3 things electricians can do to win buyers and beat their competition

For electricians in this day and age, it can be challenging learning how best to navigate your market and have a presence which exceeds that of the competitive forces you are fighting.

If you have failed to employ the right team in place, it becomes exceedingly hard to deliver on incoming requests. At this juncture, many in the field with a degree of traction are made to turn down work.

In this write-up, we delve into how electricians can rack up more business and leave their opponents kicking up dust, with our 3 prominent solutions:

• developing an online presence that's entirely unparalleled to others
• producing web content which is unique in nature and easy to digest
• having persuasive messages prepared which force viewers to interact

You want to adopt an attitude whereby what you strive to do is corner the market (but not in the typical sense). The most beneficial thing your firm can do is to occupy as much online space as possible.  Ideally, doing this to the extent that it becomes increasingly challenging for your competition to get noticed. When it comes to buyers in need of your services, there shouldn't be anything or anyone else they see but you. Essentially, what this means for you as an electrical firm, is that you make the right investments into your business, resulting in you occupying significant spaces in search results, on social platforms and related review portals. It's critical to note the opportunities here are endless; the growth potential is neverending, and you can continuously be extending your reach to achieve maximum custom levels.

In the digital space, you will have heard that content is king, so what we are advising here won't see you penalised, like what could be the case in financial markets, and in dealing with commodities or foreign exchanges. All you're doing in this regard is speaking about what you do without restriction, finding compelling ways to get you noticed with the intent of onlookers reaching out demanding that you work for them. The best thing is that any format you use works, so as far as options are concerned, you aren't limited. However, instead of a scattergun approach to what you publish, what you want to accomplish is a structured strategy which ensures you have a balanced distribution of content that you can gauge and measure.

The best resolution to this issue is to have a content plan. In it, you should commit to a mix of the following activities:

• Service Pages
• Solutions Pages
• Blog Articles
• Case Studies
• FAQs
• Testimonials
• Preset Social Media Messages

If creating this content is new for you, commit to a making a few of these each week/month and don't stray from it. With an activity log that links into your website, you can also receive reminders and prompts to compose that highlighted above should you be falling behind. It would be best if you did this as a client base who have nothing to interact with will quickly drop off and seek answers elsewhere if they feel ignored or the company they could be dealing with don't have much to say.

Simply mimicking what others do on a like-for-like basis only means that you're forever playing catch up. It's good to get an understanding of what your rivals and other good performers are doing to ensure you also cover similar bases, but only you can define who you are. Your identity, along with what it carries is what will make you do somersaults over your competitors. With this said, we are not advocating that you go off on a tangent, throwing mud and hoping something sticks. Instead, go through identifying novel topics, and scoring whether they fit your business, it's users and is unique. Let this be the system which prioritises what you curate.

In an overarching content strategy, you should set aside space to put together a diverse set of resources. Some of this content might take more time to assemble than others, so work out the frequency with which you'll make these releases. You might also opt to expand on pre-existing data you've collated and released if cutting down on research time is vital to you. Considerations you should be making here are the likes of eBooks, infographics, whitepapers, brochures etc. Yes, these are heartier pieces of information compared to more accessible marketing tools such as a general webpage, flyer/pamphlet or advert. However, those that interact with these formats are likely to have a more profound interest in your provisions. The reason for this is that these are downloadable resources can get placed on a lead magnet page (i.e. viewers cannot access them without leaving their contact details and any other useful information you request).

With all the resources you create, you should place them on a resource page within your website. The aim here is to sell the benefits so well; its visitor can't resist hitting the download button. You should ensure it has a title, description and button text for your CTA (e.g. 'Get Now'). Also come up with an image to promote its contents, which will occupy the resource page's spotlight and a thumbnail image or cover image for use on your archive page. Go on to create an itemised snapshot list of what a reader will discover, a mention of the resource type and the industry you've designed for (if applicable). Finally, please attach it to a form, because as we've stated your acquiring user information, you can nurture them in the future.

Are you familiar with the sentiment an offer to good to refuse? Just think what would it take to make a prospective client know you are their top choice. One thing is what you are saying; the other is how you're saying it and lastly how eye-catching is it that its observer becomes immersed without much thought. For this, you can draw inspiration from others, and should look at building a swipe file of some of the best headlines and supported messaging you've seen. Alongside this, look at some of the layouts and imagery used when you stumble upon these sources of inspiration. By doing this, you will make it a hell of a lot easier to come up with your own words and quips when winning over purchasers.

When it comes to an attention-grabbing caption, how it's constructed can differ. A smart way to ensure you have coverage of all types is by categorising the series of titles and supporting text you come up with to ensure you address all consumers. You might want to tag or group them into classifications for ideas on the headline and supporting directions. In these, some suggested categories we'll share include:

• Curiosity
• Surprise
• Alternate Usage
• Before/After
• Storytelling
• Take Action
• Value Proposition
• Buying Options
• Freemium
• Urgency
• Sense of Belonging
• Get What You Want
• Crystal Ball and History
• Problems and Fears
• Fact, Fiction, Secrets, Truth and Lies
• How-To Tricks of the Trade
• Best and Worst

You will never have a complete set, so you should make your document something you regularly update. What's most important from a web and online marketing perspective is where these statements are getting used. In this regard, there are two distinct areas which they slide into with ease, namely your CTAs (calls-to-action) and emails. With the right CTA manager embedded into your website's admin area, you will be able to manipulate how these are displayed. These can include your message appearing with a background image, above or below a picture/motion graphic, and variations of your brand colours. For emails, use the various headlines as subject lines when reaching out to your subscribers and customers, and monitor which ones get the most opens and clicks.

With what we've said, and as space to manoeuvre within your sector constantly shrinking, you have to be brave and in some instances politely vicious in limiting where a consumer can come to for quality service.

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