How to Reach Your Target Market
Marketing an Electrician Business
The value and earning capacity of an electrician largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.
In general, good business owners make good marketers. However, the most visible brands are always on the lookout for the strategies that other electrician utilize in the marketplace.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. When electrician leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Industry Resources
Lone rangers don't survive long in an electrician. An awareness of industry resources can mitigate the isolation of ownership and result in a more stable (and more productive) leadership experience. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Viral Marketing
Will Rogers said, "You can lead a horse to water, but you can't make him drink. However, you can put salt in his food." That's kind of how viral marketing works. Viral marketing takes guts and if it is incorporated in the marketing strategy of an electrician, you ultimately have to cross your fingers and hope for the best. Although you have little control over whether or not your products go viral, there are things you can do to nurture your brand's viral capacity. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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