Even during the era of big business, most residential electrical service companies tend to be on the smaller end with less than 20% employing more than 100 workers.
And, like most small businesses, electrical contractors probably assume that they don’t need public relations and that their advertising efforts are enough to sustain them. But this is a common misconception. PR isn’t a luxury reserved for million-dollar companies and can be used to help progressively scale your business in the long run.
Lead generation companies
If you’re like most electrical contractors, you are using the marketing and advertising advice that many other home service companies have taken over the years and have confined your advertising into avenues such as direct mail, lead generation companies, truck wraps and a reliance on third-party referral websites.
That is one reason why adding PR to your marketing budget is a necessity
While these are all good options, the problem is that your competition is also using the same marketing techniques you are using and are probably only reaching the same set of potential customers. That is one reason why adding PR to your marketing budget is a necessity if you want to rise above your peers in your market.
Residential electrical services
If you were to do a quick Google search for electrical contractors in your community, chances are you’d find page after page of similar options. And, if you aren’t on the first page of that list, you aren’t making much of an impact.
But, with the right PR partner, you can build your company’s reputation and recognition so that it becomes synonymous with good residential electrical services. A public relations expert can help you develop campaigns that show you as a thought leader in your market while helping you secure earned media in your local news and trade publications.
A public relations expert can help you develop campaigns that show you as a thought leader
These methods increase your visibility. Strong visibility not only helps you reach a wider audience, it inadvertently helps you move up spots in Google rankings. The more mentions your company gets on social media, in the news and on other online platforms, the better Google ranks your website.
what is Earned media
So what is earned media? That’s media that isn’t paid for or owned by your company and includes media interviews, customer reviews and organic mentions on social media.
And, it’s important because it is by far the most trusted form of publicity available. Studies have shown that more than 90% of consumer trust earned media over paid-for advertising. Consumers have become savvy to commercials and no longer uses ads as their main method of researching a potential service partner. But, it’s getting this earned media that can prove tricky for most electrical contractors. Most of you probably don’t know any journalists and you certainly don’t have time with your busy schedule to cultivate relationships with the media.
Potential service partner
A good PR expert can pitch your expertise and story ideas surrounding your company
That’s where a PR agency can help. Many of them are former reporters or know the business well enough to have built relationships with many media outlets. A good PR expert can pitch your expertise and story ideas surrounding your company to media both locally and in trade publications.
It’s also possible that you haven’t considered the need to consistently read and respond to your customers’ reviews online. This is important because studies have shown that more than 92% of consumers say they read online reviews before they purchase a product or hire a service provider.
Social media game
Since you do have a business to run, it may be difficult to carve out enough time to reply to these reviews – both the good and bad ones – in a way that is both effective and conciliatory. But, a PR partner does have the time and the experience to do this for you.
But, a PR partner does have the time and the experience to do this for you
Finally, PR helps you stay on top of your social media game. It’s not enough to simply have a company Facebook or LinkedIn page – you have to consistently post content and engage your followers. Coming up with something new to post is a challenge when you’re trying to schedule house calls, pay bills and hire quality electricians.
Attracting new customers
Once you have developed a PR strategy that helps you to promote your brand, increase your visibility and develop you and your company as the market leaders in your community, you’ll begin to notice that your brand is reaching a wider audience.
And, it’s a proactive strategy that will help you influence the market in your favor. These positive messages help you grab the attention of your target audience and connect with them on a personal level. PR is about telling a good story to build relationships and it’s these relationships that will help you grow beyond that of your competitors.
Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in skilled trades, B2B tech and franchising. Ripley PR has been recognized by Entrepreneur Magazine as a Top Franchise PR Agency five years in a row and was named to Forbes’ America’s Best PR Agencies for 2021. She is the author of ‘NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business.’