I am doing some marketing for Pace Electrical Pty Ltd in Kurmond NSW. Kevin contacted me through a friend to see I was able to help with their website and marketing. I am always happy to help, so I started looking at Kevin’s business and his competition.
There is a lot of competition in the small business electrical field. It seems that every apprentice completes their 4 years of training and has an entrepreneurial seizure and decide to start their own business. Luckily there are a lot of people, businesses and industrial companies that need their expertise.
When you have so much competition, experience seems to be the point of difference. Some electricians have experience with home wiring, some with alarms and security, not all have commercial office fit out or industrial electrician experience.
What is the difference? An industrial electrician needs to be able to work in manufacturing, farming, fabrication and production-line environments. They deal with different voltage levels and Programmable logic controllers. For most electricians, this is not an experience that they can put on their resume.
Now to the online marketing process.
The competition for Pace Electrical is vast, and in the Industrial Electrician space, there are some substantial companies with large budgets. For a small business, blanket marketing won’t work. You will go broke on marketing with minimal benefit.
Small business marketing with small budgets, need to be direct. Focus your marketing directly on the customers or category of customers that will benefit the most.
The keywords regularly searched in this field are:
“electrical maintenance sydney”
“industrial electrical contractors sydney”
“industrial electrical services sydney”
“industrial electrical contractor sydney”
“industrial electrical sydney“
Global results on the above keywords are minimal **<100 /mth. So concentrating on these words will not bring any substantial results.
A more generic keyword such as “industrial electrician” or “commercial electrician” have substantially higher monthly searches and would increase the volume of potential clients seeing your brand.
LinkedIn is a source reference for building your profile with other business owners, while Facebook and Instagram have a direct link to consumers. I plan to directly market key local businesses within 1 hour of Pace Electrical that fit the Industrial, Commercial industry criteria. ** AHREF, Keyword Explorer