Improving brand awareness, engaging your target audience, and encouraging prospects to become paying and loyal clients are all important to your success as an electrician. Whether you’re an electrical business owner or electrical contractor, you must also think about your point of difference among competitors, demand for work in your area, and marketing budget. To help you manage all of these elements for success, create an electrical marketing plan.
In this blog, we’ll explain what electrician marketing is and provide steps for creating a marketing plan for your electrical business.
Electrician marketing is the process of determining how you’ll engage your potential and current customers throughout the buyer’s journey to convert them into loyal clients. To effectively do this, you need to create a marketing plan.
Electrician Marketing Plan
An electrician marketing plan — also known as your electrician marketing strategy — is how your business will define your marketing goals, budget, channels, key performance indicators (KPIs), and more. An electrician marketing plan should be based on what you want your marketing efforts to accomplish for your business.
1. Identify your buyer personas.
In order to have a successful marketing plan, you must first get to know your buyer personas. Buyer personas are detailed descriptions of individuals who represent your target audience. They provide insight into your target audience’s behavioral and demographic traits and characteristics. As a result, you’ll have the necessary information to effectively reach and resonate with your customers throughout all aspects of your marketing strategy.
2. Set your goals.
Next, think about your goals. What do you want your electrician marketing strategy to achieve? Would you like it to 1) improve brand awareness, 2) bring in more net-new leads, 3) nurture and convert prospects, 4) help you retain your current customers, or 4) establish yourself as a thought leader in the electrical industry?
Your answers to these questions, and the resulting goals you choose to set for your electrical marketing strategy, will inform the rest of the steps below.
3. Establish a marketing budget.
Will you use paid and free marketing strategies and tools? Or will you use a mix of both? Based on your goals, resources, and overall company budget, set a marketing-specific budget. Remember, you can always adjust this budget in the future if needed.
4. Invest in a home services marketing tool for electricians.
As someone who owns or works for a small business, your time and resources are incredibly valuable. By using home services marketing software, you’ll save time and simplify all of your marketing efforts with automation and tracking all located in one place. A tool like Scorpion has capabilities that are created specifically with electricians in mind.
5. Select your marketing channels.
There are many channels you can market and promote your electrical business on and through. These may include some channels you already incorporate in your electrician digital marketing, content, and advertising strategies.
Here are some marketing ideas and channels that you may use to promote your electrical business.
A website should be one of the first channels you think about when it comes to your marketing plan. Ensure your landing pages clearly define what your electrical business does, the types of service you provide, your contact information and hours, and pricing.
Add links to your social media profiles, include a home for your blog (if you have one), and make it easy for users to get in touch with you. Straightforward web design and user experience (UX) go a long way when you’re working to keep people on your website.
Search Engine Optimization and Organic Search
Search engine marketing entails incorporating search engine optimization (SEO) practices into your electrical marketing strategy. Electrician SEO helps you surface your business’s website and content on search engines like Google when your target audience is looking for an electrical business like yours.
By using an SEO service such as Semrush or Ahrefs, you’ll be able to identify the right keywords and phrases to include on your landing pages and throughout your content to rank in the SERPs and improve visibility among your target audience.
Local SEO takes this a step further. Your business will appear in the SERPs for those searching for electricians in your geographic location. You can improve local SEO by creating a Google Business account (previously referred to as Google My Business), managing your business profile, claiming your knowledge panel, and obtaining a Google Guarantee badge.
A blog can be an effective way to stand out among your competitors, become a thought leader in your space, and optimize your website for search engines. In your blogs, share knowledge and insights with your target audience that they can’t find elsewhere. Publish electrical tips and tricks or how-tos, and answer FAQs in your content.
By performing SEO research prior to writing your blogs, you’ll be able to incorporate the elements that Google and other search engines favor. As a result, your blog content will appear in the SERPs when potential customers are searching for electrical services and related information.
Social Media Marketing
Social media marketing allows you to promote brand awareness on platforms such as Facebook, Instagram, YouTube, and Twitter. Begin by determining where your target audience spends most of their time to identify the platform (or platforms) to use within your marketing strategy.
Think about the type of original, engaging, and valuable content you can share on those platforms to improve visibility among your potential and current customers. Be sure to interact with your audience if they send you direct messages or leave comments on your content. This fosters a personal connection that leads to improved brand loyalty.
A common form of online marketing is paid advertising. Paid ads improve your brand presence by introducing your marketing content to a wider group of people. They target individuals who are searching for products or services similar to yours based on criteria such as their location and behavior. A popular way to create paid ads is through Google Ads. The tool allows you to set a budget and ensure your ads are seen by your target audience and customers across the web, Google search, and YouTube.
Direct mail is not dead! In fact, it can be an effective way to send your electrical customers special offers (e.g. discounts on upcoming services) or provide updates on your business (e.g. holiday hours or new serviceable areas). After you complete a service, you may also send your customers follow-up mail on a regular cadence to stay top of mind.
Email marketing is an effective way to stay in touch with your current customers, send personalized messages and content, and share information about your services. You might also have an email newsletter for your blog or other content that’s sent on a monthly cadence to your subscribers to share the latest information.
6. Analyze your success.
Measure and analyze the success of your electrical marketing plan. Did you meet your goals? Why or why not? And how can you iterate to improve success in the future?
To track your KPIs and goals, you’ll need an analytics tool. Depending on the marketing tool you choose (such as Scorpion), you may already have access to automated and integrated reporting capabilities. There are also a variety of other tools you can measure your marketing success on.
For example, Google Analytics is a common one if you’re looking to combine most of your marketing data into a single platform. Another option is to determine which channels you’re marketing through have their own reporting features. For instance, Facebook Ads offers a reporting feature.
Create an Electrical Marketing Strategy
An electrical marketing plan can improve brand awareness, attract and engage your target audience, and convert leads into paying and loyal customers. Get started by working through the steps we reviewed above, and consider using an electrician marketing tool like Scorpion to simplify the process.
Want to learn more about how Scorpion can improve your electrical marketing strategy?