Most of the Electrical Contractors out there built their business who’s been around for 10,20, and 30+ years have built their business based on high-quality services, word-of-mouth and referrals.
In this blog post, we are sharing some of the best ways to market your Electrical Contractor Company online.
Over the last 5-10 years, the competition has grown fierce, and the shift on how consumers interact with business has also changed dramatically. In today’s digital age, 97% of consumers go online to find the local business.
Electrical contractors who embraced the digital age have grown significantly. At the same time, the ones who are still stuck with the old ways of doing business just plateaued or worst they had to close the company due to the market saturation and fierce competition.
If you want your Electrical contracting business to grow in 2020, you need to start marketing yourself online and start implementing strategies on how you can dominate your competition.
Using digital marketing can help establish your business as the go-to electrical contractor in your area as well as generate more sales and leads predictably.
1. You Need a Great Website
Your website is your central hub of all your digital marketing efforts, so it just makes sense that having a great looking and highly-optimised website is a must.
In 2020, just having a website is not going to cut it anymore. You need to have a great looking website with a user-friendly interface.
According to a recent study, 75% of people have judged a company’s credibility based on its website design and 48% say it’s the top factor in assessing a company’s credibility.
Here’s an example of one of our website design. A great looking website with the primary goal of getting as many leads as possible while giving consumers and browsers an excellent user experience.
2. Optimise Your Google My Business Listing
Google My Business is one of the most important aspects of online marketing, especially for Electrical Contractors who want to serve their local area.
A recent survey says that 70% of consumers who are searching for an Electrician in the local area ends up calling/booking the business in the local snack pack.
Here’s what a local snack pack look’s like for the search term Mandurah Electrician.
If your business is not showing up in the local snack pack, then you are losing a lot of calls and potential customers.
Here are some Google My Business optimisation tips that you can implement today.
Tip 1: Establish a consistent NAP ( Name, Address & Phone number )
- You need to establish a consistent NAP across the internet, on your website, as well as on the major business listing websites like Yellowpages, Yelp, Truelocal and Whitepages.
- Consistent Name – Pick the format for your business name & stick with it. We recommend using your trading name instead of the legal business name. For example XYZ Electrical instead of XYZ Electrical Pty Ltd
- Consistent Address – if your business address comes with Suite’s and Units, make sure it matches everywhere.
- Consistent Phone Number – You want to use the same number on each of these sites.
Tip 2: Get Reviews
Reviews are a key ranking factor within the map listings.
- As a practice, you need to request reviews from your customers to get them. A strategy that we use takes a three-step approach:
- Send an initial email to your clients asking them for a review
- Keep an open ear for happy customers and ask if they are willing to write a review
- Have a review us card printed and give it to your customers after every completed service
Tip 3: Build Out Your My Business Page
- Fill your My Business page with quality content. Add all ten photos of your office, staff, company logo, fleet and equipment
- Upload a video. This video doesn’t necessarily need to be high quality or professionally produced. Break out your mobile phone and take a few video shots. Record yourself ( Owner or Manager ) explaining who the company is, what you do, and what your unique selling proposition is.
Tip 4: Select The Right Categories
You have the option to choose up to 5 categories. It is essential to select the appropriate categories and add new custom categories, as needed.
Tip 5: Increase Your Citations
All the things being equal, citations are a critical determining factor of ranking. Just like in SEO where in-bound links determine the ranking with local listings, citations determine the ranking. Whoever got the most quality citation wins.
- Citations are listings across the web that contain your NAP with or without a link.
- Add your business to business directories.
Click here to find the most relevant local listing for your type of business.
3. Invest On A Good Quality SEO ( Search Engine Optimisation )
Now that you’ve decided to get a great looking website. You need to start optimising your on-page ( website ) and off-page ( other websites ), so search engines like Google & Bing will look at your site as the authority for certain topics or search terms.
Majority of Electricians out there haven’t invested anything to optimise their website, or worst they tried a $399 per month SEO service hoping that’s enough to start ranking on the first page fo Google.
Here are some of the primary key points that you need to take care of your on-page SEO.
- Unique Title on Each Page
- H1 Tag of your Main Keyword
- Image Alt-tag with Main Keyword
- URL Should contain page keyword
- Anchor Text on each page and built into the footer
- XML Sitemap should be created and submitted to Google Search Console
You also need to start creating more relevant pages for your website.
A typical home service business website has only 5 – 6 pages ( Home, About Us, Our Services, Reviews and Contact Us ) That does not create a lot of indexation or place holders on significant search engines. Most contractors provide a wide variety of services.
By building out a website and creating separate pages for each of those services ( Combined with city modifiers ), Your business can get listed on search engines for each of those different keyword combinations.
Here’s an example of how we would typically build a website for an Electrical company in Mandurah:
Home – About Us – Customer Reviews – Contact Us
Sub Pages for Each Service – Emergency Electrician, Residential Electrician, Commercial Electrician, and so on.
Most Electricians provide services in multiple suburbs or cities outside their primary suburb. To be found on the search engines for each of those suburbs, additional pages need to be created.
Sub Pages for Each Suburb They Service – Rockingham Electrician, Baldivis Electrician, Bunbury Electrician, Port Kennedy Electrician etc.
Google Ranks Pages Not Websites
So the more relevant pages you create, the higher your chances of showing up on the Google search results.
If you decided to hire a reputable SEO Agency, make sure the SEO company is only practicing white-hat strategies.
Black-hat strategies can give you a quick boost but eventually once Google finds out that Black-hat strategies are used on your website they can potentially wipe your online visibility.
White-hat strategies can take longer but a good SEO strategy takes time but it’s all worth it once you are on the top spot.
Don’t forget about your inbound links or backlinks.
Once the pages are built out and the On-page SEO is complete, the next step is getting inbound links.
Everything you have done to this point is laying the foundation or groundwork – you have the pages in order to even be in the running but it is the number of QUALITY inbound links to those pages that is going to determine your ranking in the Google search results.
So once the pages are built we are really just getting started. The only way to get your site to rank above your competition is by having more quality links to your site than your competitors.
There are number of things you can do to increase the number of inbound links to your site.
- Association Links – Be sure that you have a link to your site from any industry associations that you belong to.
- Directory Listings – Get your site listed on as many quality directory type listing as possible.
- Create Interesting Content / Articles about your industry – This is probably the number 1 source of inbound links because you can write an article about your industry and push it to thousands of article directory sites, each containing a link back to a specific page on your site.
Here are some of the most important directories where you need to list your business.
You can add your company to most of these directory free of charge and that will service its purposes from a citation development perspective.
Visit click here to find the most important listing you need to be in for every industry.
When you are adding your company listing on the directories listed above make sure you enter a consistent NAP ( Name, Address, Phone Number)
If you build out your site for your services and sub-services , optimise the pages using SEO best practices and then systematically obtain inbound links to those pages and sub-pages, you will start to DOMINATE the search engines.
4.Don’t Forget About Your Social Media
There is a lot of Buzz around Social Media ( Facebook, Twitter, Youtube ) but how can social media be leveraged by an Electrical Contractor Company? How can you actually use social media to grow your business?
It starts with understand that social media is the new word of mouth. The best way to use Social Media is to enhance the engagement / loyalty of your existing customers and by extension of that and social media platforms, you will grow your repeat business and word of mouth business.
Setup your social media profile
Send an email blast to your existing email list letting them know that you want to connect with them on social media and that you now have social profiles. Offer them some incentive to follow you.
- Discount off next purchase
- Discount for their family and friends
- Something of value for free
Add social media to your day-to-day business practices and systematically invite your customers to engage with you online.
- Add links to your business cards, brochure, marketing materials and website
- Be sure to invite all your customers to engage after service via follow up email
Post Valuable Content
This may be the most important component of your Social media strategy. If you have thousands of fans and followers, but you don’t add value. you will have accomplished nothing.
You need to post relevant up-to-date tips and ideas, techniques, news and special promotions on a daily basis. Try to keep your 90% if your posts informational and 10% promotional.
Engage with Your Customers
You need to stay on top of your social media profiles and engage with your fans/ followers when they post or reply to your profiles.
If you want to start using Facebook ads to drive additional source of traffic but you don’t want to drop thousands of dollars on a Facebook ad campaign.
Here are some of the tips to get the most out of your Facebook advertising dollars.
Post with Intent
these days simply posting things on your facebook page and hoping someone sees them no longer works. You need to have a goal and decide what you are looking to accomplish with that post.
Best way to do this is to look at your Facebook insights to understand what posts are getting more interaction with your audience.
Use a content calendar
We’re all busy. And when we’re busy without a plan in place for the tasks we have to get done, things inevitably slip through the cracks. Social media content is no exception.
Just like with blogging, a successful social media strategy requires regular publishing and engaging with followers to see positive results — whether that be in terms of SEO, brand recognition, lead generation, or all three.
Here are some of the most popular Content Calendar tools that you can check out.
Trello is another organisational tool that’s highly effective for team collaboration. More specifically, social media managers can use Trello’s flexible assignment “cards” and customizable “boards” and “lists” to map out to-do lists, manage a content calendar, plan a campaign, and house ideas from a brainstorm.
Excel Spreadsheet or Google Sheets
Marketers might already use Excel for different types of reports and data analysis in their roles, but it’s a highly useful tool for social media content calendar organisation, too. Excel can be customised according to whatever priorities or metrics a team is focused on, so it’s an excellent tool for planning.
Evernote is a note-taking app that marketers can use to keep track of all the moving parts that comprise a social media campaign.
The tool also features yearly, monthly, weekly, and hourly logs, which make it easy to keep track of when you’re publishing content on social media when you’re producing blog content, and other team-wide priorities. (Evernote offers customizable templates for each of these that can be downloaded into the app.)
Optimise your Facebook Business Page
When creating your Business Facebook page, think of it as your own website. You can set up different tabs that work as a navigational menu of your page. Hence, it’s essential that you organise them so your customers can find the information they need quickly.
Very simple things like adding review tabs are often overlooked but can make or break the user’s experience.
Create your own group/community
By creating your own community inside your Facebook page, you can get more organic reach than your regular business page.
You can easily communicate with your audience without spending anything to boost your posts.
Here’s how to add a group to your Facebook page.
Posts On Your Facebook Story
Facebook story tend to have a casual feel and users tend to engage more on content and posts like this. Some of the most successful facebook stories we’ve seen are Behind the scenes and business updates.
We have also seen an increase in the popularity of live feeds where you can interact with your audience and fans directly.
Boosts Your Posts
There’s no denying that Facebook business page organic reach has dropped significantly. So if you are having a big sale or a promotion, it’s worth it too boosts your facebook posts so all of your Facebook fans can see the offer.
Try using different types of content, messaging, images and posting times to see what can help you get the most out of your marketing budget.
One of the most powerful aspects of using facebook posts is you can custom tailor the audience by location, age, and so on.
Here’s a step by step guide how to boosts your posts on facebook.
Boosts Posts and Facebook Ads Combo
By creating multiple ads and boosting the ads with a budget of roughly $30 to $50 to drive engagement to your ad. This will also tell you which ads are getting more engagements such as likes, comments and shares.
Once you have generated significant engagement, you can use that exact same boosted posts as your primary conversion ads.
Ads with likes, comments and shares generally convert better than an ad without any engagement.
Create Your Custom Audience
One of the most effective ways to get the most out of your marketing budget is to retarget users who already engaged with your brand or business.
You can create hundreds of different custom audiences and run various tests.
Our tip is to run video ads to an audience who never heard about your business. For example, if you are an electrician, you can create a video talking about “10 electricity safety at home”.
After a few days, you can then send another ad to people who watched your video ad offering a discount on home electrical health check,
By using the method, you are only sending your offers to people who are interested in your service or product getting the most out of your marketing budget.
Use different bidding strategies
One of the most important ways to create a successful facebook marketing campaign is to test different bidding strategies.
For example, you can create multiple ad sets with an exact same copy but with different bidding strategies, let it run for a couple of weeks and then turn off the underperforming ad sets.
Facebook uses data to find the best customers accurately and if you only started advertising, recently, Facebook won’t have enough data on your business account. Facebook typically need 15 to 25 conversions per week to find the best audience so if you don’ have 25 purchases then it’s best to set the conversion event that’s closer to the top of your sales funnel.
Capitalise on link retargeting.
If you’re using Facebook retargeting ads to boost conversions and attract visitors to your website, you should use link retargeting. This allows you to build your retargeting lists and reach the audience who haven’t visited your website before.
“Basically link retargeting allows you to add Facebook retargeting pixels to your short link when sharing curated content. Anyone who clicks on this content can be retargeted with relevant ads, So you can retarget people who’ve clicked on media coverage, reviews or industry news related to your business, even if the link led to a third-party website.”
To read our full Facebook Ads Guide On Budget for 2020 click here
5. Generate More Reviews
Word-of-mouth or referral are still considered some of the best leads that you will get. But you might have noticed over the last few years that the number of referral leads is going down.
One of the main reason for this is because of online referral platforms such as Google, Yelp, Trustpilot and other review platforms.
First Impressions matter, especially in the business world. With the internet at our fingertips, consumers can easily do a quick search about your business and find the information they need. Customer reviews are one of the first things they look for when they decided to do business with you.
With as much as 88% of consumers relying on customer reviews, you want to make sure that the first thing they see are positive, glowing recommendations. Otherwise, it can ruin your business.
Here are some of the reasons why you need a Review Strategy for 2020!
With the Internet’s help, Word-of-mouth spreads like a wildfire. The good news about your business travels fast while bad news travels faster. If you receive a single negative review recent report says that review will cost you about 20% of your potential customers. With other statistics saying the numbers can jump to as high as 59%! Do not underestimate the power of a negative review. It can make or break your business.
Customers are more likely to write about negative experiences than positive ones online. They won’t hesitate telling everybody how unhappy they are with the service they received. Whether in Social Media, Telling their friends and Family, Online Review Sites such as Yelp, Trustadvisor and worst on your Website or Google My Business listing.
To gain the trust of potential customers, you need to prove to them that you’re a professional. One way to do this is to encourage all of your happy customers to leave a 5 Star review on your business listings. There is no one better to tell your success stories than your satisfied customers.
Boost your SEO rankings
One of the most effective ways to improve your online Local visibility is to list your business on online review sites like Yelp, Yellowpages, Trustadvisor, and Google My Business.
Google is the most used search engine on the Internet. Google’s goal is to provide the best possible result you a query. The reason behind this is the more accurate the information they provide, the more likely you will use Google again to find answers. Since they know how important online reviews are for the majority of the customers, they tend to pay attention to these online review websites. Online reviews are one of the key factors that influence local search rankings. The diversity of review sites, Your rankings, The speed at which reviews are generated, and the total number of reviews your company has – all of these factors play a major role in whether your business appears on the local search results.
There are plenty of review websites online and because of this, it can be quite difficult to choose where to have your business listed. But one of the most important ones is Google My Business. since the most turn to Google for online research, that means a larger audience will see your Business profile.
Google My Business focuses on Local search results to help local businesses reach their target audience. 90% of consumers today will Google your business before doing any business with you. They want to know more about your business, and Google My Business can provide some quick answers. It provides information such as contact number, address, and opening hours.
Influence buying decision
Buying something online is one of the most popular ways to make purchases today. Consumers flock the internet to buy items and inquire about a service.
Most people start their buyers’ journey buying looking up the product online. Buyer’s today are smart. They don’t just buy anything from anybody. They’d go from one site to another to compare prices and reviews. They take time to read online reviews before making a purchase.
Online reviews play such a crucial role and are relied upon by a lot of people. According to a survey that was conducted by Brightlocal 90% of consumers read online reviews. 88% of them trust online reviews as much as a recommendation from a family member or a friend. Reports also mentioned that typical consumers read around 6 reviews before they form an opinion about a business. Do not hesitate to show off your best reviews on Twitter, Facebook, Instagram, Blog or even your website.
Get found Online
The majority of consumers tend to start their buyer’s journey online since it’s easier and more convenient. They go online not just to find who’s the cheapest or who’s offering the best deals, but to research about the products or services they need. They already know what they want. Right now, they are in the process of selecting a business that can cater to their needs. This is where online reviews come in.
Reviews are usually the first thing they look for when they want to buy something online. As a potential customer, they want to know the opinion of previous customers. What do they think of the product? or the service? Is it worth their money? These are the things they want to find before buying or using your service.
Reviews are an absolute essential for businesses. Consumers may not be familiar with your company, but they are likely to come across your business during the shopping process if you have some customer reviews. The more reviews you have, the more reliable and trustworthy you’ll be in the eyes of potential clients. not only will it make the decision process easier, but it also helps you generate more leads.
Drive Sales to your Business
If you’ve ever bought anything online, you have probably read online reviews. You are not alone. As mentioned above, a huge majority of consumers read online reviews. Why? It’s because people want an assurance that the product they are planning on buying is of good quality.
When considering buying a camera or a smartphone, they often consult the reviews to check if previous customers are satisfied with the purchase. Another reason is to determine the quality of a local business.
A huge percentage of buyers take time to read product reviews before making any online purchase. They are more likely to get that camera if they find ratings with an average score of 4 on the particular model they are eyeing on. 5-star reviews may provide the extra push they need. They just need reassurance and confirmation that they are getting the right product.
Having no reviews is as good as having negative reviews. Since many of them rely on product reviews, some people may see the lack of reviews as a red flag. It leaves your reputation in a vulnerable state. People may not even consider buying your products without them. Think about how many potential customers end up buying from your competitors because they can’t seem to find any reviews.
You might think that we are biased here, but truly believe the right digital agency can make a huge improvement when measuring the return on marketing investment made in digital.
You’re able to tap into the skills, experience, and perspectives of a collection of digital professionals all passionate in delivering on your marketing objectives.
You will have access to all the skills that you need
Building an in-house team to take care of the entirety of your digital marketing efforts is a practical impossibility for many businesses. The skills your company needs are either hard to come by or too expensive. What’s more, it won’t be financially feasible to hire someone for a full or even part-time placement if you don’t need their skills constantly and consistently.
The campaigns that you run will change at different times of the year – for example, branding and SEO at the start of the year, and focus more on social media and paid advertising towards the end of the year to gain that quick boost of leads and sales.
A digital marketing agency will retain employees in a range of different roles and can apply the right mix of skills to meet your campaign objectives. This happens seamlessly for you, with the knowledge they have built up about your brand objectives shared throughout your campaign team.
Manage your budget more effectively
Outsourced digital agencies are typically responsible for the marketing spend that your company places with Google, Facebook, Instagram, and Twitter.
Tracking this spends across multiple platforms and campaigns is difficult and time-consuming. Add to that the requirement to track conversions, carry out optimization and direct budget to the most effective campaigns, and you have a complex set of reporting and management requirements.
Digital agencies are experts in effectively managing your digital marketing budget, having developed tools and processes over 100s of clients to make the process more efficient. By working with an agency, you benefit from their internal controls and procedures. You set the budget and expectations, they handle the rest.
Give your business space to grow
Scalability is a key advantage of outsourcing. As your business grows (whether that is through more physical locations, more electricians , more vans or just to help you handle the influx of leads or sales), your operations need to change to react.
A digital agency can respond to the changing needs of your business and likely has experience dealing with the issues that you are trying to resolve. Once again, they can apply the expertise, insights and software solutions developed with other customers to help you through the growth stage of your business.
Need Help Leveling Up Your Electrician Marketing Strategy in 2020? We Got You.
At Shoutout Digital, we have been helping home service business like yourself generate more leads and sales by implementing a solid digital marketing strategy. Whether you are a new business or someone who’s been in the Electrical Industry for the 50 years, we’re here to help.