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

What are some good strategies to stay in touch with people who don’t need services right now?

Kim James, Founder and Director at Tangerine Tango, says:

Most homeowners only need electrical work occasionally, but when they do, they call the contractor they remember. Research shows it takes about seven touchpoints before someone chooses a service provider. Here are practical ways to stay top of mind:

Targeted email check-ins: Send brief seasonal emails with specific safety reminders like, “As summer approaches, check for any signs of electrical issues before the heat kicks in.”

For past customers, a simple anniversary email (“It’s been a year since we serviced your home”) reminds them you’re still available and you care.

Organic social media and retargeted Meta ads: Share a mix of valuable content organically on your social channels to establish expertise and build trust with your audience. Then complement this with retargeted Meta ads to people who’ve visited your Instagram or Facebook profiles, website, or are on your email list, using strategic seasonal messaging. This two-pronged approach keeps you visible to potential customers while reinforcing your reputation exactly when they might need your services.

Strategic seasonal reminders: Drop postcards to neighbourhoods where you’ve completed several jobs, mentioning the services you provide: “As your neighbourhood’s trusted electrical contractor, we’re here for your upcoming spring renovation projects.”

The key is providing genuine value with each touchpoint. When homeowners suddenly need electrical work, they call the contractor they remember first. By maintaining helpful connections between jobs, you’ll be their first call when they need you most.

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.

I don’t have a website. Should I have one, 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!

I want to get more structured in my marketing. How can I build an effective marketing funnel?

Rebecca Clark, Director of The 512 Project, says:

In today’s competitive landscape, a well-structured marketing funnel is essential for electricians and tradies to attract and convert potential customers. Here’s a breakdown of how to create an effective funnel.

Awareness (Top Funnel) 

Local SEO

Optimise your website and Google Business Profile for local searches related to your services (‘electrician near me, ‘emergency electrical repairs’). Ensure your name, address, and phone number (NAP) are consistent across all platforms. 

Content Marketing

Share helpful blog posts and social media content showcasing your expertise. Think ‘10 smart ways to add value to your home with modern lighting’. 

Paid Advertising

Run targeted ads on Google Ads and or social media targeting homeowners in your service area. 

Interest (Middle Funnel) 

Email Marketing 

Nurture leads with informative newsletters featuring seasonal electrical tips, special offers for first-time customers, and case studies showcasing your successful projects. 

Lead magnets/webinars/workshops 

Create value-add content or host online or in-person sessions on relevant topics like energy-saving tips, smart home automation, or electrical safety for families. 

Decision (Bottom Funnel)

Customer testimonials  

Showcase positive reviews and case studies on your website, social media, and Google Business Profile. Highlight specific problems you solved and the value you delivered. 

Limited-time offers 

Create a sense of urgency with special discounts for a limited time, bundled service packages, or free upgrades with specific projects. 

Action (Conversion)

Clear call to action

Make it easy for potential customers to contact you through prominent phone numbers, email addresses, and online contact forms on your website and social media. 

Streamlined booking process 

Offer online booking options or a user-friendly scheduling system to simplify the process for customers. 

By implementing these strategies and consistently tracking your results, you can build a powerful marketing funnel that generates a steady stream of high-quality leads.