If your company uses call-tracking software, such as ServiceTitan Phones Pro, you can easily track the number of calls, booked appointments, sales, revenue, cost per lead, and ROI for each electrical advertising source.
ServiceTitan Marketing Pro also makes sending targeted email campaigns a breeze, and allows users to track real ROI by measuring email performance and revenue attribution.
» Ready to market like a pro? Click here to learn more.
16. Deliver awesome customer service from start to finish
Getting 5-star Google reviews requires giving 5-star service.
Train every technician to go the “second mile.”
This simple, old-school method of marketing produces word-of-mouth referrals.
Industry leaders say the best electrician advertising ideas start with providing awesome service to every customer, from beginning to end. Even in today’s digital world, that’s how companies get more electrician leads, more 5-star Google reviews, and more loyal customers.
In a recent Service webinar video, Travis Ringe of ProSkill Services says his team finds success with getting 5-star customer reviews by delivering “second-mile service.”
His CSRs and techs search for ways to go above and beyond by always offering to do more than what’s expected, such as providing ladder service to help elderly customers change lightbulbs or smoke detector batteries, or simply bringing the trash can from the curb.
“That's really gone a long way, driven a lot of really happy customers and reviews,” Ringe says.
ServiceTitan is a comprehensive electrical business software solution built specifically to help service companies streamline their operations, boost revenue, and achieve growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.Learn More