Electrical contractor marketing has gotten a lot more complicated over the past decade or two — but don’t worry, we can help. With the internet ever-present in our lives, providing seemingly unlimited choices and access to more information than ever, a digital marketing strategy is no longer optional.

Most people will discover your electrical company online, so the best way to reach more potential customers is through a carefully constructed online marketing plan. Call Lead to Conversion today at 855-473-6582 and we’ll help you let homeowners and company bosses in your service area know that your electrician business is the best in town.

Why Have an Electrician Marketing Strategy?

While word of mouth will always hold some importance, it’s almost entirely moved online. Whether you do home services, commercial electrical work, installations, maintenance or all of the above, most new customers are going to find you through a Google Search or social media. Not only that, but they also have access to tons of review sites and blogs to help them make decisions about the best company for their needs.

Having a marketing strategy takes into account the basics that you probably already have in place, such as using print or broadcast media for ads, displaying testimonials, getting referrals from fellow business owners and having a mailing list of current customers. However, in the digital age, you need to do so much more to stand out above the competition.

From brand strategy to search engine optimization (SEO) and your social media presence, you must leave no avenue for potential growth unexplored. Read on to find out about some of the most important aspects of digital marketing for electrical contractors that Lead to Conversion can assist you with.

Search Engine Optimization for Electricians

Search engines are the place to be when it comes to reaching as many people in your target market as possible. You could be the most passionate, skilled and efficient electrician on the planet and have a top-notch website — but if you’re not searchable online, customers won’t find you. Unless you’ve already invested in SEO, chances are it’ll be pretty hard to discover your website without a business card or prior knowledge of your existence.

Google uses over 200 data points to assess each website on the internet and determine how relevant it is to people searching online. There are tweaks you can make to your website and presence elsewhere on the internet to signal to search engines that you’re a local business specializing in electrical services. When done correctly, your website will appear on the first page of the search engine results pages and you’ll get more inquiries and bookings!

Some key aspects of SEO include:

  • Schema markup
  • HTTPS secure
  • Mobile friendly
  • Unique city and state landing pages
  • High quality content
  • Relevant, long-form information
  • Backlinks
  • Page speed
  • Domain age
  • Optimized metadata
  • Social signals

Local SEO

Google My Business (GMB) is probably the fastest and simplest way to get your electrician website to the top of the SERPs. Optimizing your GMB profile makes it easier for Google to understand exactly what your company does so it can display it at the most relevant times. This is done by providing geo-tagged images, writing a keyword-enriched business description, posting about services and including information about your business, such as name, phone number and address.

When your GMB is fully optimized, you have a strong chance of appearing in the local pack. This is the listing of three websites that appears underneath a Google Map when someone performs a search with local intent, such as “electrician near me” or “[insert city name] electrician.”

Pay-Per-Click Advertising

PPC is ideal for businesses that have the budget to invest in generating website traffic using Google Ads or similar services. It’s also one of the fastest ways to get the word out there about your business and let people know how awesome you are.

Bidding on the right keywords is essential, as is knowing how to optimize ads for your target audience. Even if your small business doesn’t have a huge budget, it’s possible to get your company name in front of people without spending anything unless they click through.

Content Marketing

Although content marketing is a long-term strategy that bears more fruit the longer you do it, it’s actually one of the best ways to signal to search engines that your website is relevant. Writing blog posts and sharing them on social media is a great way to generate organic website traffic, but it’s also highly effective at boosting your ranking on the SERPs. As you build a catalog of relevant content, keyword strings and topic clusters naturally populate your website.

Furthermore, if your company name appears when web users search for tips and how-to guides about DIY electrical work or problems with equipment, you secure your position as an authority within your vertical. Everyone loves getting something for free, and blog posts, e-books and articles are the perfect way to hook customers and establish yourself as their go-to source when it comes to anything electrical.

Social Media Marketing

Your online presence is crucial, and social media is so popular that in some cases, there’s a strong chance your social pages will appear ahead of your website in searches. As such, it’ll play a key role in your electrical company’s digital marketing strategy.

With more than 223 million active social media users (new tab/nofollow) in the U.S., there’s no getting around the fact that it’s the best place online for grabbing people’s attention. While using social media for marketing is free, it takes time to get right. Here are some of the outcomes you can expect from a smart social campaign:

  • Boost visibility organically
  • Increase website traffic
  • Reduce overall marketing costs
  • Track the competition
  • Gain valuable data insights into your target audience

Social Media Advertising

Social media advertising means using ads to reach the users of specific social media platforms. When your target market is aligned with the user base of the social channel you advertise on, you can make massive gains when it comes to sales and conversions.

Facebook

Facebook is the most popular social platform in America, and it’s perfect for posting content, whether that’s videos, competitions, giveaways, pictures or links to blog posts. However, it’s also a super-cheap place to advertise your services, with a huge user place and plenty of options for targeting your desired demographic.

Instagram

Instagram is the next most widely used social profile app, and it’s great for sharing visual campaigns. Increasing numbers of people prefer video as opposed to images or text when browsing online, making Instagram the perfect place to showcase your skills. Whether you create snappy guides or use polished photography to appeal to your target market, you can find a unique way of using this app that fits your brand identity.

Instagram ads may cost just a little more than Facebook’s, but they also allow for direct engagement. If you’re targeting a younger demographic, it’s a great place to advertise.

LinkedIn

For B2B electrical contractors, LinkedIn can be an excellent tool. It can be expensive to list ads here, but if you’re looking to attract high-end clientele, there’s no better social channel.

Email Marketing

While email marketing is one of the oldest tricks in the book, it also remains one of the most effective. Modern consumers have their smartphones by their side all day and check emails on a frequent basis. If you can engage them with well-timed, useful content and make an emotional connection by fulfilling a need in their life, you’ve won yourself a long-term customer who’ll recommend you to friends.

Website Design

Website design is the backbone of your online presence because it’s the first impression of your electrical business for many people. If it loads slowly, looks outdated or doesn’t display correctly on mobile devices, you’ll lose a large percentage of visitors before they’ve read anything on the page. Navigation and quality are just as important, and web design is another area that Google’s algorithm pays close attention to.

Digital Marketing Tips for Electrical Services

  • Brand Development: Before kicking off any marketing campaign, you need to have a clear brand identity in place. Mission and vision statements, core values, aesthetics, font, logo and the style of speech you expect employees to use are all crucial aspects of branding. The more consistent and in line with your target market’s expectations you can make your brand, the faster you’ll grow.
  • Existing Customers or New Clients? It’s crucial that you strike a balance between targeting new customers and retaining current clients. Always follow up after a job and ask for feedback, offer annual checkups to customers and send postcards as reminders that you’re available. For target customers, reach out to architects and contractors in your area, connect with homeowners associations and join professional organizations. Making friends with other contractors can be a great way to share work when you’re overloaded in return for a favor down the line.
  • Happy Customers: Focus on building an emotional connection with your customers and take pride in delighting them with your service. Your brand’s personality is what makes it stand out over and above competitors, so go the extra mile to make your client’s day.
  • Online Reviews: The major benefit of making your customers seriously happy is that they’re more likely to return — and recommend. Most people now read reviews before they engage with a company, and claiming your business is free on most review sites. More enthusiastic write-ups about your workforce and the service it provides equal more sales and conversions.

Grow Your Electrical Contracting Business Today

Marketing campaigns are complicated and require significant time and knowledge to successfully deploy. Let Lead to Conversion take care of lead generation and digital marketing services so you can focus on circuits, wiring, electrical equipment and keeping your customers happy. Call us at 855-473-6582 or get a quote online today.

We are in the business of helping you grow your business.

Lead to Conversion is a Electrical Digital Marketing Agency Headquartered in Cleveland, Ohio.

Contact us today for a free consultation at 855-473-6582

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