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

How do I get free publicity such as PR opportunities?

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Isabel Thomson-Officer, Co-Founder and Managing Director of Manifest says:

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Start by reading the news and get to know the journalists writing in the publications and who appear in the media you want to be featured in. Knowing the media landscape of where you want your brand’s product/services to be covered is paramount.

Once you’ve got a feel for the kinds of stories they are covering, you can identify the things within your organisation that could be stories that journalists and editors want: think newsworthy, timely, or human-interest angles.

Don’t discount your own experience as you may very well be a subject matter expert. Offering commentary on an insight or trend relevant to your industry is a great way to add value and cut through the news agenda in a culturally relevant way. This is called ‘newsjacking’. It’s not a hard sell, but rather offering your opinion on a timely topic that offers a nugget of information that may not yet have been covered, or provides a fresh perspective that helps evolve the story.

And don’t forget to make it easy for the journalist: a concise, compelling pitch with key facts, quotes, and visuals that is personalised to them (i.e. not a bulk send out) dramatically improves your chances of being featured. Remember, PR isn’t sales; it’s about telling a story that matters to the publication’s audience.

How does one find these opportunities? You can start by leveraging existing networks. Organisations like SourceBottle regularly offer callouts from journalists for sources and it’s free to sign up. LinkedIn is another great one. Substacks are fast gaining in popularity with journalists looking for stories and there are some Facebook groups for media and publicists where they share opportunities. Monitoring these can lead to chances to comment or contribute to a story already in progress, or to pitch something completely new. Guest articles, expert commentary, or quotes in round-ups can all generate high-value exposure.

The benefits of PR are significant. Free publicity lends third-party credibility that advertising can’t buy, increases brand awareness, and often drives direct traffic to your website or social channels thanks to its SEO value and its use as a source by AI Platforms like ChatGPT. Done well over time, PR coverage can position you as a thought leader in your sector while attracting business opportunities organically.

Is posting directly in local Facebook groups a good idea or a complete waste of time?

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Shelley Friesen, Founder and Director at the Melbourne Social Co, says:

The key is how you show up.

Avoid spamming groups with ads or “call us today” posts, that kind of content gets ignored (or deleted by admins).

Instead, think about offering value:

* Share simple electrical safety or maintenance tips homeowners can use.

* Post photos of completed jobs (with client permission), showcasing quality workmanship.

* Offer seasonal reminders, like “Now’s a good time to check your outdoor lighting before summer BBQs.”

* Answer community questions even if they don’t lead to an immediate job, being visible and helpful pays off later.

Commenting on posts where locals ask for electrician recommendations often works better than creating your own weekly ad. People notice the names that pop up often with helpful advice.

So, no – it’s  definitely not a waste of time. Done well, posting in local Facebook groups is one of the most cost-effective ways for small trades to build reputation, relationships, and repeat business right where it matters most – in their own community.

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I want to create a flyer for some local marketing. What do I need to keep in mind?

Sarah Cann, Founder at Sarah Cann, says:

1. Three distinctive brand elements
    As a business and brand you must have three distinct elements that help with recognition, recall and reinforcing your reputation. These could be anything really, but for an electrical contractor, you might consider your brand colours, logo, and your face if you are the face of your business.
   
   Other options – maybe your slogan or a character – can be selected of course, but keep it to three distinctive elements that will help in the overall design of your flyer as well. Make sure you use those three brand elements across all your marketing for consistent messaging.
   

2. A call to action

Many people try to fit as much information as possible onto marketing material without thinking about what action they want people to take as a result, and what information is going to tempt people to take that action.

A QR code to a valuable resource that your ideal buyer would want to exchange their contact details for is one thing to consider. That way you’re capturing leads before they’re ready to purchase, so you can then nurture them and build that relationship with them before they’re ready to buy. This is called a lead magnet and depending on your business can be something related to what you offer or something unrelated that your ideal buyer would value. The QR code would link through to a registration page for your free or low-cost resource, where you can capture data such as names, emails and phone numbers

Alternatively, consider including a limited-time offer for people who book your services and mention a code on the flyer. Another common approach is to create a sense of urgency; an example being “make sure your aircon and fans are working before summer – contact us today”. . Make sure your preferred contact method is visible, and you’re incentivising the action you want the customer to take.

3. Great design

If your flyer looks amateur or is crammed full of information, it won’t be as effective. From a design perspective, less is often more and good design will direct the reader’s eye flow rather than having the eyes roam all over the design. Don’t be afraid to explore design tools like Canva, which have a number of templates you can use – or get some professional help. Great design can make all the difference, so don’t be tempted to take shortcuts!

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What’s the best way to create cross-promotion strategies with other local businesses?

Soojee Ford, Brand Strategist, The Good Studio, says:

That starts with having a clear point of view, being reliable to deal with, and having a reputation for quality. A strong online presence – well-designed, well-written, and consistent – backs that up. It should feel obvious why someone would want to be associated with your brand.

When you’re ready to approach another business, don’t make it about what you need. Do your homework and understand what they’re trying to achieve. Maybe they need foot traffic, content, visibility or community credibility. Frame the idea with their goals in mind.

Then personalise the pitch. Keep it simple but specific: here’s what I’m thinking, here’s the audience overlap, here’s how it helps both of us. Offer something clear in return, whether it’s content, promotion, event support or social reach. The aim is to make them look good and feel like they’re gaining, not doing you a favour.

The final step? Meet in person. Real trust, especially when working locally, starts face to face.

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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:

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.

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How important are Online Reviews?

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

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.

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How to define your Customer Value Proposition

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

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.

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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:

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!