You’ve probably taken certain cues when it comes to the marketing of your business. As a business owner, you make have taken a few marketing classes or have ideas about how a business should be marketed. For most online marketers and bloggers, they’ve become experts at what they do… because it’s what they do!
When you run a business offline, or even one that doesn’t relate to marketing, it can be a completely different world.
For example, electrician marketing can be tricky. Most of the services that are offered are similar or the same from one electrician to the next. This leaves you having to go to further lengths to get your name out there.
We’ve compiled 8 tips to help take your marketing strategy to the next level. Keep reading for more information!
Manage Online Reputation
Most businesses and homeowners don’t have an everyday need for an electrician. In fact, many people can go for years without having to call.
This means that they will be searching for your business online. It is imperative that your business is found easily and that it has positive reviews.
It is impossible to make everyone happy and sometimes there are those customers who are never satisfied. Respond to negative reviews quickly and politely while trying to make things right.
Seeming sympathetic to a customer’s complaint will go a long way in recovering their business as well as future customers’.
For more useful tips and guidance on how to improve your online reputation or to have better control over what appears in the search results when someone searches for your name or business, click here for our 97 tips to better reputation management.
Isn’t it annoying when you click on someone’s website only to realize it is almost impossible to navigate? Don’t be that company.
Your website should have your services listed, contact information, as well as the ability to book an appointment.
Sometimes hiring a company to design your website is the best option. It’s usually well worth the money to ensure your digital presence is a user-friendly one.
You may feel that an ‘out of the box’ design is hard to come by, but there are actually companies that cater to online electrician marketing — see more here.
It is not good enough to just have a website and a phone number. People search for electricians, plumbers, and handymen on social media all the time.
Actually, there are features that allow a user to ask for recommendations and allow commenters to tag their favorite company. Of course, a happy customer can write your name, but if the potential customer is asking social media for their thoughts, why shouldn’t you be linked?
Having social media accounts does mean one more source of reviews. Hopefully, you see far more positive than negative ones; but social media reviews, especially negative ones, still need to be responded to quickly.
Partner With Other Businesses
Partnering with other businesses doesn’t mean forming a legal partnership. This just means that other contractors have to outsource business from time to time.
Sometimes a roofer or a plumber will run across jobs that they can’t complete by themselves.
Typically, they will recommend the customer hire a certain electrician. That recommendation could gain your business a customer for life!
This is a give and take relationship. When you run across a certain job that is out of the scope of your business, those other contractors will appreciate the recommendation from you.
Find Your Competitive Edge
Some electricians specialize in rewiring old homes while some may specialize in construction.
Maybe you do a little bit of everything and can do so efficiently, costing your customers less money.
When there are new techniques to your job, learn them to make you stand out.
This electrician marketing tip doesn’t just benefit you, but your potential customers. It is about investing in your skills and abilities to allow your competitive edge to grow.
Skilled Customer Service Representatives
If your electrician company is small, you may not have the funds to hire a full-time secretary or answering service. This leaves the phone answering to you.
Whoever’s responsibility it is to answer calls must be professional, kind, and courteous. This is a skill that has faded over the past few years but is much appreciated.
A rude customer service representative can cost you business. If you, the answering service, or secretary is rude, that customer can be lost to another, more friendly business.
Be Active in the Community
Although it is great to be active in the online community, people still appreciate the real-life touch. Being active in the community can mean appearing on the local news talking about the latest, greatest wiring technique.
It can also mean sponsoring a little league team. This form of marketing is always appreciated by the team and it gets your name out there (on the jersey, posters, etc.). And, it can allow you to meet plenty of potential customers.
This doesn’t mean you have to have children on the team or attend every game. It usually is as simple as filling out a form and sending a check.
Bonus points if your company throws an end-of-season pizza party. (Hint: this can give you the opportunity to pass out business cards to parents)
Electrician Marketing and the 80/20 Rule
So far we’ve talked about electrician marketing and gaining new customers. As a business owner, you should be familiar with the Pareto Principle, or the 80/20 rule.
This rule basically states that 80 percent of your business is from 20 percent of your customers.
Once you’ve learned this rule, it is important to know how to apply it. Applying it can mean following up with customers after a job is completed, calling them once per year to touch base, or sending a quick holiday card.
None of these have to be complicated, especially if you keep a customer database. This simple marketing move can allow you to forge lasting relationships with people that will continue to tell their friends.
Best Practices for Electrician Marketing
Traditional marketing ideas are great and still work for certain customer bases. However, knowing how to navigate social media, the internet, and the need for customer service can benefit you as much, if not more than those tactics.
The one type of marketing or advertising that your business cannot do without, and you can’t buy is word of mouth. Positive word of mouth will help sell your company far more than any other marketing venture.
Electrician marketing can be tough, and acquiring that word of mouth is difficult. This is why you have to have a strong strategy, to begin with. If you’d like more information on marketing or how to outsource SEO for your brand or business, contact us today!
9 Questions You Must Ask When Hiring an SEO Expert in 2019
Now is a great time to bring in an SEO consultant. In the past, you could maybe get away with DIY SEO, but that time is over. The field has now gotten so complex that SEO is a whole career path in itself.
Are you considering hiring a local SEO consultant? Here are some of the key questions you should ask.
1. Do They Have Years of Experience?
Ideally, when you employ a search engine marketing consultant, they should have years of experience in the industry. Some so-called SEO experts rely on outdated or inappropriate techniques that could actually harm your website’s ranking rather than help it.
A good SEO specialist can implement different kinds of strategies depending on the situation. SEO is not a “one-size-fits-all” line of work. You need to use pick appropriate strategies for certain kinds of businesses.
A good SEO specialist will have experience doing SEO for multiple industries. And they’ll be able to implement a strategy that’s tailor fit to your business. Read more about such expertise from a Harrisburg SEO marketing agency that has been working with local clients for years now.
2. Do They Have a Passion for Learning More?
The world of SEO is constantly in flux. This means a good SEO consultant should have a genuine interest and passion about learning more about the industry.
When you have a good knowledge of SEO trends, you can predict what’s going to happen. Then, you can use that knowledge to give your clients an edge over the competition.
A good SEO specialist should have so much knowledge about their field that they can come up with multiple methods to accomplish any one goal. Of course, this takes experience, but to truly have an edge, you need to have passion as well.
3. Do They Have Good Communication Skills?
It’s no use being the most passionate and experienced SEO consultant in the world if you don’t have the right communication skills. When you hire an SEO worker, don’t underestimate the importance of communication skills.
Many companies make the mistake of hiring the best “on paper” candidates, only to find they’re very poor at communicating. This can result in an SEO strategy that doesn’t really suit your needs.
4. Are They a Good Fit for Your Company?
Sometimes, being a good communicator isn’t enough. Your SEO specialist also needs to be a good fit for your company culture.
It’s sometimes better to work with the slightly less qualified candidate if it seems like their personality will mesh well with your company. If you hire someone who doesn’t fit in well with your company culture, it could result in a lot of problems in the future.
For example, they could end up leaving the company within a short frame of time. This is undesirable because you’ve wasted time, energy, and money training this person. Hiring someone who doesn’t fit into your company culture could also result in workplace arguments, leading to huge losses of productivity and motivation.
When you interview a candidate, you should always make sure they have the skills they’ll need to do the job. But you should also make sure they get on well with the people they’ll be working with during their time at the company.
5. What Tools Will They Use?
Do you have any specific pieces of tools in mind for your SEO specialist to use? In this case, then you should ensure they have experience using those specific tools. Or you should be prepared to give them the necessary time to learn how to use them.
If you aren’t sure what the top SEO experts and bloggers are using, all you need to do is take a few minutes and read through any of the top SEO blogs in the market today. Names like Neil Patel, Brian Dean, and others are always discussing the latest methods and tools they are using to achieve their results.
Examples of good SEO tools include programs like Ahrefs, Long Tail Pro, or Moz.
6. Do They Have an Understanding of Marketing?
Some SEO specialists are great when it comes to doing SEO, but have a poor grasp of marketing. Ideally, you want your SEO specialist to have a good knowledge of marketing theory and techniques. Understanding the psychological aspect of marketing is just as important as making sure your website contains all of the keywords you need.
SEO content not only needs to make your page show up on Google, but it also needs to keep readers’ attentions once they enter the page. A good SEO specialist can create a page that’s not only a hit on Google, but is also great from a marketing perspective.
7. Do They Have a Proven Track Record?
When hiring a search engine optimization specialist, you need to look for someone who has a proven track record for getting the job done.
What results have they gotten for their clients on previous jobs? Do they have a proven record for increasing sales? Or getting the page ranked higher on Google?
Whenever you do an interview, make sure you focus on previous results. SEO knowledge is easy to come by these days, but actually getting results is not easy to fake. Make sure you ask for references and also follow up on them.
8. Can They Work Well With Your Web Developers?
A good SEO specialist will have full knowledge of all things SEO. They should be able to work very closely with your web developers to implement things like HTML tags.
Since your web developers will need to work with your chosen SEO specialist on a daily basis, you should be prepared to ask your web developers what they think of your chosen candidate. You might even want to include them in the interview process.
9. Do They Appreciate What You’re Trying to Achieve?
The ideal candidates need to understand exactly what it is your company is trying to achieve. SEO should be a central part of your digital marketing strategy and there should be very clear set goals.
For example, maybe the intention is to turn people who click on your website into paying customers. In this situation, it’s no good getting thousands of clicks if nobody is actually buying anything.
Take Your Time Hiring a Local SEO Consultant
Getting the right local SEO consultant can take time. It’s important you don’t rush into things too quickly.
Take the time to find the right candidate. You’re looking for someone who is not only skilled and knowledgeable about SEO, but also someone who’s a great fit for you and your company.
Need more tips on marketing? Then check out our marketing blog!
Is There An App for That? The Top 5 SEO Tips for Mobile App Ranking
In the world of Google and website traffic, you want to make sure all your work is as optimized as possible. Did you know that also pertains to your mobile app ranking?
Companies that sell and distribute retail benefit immensely from taking advantage of an app by creating a quick and easy way to browse their products and make purchases. The roadblock, however, is getting visitors to their website to download their mobile app.
You can actually boost the popularity of your app through search engine optimization (SEO). By combining the worlds of desktop and mobile, you can optimize your mobile app and increase your app download volume and quality ranking.
To learn how SEO affects mobile app ranking, get started with these top tips.
1. Make Sure the App Name is Branded
The name of your app can prove to earn you search engine rankings if it is named in line with your brand or named according to a keyword you are wanting to rank for. Getting the most popular mobile app marketplaces like the Android Market and the Google Play store will help drive more traffic to your mobile app site. Take advantage of these linking opportunities by using the anchor text wisely.
For example, if your company name is “We Heart Cats” and that is the branded keyword you’d like to rank for, then you should try and have the name of your app be the same.
2. Link Your App to Your Website and Profile Pages
Taking advantage of linking in the websites and pages that get the most traffic to your app is a great way to direct visitors to your mobile app. Consider taking advantage of some of your most important pages, such as your homepage or a services page, to make a link to your app download page as easily visible as possible.
You may even want to consider creating a landing page and an email campaign that is dedicated to highlighting your app. These pages may include a description of the app and its features, screenshots of your app in action, and reviews of your app. An out-of-the-box idea could include a tutorial on how to create an app that directs to your app at the end of the tutorial.
3. Use Anchor Text Strategically
Make sure you include the name of your brand in the anchor text that links to your mobile app. Many make the mistake of simply saying “Download iPhone App” without including the name of the app. You may notice that larger companies don’t use their branded names in the anchor text to the app, but do not follow this path!
While it may be visually pleasing to see a clean button that directs to the “App Store” to a varying degree, you are losing valuable link equity in not having any anchor text.
Instead, include your app name. For example, if you want to link your “We Heart Cats App” then you want to have “We Heart Cats App” in your anchor text. Try “Download the We Heart Cats App Today”.
4. Offer a QR Link on Your Desktop Landing Page
You want to make it as easy as possible to download your app. That’s where QR codes come in. A QR code can allow desktop visitors to easily access the app by simply scanning the QR code from there phone. This will trigger the download of the app automatically.
Make sure you compress the link before you put it on your page. If your URL exceeds 50 characters then it will fail to scan and upload your app. Use a link compression or QR platform that can also show you bot QR crawl requests.
5. Cross-Promote Your App for Mobile
Make sure there is a link to your mobile app wherever your audience is! You already have an audience that regularly visits your desktop and mobile website. Now that you have an app, take advantage of the audience already there as well.
The tried and true cross-promotion trifecta means to make sure you are promoting your website to mobile users, searchers, and bots. These three cross-promote methods will allow browsers to come to your site and notice the link to your mobile app on your pages and will both drive users to your app or allow bots to crawl the link to boost your organic search results.
Make sure you have a link to your app on top of all your pages, whether they visit your site on mobile or desktop. You can also take advantage of crawling apps and link your app using optimized anchor text.
Next Steps: How Will You Optimize Your App for SEO?
When search engines index, display and rank mobile apps, they are simultaneously creating hundreds of backlinks for all those app downloads to boost mobile app ranking. This will give you a huge leg up in organic search both for your mobile app, as well as your mobile and desktop websites.
With that, higher mobile app and website traffic creates more downloads, which creates more backlinks, and so on. This phenomenon can create massive profitability in those that take advantage of mobile app optimization.
When you’re ready to take these tips and implement them in your SEO strategy, be sure to take advantage of all the tips and tricks on ZacJohnson.com. We offer professional digital marketing guidance for any level.
Contact us today for more information or to use our services.
Ditching DIY SEO: 5 Reasons You Shouldn’t Be Your Own SEO Expert
Since the digital revolution kicked off, three little letters have influenced every web-based marketing campaign: SEO. Indeed, search engine optimization is still the crux of any good campaign.
In fact, SEO is so significant that spending is fast-approaching $80 billion with no signs of slowing down!
So SEO is important. That much we understand. But you should also understand that you’re better off outsourcing your SEO services.
Here are five reasons why acting as your own SEO expert isn’t as good of an idea as you think.
1. A Barebones SEO Strategy Isn’t Enough
Perhaps you already have a basic understanding of all things SEO. You know how to research keywords, your site uses original content, and you’re already on Google.
Except you’re only the second page of Google. And as a result, you’re not seeing any traffic.
Knowing what SEO is and how to put in place a barebones strategy won’t get you anywhere.
Unless you’re one of the first three results on a search engine, you’re about as good as invisible. Together, the first three results make up 61.5% of all search traffic.
You have to be better than basic to generate the traffic you’re after.
2. Penalties Come With a Hefty Cost
Poor SEO implementation doesn’t only mean you’re missing out on search traffic. It could mean that your site gets removed from Google altogether.
Avoid common mistakes like:
- Content scraping
- Keyword spamming
- Poor site optimization
- Domain cloaking
An SEO misstep — whether intentional or not — can mean spending weeks trying to get your site visible to a search engine once again. Instead, consider contacting an SEO expert and crafting a proposal for SEO services. Even if you don’t end up going with the SEO company that writes up a proposal and plan of attack, you can still use it as a reference guide on the work required to hit their SEO and growth goals for your site.
3. Hiring an SEO Expert Can Save Time and Money
Even if you know the ins-and-outs of the SEO world, crafting a viable SEO strategy takes dozens of hours. That means spending precious time away from growing your business.
And each moment you take your eye off the prize is another moment where your competition can pull ahead.
SEO consulting is a wonderful investment because it lets you focus on doing what you do best. Let an SEO pro handle the research and details.
4. SEO Principles Change… A Lot
The scary thing about SEO is that what works today isn’t guaranteed to work tomorrow. In fact, what works today may still result in the de-indexing of your website!
Since 2003, there have been over 70 algorithmic changes.
What’s more, these changes aren’t going to slow down anytime soon. As the web begins to migrate toward a decidedly mobile market, you can expect changes to occur as often as consumers’ tastes.
5. SEO Requires a Multi-Platform, Multi-Faceted Strategy
Think you’re ready for the big leagues? Here are just a few of the things you’ll need to succeed:
- On-site optimization
- Off-site optimization
- Social media marketing
- Rich snippets
- Knowledge of keyword bidding
- Fresh, constant content
- Optimized images
- A mobile-friendly approach
- Local and global approaches
Yikes. That’s quite an intimidating list. It’s far too much for most people to keep up with.
SEO is so much more than a few keywords here and there or a great click-through rate. Great SEO requires constant care and attention on a variety of platforms, with more coming all the time.
Leave It to the Pros: If You’re Not an Expert, Hire an SEO Expert
If you’re a small or medium-sized business, it’s understandable that you may want to save money by serving as your own SEO expert. But outsourcing your SEO consulting will benefit you in so many ways.
Have any SEO or marketing related questions? Maybe you want to see the benefits for yourself.
I’d love to hear from you! Get in touch today.
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