Your electrical contracting business relies on local business – and ensuring you’re front of mind is often the deciding factor when initially attracting new customers.
So, how do you make sure you’re the first port of call when people need a contractor? There’s no magic bullet here – it’s a matter of popping up in numerous places during the course of a day or a week, and that repetition is what keeps your brand in mind.
Here are 10 local marketing ideas to help gently – and usefully – maintain relevance and visibility, while not getting on people’s nerves.
Do a leaflet drop
An oldie but a goodie. Leaflet drops work. Tie them in with something seasonal or current. Back an offer up with research – for example, servicing your aircon unit before summer can save on energy bills. Alternatively, create a magnetic calendar or branded magnetic shopping lists that can sit on the fridge all year round. Your brand will always be there…
Branded merch and giveaways
From school fairs to big local events, branded merch is always in demand. Pens, waterbottles, keyrings – the list goes on. Just make sure they’re not throwaway items. People will keep something that’s novel or quality, and while they may be a little more expensive, you’ll get the return in the long run.
Sponsor a local sports side
Buying a local sports side a new set of kit with your brand on the front is a great way to get some awareness and brand loyalty. The kits will be used for seasons, too. Make sure you offer everyone associated with the club some form of discount too, to keep new customers coming your way.
Roundabout advertising
Local councils will often sell ad spots on road roundabouts – sponsorship they call it – and this is a good opportunity to get into the peripheral vision of people on a consistent basis. If they drive around that spot regularly, your brand will stick in their subconscious.
Local TV ads
Fancy yourself as something of a TV star? Maybe now’s the time. Because local TV ads can get you really good value. Audiences for terrestrial TV aren’t what they were, but lots of people still watch real-time free-to-air, and an engaging ad can help you showcase yourself and your business. They’re not as expensive as you think, either.
Local radio ads
The same goes for local radio ads, too. The repetition of message is key here, and radio ads can help you get that brand presence and exposure that keeps you top of mind. Especially if you can create something memorable – a jingle that people find themselves singing in the shower!
Beer glasses and beer mats
The pub’s a great place to be seen, and many will be quite happy to accept new glasses with your branding and info on, and new beer mats too. Check in with the owners first to check, of course, but this is an easy and inexpensive way to get some very long-term exposure in front of thousands of potential customers.
Enter local business awards
Filling in award entries can be time-consuming, but the awareness (and validation) you can get from being a finalist, never mind a winner, makes it all worthwhile. And, if you are a finalist, you’ll get invited to an awards evening with all of the other finalists in all of the other categories – a prime networking opportunity if ever there was one, and a night of free advertising to boot.
Find the right partners
Whether it’s a local plumbing business, a gym or the local art gallery, getting the right partnerships is essential to getting your business out there. By offering an incentive – for example, by being a member of this particular gym, you get 5% off electrical services – it’s an added benefit for the gym to offer, and you’ll get more business, too. Also, consider joining the local business chamber or local business groups. It doesn’t tend to cost too much, and the connections can be invaluable.
Get your local search listings right
If people can’t immediately recall a name, they’ll Google ‘electrician in [town]’ or ‘electrician near me’. You need to make sure your info and website is popping up. Make sure you’ve got your Google Business Profile listing up to date, as this is where your info is pulled from, and ensure your website talks about the areas you work in.
