Facebook is one of the most effective ways to market an electrical contracting business, as more than 80 percent of its user base is in the 30 to 44 age demographic, which is the ideal age of those likely to need to hire an electrician.
From organic posting on business pages to running Facebook ad campaigns for electricians, the social media network provides the ideal platform to reach an adult audience in any local market. Facebook ads unlock the ability to target a very specific audience, according to location and interests that would make them a likely candidate for needing to hire an electrician.
Posting organically provides electricians the opportunity to build awareness in their local market by posting tips and sharing interesting information with the community in addition to extending special offers and discounts. This can drive website traffic and result in email newsletter registrations and information requests, thus contributing to organic lead generation.
If you are an electrician or run an electrical contracting business you need to be active on Facebook. It’s a great way to engage with your current customers as well as potential customers on a platform they are comfortable using. With the average adult spending an hour a day on Facebook, it’s a great way to position your business in front of a receptive local audience.
To help you better understand Facebook marketing for electricians we have put together a list of best practices to focus on for the best results. Let’s jump into the ways to best leverage Facebook to grow your electrical contracting business using social media.
Optimize Your Facebook Business Page
Your Facebook business page is often going to be the first place a potential customer looks, whether they find you after engaging with an organic post or seeing one of your electrician Facebook ads in their feed.
Your Facebook page must have a professional image, the same way your website needs to look amazing. First impressions are everything, so make sure the profile picture is a good representation of your business, as well as a header image.
This is something many skip, but not only does it help to make a more visually appealing Facebook business page, but it also gives you more real estate to include calls-to-action and business information. Use Canva’s pre-built Facebook header template to make a nice image with a strong CTA and include a unique selling point for added value. Something along the lines of “Available 24/7! Call (555) 555-5555” utilizes that space perfectly.
Make sure your contact information is accurate, you have multiple images and photo albums that showcase your business, office, trucks, staff, etc. Consumers want to feel comfortable, and knowing who they are dealing with plays an important role in whether or not they contact your business or click over to another page.
Enable messaging, as this is a frictionless way for customers to reach out. It’s low pressure and no commitment in their eyes. For you, it’s a high-quality electrical repair lead that can be closed directly on Facebook.
Run Paid Electrician Facebook Ads Targeting Local Consumers
While organic posting on Facebook is necessary to maintain an “active” looking page, you’re going to see the best results via its advertising platform. You want potential customers to see a lot of activity on your page – it’s a good sign that the business is alive and thriving.
Attracting them to your page is another story. Running paid ads allows you to target consumers in the area your electrical contracting business services as place those ads in front of users that are likely to be homeowners via extensive targeting options.
For example, you can target local consumers who like DIY-themed Facebook pages, which is a good indication that they are a homeowner and might be currently involved in some remodeling projects. This is a good audience to target with top-of-the-funnel ads.
It will often take multiple interactions with a consumer before they contact your business, so making the first introduction via Facebook allows you to break the ice and establish the relationship. From there, your offer should direct the consumer to your website where you can further educate them and entice them to opt-in to your marketing funnel.
Run Remarketing Electrician Facebook Ads Targeting Previous Website Visitors
You can get more aggressive and direct with Facebook ads as well, but not to a cold audience as discussed above. Running remarketing ads on Facebook will typically be the best ROAS – return on ad spend – for an electrician. Placing an ad in front of a consumer who has already interacted with your business makes them 300 percent more likely to click on it than if it was shown to a cold audience.
You can build a remarketing list based on several data points, both information you have on file and data that the Facebook pixel collects. Some examples of what data and actions can be used for remarketing:
- Your existing customer email list
- Specific pages on your website visited
- Specific pages on your website not visited
This allows you to place very targeted ads in front of them, greatly increasing the conversion rate. If someone was on your website reading about rewiring their electrical during a kitchen remodel then you don’t want to serve them an ad that mentions commercial wiring and installation.
You can also serve ads according to when their last visit was. Someone that visited your website in the past 24 hours is a very warm lead and it allows you to be far more aggressive than you would be if you are marketing to someone who last visited 30 to 180 days ago – they would require a far more subtle advertisement.
Create an Organic Posting Schedule
As mentioned, Facebook ads are going to bring you the majority of your leads and electrical contracting customers, but you cannot have a half-hearted organic posting effort. Your feed must be constantly updated with information, company news, images, etc.
This way when the prospects who engage with your ads land on your page to do their due diligence they see an active page with helpful information. This builds up their confidence and trust level, which then causes them to pick up the phone or submit a quote request on your website.
Without a plan and a schedule, your organic posting will lack effectiveness. It’s difficult to post on the fly, especially when emergencies arise and your attention is being pulled in several different directions. The last thing you want to think about is posting electrical contracting content on Facebook.
Facebook lets you schedule posts directly within your page interface. Spend time mapping out your content in advance. This will not only save you time but also ensure that your page always has fresh content and appears very active.
Collect and Respond to All Facebook Business Reviews
Facebook reviews for an electrician are very important and directly contribute to how well your page converts leads and new customers. Not only do you want a large number of electrical contracting reviews, but you also want to average as close to 5 stars as possible.
Every Facebook business page has a dedicated tab for reviews, and consumers have become so used to checking that – it’s typically the first place they look when arriving on a page. Lack of reviews or negative feedback will cause them to immediately leave and seek assistance from another electrician.
A large number of great reviews instills confidence, and then it is up to your content to push that potential customer to make a call, message you, or click over to your website. Make an effort to get reviews on Facebook from all past customers, no matter how big or small the electrical job was.
Test different strategies to see what works best for your business. From hand-written ‘thank you’ cards that ask for a review to more aggressive asks with a reward such as a Starbucks gift card are just some examples of what you can do to drive your review volume.
Final Thoughts
Facebook is the ideal social media platform to market and advertise for an electrician, providing direct access to an age demographic that is perfectly aligned with the homeowner market. By using a combination of organic posts, direct advertisements, and remarketing, Facebook can help generate a tremendous amount of lead volume and job bookings from new customers.
Our agency specializes in running marketing campaigns for electricians, including full-service Facebook ads and organic posting. This allows you to focus all of your time and energy on running your business, while we drive brand awareness, leads, and new customers via a continuous Facebook marketing strategy.
If you would like to learn more about our Facebook marketing services for electricians or have any questions about what we outlined above please feel free to reach out. We will be more than happy to explain the process in more detail while also answering any questions related to social media marketing for electrical contractors.
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