Are You Marketing for Electricians or Leads? | 65

Electricians! Are you marketing to your future clients—or your crew? If your Insta feed is full of switchboards and under-house shots with no explanation, you’re doing it wrong. This one’s about shifting your mindset and making content that actually pulls in work—not just likes.

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Transcript

Go to the van, get the nine-inch grinder, the dual-wall can go. A shitty paper mask and a shitty pair of overalls—you’re going chasing houses. Welcome to Simplified Sparky Marketing.

That was literally my first nine months of my apprenticeship—chasing fucking houses. There were about 10 of them, and I chased every single one. Everything in that house was electric.

I don’t know about you, but when I started my apprenticeship, I had no clue what some power tools were, what some hand tools were, what particular cable sizes were, how cables ran from A to B—how the whole electrical system worked. Can you think back to your first week as an apprentice? It’s something I’ll never forget. I spent nine months chasing houses with a little bit of electrical in between, and it was all because that dickhead wanted to test my mettle and see how long I’d last. That was just a different generation.

What I want to speak about today is marketing—and whether you’re actually marketing to your correct tribe, your correct client. Because what I’m seeing a lot of is sparkies flexing to other sparkies.

There are three ways you can use social media as an electrician. First—purely for attracting staff. TikTok is great for that. It’s where the younger breed hang out. It’s a good place to demonstrate culture, show the environment, and just generally give off a vibe that makes people think, “Yeah, I’d work there.”

Second—there’s a mixed bag. You’re showcasing culture and finished works. Maybe a project or before and afters, stuff that your ideal client might actually care about.

And third—there’s the “just plain unprofessional” category. I saw a post a while ago, captioned “Work hard, play hard”—two blokes back from Christmas, cupping each other, golf club between the legs, mimicking a penis. Now look, as a sparky, I thought it was hilarious—I had a chuckle. But as a client? If I saw that and I’ve got kids at home, there’s no way I want that crew in my house.

And that’s what I’m saying—you’ve got to ask yourself: who is this for? Is this actually for your client?

Back to the content. You’re posting roof spaces, switchboards, under-house shots. Using trending audio like that overused “Anxiety” song that’s in every reel right now. But your client doesn’t know what they’re looking at. And more importantly—they don’t care.

Here’s an example to bring it home: You’re scrolling Instagram and see a gardener with a trench and two bits of irrigation pipe. Do you stop and think, “Fuck yeah, this is class”? Probably not. Same with a plumber holding a tap above a pipe—no one’s engaging with that.

It’s the same with electrical. You’re posting photos or videos that mean something to you and other sparkies—but not your actual clients.

And here’s the shift you need to make: start creating content for the person paying the invoice.

I follow a few sparkies who are absolutely nailing this. Most days, they take a pic of the house, list out what they’re doing. They shoot selfie videos in the roof, under the house, whatever—but they’re explaining what they’re doing in plain English. They talk through the job, build trust, show their personality.

What that does is build what’s called a paranormal relationship. Think about your favourite footy player—you’ve seen them on telly every week. Then one day, they’re standing a few metres from you and you feel like you know them. That’s what’s happening here. Your content can create that same kind of relationship before you ever meet the client.

And that’s why those sparkies are booked out. Because people trust them before they’ve even picked up the phone.

Now let’s talk about electricians posting for electricians. Especially in the UK—it’s cable stripping, tools, tool bags, setups. That stuff attracts other sparkies. And if you’re selling to sparkies, cool, that’s your goal. But if you’re not? It’s a waste. Because likes and shares don’t pay your bills.

You’re not in business to be an influencer. You’re in business to win work.

People don’t want to see the eggs, milk, and flour. They want to see the chocolate cake. If your marketing isn’t clear, it's just noise. It’s not stopping the scroll, and it’s certainly not converting leads.

So I’m going to leave you with this: Market to your clients—not your crew. Likes are nice, but they don’t pay the bills.

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