10 things you should know when marketing to Electrical Contractors in 2025…

As a brand focused on marketing to electrical contractors in the UK, your success hinges on understanding how they think, work, and source their information. The following insights, drawn from a recent industry readership survey, reveal crucial behavioural trends that can help shape a highly effective marketing communications programme. Here are the ten things every savvy marketer should know:

1. You’re Marketing to a Mature, Experienced Audience

A striking 86% of electricians are aged 41 or older, with only 5% under 30. Your messaging should respect their experience, be no-nonsense, and deliver clear value without fluff. Flashy gimmicks won’t land – practical, proven solutions will.

2. Small Teams Make Big Decisions

68% of electrical contractors are small businesses with 1-3 employees. These business owners wear multiple hats and have limited time. Keep your marketing concise, informative, and directly tied to helping them save time or grow their business.

3. Wholesalers Are Gateways to Trust

50% visit a wholesaler weekly, 15% daily, and 34% trust counter staff for product advice. Don’t overlook the power of in-branch marketing. POS materials, staff training, and product literature at the point of sale remain highly influential.

4. Trade Body Membership Is Mixed

Only 38% belong to NICEIC, 21% to NAPIT, and a significant 33% belong to no trade body at all. Don’t base outreach purely around trade associations – many contractors engage through other networks or directly online.

5. Focus on Their Everyday Work

The top job categories for contractors include Lighting (82%), Test & Inspection (79%), Circuit Protection (75%), Rewiring (68%), and Cable Management (60%). Campaigns that reflect these core areas will be seen as immediately relevant.

6. Smart Home Technology is Gaining Ground

45% now undertake Smart Home installations, up from 36% in 2022, and 50% are interested in content about Smart Home tech. There’s strong demand for clear, credible education in this growing field.

7. Trade Magazines Still Rule

An impressive 88% look to trade magazines for product information. Despite the digital age, this shows the continued value of trusted editorial environments. However, 43% also visit manufacturers’ websites – make sure your own platform is up to scratch.

8. Advice Channels are Diversifying

72% seek technical advice via trade magazines/websites, 65% from trade bodies, and 46% now turn to forums and social media. Be present and responsive across all relevant channels – especially where conversations are organic and peer-driven.

9. Digital Habits Are Deeply Embedded

Contractors are digitally savvy when it comes to their profession: 89% search for technical info online, 85% look up product information, and 74% buy products via the internet. Make technical content a central part of your digital strategy.

10. YouTube and Facebook Are the Most Used Platforms

59% regularly use YouTube and 53% use Facebook. These platforms are ideal for how-to videos, case studies, and product demos. While LinkedIn (28%) and Twitter (22%) have a smaller following, they can still offer niche value with the right content.

Final Word: Meet Contractors Where They Are

In 2025, successful industrial brand marketing isn’t about chasing trends – it’s about understanding the daily realities of your audience and being present in the places they already trust. By aligning your strategy with their behaviours, you’ll not only stand out – you’ll earn lasting attention and loyalty.

Need help designing a campaign that speaks directly to the electrical trade? Let’s talk.

Source: Readership survey 2023 (607) conducted by Hamerville Publishing Ltd:

Copyright OTW 2025: Steve Dyer