How Electrical Contractors Can Grow Their Company in 2022

How Electrical Contractors Grow Their Company

Your electrical service contractor company likely provides residential and commercial customers with a full range of design, installation, repair, inspection, and renovation work.

While highly skilled in all things electrical, many of these independently owned service companies face challenges in strategy, organization, communications, and marketing.

We at Small Business Coach Associates would like to offer 6 effective methods that will specifically help an electrical contractor company to grow and succeed.

Six Best Marketing Tactics to Grow Your Electrical Service Contractor Company

The following approaches can make a significant difference in working smarter, not harder as well as building up team rapport, improving customer service, and reaching your target clients.

  1. A Catalog of Contacts
  2. Relationship Building
  3. Follow-Up
  4. Word of Mouth
  5. Services, Services, Services
  6. A Marketing Strategy

Following is more detail on how to easily implement these tactics:

#1 Arrange Your Contacts in Your Database

As the owner of an electrical service contractor company, we are sure that you have contact info from most (if not all) past and current customers. However, you probably don’t have them all in the same place.

electrical contractorWhen the time comes to send a message or announcement about a new product, location, event, sale or other promotion, you want a simple way to send the same message to the same group of contacts at the same time.

Gather up the accumulated business cards, post-it notes, email contacts, and all online or paper lists to compile your customer contacts in one place.

You may also add names of people you’ve met while networking and at events. You may include contact info from vendors, contractors, partners, or other business associates.  At a minimum, keep their name, company, and email address. Consider including other data that you might need for a communication such as phone number, address, last contact date, type of contact, or description of work provided.

Prepare Your Customer Data to Begin Marketing

You can store this data many ways, such as in an online app, an Excel spreadsheet, or a Customer Management System like SalesForce or ActiveCampaign. You can keep everything in an email “group” consisting of only business contacts (no friends, family, et al).

Whatever method you employ, be sure to update it regularly.

With a ready-to-go list of contact information, promotional campaigns will be a breeze … and that will result in … new business!

#2 Build Better Team Relationships

When you have a small business with a limited number of staff, like an electrical service company, it is important that all the members of the team get along, are acknowledged, and are empowered to play a part in your company’s success.

Having a good relationship between the different staff members allows your electrical contractor company to work better. This culture can be fostered through individual recognition, respect, teamwork, and communications. An obstacle to communications is the fact that you have “cowboys and cowgirls out on the range.” Since they are outside your office performing work, you have less contact with them.

Ways to Build Your Team Relationships

A great first step is in recognizing that any team member (whether full-time, temporary, or intern) may bring not only potential customers but also possible ideas that further your success. They can recommend your services to their friends and families. Their attitude and enthusiasm may be the reason that some customers continue to use your firm.

To nurture their job satisfaction, input, and work ethic, find ways to:

  • Acknowledge the good – which can be as simple as an email recognizing what they’ve done well, a “Job Well Done” sticker, or a $5 gift card.
  • Come together – have regular all-hands meetings to discuss the state of the business, to talk about new plans, or announce promotions. Allow time for Q&A.
  • Keep your door open – sincerely offer for staff to come to you or their manager with their ideas or potential leads in addition to their concerns or feedback. All input can play a role in better working relationships and a more successful business. 

#3 Follow-Up With Your Customers

A rather simple method to build a good relationship with customers is through follow-up communications.

Make a call or send an email after a service call or when a project is completed. Ask for a ranking or feedback on aspects such as:

  • Response time
  • Professionalism
  • Efficiency
  • Cost

This method will, first, give you an idea of areas needing improvement while, second, building rapport. You can include a short questionnaire about these key points.

Thank Your Customer For Choosing Your Business

You can take this opportunity to thank the client for choosing your company and to offer a discount or gift card for new clients they recommend. You can even remind them of your guarantee or warranty, or request a testimonial on your website or social media page.

Doing follow-up communication is a clear signal that you care about your customer’s satisfaction and about doing a good job.

“We would like to recommend Alan at Small Business Coach Associates for making a large impact on our business. We are on track to double our generator sales this year. We gave ourselves and our employees raises, and we have paid an additional $75,000 on a loan that is nearly paid off. We have improved our quoting process, our sales process, our collections process, and our conversions process.  These improvements have resulted in a big positive impact on our sales and cash flow.  Additionally, we are offering financing and other value-added services which have benefited our customers and our business. Finally, we are taking more time off: 5 weeks this year!”  Andy, President, Electrical Service Company

 

How to Handle Customer Complaints

When you receive a customer complaint, it could pertain to dissatisfaction with the service, the poor manner a consultant has handled a query, or a lack of updates concerning an appointment. No matter the reason for the complaint, it is important to provide the customer with an attentive response in which you do your best to resolve the issue.

While most businesses will experience a customer complaint, it is essential to always put your best foot forward. Many people who have a negative encounter fail to alert the company but will spread the word about a negative perception to colleagues, friends, and family.

What to Do When a Customer Complains

Breathe Deeply and Relax

It can be challenging to deal with an irate customer but remember; it’s all about your service. It is not a personal attack. When you quip yourself to approach a tough situation with a calm attitude, you can think reasonably and determine the best course of action to improve their experience.

Listen and Identify the Problem

Your customer wants to be validated. Listen to what they are saying and try to understand their perspective. Show them that you understand and explain the steps you will take to address the matter.

Provide a Solution Based on the Details

customer complaintBefore agreeing to the customer’s terms, always get your facts. You need to make a professional decision that not only addresses the customer’s interests but maintains your business integrity.

Let the customer know that you have a handle on the problem by issuing follow-up calls. You could also offer a customer some form of a gift to show your sincerity, including a promotional offer. A discount off their next electrical maintenance service or a free electrical inspection are examples of such gestures.

 

#4 Cultivate Word-of-Mouth References

When someone needs an electrical contractor company, they no longer turn to the yellow pages and call the first number they see. Most people ask friends and relatives if they know someone who can handle the job.

According to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising. Plus, after analyzing specific case studies, researchers found a 10% increase in word-of-mouth [offline and online] translated to sales growth of up to 1.5% (source: www.bigcommerce.com).

So, you want to put some thought and planning into how to get the word out there.

The best strategy to get a reference will always be to maintain a high standard of service, be professional, and have a great relationship with your clients, staff, vendors, and other business contacts.

Consider a promotional plan, such as offering a $10 gift card to anyone who sends you a new customer. (Include employees in this, too!)  Flood your local area with promotional products – like baseball hats, t-shirts, and signage.

Social Media as a Marketing Tool

Along with referrals, social media is a powerful marketing tool for business exposure and growth. For contractors, failing to incorporate social media is a missed opportunity. With more than 3.5 billion people across the world using social media, tapping into this market can help businesses convert visitors into customers.

electrical servicePeople are naturally drawn to visual content. Even those looking for an electrical service contractor may be more inclined to click on a video or an image compared to reading a traditional advert. This does not mean you shouldn’t include descriptive ads; it is simply about being concise, innovative, and creating intriguing content that addresses your customers’ pain points.

Shares, likes, followers, and joining groups are all part of networking. It works similarly to ‘word of mouth references’ but uses online posts, videos, and images to attract and educate consumers. This offers immense potential to build your customer base and assert your business as a trusted, competent, and leading service.

Using Social Media to Get Referrals

Use your social media presence as a referral channel, and for reviews. FaceBook, YouTube, and Yelp play a major role in building trust and getting new business.

On your web site, emails, social media pages, and marketing materials, (1) include testimonials from homeowners and businesses that you’ve serviced, and (2) apply your branding.

Ensure that social media platforms present a bright and glowing view of your company and its services. Don’t forget to check Google, Angie’s List, Home Advisor and Yelp reviews and rankings –

If it’s an unfair comment, respond to it (of course) with all the professionalism you can muster.

Click Here to Access a Free Tool to Get Great Reviews

If it is a fair but negative appraisal, respond by first contacting the unhappy customer and making things right, then reply online with that story.

#5 Offer More Electrical Services

Once a customer has experienced your services, don’t neglect to make them aware of the range of other services you offer. Take time to let them know you can do more than just hang a light fixture or repair a broken wall outlet.

electrical serviceCommunicate that you can wire any size home, office, or commercial building. Let them know you do home inspections.

Publicize seasonal offerings like the installation of Christmas lights or yard displays. In the spring, show them photos of your most impressive outdoor lighting projects. People will be enticed by a photo of decorative strung lights on an attractive deck, or by discretely placed colored lights showcasing their home. Offer a free estimate on how to make their home look unique and upscale.

Consider offering service contracts, especially for commercial businesses. In such an agreement, a client would engage your company to exclusively perform electrical services.

Keep abreast of what customers want – if you don’t provide that service, then consider adding that to your offerings. That may require hiring new employees who are already trained and certified

#6 Define Your Marketing Strategy

As with any other company in any niche or industry, you need to have a well-defined marketing strategy. 

Research the answers to these questions:

  • What geographical areas do you serve?
    • Do you see your geographical areas expanding in the near future?
      • If yes, to where?
      • In any new service area, what will be different (weather, household income, number of commercial properties, etc.)?
      • Will it require new hires?
  • Who are your target customers (homeowners with over $100K income, small business owners with 20 to 40 employees, local home developers)?
    • What is the best marketing method to reach that audience?

marketing strategy

  • How much do you make in each type of work?
    • What types of work gave you the most profit over the last year?
    • What type of work do you anticipate will increase or decrease in demand in these areas?
  • What is your Unique Selling Proposition? That is, explain what it is about your products, services, delivery, culture, etc. differentiates you from the competition.
  • When are the times of year when your services are most in demand?
  • Are you willing to add more services to your company?
    • What type of electrical services are becoming more in demand?
    • Which services have the highest ROI (return on investment)?
    • What will this require (special skills? training? new marketing approach? added staff/subcontractors)?
    • How much of a financial investment will be needed?
  • Which methods of marketing have been the most effective (social media, TV, radio, newspaper, word-of-mouth, mailers, networking, etc.)?

Use the answers to develop your approach about WHO to market to, WHAT to promote, HOW and WHEN to advertise, and WHERE to market.

Why Your Electrical Service Business Needs Digital Marketing?

Owing to the impact that the 2020 pandemic has had on business, digital marketing has become a crucial part of growing your brand, making customer conversions, and attaining your professional goals.

digital marketingThe best way to reach customers and grow your business is by capturing attention, creating targeted advertising, and establishing your brand as an authority online. Digital marketing, including social media marketing, helps you attract potential customers to your services over your competitor.

Today’s top electricians are not only successful because of their skills but have invested in influential marketing and channels that local audiences can easily reach and access. By developing your very own online presence, you can reach more customers and represent your brand on the internet. Websites and social media allow you to describe your services, share client testimonials, and list the geographical locations you cover.

 As customers can use their PC, tablet, or phone to perform research into electrical services in a specific region and find your business faster than traditional marketing methods, it is important to become part of the online trend.

How to Start Marketing Your Electrical Service Business?

Marketing your business online should include service-based locations. Keep customers updated on new technologies, practices, and jobs completed by posting images and reviews on your website and social media.

Online marketing is also a great way to advertise your contact details. Include an online submission form for booking consultations and performing general inquiries.

Creating a Successful Web Presence for your Electrical Service Business

A professional website is a great way to increase brand exposure. It is the face of your company but also a resource for clients to learn about who you are and what you offer. Your site should be easy to navigate with a breakdown of the electrical services you provide. Along with advertising your brand and services, you can encourage visitors to sign up for a newsletter or promotion using their email address. The greater the number of emails, the easier email marketing strategies become part of your marketing campaign.

An electrical business is service oriented. From your website to the moment you answer the phone, your focus should be on the customer experience. Brand and service consistency improve customer perceptions and loyalty.

Along with the digital strategies and groundwork you put into building your business, optimizing your online campaign remains a crucial part of successful marketing. SEO for your electrical service business will increase brand awareness and place your company in the higher pages of Google’s and similar search engines’ rankings. By incorporating terms and locations for your electrical business, SEO helps target customers who are looking for your service in a particular area. This can include keywords such as: “electrician in Location.” It is the most effective way to boost the business website and convert customers.

Electrical services are considered a niche market. Learning about your customer and your competitors can help you develop communications and internet marketing strategies that place your brand ahead of the rest.

In 2021, expanding your electrical contracting company can be achieved with incredible rewards when you invest in a customized and effective marketing campaign.

Summary: It’s All About Marketing and Relationships

Employing these tactics can only improve the morale of your team, please your clientele, and increase your market share.

In the ever-shifting nature of areas like strategy, marketing, and communications, owners of an electrical service company can never stop working on ways to grow and stay competitive.  

 

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How to Create a Great Email Newsletter?

email newsletter

What Makes a Good Email Newsletter?

An email newsletter continues to be a great strategy to grow business. It’s free and doesn’t require a ton of effort to produce. I’m sure, like me, you get numerous newsletters over any given week. If you don’t have your own email newsletter in place, it’s time to consider starting one.

Email newsletters are growing in predominance and remain one of the several tactical marketing strategies that bear a huge load for your usage with general touchpoints for clients, marketing as well as branding. Speak with any marketer nowadays and you’ll hear the same advice – You want to “touch” your subscribers at least 12 times. Eighty percent of all sales happen between the 5th and 12th touch. Although you are not likely to win a lot of clients through emails alone, these messages can take your client down the path to your business. 

However, to succeed in this, you require an email list and you must work hard to build such a list.  Your email list is essentially one of the most powerful tools you possess, so, you and your marketing team must send out the best possible emails to your audience.

Building A Good Email List

Now how can you build a good list? An essential part of fabricating a thriving list is by delivering regular email newsletters. You can consider creating and utilizing a personalized checklist that will assist you to keep your emails harmonious with ‘the voice’ of your brand, while concurrently meeting the demands of your clients consistently. Invest time in composing your checklist and then adhere to it. This will help you advance future email marketing campaigns and considerably increase your Return on Investment (ROI).

The question remains; Is it worth it? What is the purpose of an email newsletter and how will this help you build your business? Continue reading to discover the answers to these questions as well as enhance your email campaign success. 

The Purpose of a Good Email Newsletter

Newsletters are the life force of every marketing campaign as email marketing has emerged to be more efficient than social media marketing over the decades. Recent research has proven that email marketing is forty times more likely to capture new customers than Twitter and Facebook. Also, your email list is a more reliable bet than fans on social media.  A social media page can close down at any time and you’ll lose access to your followers. But you literally own your email list. 

Email Newsletters Are Reliable

Emailing newsletters is one of the most reliable ways to remain in contact with your customers. The current global crisis that has seen many people staying at home. This has caused businesses to lose ties with many of their customers. You email newsletter may be the only touch point you have to connect with some customers. It’s a unique opportunity to remain connected with your client. This can help them understand that you care about them because that is exactly what they want to know.

The Chief Purpose of an Email Newsletter

With an email newsletter, it’s all about telling stories and developing relationships. The chief purpose of every email newsletter is to furnish those on your list with updates about your business, goods and services. However, an email newsletter shouldn’t be employed for a hard sell. Instead, it should feel like an update from an engaging and kind friend rather than a persuasive clerk.

Brands transmit email newsletters to notify their audience/subscribers on the latest news and updates. These emails actually have little or nothing to do with selling.  They’re more concerned with building customer loyalty with the aid of valuable content. This does not mean that these newsletters are merely used to keep in touch. They can be used to spur your customers to take actions like anchoring to your blog posts and/or making a purchase.

Here are measured goals that can be attained by sending email newsletters.

  • Traffic boost

Often, email newsletters comprise useful tips; quick checklists with links to principal articles, and blog posts where clients can detailly examine the content. As a result, you can efficiently boost traffic to your blog or website. 

  • Brand awareness and identification enhancement

If you always send relevant and unique content, you can rest assured that your subscribers will wait for your next email newsletter. They will affiliate your brand’s logo and sender mark with the actual experiences they receive from your emails. This constitutes an essential step towards building brand authority.

  • Enhanced sales

Although email newsletters generally have a non-commercial nature, they can help you spur sales indirectly. For instance, You can choose to offer your audience a case study of one of your successful customers or share a comprehensive guide on how to use your services efficiently. If these materials appear reasonable enough to your subscribers, those who are yet to decide to make a purchase will have more reasons to do so. 

  •  Social media profiles advancement

If you just created a page or profile for your brand on Instagram or Facebook, you can simply promote it by attaching links to your email newsletter. State reasons why your account is worth following and inform your subscribers of the kind of information you share on social media. 

  • Sending newsletters establishes you as a leader or expert in your field. A newsletter builds trust in you and your business, and also, determines consumers’ needs and interests

Owning and managing an email list is vital to your brand’s progress. Once you concede the actual purpose of a newsletter, you can employ email campaigns to lead your customers toward taking some kind of action. All through, you’re equipping them with relevant content that furnishes them with specifically what they want.

Understanding the purpose of an email newsletter can help your brand succeed in the following ways; 

  •  Inspiring them to engage in an event or fundraising. 
  • Updating them on the latest content you have to offer
  • Notifying them on forthcoming sales, promotions, or special event opportunities. 

How to evaluate the success of your email newsletter

Like any other form of marketing, you want to keep a record of your email marketing (ROI)- Return On Investment. With email newsletters there are little costs, other than the labor it takes to create and distribute them. For e-commerce businesses, the return will be the most significant measure of success. When you convert a prospect to a customer, always track where they learned about your business.

However, to guarantee victory with your email marketing campaign, you must plan well. You can begin by experimenting with what works well and what doesn’t. Note that email marketing platforms possess metrics that can assist determine if your emails are working or not. You can equally use Google Analytics tools to estimate the funds coming from your email marketing operations. 

Your Email Marketing Platform will provide these metrics to you:

  • The number of people who open your emails.
  • The number of people who click on links within your emails
  • The number of people who unsubscribe from your list

It is essential to pay close attention to these metrics after every campaign as they’ll not only reveal to you areas that require adjustments but also determine if the changes you’re executing are paying off.

For example, you may discover that you had several unopened emails and decide to address a more personalized copy in the next campaign. Once this happens, you should certainly notice a rise in your open and click-through percentages. 

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How to Create Your Email Newsletter

From the write-up, there are many good reasons why you should create and manage a newsletter. It can be a great direct marketing method, and a “goodwill” service for your audience. The following steps have been carefully outlined to guide you towards creating your own newsletter. 

Step #1: Establish Your Newsletter Goal

While you’re convinced that you should use email marketing, the next step is to determine the main goal of the newsletter. Ask yourself how it fits into the rest of your marketing strategy.

You may want to simply get more email contacts, announce your company’s launch, or promote a new product line. No matter your goal, make sure to keep it in mind as you work through the creation process.

With an established goal, the next move is to plan your content.

Step #2: Define the Content

Emails should be one of two types to get people to read them: Educational or Entertaining. A mixture of both is even better!

A couple of years ago I was working with the owner of a printing business. He was a genius in delivering outstanding content while making it very interesting. He was able to achieve a 60% open rate for his email newsletters, which is outstanding!

Put together content that is useful and relevant for your intended audience. Don’t constantly try to sell something. Build trust by providing helpful, engaging, and well-written material.

You don’t have to grind out all-new copies each time. Re-purpose existing content from your blogs, training materials, articles, and marketing brochures.

Make it entertaining by adding jokes, quotes, cartoons, or stories. (I always read an antique dealer’s newsletter because it included stories from readers who found a bargain-priced treasure in a junk shop, yard sale, or other unexpected places.)

Think about how often you plan on sending the newsletter, where you may have already composed content and its optimum length. 

The next move on your path is to create an outline to follow for each release.

Step #3: Layout a Template

colors in email newsletters

You can use an email service provider’s template but, in our opinion, you should stick with your website design look-and-feel. This promotes your brand (logo, colors, fonts), makes it fit your needs and goals, and your subscriber will immediately recognize that it comes from your company. Make it distinct and unique. 

Now, the format.

Pick from this optional list of formatting elements and characteristics:

  • Text (fonts, colors, sizes)
  • Layout (length, margins, justification)
  • Highlighting (bold, italics)
  • Imagery (logo, photos, cartoons)
  • Columns
  • Tables
  • Lists (bullets, numbers)
  • Repeatable section titles
  • Links (to landing pages, videos, web sites)

Again, let your website style and branding choices drive the look of your newsletter.

Bottom Line > your email template must be mobile-friendly.

Once you have the format down, start compiling your content.

Step #4: Add Your Body Content

Using your email template as your outline, start filling in your text and images.

For long body content, use images to break it up. Just as with your website, it’s important to keep a balance between text and images so that your audience keeps reading. Size any imagery so that it doesn’t overtake the size of the text.

Don’t forget to run the draft newsletter by a few people, either inside or outside your organization. Ask them to give honest feedback, including pointing out typos, poor grammar, and factual errors. You could follow up with a shortlist of questions to determine if the material met your goals, like:

  • Did you enjoy or appreciate the content?
  • Was it professional?
  • Did you learn anything?
  • Was it too long or too short?
  • Would you like to continue receiving it?
  • What part of it did you find most valuable or interesting?

Step #5: Create a Powerful Subject Line

The most difficult part about an email newsletter is nailing down the subject line. It should be short, compelling, immediately actionable, and click-worthy. This bit of magic can be hard to pull off.

Think of it this way – subject lines are just like headlines on your website or the titles of your blog posts. They need to express the idea without telling everything while compelling the reader to want to see what’s inside.

Step #6: Create Powerful Welcome Email Templates


The idea behind great welcome emails for newsletters is simple. To wow your subscribers when they open your first email.

First, a subscriber visits your site and you give them a private information, so they’re more likely to engage.

Second, the subscriber begins to expect your email. 74% of people expect to receive a confirmation email shortly after subscribing to your list, and they’ll visit their inbox just to find it.

That is why why are they so successful. Even better, having a set of welcome email templates may be crucial to your newsletters success.

whether it is a free download, personal thank you, what to expect or discount – curating welcome email templates should be top priority. “



A few points to consider for the all-important subject line in an Email newsletter:

Is it attention-grabbing?

Does it relate to the email recipient’s needs or interests?

Will it help them solve a pain point or challenge?

Will it spark their curiosity?

Does it match the email content?

Is it a mobile-friendly length of under 40 words?

Can we personalize it by including their name?

Are the spellings, grammar, and punctuation correct?

Did I avoid using CAPS or special characters (!!!)?

Brainstorm some attention-grabbing words and phrases such as sneak peak, secret, hidden, solution, little-known, exciting, must know, avoid these mistakes; free, clearance and discount always get my attention. Avoid spammy verbiage like amazing, open right now, or we need to talk. At any cost, don’t let your subject be vague or boring.

Test out your subject lines just to see if they land in the recipients’ SPAM folder. “Free” may be an appealing word but it can trigger a spam filter.

Practice Makes Perfect With Creating Email Newsletters

Over time, you’ll get better with practice and by paying attention to what is and is not working with your email list.

NOTE:  Don’t neglect to keep it legal. There is a law called CAN-SPAM which requires you to include an “unsubscribe” option in each email, along with your contact information.

Now that you have created your educational and entertaining email newsletter and determined your intended recipients, you only need to send it. However, your work isn’t done. Take the time to analyze the results. By analyzing open rates, click rates, and other metrics, you’ll be able to understand what you need to do better next time.

So, in summary, what can an email newsletter do for you?

  • Connect with potential clients
  • Establish you as a leader or expert in your field
  • Build trust in you and your business
  • Enhance brand awareness
  • Determine consumer needs and interests
  • Increase traffic to a designated site
  • Acquire more leads
  • Generate more sales

And how do I accomplish those outcomes through an email newsletter?

  • Provide relevant news, tips, and information
  • Publicize events
  • Send announcements
  • Promote products and services
  • Make special offers
  • Cross-promote partners and business contacts
  •  If you don’t have your own email newsletter in place, it’s time to consider starting one.

Have email newsletters worked for you? Any tips you would like to share with other business owners? Reply in the comments below.

 

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