How to Grow an Electrical Service on a Budget
You could always stand to grow your electrical service business some more. But, what if you’re working with a small marketing budget. You can’t afford to invest in large campaigns, and even small versions of direct mail or pay-per-click can be too expensive per lead. The only way to get a bigger marketing budget is to grow your business, so you may feel stuck. How do you make more sales when you feel limited by how much you can invest? Here are some ideas that can help.
Which Work is Most Profitable?
When you need to restrict your marketing efforts, it is best to focus on those that make you the largest margin of profit. That way, each marketing dollar that gets you this work gives you a bigger return on investment. You just need to know which kind of work you perform is most profitable for you, and then you can tailor your marketing towards this goal.
When you do know which service is most valuable, you might seek out ways to target those potential customers who are most likely to need this service. You might make decisions based on their location, the age of their home, or even the search terms they put into Google.
Focus on Referrals
When you have one good customer, you can turn them into two if you can get a referral. This is an especially good strategy because referrals can cost you very little money. All you need to do is take the time to ask your customer directly to refer you. You can send along email or text prompts to make it easier and encourage your customers to forward your information.
Try Local SEO
Local search engine optimization is one of the most cost-effective marketing strategies there are for contractors. When a local person is searching “electrician” in Google, they often pick the first contractor Google presents to them. That could be your business. However, choose your SEO firm carefully based on previous results they have achieved for other contractors or electricians. SEO is more art than science, and you don’t have the budget to sink on firms that don’t deliver results. Consider a pay-per-lead model to make the cost more justifiable and ensure you’re getting new leads.
Focus on Retention
It is cheaper to retain a customer for subsequent work rather than get a whole new customer. Unfortunately, though, many of the strategies that help with retention are long-term and will only pay off down the line when your old customer needs new electrical work. However, focusing on retention efforts is still a smart long-term move for the growth of your company. To do so, consider these strategies:
- Focus on customer service: Use customer relationship management software, quality call answering services and more to provide the best experience possible.
- Marketing smartly: Email marketing and social media marketing can be less expensive and help you stay in touch with customers for the long term.
- Loyalty programs: Even small discounts for former customers can help keep many more of them.
Growing your electrical service business on a small budget can be a challenge, but there are things you can do to maximize it. Choosing a call answering service is one way to provide the customer service that can help you grow.