Getting back to basics is as simple as it sounds. This topic can act as a starting place for those just stepping into digital marketing, or a refresher course for those who have been using this technology for years.
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Technology has completely changed the way we consume and share information – there’s a reason these emerging technologies have been dubbed ‘disruptive’. That’s not to say that they can’t be of benefit to your business. That leaves many business owners asking – “do I really need digital?”
The bottom line is, we live in a digital world. Market analysis will help you determine where your customers are looking for you, and it’s very likely they’re using search engines such as Google or Facebook to find user reviews of your organisation. And if the point of marketing is to get your business in front of potential customers, than it’s time to go online!
Tips For The Electrical Industry
Learn From Those Around You
Thankfully, you’re not alone. There are plenty of other electrical businesses using digital technology to improve their business, whether it’s their marketing strategy or their job management systems. So there’s no need for you to reinvent the wheel. Find organisations who are using these technologies well and learn from them. You can visit out Case Study page to discover the different ways electrical businesses are using digital technology, and learn from their experiences.
Research, Research, Research
If you’re having trouble conveying the need for digital processes to your management or board, hit them with what they know best – a well rounded, well thought out business proposal. Our Online Business Plan and Social Media Plan templates can help you get started planning your activities and budgets, to present a well rounded case for change.
Train, Train, Train
It’s important to remember that not everyone in your organisation will have the knowledge or the ability to pick up digital tools. And that’s ok. There are plenty of training courses available for digital marketing, and most job management software providers can also provide training for using their systems. Providing the appropriate level of staff training might require some additional spending, but it will help improve staff morale as they take up the new system. This can go a long way for staff retention, saving money in the long run.
Your reputation speaks volumes for your business. In the real world, a strong handshake and eye contact go a long way. Online, we don’t have those options, so it’s important to project as professional an image of yourself and your business as possible. In our industry, word of mouth counts… you wouldn’t want a slip up to go viral.
Proof Your Emails, and Beware “Reply All”
Emails can be a place for major errors. Be sure to proof all emails for spelling and grammatical errors, but also be cautious when hitting the “Reply All” function. Forwarding an email on to your entire address book – and having their email address visible to all recipients – is a major no-no. Instead, use the BCC or Blind Carbon Copy function, when sharing with multiple recipients.
In email, it’s best to avoid using sarcastic or passive aggressive statements. If you’re worried about how an email might sound, find a better way to write your statement, or ask a colleague to proof read it for you. It’s better to be over cautious than to accidentally offend someone with your choice of words.
Always Check if You’re Posting Publicly or Personally
We recommend using different profiles for your personal and business pages. If you or another prominent member of your staff wants to communicate with your customers, it might be best to create a “Work Profile” for them using your work email address, rather than have them connecting through their personal account.
Similarly, when using social media in the office, be sure to double check everything before hitting send – there’s nothing worse than having a red face after sending a message intended for your personal account to your business account.
Building an IT System
Purchasing equipment can be a huge outlay in the electrical industry, so it’s important to truly realise your needs before you buy. It’s likely that every van on the road will need a mobile phone, so why not talk to your provider about a business deal on devices? The same can be said if every van needs a tablet device. Talk to your provider about consolidating all of your devices into one bill.
These might seem like expensive outlays, but with clever planning, you might actually save money in the long term. Having WiFi enables smart devices means you can connect to cloud services for your server needs, eliminating the need for a server in your main office. This is a dramatic decrease in hardware costs that may just cover the cost of the mobile devices.
Writing for the Web
People read content differently online than in print; generally, customers tend to scan content via headings, images and white space, rather than simply reading from left to right. When writing for the web, it is important to understand your customer’s needs, and why they visit your website. This can help you plan your content and organise it accordingly.
Use Words Your Customers Use
The electrical industry can seem technical to outsiders. Be sure to consider how your customer will interpret any technical definitions, and if they will be able to understand your content. If you’re writing a blog, keep the language conversational, and write in the voice you would use when explaining things to an electrical tech novice.
Use White Space
Having space around your paragraphs makes the text on your website easier to use. Breaking content down into bullet points can also create white space, and is better than simply listing items in a sentence.
Headings are not only great for search engine optimisation (SEO), they also help your customers scan your content and arrive at the point that is most useful to them. Your headings should be clearly formatted – try bold fonts, underlines or a different colour – so that customers can identify them. Visit our SEO topic to find out more about using headings for search engine optimisation.