Targeting specific customer base

[Scubadog]

So, i am in need of advice or suggestions from those more experienced in marketing and PR than myself.

I have an electrical contracting business, that solely targets specific works in the utility sector. All our work is B2B and as such, our website and approach is targeted towards that. It is very commercial and so far we have never received any enquiries from domestic customers as a result.

We would like to branch into installation of Electric vehicle chargers. This will include installing, servicing and selling these products. Mostly this will be to domestic customers, not commercial or other businesses.

Due to the insurances and certifications needed for this type of work, my intention would be to carry out the actual electrical work through my contracting business ( Electrical Services limited) and using a "trading as reference" between the limited company and a very targeted trading name, such as " Hampshire EV Charging"

With that in mind i am considering commissioning a separate website that will promote the EV side of the business.

My belief is that this approach would allow me to be very specific in the offering of the new service, as well as a E commerce store with the component parts we sell.
My hope would be that this would allow an easier SEO and promotion?
I also hope that a targeted website, aimed at a very specific customer may be easier to convert leads?

I recognise that this new customer will be very different from my existing customer base, and will likely require different PR targeting and even branding.


Would anyone have any observations, either for or against this approach?

 

[Alan]

I vote for this approach, i think your thought process is sound.

 

[PhiltheCopywriter]

Reads sound on the surface.

Specific and targeted is my preferred approach - right message, right person, right time, right medium.

The question then becomes who, exactly, are your customers as people?

Figure that out, in enough detail, and so long as the market exists and is suitably hungry, it's pretty hard to go wrong.

 

[Scubadog]

Thanks both.

Yes, certainly spending spending time figuring who the customer is as a person. This is a bit of a new thing for me, as my current sector is pretty much all I have known in my working career.....so I haven't really had to do this.

Do you have any tips on how best to narrow down my target customers and their behaviors?

Also, with regards to the trading as, would this bother anyone? Do you think there is any benefit in using the same brand colours? My van has the branding of the limited company, so just trying to understand how a customer may perceive this when it arrives on their driveway.

 

[DavidWH]

T/A shouldn't be a problem as you'll have to include that on any emails, quotes, invoices etc.

Keeping the branding similar makes sense for the points you make, at least keep the colours similar.

We do similar with our main Ltd co, and a separate website & social media presence that targets a specific area. As customers visit our premises the consistent colour theme helps.