How to Market Your Standby Generator Services
Standby generators are in high demand, especially in today’s age where adverse weather events and unreliable power sources plague homeowners and business owners alike.
The challenge for a lot of companies that sell, install, and maintain backup generators is they don’t know where to start in terms of promoting their capabilities to the masses in a meaningful way that not only amplifies brand recall, but directly impacts their bottom line in terms of ROI. Another key challenge they face is being able to track and quantify the ROI. That’s where a company like Online Marketing Standard comes into play.
At Online Marketing Standard, we have over 10 years experience working with standby generator sales organizations around the country and have achieved fantastic results by promoting them through digital marketing, especially in promoting Generac generators in particular.
Digital marketing is nothing new in the world of marketing, but it does require attention to detail and a sound strategy to ensure each targeted channel compliments one another — all the while tracking and monitoring performance and return-on-investment on a per channel basis.
The most successful campaigns we’ve run for generator sales companies include a multi-faceted strategy approach that incorporate the following:
Search Engine Optimization (SEO)
SEO for generator companies should focus regionally since most electricians that offer generator sales and installation only work within a specified distance from their warehouse or physical location. Due to proximity limitations, it’s important for companies to focus their coding, content, and backlinking strategy to the areas they serve with the closest major metropolitan market being the primary target for efforts. It’s also a good idea to have a “Areas Served” page that can call out suburban and rural markets for searchers who may be searching for vendors specifically in their area.
Local SEO for generator companies should ALWAYS focus a good amount of time and attention to Google My Business (Local/Maps) since Google My Business has shown to perform as well, if not better than traditional organic SEO.
Not only does Local SEO produce incredible branding opportunities in search results including photos, ratings and review scores, but we’ve seen first-hand how being listed in the top three listings can convert to inbound phone calls and traffic to client sites that translate into quote requests that outpace nearly all other forms of online marketing.
PPC is an important part of the overall marketing mix for generator sellers since it’s not only the fastest way to buy your way to the top of search engines, but there are cost controls built into platforms such as Google Ads, that allow companies to target regionally and limit their ad budget to a daily threshold. The end result of running an effective PPC campaign is the ability to drive large volumes of targeted traffic to your site at a set cost which if done correctly, can produce significant ROI due to high margins on generator sales, installs, and ongoing annual maintenance contracts.
Social Media Marketing
Social Media Marketing is a great way to promote your generator sales and services to a vast and eager audience. Platforms such as Facebook and Instagram are the top choices for marketing generators since they’re hyper visual and both offer great advertising opportunities with laser-targeted capabilities that are sure to get your brand and its offerings in front of the right people at the right time, especially during weather events or in times of crisis.
When marketing your generator business online, it’s important to take a holistic approach as covered above to ensure your brand stands out from the rest of the pack regardless of where your target audience is in the buying cycle. By leveraging all of the above in parallel, you’ll do just that — ensure your company stands out from your competitors and bottom-line, get your phones ringing and custom quoting of new installs and service contracts going on a consistent basis.
If you’re not sure where to start or how to best position your generator business online, just give us a call for a free consultation with one of our generator marketing experts at 407-604-0990.