So, you’ve decided to become an electrician. You’ve got your tools, your certification, and you’re fresh out of your apprenticeship ready to take on the world. Charging headfirst into the industry might seem like your best bet—you're wearing your hard hat after all. But before you do, I want to talk about something just as important as rewiring a home. 

Marketing yourself.  

Marketing skills are essential if you want to stand out and grow your business. Even if you plan to work within a union, you still need people to know who you are and what you do.  

A Digital Toolkit 

You might be thinking, “Why do I need to use social media as an electrician?” Maybe you’ve gone your whole life without ever downloading the Instagram app and you swore you’d never end up on Facebook. Sorry to be the one to have to tell you this but in today’s digital age, social media is basically your modern-day toolbox.  

This is where potential clients are hanging out, and it’s where you need to be too. Facebook is great for community engagement. You can join local groups and post about your services. Meanwhile, Instagram is perfect for showcasing your work. Before-and-after photos of your projects can attract a lot of attention if done well.  

Then there’s LinkedIn, which might not feel like social media, but it’s basically corporate Facebook. LinkedIn is ideal for networking with other professionals and businesses—putting yourself out there in ways that other electricians can see you and promote you. Twitter (or I guess it’s called X now, but I defy this) is good for quick updates and engaging with the local community. 

You don’t have to use these platforms to doom scroll or talk to your Aunt Sharon from Connecticut, but you should be posting consistently to keep your audience engaged. Share photos, tips, and even client testimonials. Engagement is also crucial. Respond to comments and messages as promptly as possible. This builds trust and shows that you’re approachable. Don’t forget to use hashtags to increase your visibility. For example, #ElectricianLife, #HomeRenovation, and #ElectricalSolutions can help you reach a wider audience. 

The Power of Advertising 

Advertising is all about reaching out to potential clients who might not know you exist yet. Online advertising options include Google Ads, which can target people searching for electricians in your area. It’s a great way to appear at the top of search results. Social media ads on platforms like Facebook and Instagram can also be highly targeted, ensuring your ad is seen by the right audience. 

Offline advertising might seem outdated but if you use it well, it’s still viable, especially in smaller communities. Local newspapers can get your name out there, and flyers and brochures distributed in local businesses, community centers, and through direct mail can also be effective. Even something more subtle like a van decal or bumper sticker can help drive attention toward your business. Moffa Electrical does this well by putting advertisements in their local paper and magazines.  

When it comes to advertising, make sure your ads have a clear message. Clearly state what services you offer and how to contact you. Encourage potential clients to take action, whether that’s calling you, visiting your website, or following you on social media.  

The best way to ensure success with an advertising campaign is to make sure that you are tracking your results. Use analytics to see what’s working and what’s not and adjust your strategy accordingly. 

Your Digital Storefront 

Every successful company or service has a website. It’s the digital storefront where potential clients can learn more about your services, see your work, and get in touch with you. It costs maybe $100 to buy a domain name and throw together something simple and professional.  

Key elements of a great website include a clean design, easy navigation, and a visually appealing layout. Detail the services you offer on dedicated service pages. Be specific and use photos to showcase your work. Make it easy for clients to contact you by including a form, phone number, and email address. Display reviews from happy clients to build trust, and consider adding a blog to share tips, industry news, and updates about your business. This can help with SEO and keep your audience engaged. 

Networking Like a Pro 

Building connections in your community and industry is invaluable. Networking can lead to referrals, partnerships, and more business opportunities. Local business groups, like your Chamber of Commerce, are great places to start. Industry events, such as trade shows, conferences, and seminars related to the electrical industry, can also provide valuable networking opportunities. Don’t overlook community events; participating in local activities and sponsoring community events can raise your profile and show that you’re invested in your community. 

When networking, be genuine. People can tell when you’re just out to sell something. Show genuine interest in building relationships. After meeting someone, send a follow-up email or connect with them on LinkedIn. Always offer value, whether it’s advice, a helpful connection, or your expertise. Networking is about building mutually beneficial relationships, not just about what you can get out of it.  

Word of Mouth 

Word of mouth is one of the most powerful marketing tools at your disposal. When clients are happy with your work, they’re more likely to tell other people about you. To encourage word of mouth, always aim to exceed client expectations. Go the extra mile to ensure they’re satisfied. Also, don’t be shy about asking happy clients to refer you to others, even if it makes you feel weird. Try and offer incentives, such as a referral program where clients get a discount or a small gift for referring new business to you. 

Staying in touch with past clients can also encourage word of mouth. Keep in touch through newsletters or occasional check-ins. Make it easy for clients to refer you by providing them with business cards or flyers they can easily share with others. Show appreciation to clients who refer you to others. A little gratitude goes a long way and can strengthen your relationship with your clients. Plus, word-of-mouth is even more effective than paid ads, resulting in five times more sales. 28% of people say that word-of-mouth increases brand affinity   

Building Your Reputation with Reviews 

In the digital age, online reviews can make or break your business. Positive reviews build trust and attract new clients, while negative ones can be more damaging than you think. To get reviews, all you have to do is ask. After completing a job, ask your client if they’d be willing to leave a review. The worst thing they can do after a job well done is say “no”. No customer is going to get on Yelp or Google Reviews and say “This guy asked me to review him! What a jerk!”  

If you’re struggling to find the words, you can check out this short video clip to give you an idea of what you could say.  

Respond to all reviews, whether positive or negative. Thank clients for all kinds of feedback and address any issues raised in negative reviews. This shows that you care about your clients’ experiences and are willing to improve. According to a report done in 2022, 53% of customers expect businesses to respond to negative reviews within three days. Research by Trustpilot also shows that 62% of consumers say they won’t support brands that engage in review censorship and prefer accountability in their reviews and feedback.  

You can go a bit farther and showcase positive reviews on your website (that you definitely took the time to build because I just told you to). Encourage clients to be honest in their reviews by responding sincerely, as this helps build trust with potential clients. 

Educate and Engage 

Content marketing involves creating and sharing valuable content to attract and engage with your audience. It’s all about providing value and establishing yourself as an expert in your field. Types of content you can create include blog posts about common electrical issues, DIY tips, and industry news. Videos are also great for creating how-to guides, project walkthroughs, and safety tips. Electrician University on YouTube does this well by creating shorts and reels that show step-by-step instructions for electrical basics.  

Get to know your target audience and create content that meets their needs and caters to what they like. As I mentioned before, be consistent with your content creation and regularly publish new content to keep your audience engaged. Promote your content on social media, in newsletters, and through email marketing to reach a wider audience. Content marketing is a long-term strategy that can feel overwhelming or even unnecessary, but it can pay off by building your reputation and attracting new clients. 

Bringing It All Together 

So, there you have it – a comprehensive guide to marketing yourself as an electrician. It might seem like a lot, but remember, you don’t have to do everything all at once. Start with one or two strategies that feel most manageable and gradually expand your efforts as you become more comfortable with putting yourself out there. 

Remember, marketing is an ongoing process. Stay patient, be persistent, and keep learning. The more you put into it, the more you’ll get out of it.