Almost nine in ten UK electricians don’t know how to effectively market their business

  Posted by: electime      18th August 2022

• 70 per cent rely mainly or exclusively on word-of-mouth recommendations
• More than a quarter (27 per cent) admit they need to do more marketing to help their business
• Marketing experts share their top bits of advice for electricians

Marketing is important for any business trying to grow its customer base, but almost nine in ten (87 per cent) UK electricians say they don’t know how to do it effectively.

New research by ElectricalDirect, the specialist retailer of electrical products, asked hundreds of electricians how they promote their services, and more than a quarter (27 per cent) admit that they should do more.

In fact, seven in ten (70 per cent) rely mainly or exclusively on word-of-mouth recommendations. Customer referrals will always be important to the trades – 92 per cent of electricians think word-of-mouth is still more important than social media – but for workers to grow their companies, they should consider other marketing avenues.

More than two-thirds (69 per cent) of electricians don’t have their own website, and over half (55 per cent) are not on any social media channels.

Surprisingly, only one in six (16 per cent) say they are on directory review services, such as Checkatrade or TrustaTrader. With almost two in five (38 per cent) Brits always checking reviews before choosing a product or service, such listing websites are certainly worth signing up for.

The most and least common forms of marketing UK electricians favour are: 

Understandably, both time and money are common barriers to electricians doing more in this area. One in seven (14 per cent) say that they simply don’t get chance to dedicate time to marketing activity, while one in nine (11 per cent) say it’s too expensive.

However, there are ways to promote a business that don’t take too long or cost significant sums of money.

ElectricalDirect spoke to the PR and marketing experts at Jaywing, the Creative and Media Agency, to reveal their top three tips for UK electricians wanting to expand their business:

1) Have an online presence 

“In today’s world, the vast majority of people will turn to the internet as their first port of call when looking to hire a tradesperson. Therefore, it’s really important that you are visible online, and that involves a few different digital marketing methods.

“Set up a website that details your services, credentials and contact details; create social media accounts and post about your best work; and register for local listings services, like Google My Business.”

2) Collect and visualise case studies 

“Customers are heavily influenced by image-led content, so remember to photograph your best jobs to visually display your services. Before and after images are good for showing the impact you can have, and these can be used both on your website and social media channels to spread awareness.”

3) Actively seek reviews 

“One in nine tradespeople say that they are heavily reliant on review websites for their business, and the importance of positive feedback cannot be overstated. Trust is critical in the industry, with customers wanting to know they can feel safe with tradespeople in their homes, and be confident that the job will be done well.

“Ensure you continuously ask clients to leave comments on sites such as Google My Business, to create positive associations for your company, and draw people to your services.”

For more expert advice on how to effectively market your trade business, visit: https://www.electricaldirect.co.uk/blog/effectively-market-your-electrical-business