Whether your electrical company has been in business for months or decades, one thing remains the same — you want to expand your electrical business and you want that growth to be sustainable. To achieve this type of success, invest time and resources into marketing — specifically, make an electrical contractor marketing plan.
Electrical Contractor Marketing
Electrical contractor marketing — or electrician marketing — is a process that enables you to increase brand awareness, engage and strengthen relationships with existing and potential customers, convert potential clients into paying customers, establish your electrical company as an industry thought leader, and gain a competitive edge.
Electrical Contractor Marketing Plan
Your electrical marketing plan should include a mix of digital marketing strategies — it goes without saying that today, a strong online marketing plan and presence are necessary. Your plan may also include traditional marketing ideas such as direct mail or handing out a memorable business card.
In this blog, we provide a step-by-step marketing strategy for your electrical service — depending on the goals of your small business, you can keep each section as is and work from this plug-and-play template, or you can customize sections to your liking.
Electrical Contractor Plan Template
Branding and Messaging
Business Goals
Marketing Goals
Target Audience and Ideal Customers
Competitive Analysis
Marketing Channels
Marketing Software
Budget and Resource Allocation
Analysis
1. Branding and Messaging
Our branding defines who we are, what we stand for, and why customers should choose us over the competition. A strong brand makes our business recognizable and builds trust with our community. Our messaging reinforces that brand by consistently communicating our values and services in a way that speaks to the customers we want to reach.
Step 1: Define Our Brand Identity
To create a consistent brand, we need to establish a clear identity that sets us apart from other electrical contractors. Our brand identity includes:
Company name and logo: Our logo should be professional, recognizable, and easy to read. It should appear consistently on trucks, uniforms, invoices, and social media.
Brand colors and fonts: Using the same colors and fonts across all materials (website, business cards, ads, trucks) makes our business look professional and polished.
Core values: What do we stand for? Honesty, reliability, and safety? Our values should be reflected in everything we do, from customer interactions to marketing messages.
Brand personality: Are we approachable and friendly, or more formal and professional? Our tone of voice should match the customers we want to attract.
Step 2: Craft Our Unique Value Proposition (UVP)
A strong unique value proposition clearly explains why customers should hire us instead of another electrical contractor. Our UVP should highlight what makes us different and emphasize how we solve our customers’ biggest problems.
Example UVPs:
“Reliable, on-time electrical service with upfront pricing and no surprises.”
“Keeping homes and businesses powered with fast, expert electrical repairs.”
“Local electricians who care—trusted service from our family to yours.”
Step 3: Develop Consistent Messaging
Once we have our brand identity and UVP, we need to ensure our messaging is consistent across all marketing channels. Whether a customer is visiting our website, calling for a quote, or seeing an ad on social media, they should get the same impression of our company.
Website and social media messaging: Keep descriptions of our services clear and benefit-focused. Instead of saying, “We do panel upgrades,” we can say, “Ensure your home’s electrical system is safe and up to code with our expert panel upgrade services.”
Truck and uniform branding: Our vehicles and team uniforms should reinforce our brand with a clean, professional look that includes our logo, colors, and contact information.
Customer interactions: Whether on the phone, in an email, or in person, our team should use the same professional and helpful tone that reflects our brand.
Advertising and promotions: All ads—whether on Google, Facebook, or print materials—should align with our UVP and focus on how we help customers solve their electrical problems.
Step 4: Tell Our Story
Customers connect with businesses that feel human and relatable. Sharing our company’s story builds trust and strengthens our reputation.
Ideas for sharing our story:
How and why we started our business
The experience and qualifications that make us experts
Stories of how we’ve helped local homeowners or businesses
Photos of our team at work or involved in the community
Step 5: Reinforce Our Reputation
A strong brand is built on trust, and trust comes from a great reputation. Our marketing should highlight customer testimonials, positive reviews, and industry certifications to reinforce why customers can feel confident choosing us.
Customer reviews and testimonials: Showcasing 5-star reviews on our website, social media, and Google Business Profile builds credibility
Certifications and memberships: Displaying affiliations with industry organizations, like the National Electrical Contractors Association (NECA) or Better Business Bureau (BBB), adds to our credibility.
Case studies and success stories: Sharing real-life examples of past projects proves our expertise and reliability.
Branding is more than just a logo—it’s how we present ourselves, communicate with customers, and stand out in a competitive market. By creating a strong brand identity, developing consistent messaging, and reinforcing our reputation, we can attract more customers, build loyalty, and grow our business.
2. Business Goals
We want to base our marketing goals on what the electrical business as a whole is looking to achieve over the next year and beyond. These broad company goals include:
Growing our base of clients throughout our service area.
Retaining more current customers to turn them into loyal brand advocates who recommend us to their personal networks when they need electrical support.
Establishing the brand as a local electrical industry thought leader through valuable, unique, and shareable information and content.
3. Marketing Goals
Our electrical marketing goals will be written as SMART goals to make them specific, measurable, achievable, relevant, and timely. They will also be tied to and help us achieve our overall electrical business goals.
SMART Goal 1: Set up a paid local advertising strategy for the next fiscal year that targets new customers in our service area so we can increase our base of clients by 15% in 2023.
SMART Goal 2: Reengage past customers to keep our brand name top of mind for the next time they require support from an electrical contractor so we can improve our net promoter score (NPS) by 10% in 2023 from 2022.
SMART Goal 3: Increase brand awareness through overall and local search engine optimization (SEO) tactics on our website, set up a Google Business profile by end of Q1 2023, and begin to share our relevant content marketing materials via email.
4. Target Audience and Ideal Customers
Knowing who we want to reach ensures our advertising dollars go toward attracting the right people, not just anyone who needs an electrician. In this section, we will give examples of how to structure this portion but make sure to customize it for your business.
Primary Customer Types
We must consider the types of customers we serve and where our most profitable jobs come from. Here’s an example breakdown:
Homeowners – Residential customers needing panel upgrades, rewiring, surge protection, and emergency repairs
Property managers – Managing multiple units or rental properties and needing a reliable electrical contractor for ongoing maintenance and emergency services
Business owners and commercial properties – Restaurants, retail stores, and office buildings needing lighting upgrades, electrical repairs, and code compliance updates
New construction and contractors – Partnering with builders for electrical installations in new homes, apartment complexes, and commercial spaces
Needs and Pain Points
Each customer type has different needs and reasons for hiring an electrician. Consider their pain points and how your business solves them. Here are some examples:
Homeowners: “I need a trusted electrician who won’t overcharge me.”
Property managers: “I need an electrician who responds fast and can handle multiple jobs efficiently.”
Business owners: “I need my business to stay open—no downtime due to electrical issues.”
Contractors: “I need an electrical partner who can meet deadlines and follow project requirements.”
Match Services to Your Audience
Once you identify your target customers and their needs, align your services with their pain points to create marketing messages that resonate with them. For example: “Need an electrician you can trust? We provide fast, reliable service for homeowners, property managers, and business owners. Whether it’s a small repair or a major upgrade, we get the job done right—on time and on budget.”
Geo-Targeting and Service Areas
We will focus our marketing efforts on the areas where we want to gain the most customers.
Make a list of: Your primary service areas (city, county, or specific neighborhoods), your secondary service areas (locations you’ll serve but may charge extra for distance)
Note: When you choose the channels to set up geo-targeted digital ads (like Google Ads and Facebook Ads, make sure your marketing reaches the right audience in the right locations as you defined in this section.
By defining your ideal customers, understanding their needs, and focusing your marketing in the right locations, you’ll attract better leads and maximize your return on investment.
5. Competitive Analysis
Understanding our competition helps us refine our marketing strategy and highlight what makes our electrical business stand out. By identifying our top competitors, evaluating their strengths and weaknesses, and pinpointing gaps in their services, we can position ourselves as the preferred choice for customers in our area.
Step 1: Identify Our Top Competitors
To get a clear picture of the competitive landscape, we need to research the electrical contractors operating in our service area. Our competitors can include:
Local independent electricians – Small businesses that offer similar services and compete directly with us for residential and commercial clients
Larger electrical companies – Well-established brands with bigger marketing budgets that may dominate online search results
Franchise electrical services – National or regional chains that leverage brand recognition and standardized services
Specialized electricians – Competitors that focus on niche services, such as smart home installations, EV charging station setups, or industrial electrical work
A simple Google search for “electrician near me” or “best electrical contractor in [city]” can help us compile a list of businesses that show up in search results, map listings, and ads. Checking platforms like Google Business Profile, Yelp, Angi, and HomeAdvisor can also give us insight into local competitors.
Step 2: Analyze Their Strengths and Weaknesses
Once we identify our competitors, we should evaluate what they’re doing well and where they fall short. Looking at their online presence, customer reviews, and service offerings can reveal areas where we can stand out.
Website and Online Presence:
Is their website professional, easy to navigate, and mobile-friendly?
Do they have an active blog or educational content that attracts potential customers?
Are they showing up in local search results, or is their SEO lacking?
Customer Reviews and Reputation:
What are customers saying about them on Google, Facebook, and Yelp?
Do they have consistently high ratings, or are there complaints about pricing, response time, or service quality?
Are they responding to reviews and engaging with customers?
Service Offerings and Pricing:
Do they provide a wider range of services than we do? Are they specializing in an area we haven’t considered?
Are their pricing structures transparent, or do customers complain about hidden fees?
Are they promoting financing options or service plans?
Advertising and Promotions:
Are they running Google Ads or Facebook Ads? What types of promotions are they offering?
Are they active on social media, and do they engage with their audience?
Are they using video marketing, testimonials, or before-and-after photos to build credibility?
Step 3: Identify Our Competitive Advantage
After evaluating our competition, we can define what makes us different and why customers should choose our business over others. This becomes the foundation of our marketing message.
Questions to consider:
Do we respond faster than other electricians in our area?
Do we offer better customer service and follow-ups?
Are our pricing and service guarantees more transparent?
Do we provide specialized services that competitors don’t?
Once we define our competitive advantage, we need to consistently communicate it in all marketing efforts, from our website copy to our social media posts.
Example Messaging:
“Need an electrician who won’t keep you waiting? We offer same-day service with upfront pricing—no surprises.”
“Our team of licensed electricians has served [City] for over 15 years, providing top-rated service with a 100% satisfaction guarantee.”
“From small home repairs to full electrical upgrades, we provide expert service at fair, transparent prices. No hidden fees—just reliable work.”
Step 4: Fill in the Gaps and Improve Our Marketing Strategy
By analyzing our competitors, we can identify gaps in the market and areas where we can improve our marketing approach. If competitors are neglecting certain tactics, we can capitalize on them.
If competitors aren’t active on social media, we can build a strong online presence by sharing educational content, customer testimonials, and promotions.
If reviews show complaints about response time, we can promote our quick turnaround and emergency services.
If competitors lack transparency with pricing, we can highlight our upfront pricing and free estimates.
A competitive analysis isn’t about copying what other businesses are doing—it’s about understanding the market and positioning ourselves as the best choice. By regularly evaluating our competition, refining our marketing message, and addressing customer needs better than anyone else, we can build a business that stands out and attracts loyal customers.
6. Marketing Channels
We will incorporate a variety of electrical contractor marketing ideas in our plan to ensure we are able to attract new customers as well as existing customers to the best of our ability. Here are the marketing channels we commit to using in this marketing plan and details about how we’ll leverage them.
Google Ads
Google Ads (previously known as Google AdWords) will make the process of electrician advertising for our local business simple. We will establish a digital advertising budget as a team and then run ads that are visible to our target audience on the web, search engines, and YouTube all through Google.
Additionally, Local Service Ads by Google will place our local ads in front of audience members who are in our geographical service area.
Online Reviews
We will encourage customers to leave online reviews for our electrical contracting business. After any service is complete, we’ll ask customers if they are willing to write a Google Review — glowing reviews are a form of word-of-mouth marketing that can help us stand out as a local business, especially among our competitors, and bring in more business. Reviews will also build trust around our brand name. Strong Google Reviews, specifically, help us rank higher on the search engine results page (SERP) for relevant searches.
Inbound Marketing
Speaking of ranking in the SERP, we must maintain a search engine-optimized electrical website and online presence. This will allow us to kickstart an inbound marketing strategy that provides target audience members with the information they’re looking for when they’re searching for it.
To accomplish this, we will:
Create an inbound content marketing strategy through which we share content that is valuable and highly relevant to our target audience. For example, write blogs, create videos, and run email marketing campaigns to share DYI electrical tips and tutorials, in-depth information about electrical services and maintenance, and solutions to common electrical challenges and FAQs.
Leverage electrician SEO to identify keywords and phrases that should be included across our web pages, content, and blog so our online and web content appears before our audience when they’re searching for it. We will use an SEO service (either Semrush, Ahrefs, or Scorpion) to help us accomplish this.
Create and maintain an electrical website design that is both user-friendly (i.e., has a strong user experience/UX) and responsive (meaning our website information is easily viewable across any device including desktop and mobile).
Establish a Google Business Profile (previously known as Google My Business) to help our local SEO. When someone in our geographic service area Googles searches a local electrical service, our Google Business Profile will appear with information including our hours, website, location on a visual map, contact details, customer reviews, and more.
Social Media Marketing
We will focus on two platforms to share valuable, unique, and engaging social media content. These platforms will be Facebook and Instagram. We know our buyer personas are active on these platforms and are we confident that we can maintain our business profiles.
Paid Facebook Ads and Instagram Ads will help us reach a number of our target audience members based on criteria we set including location and age. We can also respond to FAQs and share links to our website and other online content through this electrical social media marketing strategy.
7. Marketing Software
To help us set goals, run campaigns, create content, and analyze our success (which we’ll talk about in the next step), we will use two tools.
Use Google Analytics to understand website behavior and traffic over time
Use Scorpion (a home services marketing tool made for electricians) to bring all of our marketing data into one place and paint a complete picture of electrical marketing progress
Since Scorpion is built for electrical businesses, it can also help us effectively:
Generate leads
Create marketing assets
Automate necessary but redundant and time-consuming administrative tasks
Build and Search engine-optimize our website and content
Analyze and report on marketing campaigns
8. Budget and Resource Allocation
A well-planned budget ensures we get the most out of our marketing efforts without overspending or stretching ourselves too thin. By carefully allocating resources, we can focus on what works, adjust as needed, and ensure our investment in marketing leads to real business growth.
Step 1: Determine Our Marketing Budget
Before we start spending on ads, website updates, or promotional materials, we need to set a clear budget based on our revenue and business goals. A common approach is to allocate 5-10% of our annual revenue to marketing, adjusting as needed depending on competition in our market and growth goals.
Baseline budget: Decide on a set percentage of revenue to reinvest in marketing. If we bring in $500,000 per year, allocating 5% ($25,000) ensures we have a dedicated marketing budget.
Seasonal adjustments: We may need to increase spending during peak service months or slow seasons to maintain a steady flow of business.
Tracking expenses: Keeping an updated record of all marketing costs prevents overspending and helps us understand where our dollars are making the most impact.
Step 2: Allocate Spending Across Marketing Channels
Once we have our budget set, we need to decide where to spend it. Based on what’s most effective for attracting new electrical customers, we should consider the following breakdown:
Website and SEO (20-30%) – Our website is the foundation of our marketing. We need to invest in professional design, search engine optimization (SEO), and content creation to ensure customers can find and contact us easily.
Google and Local Services Ads (30-40%) – Google Ads and Local Services Ads (LSAs) are some of the most effective ways to get in front of customers actively searching for an electrician. Allocating a portion of our budget here ensures we reach high-intent leads.
Social media advertising (15-20%) – Running targeted Facebook and Instagram ads helps increase brand awareness and generate leads, especially for promotions and retargeting past visitors.
Email and referral marketing (5-10%) – Keeping in touch with past customers through email newsletters and referral programs ensures repeat business and word-of-mouth recommendations.
Branding and printed materials (5-10%) – Business cards, flyers, truck wraps, and branded uniforms reinforce our credibility and help us stand out.
Step 3: Allocate Time and Resources
Marketing isn’t just about money—it takes time and effort to execute effectively. We need to decide whether to handle marketing in-house or hire experts for specific tasks.
DIY marketing – If we handle marketing ourselves, we should dedicate at least a few hours per week to updating social media, responding to reviews, and managing ad campaigns .
Hiring help – If we don’t have time to manage marketing, we may need to outsource tasks like SEO, PPC management, and social media content creation.
Using tools and software – Investing in tools like Scorpion’s RevenueMAX helps automate lead tracking, manage ads, and measure marketing performance, ensuring we know what’s driving real results.
Step 4: Track and Adjust for Maximum Impact
Marketing isn’t set in stone—we need to track performance and adjust spending based on what’s working.
Monitor key metrics: Track lead sources, cost per acquisition, and return on investment (ROI) for every marketing channel.
Cut what doesn’t work: If an ad campaign isn’t generating leads, we shift the budget elsewhere.
Scale what works: If Google Ads bring in consistent jobs, we allocate more funds to that channel.
9. Analysis
To understand whether our electrician business marketing efforts are successful, a thorough analysis is crucial. Our team will run a SWOT analysis that lays out our strengths, weaknesses, opportunities, and threats.
We will also ask and answer the following questions:
Did we meet the marketing goals we set? Did our marketing plan contribute to achieving the overall electrical business goals we set as a company?
Which areas of the marketing plan were most successful and why do we think that is the case?
Did any of our marketing efforts fall short? What areas for improvement are there?
This analysis will also give us the ability to establish benchmarks for key performance indicators (KPIs) as we create future marketing strategies.
Create Your Electrical Contractor Marketing Plan
An electrical contractor marketing plan can help you improve brand awareness — both locally and more broadly — as well as drive more business for your electrical company. Use the above template to begin creating your electrical marketing plan and see the business results you care about most.
All Scorpion to help you create your electrical contractor marketing plan. Get started today.
