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As your fiscal year comes to an end and the holiday season approaches, now is the time to set the stage for next year. Presenters at business planning seminars and marketing workshops, and even your digital marketing partner all have valuable input into how to make 2021 the best year yet for your electrical company.
To help you along, our electrician marketing experts have compiled a list of 6 electrician marketing ideas for 2021. These strategies are proven to help electricians:
Let’s dive in!
A strong brand will influence all of your electrician digital marketing campaigns by creating awareness, building credibility and reputation, and customer satisfaction. In order to create and maintain a well-recognized brand, you should first define who your ideal customer is:
For electrical contractors, your CRM (customer relationship management) and field management software is your best bet to find the answers to the questions above and will help you define your ideal customer profile. No matter if you chose ServiceTitan, FieldPulse, or another CRM, leverage the power of your software to identify your ICP.
Competitive differentiators are what make your business better than your competition’s. These should be easily recalled by all the members of your team as well as being crystal clear on your website.
Less is more. While you might have lots of things you are proud that your company does, the secret here will be to focus on one particular aspect that you can consistently push. This not only differentiates you externally from your competition, but it will drive your internal dialogue around marketing.
Do you have a clearly defined marketing strategy for 2021? Even if you do, you will need to audit it periodically. Sometimes, events like the COVID-19 pandemic will force a marketing audit on you: what do you need to change right away in order to keep serving your clients in conformity with local and state laws?
A visit to your website is the first (and possibly only) time that a potential customer is going to form an impression of your brand. Key tenets of website design for electricians include:
Your website is not an online brochure. It’s one of the most valuable marketing tools available to you. It works 24/7/365 to generate leads and sales, never sleeps, and never takes days off.
But, what good is a website if nobody can find it online? Local search engine optimization (local SEO for electricians) is the process of making your company visible for geographically related searches, specifically within Google’s local pack (or “maps listings”).
To improve your local SEO, here’s a few tips:
Schema was founded by Google, Yahoo, and Bing in 2011 and it established a universal language all search engines can read and understand. This means search engines don’t have to make assumptions about who you are, what you do, and where you do it.
Installing schema markup on your website increases your chances of ranking on page one of search engine results pages (SERPs), thereby generating more traffic and potential new customers to your website.
This is a key component of any electrician’s local SEO strategy. A business that wants to have local search presence must optimize their Google My Business profile for maximum online visibility. This includes (but is not limited to):
Consistent NAP information (which we will talk about more in a moment) and quality and quantity of customer reviews are key drivers of local SEO—focus your efforts here first.
Outside of Google My Business, you’ll also want NAP consistency on every directory in your local area. Apart from the big ones that you might already know about, like Nextdoor, Yelp, and Facebook, you can find relevant directories by looking at the SERPs for electricians in your area.
Make sure your NAP is correctly and consistently displayed in every single directory, as any inconsistencies will harm your local SEO presence.
One of the electrician marketing tips for 2021 that perhaps doesn’t get mentioned enough is creating a blog. This might be because it is a fair amount of work, but the return on that time and investment is significant, especially if you can score a featured snippet.
Remember that Google’s primary goal is to provide the most relevant answer to your customers’ questions, rather than send you to a bunch of other websites that don’t provide any value to the user. If you take the time to answer frequently asked questions to electricians in your blog, Google might highlight your site at the very top (what is called “position zero”).
Creating great content on your website, including blogs, can help you earn better SERP rankings and possibly a position zero ranking within the featured snippets. Google also loves featured snippets for voice search, which is also an ever-increasing type of search that those looking for electricians are utilizing.
Of course one of the most important parts of how to market yourself as an electrician is through paid advertising on search engines. These include:
Another type of advertising that people don’t often think about is outstanding customer service. This creates repeat customers but also is an integral part of word of mouth marketing. Along with great customer service, you can consider developing customer rewards/referral programs.
Vehicle wraps are also an inexpensive type of electrician marketing and is a smart way to advertise and build brand awareness for your company.
You might also want to consider partnering with other local electricians who offer services that you don’t. If there’s a good reciprocal fit, you can offer referrals to each other and satisfy customers who you can’t help by sending them to someone who can.
Finally, a unique service we offer at Blue Corona is call intelligence reporting. A major upgrade from basic call tracking, which is useful insofar as it helps you see where your most effective advertising comes from, call intelligence reporting goes above and beyond to analyze your calls to find out why qualified leads aren’t closing. It’s an exciting and industry-leading way to grow an electrical business.
2020 had its challenges, for sure. But that’s even more reason why you should take these electrician marketing ideas for 2021 and make it your best year ever.
If you need help building and executing your 2021 marketing strategy, contact us online. Our home services marketing experts are ready and waiting!
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