Word-of-mouth recommendations are one of the most useful marketing initiatives firms can benefit from. They only need to provide a great service, and more customers will inevitably flock to their premises or website.
However, while positive word-of-mouth is one of the best things to happen to a company, it's not the only thing they should be drawing on. Electricians, in particular, can sometimes get too comfortable with the waves of positive feedback that come their way.
If you're an electrician, you might not think it's very resourceful to develop marketing campaigns. While it's nice to have faith in your customers, you may need to do more.
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Here's why electricians like yourself should stop relying on word-of-mouth recommendations.
Lacking Trust
Word-of-mouth being spread amongst upstanding and responsible customers is a great thing. Of course, not everyone is those things.
For example, it's common for people to seek recommendations from friends and family when they need building work completed. These referrals are often gladly given, and yet Citizens Advice continues to help disgruntled homeowners deal with problematic traders who have turned in a shoddy effort. Trust between loved ones can be broken down in that event.
It can be a similar story with electricians; like builders, any problems with the work performed can occur months after the job is done. While some people understandably abide by word-of-mouth recommendations, many will likely carry out extra research just in case their friend or family member is mistaken. Others may avoid the practice entirely, having been misled too many times. Put simply, word-of-mouth isn't a guarantee of anything for anybody.
Needing Impact
Electricians often see themselves as occupying a mundane role. They can make the mistake of advertising accordingly, and word-of-mouth can sometimes fall into that category if the people spreading the word aren't invigorating any excitement into their recommendations.
We're living in a time of information overload. Marketing must make a huge impact on consumers to stand out and rouse them into action.
Fortunately, much-loved marketing initiatives like billboard advertising can land a positive impression quickly. It's open and public and will create trust amongst your customer base. It can amplify your presence as an electrician and help your firm be a more constant presence with a visual impact. Monster Outdoor provide free consultations and can help you find sites with maximum exposure.
Reaching Stakeholders
Marketing isn't just about advertising to customers. Other types of stakeholders also need to be aware of your activities.
Electricians are just some of the traders struggling to recruit recently. Perhaps you're aware of these struggles yourself already? If you're trying to hire people, then yes, word-of-mouth can give them an extra push in firing an application your way. However, it won't be the sole basis for somebody wanting a job, regardless of the profession or sector it is in.
What about suppliers and partners? Will word-of-mouth be enough to get highly reputable businesses on board with your operations? Though it helps, the answer is probably no, as they'll need further assurances regarding credentials, costs, growth trajectories, and more to seriously consider engaging with you, depending on the context. If they want to see how you work as an electrician, they'll need more substance than pinky promise recommendations from a friend.
Related: Creating The Perfect Professional Recommendation Letter: A Template for Success
