Billy Ocean's Media Placement | 54

Are you marketing to the right people or just other sparkies? Billy Ocean’s team nailed their media placement—are you? Too many electricians waste time flexing online instead of targeting paying clients. Tune in to learn how to ditch the noise and put your message where it actually works.

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Transcript

Drop your FXDs in King Gs, pull on your baggy jeans, and buckle your belt—Billy Ocean's coming to town. Welcome to Simplified Sparky Marketing.

What the hell does Billy Ocean have to do with electricians and marketing? Maybe Billy Ocean is an electrician. Who knows? I don’t think he is. If you don’t know who Billy Ocean is, he’s got some cracking hits like Love Really Hurts Without You and Caribbean Queen. If you’ve been to a wedding, you’ve definitely heard Billy Ocean.

This podcast idea came from me listening to the radio a week or two ago. I heard an ad saying Billy Ocean was coming to Sydney, and I, for one, was excited. WSFM happened to be on, and they played the ad, and I thought—that is brilliant media placement from his marketing team. The likes of WSFM and Smooth FM? That’s exactly who listens to Billy Ocean. His marketing team could have blown the budget advertising on Nova or KIIS FM, but younger people wouldn’t have a clue who Billy Ocean is.

And this is a common problem. This is the part where you start thinking—"Am I putting my message in the right place? Am I actually speaking to my target audience?" Because what I see a lot of on Instagram, in particular, is sparkies flexing to other sparkies. And the truth is, likes and shares don’t pay the bills. You’re better off marketing to your actual clients—the ones who are going to pay for your services.

I’ll admit—I made this mistake too. When I started my business, I’d post pictures of unfinished switchboards and cables going in, thinking this was what my clients wanted to see. But the only people who knew what they were looking at? Other electricians. They’d either rip it to shreds or appreciate the work, but at the end of the day, none of them were my customers. That’s why so many sparkies end up with more electricians following them than clients. And that’s why I unfollowed a load of electricians from my business account. My electrical business page was for business—not for other tradies.

Honestly, my business Instagram has been dormant for about four years because my ideal client does not find me there, and I don’t care about it. But I have come up with a plan, and I’m excited about it. I’m going to change the game for Instagram marketing. It’s going to be a mix of videos and reels, and since I don’t get work from it now, I’ve got nothing to lose. People don’t actively look for electricians on Instagram, but I’m going to change that. I can visualize it all—I just need to get it done.

Let’s put it another way. Say your ideal client is a golfer. You know 100% that your perfect client is obsessed with golf. A clever move? Partner with a golf club. Maybe offer members a deal when they sign up—something like, "Join this golf club, and you’ll get X, Y, and Z from XYZ Electrical." Or better yet, sponsor the club. But if your ideal client is a golfer and you go spend money advertising in a tennis club, that makes no sense. And that’s exactly what so many people are doing—putting their message in the wrong place.

Billy Ocean’s team got it right. They didn’t just throw their ad anywhere; they put it where his audience actually is. That’s what smart marketing looks like.

And that’s where so many sparkies are going wrong. They waste their budget because they’re copying what they see other tradies doing. It’s the blind leading the blind. But once you dial in and know exactly who your ideal client is, what message attracts them, and where they actually hang out, that’s when your marketing works.

Because if you’re just blindly posting pictures of a trench with orange conduit sticking out of it, 9 out of 10 clients won’t even know what they’re looking at.

So, take a second—where are you wasting your time and effort? Where could that energy be spent better?

What I spoke about here is media placement, and that’s covered in Day 4 of my 9-day email series on how to attract, convert, and retain leads. That freebie is linked below if you want it.

If you’re enjoying the podcast and want more no-BS marketing advice, check out my Instagram (handle in the show notes). Shoot me a DM—I’d love to hear from you. And if you’ve got a marketing question, let me know, and I’ll cover it in a future episode.

Oh, and before you go—grab my free guide: "9 Ways in 9 Days to Improve Your Electrical Business." The link’s below.

Catch you in the next one!