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The Ultimate Guide to Effectively Market an Electrical Contracting Company

Digital Advertising

Are you a great electrician? Probably. But, are you great at marketing your electrical contracting company? Chances are, you've built your business on quality services, experience, and passion for your craft.

It is somewhat tricky, and if your electrical business is more than three years old, it has already surpassed 34% of small businesses. Fast-forward to five years, and your company has surely outlasted more than 50% of other electricians you've known.

However, your experience and passion for the industry will not be enough to grow your business much more than it already has. Not only is the competition the toughest in history, but you must also consider the recent digital transformation.

Did you know that 97% of your potential clients now go online to look for local electricians? Word of mouth must've been your primary source of leads. But, the process of creating and recommending online reviews has moved to places like Google and other online directories.

At Digital Resource, we're saying that if you want to grow your electrical contracting business from now on and beyond, you need to promote yourself online.

With the appropriate combination of online marketing strategies through the help of an electrician SEO company, you can create a self-sustaining stream of high-quality leads. We're 101% sure that you will get a boost of reserved jobs which will increase your profitability and establish you as an authority in your industry.

Now, are you thinking about how you can market your electrical contracting business online? Don't fret just yet! Our top seven electrician marketing strategies might be the solution you'll ever need.

Engage Your Customers throughout Their Buying History 

In today's virtual age, clients flip to the internet first to look for information. With some clicks of a button, homeowners can look for a neighborhood electrician, select a couple of contractors to inquire for a quote, and quickly calls it a day.

Research shows that the typical client leaves an internet web page 10-20 seconds after the first touchdown. So that means that you only have a few seconds to seize their attention.

The Journey of an Online Consumer

You've probably heard of a "marketing funnel." Most electricians generally consider their marketing funnel to be a very narrow one-channel approach.

The best electrician marketing plans engage customers through multiple channels (paid, organic, social, email, etc.) throughout their online shopping journey. These channels work together to maximize your online visibility and the number of leads generated by your website.

Electrician marketing means you need to be online wherever your customers spend their time, on Google or popular social media platforms like Nextdoor or Facebook.

Today's customers choose their destinations online, and their journey is full of twists and turns when they hire an electrician. Start your website now to reach more local customers.

1. Creating the Best Website for Your Electrical Business

With 97% of consumers going online to find local services, your website is likely the first time that a consumer interacts with your business.

However, having a single website is not enough. Did you know that 75% of people rate a company's credibility by the design of its website? Oh, and 48% say it is an essential factor in assessing credibility.

Additionally, a single bad experience on a website reduces the likelihood of users revisiting the website by 88%. (What a bummer, right?) 

laptop showing the elements of web design

But before you start creating your website and look for an electrician SEO company, make sure that it's updated by following these tips:

  • Your website must be visible. When we say visible, we mean search engines like Google. A little further down, we talk more about search engine optimization (SEO) for electricians. 
  • Your website must be mobile-friendly. Annually, nearly 1.5 million searches are conducted online for electrician keywords, and 61% of those searches were from a mobile device. Additionally, 57% of users say they will not recommend a poorly designed mobile website business. If that's not enough to convince you, mobile websites will rank higher in search engine results as well.
  • Your website must be secure. Your website should use HTTPS. Breaches of privacy and hacked consumer information are common these days, and your website visitors know it. Suppose your electrical website has a place where users can enter personal information (even if it's just a phone number and email address). In that case, you need to be sure of it.
  • Your website must be fast. Website visitors should see something happen on your website in less than three seconds. Otherwise, 40% leave another website.
  • Your website should have a great user experience. Is your site easy to navigate from a mobile device? Are your contact details in the foreground? Is it intuitive and answers the most critical questions immediately? Is it good-looking? It has to be all of the above. Once your page loads, users automatically have an opinion in a split second. They hope to be able to find information quickly and easily, especially from a mobile device.

2. Learning the Ins and Outs of Electrician SEO

We've covered everything that you need to know about having a great website. But, can your website be found now in search engines? Unless you've invested in SEO before, the answer is "probably not."

Let's say you're not familiar with Search Engine Optimization (SEO). In that case, it's the process of fine-tuning the content and code of your website to help search engines, like Google, understand your webpage. Therefore, it helps rank your relevant web pages higher in specific searches.

Now, if you're one of those electricians who say, "I optimized my website for search engines years ago, I don't need it again." We have bad news: SEO has changed dramatically in recent years, and what you did last 2012 to rank higher in search engines no longer applies.

Additionally, SEO for electricians is different from other industries due to its focus on local service areas.

Local SEO for Electricians

In addition to general SEO, you also need a pinch of local SEO. Local SEO is the process that will help your business appear on local Google listings.

To show up in local entries, you need to optimize your NAP appointments (name, address, phone number) on the web. The more local citations you can create with consistent NAP information, the better.

3. Adding Quality Content to Your Website

arrows pointing on the word content

Content marketing is a vast umbrella that includes blogs, videos, e-books, infographics, downloadable guides, and just about anything on your website.

It would be best if you had it because 82% of customers feel more optimistic about a company after reading personalized content. In addition, 70% of customers feel closer to a company after reading or viewing its content.

Moreover, 74% of companies found that the number of leads and their quality increased when they implemented a content marketing strategy.

Yes, it would help if you had a blog. Google rates web pages, not entire websites. Therefore, as part of your electrician marketing plan, you should answer all questions an owner or property manager may have before signing the dotted line. The more search terms you find, the more visibility you will have.

4. Investing in PPC for Electricians

a vector showing the process of pay per click

Take out your phone and try searching for "electricians in [YOUR CITY]." What do you see in the top half of the search results page? We're pretty sure that it's full of electricians' pay-per-click (PPC) ads.

What you see on the search results page are Google Local Services ads and general PPC search ads. And guess what? People click on paid ads. 

Yep, you read that correctly. Approximately 75% of people say that paid search ads make finding the information they are looking for online more accessible.

5. Harnessing the Power of YouTube

Videos are the present and the future of marketing. Internet users in the US currently spend an average of 15 hours a week on digital video, and Cisco predicted that video would account for 82% of all internet traffic by 2022.

crowd watching a video via smartphone

Additionally, including a video on page targeting can increase conversion rates by 80%, and video leads to a 157% increase in organic traffic from SERPs. Start by creating a YouTube channel and upload these videos:

  • Company profile videos. Who are you, and why does your business exist? We're pretty sure your customers want to know everything about you.
  • Customer testimonial videos. Referrals are the number one source of potential customers. So take a step forward by filming them.
  • Frequently Asked Questions (FAQ) videos. Many people want to know how to install a dimmer switch or reset a circuit breaker. With good filming execution, these videos are going to be a hit!
  • Animated videos on breaking down complicated electrical concepts and installation processes. Most people don't understand the complex electrical wiring regulations and procedures. Animated videos are an excellent opportunity to break them down.
  • Introductory videos for electricians. I'd feel better if I knew who's coming to my house to work on my wiring, right?

6. Generating More Leads with Online Reviews

one-star rating out of five

Customer referrals and word of mouth probably make up a big chunk of your leads, and you've probably noticed that you get less of it. A major factor why this happens is because the online review and recommendation process has moved online to places like Google and Nextdoor.

Creating and managing reviews is essential to your marketing plan. Low review ratings or a complete lack of reviews deter potential customers from your website. But, high review ratings will help you get into the "local pack" on your search results pages.

Also, make sure not to ignore Nextdoor. According to Nextdoor, about 30% of all posts on the pop-up platform are referral requests for local services.

7. Converting More Customers with Google Analytics

So how would you know if any of the strategies that we've mentioned are working? Google Analytics, that's how.

It's relatively easy to use Google Analytics to track how many visitors your website convert. You can also know which digital marketing strategies brought them there.

With the proper intelligence reporting, you can see precisely which marketing strategies result in conversions and which ones aren't.

Intelligence reporting is beneficial if you want to know how the following:

  • how your customers are finding you
  • what percentage of the website visits from each strategy are leads
  • why your leads aren't closing
  • the actual value of your marketing investments
  • ways to improve your business strategies in the future

Let's Optimize Your Electrical Marketing Plan

At Digital Resource, we know that creating a solid marketing plan for an electrician can be overwhelming. We're an electrician SEO company with years of experience helping utility companies grow their businesses. We know a thing or two about electrician business marketing.

No matter where you start from, we are here to help. Contact us today to get started.

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