Marketing is essential to keep those customers coming in. Here, our experts answer questions posed by electrical contractors just like you.

How to define your customer value proposition

Rachel Abad, Strategic Communicator at rachelabad.com.au, says:

Alright, let’s talk value props — the heart of any small business strategy. These aren’t just buzzwords for an ‘About Us’ page; they’re the reasons your customers should pick you over the competition. When you nail your customer value prop (CVP), you’re not just selling a product or service; you’re solving a problem, meeting a need, and building a connection that turns a transaction into loyalty.

Start by asking yourself a couple of key questions:

• What makes my business essential in someone’s life?
• What problem do I solve?

Your answers will become the backbone of your value prop. The key here is simplicity. Your customers shouldn’t have to solve a riddle to understand why you’re the best choice. Keep it clear and straightforward but add that personal twist that makes it undeniably you. Think about it: you’re not just selling a sandwich; you’re delivering the “lunchtime joy with ingredients you love”.

Next, look at your customer feedback and lean in close. Whether it’s raving reviews or constructive critiques, each comment offers a treasure trove of insights into what people love (or don’t) about your business. Use this to sharpen your CVP. This isn’t about pleasing everyone — it’s about finding that sweet spot where what you offer meets what they need.

Finally, remember that your value prop isn’t written in stone. Businesses evolve, and so do customer needs. Keep testing, tweaking, and talking to your customers. Stay fresh, stay flexible, and above all, stay true to the reason you started in the first place. Because when your value prop is honest and authentic, it doesn’t just sell — it shines.

I don’t have a website. Should I have one, and if so, what’s the easiest way to do it?

Amanda Lacey, Founder/Director at POPCOM, says:

In today’s digital age, having a website is not just a luxury—it’s a necessity for any business aiming to establish credibility and reach a wider audience. A website acts as your digital storefront, open 24/7, providing potential customers with information about your products or services, your brand story, and most importantly, how to contact you.

For small to medium enterprises, especially trades, a website can significantly enhance your visibility and accessibility. It allows you to showcase your expertise, share client testimonials, and even offer valuable resources like blogs or newsletters, which can position you as a thought leader in your industry.

Creating a website doesn’t have to be daunting or expensive. There are numerous user-friendly platforms like Wix, Squarespace, and WordPress that offer customisable templates, making it easy to design a professional-looking site without extensive technical knowledge. These platforms often provide integrated tools for SEO, analytics, and even e-commerce capabilities, which can be particularly beneficial if you’re looking to expand your business online. We have a lot of clients who we set up a basic site for and then hand over the keys for easy maintenance.

Moreover, investing in a website can improve your brand’s reputation and trustworthiness. In a world where consumers often research online before making purchasing decisions, not having a website can put your business at a disadvantage. If you can’t be found online, are you really a business that can be trusted?

A website is a powerful tool that can help you reach and engage with your target audience more effectively. It’s an investment that can yield significant returns by enhancing your brand’s profile and expanding your business reach, and there are very few barriers to getting online!