As an electrician, you must constantly be thinking about how to effectively expand your business. This requires thinking about how to retain your current customers as well as attract new clients. There are several ways you may go about this — but one of the most effective is through an electrical advertising strategy.
Continue reading to learn more about what electrical advertising is and how your business can establish and maintain an electrical advertising strategy to increase brand awareness, reach more prospects, connect with your current customers, and improve your bottom line.
Electrical advertising is a component of a marketing strategy (or marketing plan) that electricians of all kinds — from electrical contractors to electrical business owners — can use to:
- Improve brand awareness.
- Reach more potential customers.
- Retain current customers.
- Drive return on investment (ROI).
The process may incorporate different advertising channels including digital marketing channels and traditional channels (those that are not online). In doing so, you’ll have the ability to meet your customers where they are.
Why is electrical advertising important?
Electrician advertising (a form of electrician marketing) is important to the success of your electrician business for numerous reasons. It’s an influential component of your overall marketing strategy that introduces your business to prospective customers and keeps your brand top of mind among existing clients. Electrician advertising promotes your company among your target audience members to ultimately drive more business.
How to Advertise Your Electrical Business
Here are the steps you’ll want to follow to establish a successful advertising strategy for your electrical business.
1. Create an ad strategy with specific goals.
To effectively advertise your electrical business, start by developing an advertising strategy. It should inform which channels you’ll advertise on and through. From there, you can set unique goals for each ad channel, and determine how you’ll report on the success of those individual channels. And speaking of choosing your ad channels, let’s review some of your options next.
2. Choose your electrical advertising channels.
By choosing the right channels to advertise your electrical business through, you’ll drastically improve your chances of growing your business among new and existing customers. Begin by thinking about where your target audience spends their time and what type of ads you believe will resonate with them most. This may include some of the channels you already use throughout your content marketing strategy, as well as other digital and traditional channels.
Here are some examples of ad channels that are commonly used by electricians.
Website and Organic Search
A website is critical to your advertising success. Search engine optimization (SEO) improves your discoverability and likelihood of appearing in organic searches. In other words, SEO helps your electrical business’ website and web content show up on the search engine results page (SERP) when your prospective customers are actively searching for an electrical service like yours. To help you identify the right keywords and phrases to go after, consider using an SEO service such as Ahrefs or Semrush.
Local SEO is also advantageous for your electrical business to spend time on because it allows your business to show up in the SERP for people who are searching for services like yours within your geographic location.
Meaning your company will appear as a local service for people within close physical proximity to your business headquarters. A map and other information such as your business address, phone number, and hours will also be visible to users on search engines.
When you claim your business on Google, you’re also improving your overall and local SEO. Additionally, you can claim your knowledge panel to manage the information that’s visible to users on Google about your electrical business. This also gives you the ability to collect and manage your customer reviews.
Create a blog for your electrical business. This establishes an avenue for the publication of valuable thought-leadership content and information about the services you offer. Share DIY tips, answer FAQs you and other electricians on your team get, and more. You can easily promote your blogs among your current customers via two other commonly-used advertising channels that we’ll cover next — social media and email.
Social Media Marketing
Social media marketing is a great way to advertise any home services business. Start by selecting the platforms that you know your audience is on and believe your electrical business can manage such as Facebook and Instagram. Then, connect with your customers by creating unique content and responding to their comments, direct messages, and questions. By sharing one-of-a-kind social content that your audience can’t find anywhere else, you’ll improve engagement.
Social media platforms also have a number of paid ad opportunities and tools. We’ll talk more about paid ads on a broader scale below — but in terms of social media, they show your business’ advertisements to your target audience while they’re already engaged on the platform. For example, with YouTube Ads, Facebook Ads, and Instagram Ads, you can direct your ads to your audience based on the demographic and behavioral criteria that you select.
Email marketing is a powerful method of advertising that allows you to nurture your existing customers and your leads. For instance, share newsletters that include information about your electrical company, videos that show electrical best practices or tips and tricks, and more. There are also tools available today, such as Scorpion — a home services marketing software — that make the process of email marketing your electrical business simple.
Paid ads are a form of advertising that your business pays for. By using paid ads, whether on search engines like Google, websites, or social media, your electrical business will be discoverable to people who meet certain demographic and/or behavioral criteria you select.
If you’re creating paid ad campaigns through Google Ads, set any budget that works for your electrical business. The tool will then show your ads to people in your area who are looking for a service like yours while they’re searching.
Video is a versatile medium for ads because you can tell so many different stories through it. Use video to share how-to’s, customer testimonials, service offerings, education, or behind-the-scenes footage. Then, post the video content on your website, YouTube channel, social media, emails, and paid ads to improve engagement.
Traditional (Offline) Channels
Your entire electrical advertising strategy doesn’t need to revolve around digital/online channels. Leverage traditional forms of advertising that are offline, too. For instance, send direct mail and business cards to people in your area — including your current and prospective customers — about your services.
4. Measure the success of your electrical advertising strategy.
Did you meet your goals? Did your electrical advertising strategy achieve what you wanted it to? What areas can you improve upon? Measure and analyze your electrical advertising strategy to answer these questions. Google Analytics makes this easy, but there are many other ad reporting tools available, too. And depending on which ad channels you select, you may have access to integrated reporting capabilities within the tool (e.g. Facebook Ads Reporting). Once you’ve measured and analyzed your success, you’ll have the information you need to adjust your strategy accordingly.
5. Use a home services marketing tool.
A home services marketing tool like Scorpion automates parts of your marketing strategy including ads. Scorpion’s ad features and capabilities help you create online ads that target your audience when they’re already searching for a service like yours to help you scale your business across the channels of your choice.
Create your electrical advertising strategy.
An effective advertising strategy for your electrical company improves brand awareness, discoverability, and reach. Use the tips we covered above to create and test your electrical ad strategy, and consider using a tool like Scorpion to make the process of reaching your target audience simpler and more effective.