Toolboxplaybook-back-btn Playbookplaybook-back-btn Chapter 7

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 14 OF 14

Other Marketing Strategies

Content marketing: 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 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. 

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.

Geo-targeting: Remember how we discussed optimizing 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 service keywords they search for most often in your locale?

Learn as much as you can about your customers before starting any marketing campaign. Join local groups on platforms such as Nextdoor and Alignable to help build referral traffic, distribute an 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.

Don’t forget to calculate ROI

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.

Go to Chapter 8: Call Center Practices