Marketing is important for any business trying to grow its customer base, but 87% of UK electricians say they don’t know how to do it effectively.
New research by ElectricalDirect, the specialist retailer of electrical products, asked hundreds of tradespeople how they promote their services, and 27% of electricians admit that they should do more.
In fact, 70% rely mainly or exclusively on word-of-mouth recommendations. Customer referrals will always be important to the trades, but for workers to grow their companies, they should consider other marketing avenues.
69% of electricians don’t have their own website, and 55% are not on any social media channels.
The most and least common forms of marketing UK electricians favour are:
- Word of mouth recommendations (47%)
- Social Media Marketing (45%)
- Business Cards (34%)
- Own Website (31%)
- Flyers/Leaflets (25%)
- Sponsor Local Businesses (20%)
- Directory Review Services (Checkatrade etc) (16%)
- Signage (16%)
- Email Marketing (16%)
- Posters (14%)
- Sponsor Local Sports Teams (14%)
- Attend Industry Events (14%)
- Network with other Tradespeople (14%)
- Search Marketing (9%)
- Local Press Ads (9%)
ElectricalDirect spoke to the PR and marketing experts at Jaywing, the Creative and Media Agency, to reveal their top three tips for UK electricians wanting to expand their business:
1) Have an online presence
“In today’s world, the vast majority of people will turn to the internet as their first port of call when looking to hire a tradesperson. Therefore, it’s really important that you are visible online, and that involves a few different digital marketing methods.
“Set up a website that details your services, credentials and contact details; create social media accounts and post about your best work; and register for local listings services, like Google My Business.”
2) Collect and visualise case studies
“Customers are heavily influenced by image-led content, so remember to photograph your best jobs to visually display your services. Before and after images are good for showing the impact you can have, and these can be used both on your website and social media channels to spread awareness.”
3) Actively seek reviews
“One in nine tradespeople say that they are heavily reliant on review websites for their business, and the importance of positive feedback cannot be overstated. Trust is critical in the industry, with customers wanting to know they can feel safe with tradespeople in their homes, and be confident that the job will be done well.
“Ensure you continuously ask clients to leave comments on sites such as Google My Business, to create positive associations for your company, and draw people to your services.”
For more expert advice on how to effectively market your trade business, visit: https://www.electricaldirect.co.uk/blog/effectively-market-your-electrical-business
