You are an excellent electrician. Solid work and good customer service are a matter of course for you and you are passionate about what you do. You have managed to establish your company on the market for over two, three, or even five years. If you have been in business for more than seven years, you are even more successful than 40 percent of all company start-ups. The problem: Good service, experience, and passion alone will not help you to further increase your sales. So what should you do to make sure you are dispatching field service technicians all day every day?
Marketing For Electricians – Why Is It Necessary?
Electricians, electronics, and electrical engineers prepare us for the world of tomorrow. As the link between energy suppliers, technology manufacturers, and consumers, the electronics technician’s trade is an essential cog in the energy transition. Without an electronics technician, there are no charging stations, no power grids, no automation, no PV systems, and no access systems. The field of work of the electrician/electronics technician has already arrived in the future. Unfortunately, this does not apply to his marketing strategies.
A survey of around 2,500 electricians and electrical contractors in Austria and Germany, which was carried out in Q3 2017 by the management consultancy blueberry-power.at, showed that most companies in this industry advertise intensively offline, but online marketing channels are below average be used.
Offline marketing is no longer enough
Last year, a market research institute concludes that in which Austrians aged 18+ were asked how they viewed doctors and service providers in the fields of alternative medicine, automobiles (e.g. car paint shops, tire dealers, car repairs), real estate, insurance, crafts, Find beauty and fitness as well as retail. The result: the path from consumer to provider is also subject to digital change.
Personal recommendations are still very popular, but searches on the Internet are already in second place. A full 57% of the consumers surveyed said that they were looking for the right company online. And of course, 9 out of 10 users submit their requests via Google. The bottom line: Marketing measures outside of the World Wide Web have long since ceased to be sufficient to remain competitive.
Online Marketing For Electricians – What’s The Problem?
Online marketing for electricians is of course no different from marketing measures that large companies operate. After all, service providers in the electronics and electrical engineering sector are primarily concerned with one thing: creating value for the customer, conveying it, and thereby generating their benefit at the same time. The only difference: small and medium-sized companies in this industry cannot afford to do market research and spend millions on marketing campaigns. The survey by blueberry-power.at also showed that many entrepreneurs say they lack marketing expertise.
The lack of access to a large pool of customers was also cited as an explanation for the lack of use of online marketing measures. However, barriers of this kind should not prevent electricians/electronics engineers and electrical engineering companies from seeking customers online. The HEROLD reveals the top 7 online marketing strategies that will help electricians to grow more in 2019.
Current Marketing Strategies
According to the blueberry power survey, word of mouth sales dominate among electricians. The offline advertising channels, which are also used intensively, include advertisements in print media, recommendation marketing, sales partnerships, direct mailings, conference participation, and, of course, personal acquisition. When it comes to trust in online marketing measures, however, most electricians and electrical engineering companies seem to stick with the Swiss cigar manufacturer Davidoff:
The famous Davidoff cigars have meanwhile also arrived in the 21st century and are sold via their website and online shop. As you can see: the love of the customer is still important for the company’s success. However, marketing tactics that are not scalable place clear limits on company growth from the start.
Field service workers need to go digital sooner rather than later. With the current situation, it is almost a necessity to at least switch some of the marketing efforts to digital. Those who did will reap the benefits and those who do not will regret it soon.