If you’re looking to attract leads for your more profitable services, it’s time to stop using generic lead tactics and start using more specific and intentional digital marketing strategies. There is a huge demand for electricians in 2022 as people are “using more electricity” than ever.
As a small business, it can be hard to find the time and money to undertake effective marketing, but it is possible — with the right tools. Invest your resources in digital marketing tactics that help you reach your most qualified electrician leads for your most profitable services.
Use local SEO to reach customers in your area
Local SEO is vital for electricians to attract local leads. Queries from too far away will eat into your margins, so it’s important to identify those as unqualified, or non-local, leads. By optimizing your electric company’s local online presence, you’ll be able to narrow down your leads and find the most profitable ones. And the best part? These approaches are free and easy.
Maintain a Google Business Profile
Claim your business on Google and make a Google Business Profile (formerly known as Google My Business). Your Business Profile is how potential customers will find you when they search a related inquiry on Google, like “electricians near me.” Be sure to fully optimize your profile. Complete it with posts, photos, customer reviews, and FAQs to rank highly in searches for electrical contractors.
A complete Google Business Profile makes it easier for leads to engage with you. In fact, customers are “70% more likely to visit and 50% more likely to consider purchasing” from businesses with a completed profile, according to Google.
List all of your services in your Google Business Profile and write descriptions for each, with a focus on your high-margin services. Include related terms that your potential customers might search for. For example, if you add “Lighting Services,” write a description with terms like “lighting installation in [city],” “light fixtures,” or “outdoor lighting.”
To set up your Google Business Profile, visit Google’s business page. Google will guide you step by step to get your profile optimized.
Optimize your website
Improve the local SEO on your website to make it easier for local leads to find you. Your website is where most of your leads land before they contact you, so give them exactly what they are looking for. Create pages on your website for all of your electrical services and for each location. All pages on your website should clearly state where you’re located and how leads can contact you.
Find keywords that your most qualified leads are searching for and add them to your content. For instance, if installation is a higher-margin service that your qualified leads often search for, use phrases like “residential electric installation in [city]” on your location pages and homepage.
You can do basic keyword research just by using Google. For a step-by-step tutorial on keyword research with no external tools, check out this how-to guide.
Lean on automation tools and AI for efficiency
Automation tools and artificial intelligence (AI) help improve the efficiency of your digital marketing efforts by automating tasks that you currently do manually. With automation and AI, you can easily get the data you need to qualify and rank your leads. These technologies are now easily accessible to small businesses, too, not just the big corporations.
Marketing automation and conversation tracking tools can help you track your leads and quickly identify the most profitable ones. Often, you can get better insights on your leads than if you try to gather the same data by hand — insights like the services your leads are interested in, how close leads are to needing your services, and how to get them to call you when they need electrical work.
Use marketing automation tools to find the most qualified ones and nurture them. You can target customers who are interested in higher-margin services with automated emails, texts, or social media messages.
Use conversation tracking to transcribe your calls and analyze which leads are most qualified. For instance, with Conversation Intelligence by CallRail, you can set automation rules so the software will highlight calls that include specific words. For high-margin services, like “electrical installation,” make an automation rule. Any time someone calls to ask about that service, the software will highlight it, so you know to make it a priority.
Target qualified leads with PPC advertising
Pay-per-click or PPC advertising is a digital marketing tactic for companies where they only have to pay when a lead clicks on their ad — which means you can set your own budget. Plus, you can target leads with more specific ads and generate leads in nearby areas.
Bid on keywords relevant to your high-margin services, like “electrical repair in [city],” to reach the most qualified leads. When a potential customer searches that term, your ad will pop up at the top of the search engine. And with PPC advertising, you can create separate ad campaigns for each of your most profitable services.
You can also set parameters for who you want to reach with each ad campaign. For example, you can target people who just bought a home in your area with an electrical inspection ad.
Google Ads makes it easy to create ads on your own, so you don’t have to outsource your PPC advertising. You start by choosing a goal, and then Google will walk you through each step of the process.
Retargeting campaigns can help you reach high-quality leads better
Use retargeting to warm up any leads that have gone cold. Retargeting campaigns are a type of PPC advertising that lets you target people who have already visited your website or have taken some other action with your business. You can even narrow down your targeting to those who have searched for higher-margin services on your website.
Use Google Ads, social media ads, or a retargeting tool to retarget customers. Retarget a couple of different scenarios, like people who have visited your website recently or people who have clicked on one of your recent ads. By retargeting certain scenarios, you’ll be able to reach your most qualified leads more effectively.
Tracking your digital marketing leads ensures ongoing success
As an electrician, your time is quite literally money. Put your resources toward qualified leads that bring in the highest profits by adopting these digital marketing techniques. You’ll be able to quickly identify high-quality leads and assess how profitable each one is, allowing you to follow up with the leads that are most likely to generate more revenue.
Plus, you can track your leads with CallRail’s Call Tracking and Conversation Intelligence technology. With our software, you can easily find out which campaigns your calls are coming from and quickly identify high-quality leads that are interested in your higher-profit services.
Start a 14-day free trial of CallRail today and electrify your marketing ROI.
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