You are bringing many years of electrician experience to each job, which means you have the skills and knowledge to work on a variety of electrical installation and repair projects. But many contractors don’t know where to start when it’s time for electrician marketing.
How are you sharing your electrical services so homeowners can find your company when they are ready for services? Too often, business owners make the mistake of neglecting internet marketing for electrical contractors. You want your business to grow, which is why it’s essential that you invest in electrician marketing to bring in leads and keep your team busy.
The challenge with online marketing is that the industry is constantly changing, making it hard to keep up with the current best practices. If you want to stay relevant in the online search results, you must maintain an edge over the competition with the latest electrician advertising strategies. When you invest money, time, and resources into the right advertising campaign, you’ll start connecting with homeowners who need your services.
Previously, phone book listings and direct mail advertising were enough. Now, businesses of all sizes need comprehensive online marketing campaigns to stay relevant.
This electrician marketing guide will help you learn about the best strategy for online marketing that is working today. Follow these steps to avoid the trial-and-error process. Ultimately, the tips in this guide will help you bring in leads that will eventually become paying customers, which improves your profit margins and adds to the bottom line.
Essential Elements: Digital Marketing for Electrical Contracting Companies
If you are going to spend money on an online marketing campaign, make sure you are investing your budget into a campaign that will bring in the desired leads.
Implementing solid electrician advertising ideas and tracking your conversion rates to measure Return on Investment (ROI) help you see where you can maximize profits by adjusting your campaigns. When you aren’t monitoring click-throughs and conversions, you could be missing out on opportunities. Usually, a failing electrician marketing campaign can be successful when you focus on ad optimization, measurement, and implementation.
Every successful marketing campaign includes these pre-launch elements:
1. Clear Offer
As you are choosing an offer for your campaign, it’s critical that you know your target demographic. Customizing your electrician company ads is easier when you understand your audience.
For example, look at electrician advertising examples, and you’ll find that successful campaigns are segmented based on the type of services homeowners need: whole house rewiring, new electrical installation, electrical repairs, and maintenance.
Include a clear Call to Action that speaks to the customer’s needs in each of these situations. A good campaign means that you are collecting lead information to schedule consultations with these homeowners.
2. Conversion and Lead Tracking
Bringing in leads is only the beginning; you also need strategies for converting these leads into customers who are paying for your services.
For a successful electrician marketing campaign, you must use conversion and click tracking. Keep an eye on the analytics, so you understand how people are interacting with your website.
Consider investing in tracking technology to help you manage phone calls, appointment booking, project revenue, email-open rates, and electrician company ads engagement. Track every part of your marketing funnel so you can improve campaigns.
3. Nurturing Your Leads
Don’t be disappointed when leads aren’t turning into paying customers at the first point of contact. A comprehensive electrician marketing campaign uses a sales funnel to nurture these relationships and establish a connection.
A lead scoring system can be a helpful way to measure the quality of your leads. Each time the sales team interacts with a lead, they can meet the homeowner in the right conversation with a customized approach. Your team needs to know where each lead is in the sales funnel, and lead scoring facilitates this process.
While one-on-one conversations are important, you also need one-to-many strategies like email and text message marketing.
4. Closing the Deal
Every piece of a successful electrician advertising campaign contributes to one priority: closing the deal.
Looking at every point of contact and ongoing marketing efforts, you can find ways to nurture each lead better, so they are ready to move forward with your services. Assign team members specific responsibilities to create a streamlined marketing system that works: answering phone calls, following up with warm leads, and keeping the conversation open with each homeowner.
When you standardize this practice, it helps you maximize the value of every lead. Keep in mind that conversion rates are higher when you respond within 5 minutes or less.
Best Practices for Electrician Advertising
It’s a mistake to spend money on electrician advertising ideas without a clear plan to ensure your ROI. Ideally, you need to build the foundation for your electrician marketing campaign first, then outline specific methods you will follow to achieve your desired outcomes.
Talk to any electrician marketing company, and you’ll see that there are common themes in successful lead generation campaigns. Implement these elements to optimize the results of your campaigns.
Pay Attention to the End Results
Make sure your campaign is aligned with the end results you want to achieve. The best approach is to identify your end goal, then reverse-engineer the metrics that need to be met in order to reach this goal. A little bit of preparation goes a long way to help you succeed.
Ask clarifying questions to define your goals:
What is the most critical action each lead should be taking?
How can your team meet important milestones that improve lead conversion?
Find the sweet spot between focusing on the long-term results for your electrician marketing campaign without neglecting the smaller milestones along the way.
6 Steps for Defining Your Electrician Marketing Goals
First, you need to dial in your business goals, then create an electrician marketing campaign based on these goals. Don’t start your marketing campaign without taking time to clearly define your goals.
Ideally, you need to get clarity about your end goal, then break it down into milestones that will lead to your desired success. Make sure your sales team is stretching with achievable milestones. However, be cautious about setting these smaller goals too low because it can lead to a lack of motivation.
Here are a few tips that help you create effective marketing goals to match your business and revenue goals:
Know your numbers: how much revenue do you want to bring in through these electrician advertising ideas?
Break it down to identify the number of sales necessary to meet these revenue goals.
Evaluate your closing rates so you know how many leads you need to bring in to meet the sales goals.
Look at website conversions to determine the amount of traffic that will be necessary so you can get the ideal number of leads.
Identify milestones that can be measured, then review the numbers daily, weekly, and monthly.
Design creative electrical contracting ads to bring in leads.
Electrician Marketing Strategies for Generating Online Leads
Once your goals are in place, it’s time to move forward with your electrician marketing campaign. Use different types of electrician advertising to build an effective strategy:
Search Engine Optimization
Google My Business
Meaningful Presence on Social Media
Email Marketing and Newsletters
Each of these strategies is useful for individual campaigns. Combine the strategies and create a streamlined system that helps you find new customers all year long.
In this guide, you will find information about each of these subsections. Then, you’ll see how the pieces fit together into one bigger system for your electrician marketing plan.
Lead Generation Roadmap
Electrician Lead Generation Roadmap
1. Clarify Your Goal
Write down your goal with a clear definition and the ability to reach this objective. You need to know the end result so you can build an electrician marketing campaign that brings in sufficient leads and fills your pipeline.
2. Build Landing Pages
There are many sub-services in the electrical industry, and you should have a unique landing page for each of these services. These pages are standalone landing pages that are separate from your homepage. Look at electrician marketing ideas, and you’ll see that many campaigns are built around seasonal offerings, such as discounts for maintenance services or new installation.
3. Set Your Calls to Action
What is the ideal action you want each person to take on your website? Build invitations into your landing pages to guide each website visitor to follow the desired action. Examples of effective Calls to Action include images, buttons, or text that invites the person to take action (for example: submitting their name and phone number).
4. Design Your Sales Funnel
In addition to bringing in leads, you also need a strategy for nurturing the leads. Your sales team needs to know specific strategies for responding and following up with every lead. For example, you might have a dedicated team member to answer incoming phone calls and track the progress of each lead. It’s critical that you have a follow-up system in place to move leads further into the sales funnel. Consider automation benefits that are available through customer relationships management (CRM) tools like Hubspot or Service Titan.
5. Maintain Database of Leads
When you have a good CRM, it gives you the benefit of seeing where leads are within the sales funnel. Look at the status of each lead to determine if they are worth pursuing or if you should remove the leads from your active list. You can prioritize your sales team’s efforts by looking at measurable data in your lead scoring system.
Electrician Website Optimization Tips
When someone comes to your website, they want access to information immediately. Any delays can result in dissatisfaction or frustration. When you are proactive with page load time and other technical details on your website, it shows Google that you prioritize user experience – which positively impacts strong search rankings.
In fact, if you have an unoptimized site, then it means you are probably missing potential customers. Improve page load time, and it will boost sales revenue because you are improving conversion rates.
Calls to Action: Encourage Website Visitors to Engage
When someone comes to your website, what is the desired action you would like them to take? Calls to Action (CTAs) leverage communication strategies to encourage people to continue with the next step, eventually leading to a conversation with your sales team. Here are a few examples of effective CTAs:
Call for a complimentary consultation
Enter their name and phone number
Share their email address for a newsletter subscription
Request a proposal
Design strong CTAs into your website design by showing the benefits people will receive when they follow this action. For example, “Call our professional team of electricians to book a free, no-obligation consultation and receive a complimentary estimate.” This messaging outlines the desired action, shows that you are an expert, and offers a free consultation.
How to Use Customer Reviews
The data speaks for itself: 79% of customers are more likely to buy when a website shares customer reviews.
Include customer reviews in your electrician marketing campaign to establish credibility and trust for your company. Sharing reviews showcases other satisfied customers and backs up the claims you are making about your services.
Reviews can be used on all of your online resources: website pages, social media accounts, email newsletters, landing pages, and more.
Build Trust with These Website Features
You can build trust with a quality website design because it helps people feel comfortable when they are ready to get started with your services. Important website design features include images, graphics, copywriting, and more. Everything communicates your company brand and speaks to the quality of services you are offering.
Build trust quickly by sharing affiliations and awards you’ve received. These details make your business stand out from the competition and show that you are a leader in the local industry. Even small details are important because the overall design makes your company memorable – so customers remember who to call when they need services in the future.
Checklist for Your Electrician Website to Convert Well
Ranking Your Website for Homeowners Needing Electrician Services
If a homeowner needs to hire an electrician, then Google is usually the first place they look for a local company. So, the best way to market an electrical contracting business is to make sure your site is showing up in related search results.
Google AdWords for electricians is a great place to start. First, find your most successful keywords in a Pay Per Click (PPC) campaign, then use those phrases to build your Search Engine Optimization (SEO) campaign. PPC helps you test the water, then SEO is your long-term strategy.
PPC is a great way to bring in immediate website visitors. Then the next goal is to bring in organic traffic through search engines. Implement this two-step electrician advertising strategy so you always receive new leads throughout the year.
Three Ways to Get Your Website in the Search Results
When you hire an electrician marketing company, there are three foundational components to establish an online presence in the search engines.
These electrician advertising ideas aim to ensure your website shows up when people search for keywords that match your services. In addition, these strategies help you dominate the search engines so you can maintain an edge over the competition.
1.) Pay Per Click PPC Advertising
Google AdWords for electrician marketing opens up the opportunity for immediate leads. You can connect with a steady stream of homeowners as long as you pay for the clicks.
2.) Search Engine Optimization
Even though an SEO campaign takes more time than PCC, it’s worth the effort because of the long-term results you can achieve. When your website is ranked in the search engines, it brings in organic traffic, so you aren’t paying for each click.
3.) Google My Business Listing
Having a business listing in Google My Business offers many benefits. Not only is it easier for homeowners to find you on Google Maps, but it also shows that you are a credible business that can help to boost search engine rankings.
Keep reading, and you will find more information about each of these search engine strategies, giving you real-world advice for your electrician advertising campaigns.
Google AdWords for Electrician Marketing
If you aren’t familiar with Pay Per Click (PPC) marketing, spending money on this type of advertising might feel a little intimidating. Will your budgeted ad spend result in higher profit margins?
Even though you know how to run an electrician business, you don’t have experience with online marketing – which sometimes makes PPC feel like gambling. But look at the numbers, and the results are clear: you can boost your profit margins through PPC. Many businesses see a 200% ROI: spend a dollar on PPC ads, and you will receive an average of two dollars in return. These electrician marketing ideas should be part of every advertising campaign because they help you connect with your target demographic.
How to Use Google AdWords for Electrician Marketing
Step #1: Pick the Ideal Keywords
The success of your PPC campaign depends on the quality of your keyword research.
Think about what your target demographic might be thinking when they are searching for your services. It’s important to consider the relevancy of these phrases and how they correspond with the services you offer.
Keyword research shows potential search volume and the services customers are looking for in your local area. Building a solid list of keywords gives you the insight to be sure your marketing is showing up for the right audience. You need keywords with affordable clicks and reasonable volume.
You can find many different keyword research tools, such as Moz and Keywords Everywhere. However, one of the most effective options is the Google AdWords tool.
Step #2: Electrician Ads Design
You have a strong list of keywords. Now it’s time to separate them into ad groups – limited to a maximum of 4 keywords within each group.
It’s best to focus on quality over quantity. Take a look at electrician advertising examples, and you might see a lot of traffic for “DIY rewiring tutorials.” This keyword could bring in a lot of traffic, but you’ll have a low conversion rate compared to a keyword like “electrician services near me.”
Always look at the buyer’s intention when choosing keywords and setting up the campaigns. Don’t waste your budget on keywords with low intent and low conversion rates. For example, skip keyword phrases where someone is searching for free or DIY tutorials because it means they probably don’t want to hire a contractor.
Step #3: Using Creative Ads
When someone sees your PPC ad, you have a few short seconds to capture their attention. Creative copywriting can engage the viewer.
Incorporate keywords into headlines and keep the messaging clear. Encourage each person to follow through with a specific CTA, such as scheduling a consultation. When someone clicks a PPC ad and comes to your website, the next step should be simple and clear to follow.
Always split-test various styles of electrician company ads to determine how your target audience is responding. Then, you can dial in the most compelling messaging that will increase your profit margins by improving conversion rates.
Step #4: Design Landing Pages
You want the best ROI, which is why you must consider the quality of your PPC ads and the optimization of your landing pages.
Create a good landing page, then split-test different keyword groups to avoid leaving money on the table. Then, every time someone clicks through, the landing page should be easy to navigate and guide the person to the next step. Every successful electrician advertising campaign uses multiple landing pages, with a single page for each sub-service. When you research electrician marketing ideas, you’ll find these campaigns and landing pages divided into topics like whole house rewriting, electrical repairs, new construction installation, and more.
How to Rank Organically with SEO for Electrician Marketing
Using Google AdWords for electricians brings in immediate leads, but when you stop paying for keywords, then it means that your traffic comes to a standstill. Take your PPC data to the next level by using Search Engine Optimization for ongoing website traffic.
You want your website to always show up in the search engines, so you have an online presence without paying for every visitor. Organic search is one of the most effective solutions for your long-term marketing campaign.
Think about it like this: when you have a high-ranking website, it’s like owning a prime piece of virtual real estate where homeowners can find your business.
Investing in SEO as part of your electrician marketing campaign is worth the long-term results. Every experienced electrician marketing agency will always include SEO as part of your advertising package. There’s no question that the combination of PPC in the beginning and SEO, in the long run, is a powerful combination.
Before you start, you need to know that the SEO competition is fierce since these electrician advertising ideas are so effective. You need a proactive approach to outrank the competitors in your local industry. Here are a few techniques you can use to stay ahead in the organic search results:
Effective Electrician Marketing Strategies for SEO
Even though it’s very competitive to rank in the search engines, it’s made much easier if you follow SEO strategy best practices. Here are several components to boost your website rankings:
Quality Website Content
There is a popular saying in the SEO industry: “Content is King.” Make sure to have quality content on your website homepage, as well as other pages such as services, blog posts, and more. Always focus on user experience when writing website content.
Research keywords to know which phrases should be added to your website content. The information from your highest-performing PPC campaigns gives you a great place to start when choosing SEO keywords.
Website User Experience
Improve the organization and structure of your website, so everything is easy to navigate, regardless of the type of screen used to view the site: tablets, smartphones, laptops, etc.
When another website links to your site, it’s basically like a “vote” that shows Google your site can be trusted. Building backlinks is worth the effort to boost SEO. But it takes time, which is why many business owners hire an electrician digital marketing service.
Page Load Time
Every page on your website should load in 2 seconds or less. If you have slow pages, then it harms user experience and takes a toll on SEO rankings. Talk to your site developer to improve page load times.
Security software is necessary to avoid security threats and malware. These red flags can harm your SEO rankings. Use reputable security software so Google can see that your site is safe for visitors.
These components contribute significantly to positive impact on your search result rankings and bring your website more visitors and leads for your electrical contracting business. Putting in the necessary effort and resources will likely result in positive lift for your electrician marketing strategy.
Google My Business: Local Electrician Marketing Tips
When people are searching for local services, it’s common to look in Google Maps. Take a look at search rankings, and you will see that Maps listings are some of the most prominent listings at the top of the results. So, it’s essential to ensure that Google My Business is at the top of your advertising ideas.
Homeowners want to find local providers when they are searching for in-home services. When you list your electrician business in Google Maps, it can bring in new leads based on proximity alone.
Additionally, Google My Business is a way to build trust, helping people see why they should choose your company over the competitors. Build trust by sharing information such as contact information, pictures, customer reviews, company ratings, and more.
Checklist for Creating a Google My Business Listing
When you are setting up your electrician company on Google My Business, follow this checklist to improve the likelihood that your company will be high in the local search rankings:
Claim Your Business Listing
Your business might already be listed online, which means you need to claim it. Or, if there is no listing, then you can start the listing and claim it at the same time.
Name, Address, Phone (NAP) Contact Info
Every Google My Business should have the contact information: name, address, and phone (NAP). Always double- and triple-check NAP information to ensure your contact information is always up-to-date.
Upload Quality Photos
Add visual interest to your Google My Business listing with professional photos on the page. Remember that these pictures build your company brand. So upload new images regularly to keep the listing fresh.
Additional Profile Info
There are different sections you’ll want to fill in, such as primary and secondary service categories and your list of services. Another option is to post current deals and specials that will bring in new customers.
Google My business is a great place for current and past customers to share their reviews. Ask people to leave reviews on your page. Collect positive reviews, and you will be able to bring in paying customers because you are ranking high in the local search results.
Respond to Questions and Reviews
Show your proactive customer service by responding to every review – both positive and negative. Thank reviewers for sharing, and also address customer complaints. Also, make sure you are answering questions in the Q&A section.
Offer Google Messaging
It’s easy for people to contact your company when you enable Google Messaging. Since most people don’t like talking on the phone, make sure they can send a quick message via chat. Enable your messaging and then be proactive about quick responses for any electrician inquiries that come through.
Other Business Directories and Local Listings
There’s no question that Google My Business is the best traffic source for local listings, but there are benefits from listing your electrician business in other directories as well.
The smaller directories and maps might not generate a lot of traffic. But they are beneficial for your SEO rankings since they are reputable backlinks.
A lot of busy work goes into creating these directory listings. So, the simplest solution is to hire an electrician digital marketing agency to build these links for your website.
Build a Presence on Facebook and Other Social Sites
As you move down the list of electrician marketing ideas, the next thing to consider is building a meaningful social media presence. Facebook has the highest number of users and should always be a priority. Every electrician should have a business page on Facebook and also be running electrician company ads to bring in leads.
Almost every homeowner has a Facebook account, so, you’re missing out on potential jobs if Facebook isn’t part of your advertising strategy. Social media is a proven way to find homeowners who are ready for your services.
Tips to Find Leads Using Facebook Ads
There are three main options to design Facebook ads, so you’ll need to choose the method that entices the user to follow your desired CTA of your ad:
FB Ad to a Landing Page on FB
When someone clicks on your ad, it directs the user to another page on Facebook. This method results in high conversion rates since people are more comfortable with remaining on Facebook. For example, you might send them to submit their contact information on a form submission page.
FB Ad to Your Website
Another option is to direct the person to your website when they click on a Facebook ad. They will come to a landing page with information relating to the ad.
FB Retargeting Ads
3rd-party advertising can be a great way to reconnect with people who have already interacted with your brand. Showing ads on other websites increases the chances of repeat visits to your own website.
How to Create Effective Facebook Ads
When you are comparing the best advertising for electricians, Facebook is always included as part of the marketing strategy. But you need to get into the mindset of your target demographic. Keep in mind that people are on Facebook for entertainment purposes. Align your ads with this mindset by using bright colors, eye-catching designs, and engaging messages. Use pictures of smiling people and look for ways to infuse humor in the ad messaging.
Here are a few best practices to consider when designing your Facebook ads to drive traffic and bring in relevant leads:
Identify Your Ad Objective
What is your objective when running this ad? Be clear about the action you want each person to take, and make sure the ad aligns with this action. Examples include scheduling a consultation, joining an email list, or accessing information about current specials and discounts.
Test Ad Layouts
Most Facebook ads consist of one image with corresponding text. Other options include carousel ads, videos, canvas, or slideshows. Test different combinations and split-test your results to dial in the optimal click-thru and conversion rates.
Identify Your Demographics
Make sure your ads are only showing to people who are interested in your services. Location targeting is a way to narrow down your focus. Also, use other filters to reach only current and past customers. A Lookalike Audience is another possibility.
Set Your Budget
Setting a budget takes away the stress because you don’t have to worry about overspending. Cap your budget so you can manage your ROI. The best approach is to start slow and test each campaign. Then, when you see that the ads are working, you can increase your budget.
Email Marketing to Increase Customer ROI
When you are researching the best way to advertise an electrician business, don’t overlook the importance of email marketing. When paired with other electrician marketing strategies, this method builds you a valuable asset to strengthen relationships with potential customers.
ROI is high with email marketing: many campaigns bring in $36 in return for every $1 spent! You won’t achieve this Return on Investment with any other electrician advertising ideas.
Email Marketing Tips for Electrician Advertising
The most effective way to use email marketing is when you are also investing in other electrician company ads to bring in leads. In addition, personalized email campaigns and newsletters offer a platform to engage in one-to-many conversations, which leverages your time more than one-on-one meetings.
First, you bring people to your website using PPC, SEO, and/or social media. Since people typically don’t schedule a consultation the first time they come to your site, email marketing gives you a way to collect their information so you can maintain communication going forward. As a result, you will be able to build a relationship over time and stay in touch with your leads.
Send newsletters regularly so you can keep your business fresh in the customer’s mind. Then, each homeowner will remember who to call when they need electrical services.
3 Priorities for Email Marketing
When you are using email marketing to advertise an electrical contracting business, focus on these goals:
Success of Email Delivery
Sending the emails isn’t enough – you need to make sure the messages are showing up in people’s inboxes. Improve delivery rates by cleaning your list and ensuring the accuracy of the addresses. One simple strategy is to use an email validation tool. Always remove bouncing email addresses and inactive subscribers.
Open Rates & Engagement
Increase the likelihood that someone will click on the message by making the subject line attractive and enticing. Also, improve open rates by sending emails at the ideal time of day to capture your audience: between 10 A.M. and 1 P.M.
Link Click-Thru Rates
After a person opens your email, help them take the next step by including a click-thru that leads to your landing page or website. Is there a specific action you want the person to take? Use a Call to Action to direct them to fill out a form, visit a landing page, or call for a consultation. Short, concise emails result in the best click-thru rates.
Effective Email Marketing Strategies for Electrician Marketing
Building an email list is a success, but it’s just the first step: now, you need to deliver quality messages to keep the list warm. Start with a welcome message to establish a strong foundation for future newsletters. Offer your thanks for joining the community and reassure the reader that they can reach out any time questions come up about electrician services.
Consistency in your HVAC marketing campaign is simple: all you need to do is share valuable, interesting information such as video tutorials on YouTube, blog posts, or eBook downloads. As you share digital media, it establishes your expertise and authority in the industry.
Additionally, email newsletters can be helpful for sending holiday greetings, event notifications, information about discounts, and more.
Email Marketing Cheatsheet for Electrical Contractors
Hopefully this Electrician Marketing Guide has been valuable to you for some suggested best practices and marketing areas to look into. Always focus on your customers as the center of your marketing strategy – listen to their challenges, goals, and concerns and offer them useful content in your advertising, landing pages, social media, and other avenues where your brand can connect with potential customers in need of your service offerings.
At Service Direct we’ve been marketing contractors online for over 15 yearsand we’ve worked with electrician companies all over the United States to help grow their businesses. We know that online marketing can be complicated and confusing and no one-size-fits-all approach is going to be effective enough to generate solid Return On Investment. We focus on generating exclusive, high-quality leads of potential customers ready to consider electrical projects with you. Learn more about how we work in the electrician industry.