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

How important are online reviews?

Rachael Grant, Digital Strategist and Founder at RJE Marketing, says:

Reviews are an essential asset for any business, offering numerous benefits that can help build trust (social proofing), enhance local SEO, and foster customer loyalty. Consumers often rely on reviews to make purchasing decisions. Positive customer feedback boosts a brand’s credibility, showing that others have had a good experience and validating the quality of products or services. This trust is invaluable, as it can directly influence sales and brand perception, especially for tradies.

From a local SEO perspective, reviews are a powerful tool for improving search engine visibility. Search engines like Google consider the number and quality of reviews when ranking local businesses. More reviews, especially positive ones, can help a company appear higher in search results, driving more organic traffic and attracting new customers in the local area.

Reviews also play a significant role in customer loyalty. When businesses actively respond to and engage with reviews, it shows a commitment to customer satisfaction. Addressing concerns or thanking customers for feedback fosters a sense of community and encourages repeat business. In turn, customers feel more connected to the brand, and this relationship can translate into long-term loyalty and advocacy.

Collecting and managing reviews should be a priority for businesses looking to build a strong reputation, improve online visibility, and strengthen customer loyalty. With the right approach, reviews can become one of the most effective marketing tools in today’s competitive business landscape, especially for trade professionals. Statistically speaking, it typically leads to increased conversion rates and adds trust and a competitive advantage both socially and SEO-wise.

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.