Electric trade can be a lucrative industry to be involved with but, when you're self-employed, it can often feel hard to compete. Here, Jonathan Birch, Creative Director at Glass Digital, shares his digital marketing tips for boosting the online presence of your electrical trading business.
The electrical trade industry is notoriously competitive, with figures from Statista showing that the total number of people in this profession was roughly 259,000 in 2019. So, while it can be a fruitful line of work to go down, when you work for yourself, it can feel impossible to compete with bigger, more established companies and individuals. But there are plenty of ways you can build up your client base.
As well as taking great care in your work, which can increase word-of-mouth recommendations, setting up a digital marketing campaign can help to boost your online presence and raise your profits. Here, I will be sharing my tips for how you can do so.
Create a Google My Business profile
When people are looking for a tradesperson, they're usually after someone who lives local and can get across to them quickly. So, it's well worth setting up a Google My Business profile, which will be useful for people searching with local intent.
Having one of these will help Google to recommend you to searchers conducting local searches — for example, if they submit a query like "electrician near me". You should provide as much information as you can, including your contact number and email, as well as a link to your website. You could even have a message button, which will take potential customers directly to your enquiry form or email address, so that they can get in touch easily.
To optimise your listing, you could even have posts associated with it. These are like mini ads or social media posts and can show up with the Google search. This provides a great opportunity for you to advertise your social media profiles and show people your personality, which might convince them to use your services. For more information, check out our guide to getting the most out of your Google My Business listing.
Encourage customers to leave Google reviews
When you're working with people's electrics, it's important that they know you're qualified, trustworthy, and able to do the work safely and properly. While it's crucial that you list your qualifications on your social media profiles and your website, people are likely to be equally as concerned about the service that others have received from you. In fact, according to a survey by ReviewTrackers, over 63% of customers check reviews on Google before using a business.
This means that it's important for you to build up your Google reviews. Politely asking your customers to leave one after you've finished their work is a simple way of gaining reviews, and you could even provide them with a business card showing them how they can do this. If you're not receiving many reviews, it could be worth offering an incentive, such as a discount next time they need electrical work done.
Produce and publish relevant, optimised content on your website
You will also benefit from having content on your website that will help to establish your authority and expertise on topics that are relevant to your line of work. This means it's well worth getting a blog or knowledge hub built into your website, so you can produce and publish this content.
Whether you use these platforms to share news, write your own informative guides, or answer some FAQs, ensuring that this content is optimised is sure to pay off. To create these pieces, you'll need to decide on a topic and find relevant keywords that you can naturally include throughout. You can do this using a keyword research tool which will show you which words and phrases are being most searched for, and what the total search volumes for these are. While you will want to include keywords that get plenty of search on the likes of Google, it's also important that you integrate those with lower search volumes. This is because these will often be less competitive to rank for, meaning you have a better chance of appearing on the search engine results page (SERP) when you use these. Once you've got a list of keywords to include, you can then begin weaving them into your content. They should be peppered in, and read naturally, even if you have to tweak the wording slightly for this to happen.
If you're stuck with any of this, check out Moz's beginner's guide to keyword research for helpful advice on choosing the most relevant keywords.
Consider using pay-per-click (PPC) advertising
If you're able to set some budget aside for your digital marketing campaign, it may be worth using PPC advertising. In short, PPC is a paid advertising model where the advertiser pays when people interact with their ads through clicks.
This is a particularly useful tactic if you have a lower domain authority on your website as it's becoming more difficult for businesses with these DAs to rank in the top spots of Google just with organic search.
There are a whole host of benefits of using PPC marketing. For one, you'll only pay when somebody clicks on your ad, meaning you won't be charged for ads that aren't reaching anyone. Secondly, it is measurable and trackable, so whatever platform you're using to advertise on will be able to show you data such as the amount of impressions and clicks your ads are getting, as well as the corresponding conversion figures.
Plus, as you can choose the keywords you feel are most relevant to your business, you can ensure your PPC campaign is as targeted as possible. So, you'll be able to expose your electric fitting and fixing services to the right people.
Boosting the online presence of your solo trading electrician business can significantly help to increase your client base. So, make sure you follow my top four digital marketing tips to help push your company to the top.