Swadlincote Electrical Supplies, a leading independent electrical wholesaler in South Derbyshire, has gone from strength to strength in recent years — expanding their services, growing their online visibility, and winning a Customer Service award for South Derbyshire and East Staffordshire.
Behind the scenes, ongoing small business marketing support has played a vital role in that transformation.
Over the past 18 months, I’ve worked with Swadlincote Electrical Supplies weekly to help them plan and launch new products and services as well as local, community-led initiatives that give back to the local area.
Helping a Local Business Shine Online and Offline
I began working with Swadlincote Electrical Supplies to support their social media strategy, but our partnership quickly expanded to cover multiple areas of growth, including:
- Developing a brand personality
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Local SEO and keyword optimisation
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Celebrating their 20th anniversary in business
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Launching and promoting a new solar energy range
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Promoting their award win for customer service
- Developing an ongoing charity partnership with the local food bank to strengthen their commitment to the local community.
A quick Reflection 
The last 18 months have been a whirlwind of ideas, excitement, growth, success, plus plenty of hilarious moments along the way.
The rapport I’ve built with Directors Steve and Andy, along with the team and their brilliant customers, is fantastic. Honestly, work never feels like work when I’m with Swadlincote Electrical Supplies.
What really inspires me is that, even after 20 years in business, Steve still matches my energy and enthusiasm for new ideas. We bounce off each other so well, constantly coming up with initiatives that we know their audience – mainly tradespeople and homeowners will love.
Search Engine Optimisation for a local brick and mortar business
One of our key focuses was increasing organic search traffic to the Swadlincote Electrical Supplies website. Through a collaborative effort with Steve regularly uploading and optimising new products and ranges, and my support with keyword research, on-site content, meta descriptions, page titles, updating the Google Business Profile, case studies, and SEO-friendly blog posts – we’ve built a much stronger and more visible online presence.
Results included:
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Higher rankings for local search terms
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Increased clicks and impressions in Google Search Console
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More enquiries through the website
- More direct Sales
Building a Social Media Presence for a Small Business
Swadlincote Electrical Supplies had an active customer base but limited visibility and consistency online. I created a consistent social media strategy that included:
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Engaging Facebook and LinkedIn posts
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Product promotions and staff highlights
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Behind-the-scenes content
- Competitions
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Launch announcements and seasonal offers
Branded graphics were created to give their small business marketing and online presence a consistent and recognisable look. Each post was written in a friendly, light-hearted tone with a touch of humour that always landed well with their audience, while still sharing expert knowledge and maintaining credibility. Building that personal connection was always front of mind when planning content, and it’s something their customers really responded to.
This approach not only boosted engagement but also drove in-store footfall and online enquiries.
Celebrating 20 Years in Business – How we planned a memorable business anniversary event.
Just 2 months in to marketing for Swadlincote Electrical Supplies, I was informed that they were about to celebrate their 20th anniversary. This wasn’t something I could let simply pass by.
We sat down together as a team and brainstormed some ideas that marked such an important milestone, but also gave back to the local community and thanked them for their support over the previous 2 decades.
Together, we planned a day that:
- Thanked loyal customers
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Highlighted their growth story
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Showcased long-standing trade relationships
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Included a customer celebration and giveaways
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Introduced a new local charity partner – South Derbyshire CVS who we committed to supporting going forwards
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This campaign increased brand loyalty and gave the business a chance to reflect and shine. It was a real highlight for me as a marketing consultant to plan and enjoy such a fantastic day with a great team
Launching Solar Panels & Renewable Energy Supplies and Installations in Swadlincote, and South Derbyshire
This was such an exciting move! Swadlincote Electrical Supplies were launching their Solar Energy range and partnering with local MCS-approved solar installation team, Spot On Electrical – Midlands.
As someone who’s personally interested in solar power, I knew exactly what had held me back in the past – it was the worry of choosing a company I could trust to install a high-quality system, and knowing they’d still be around 10 years later if anything went wrong. That became the foundation of our messaging. Swadlincote Electrical are a Derbyshire County Council Trusted Trader, a member of the IBA, and I’ve seen first-hand how thoroughly they vet every new product and brand they stock. They only offer what meets the quality and reputation they’ve built over the past 20 years.
More than that, I know the people behind the business. I see how much they genuinely care about helping local homeowners switch to solar in a way that suits their needs – and their budgets. Their partnership with Spot On Electrical only strengthened that offer. I later worked with Spot On Electrical directly and supported their joint local solar initiative for Swadlincote and South Derbyshire homeowners.
A Swadlincote Solar Installer going above and beyond to help their customers
Director Dan at Spot On Electrical is another business owner who truly cares. He’s constantly pushing himself to stay ahead of the latest solar innovations and has examined every part of the installation process to cut out unnecessary costs and maximise value for customers. I trust them, I believe in the products and services they deliver – and building a campaign around trust, quality and reliability made solar a natural and exciting new chapter for both businesses.
When the Swadlincote Electrical Supplies introduced solar energy products, I supported the marketing rollout including:
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An exciting ‘coming soon’ campaign offering teasers to the new product and generating a lot of engagement with customers online and in store.
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Created web content and social media campaigns around solar panels and accessories
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Highlighted energy-saving benefits for both trade and public customers
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Designed print advertising materials that were published to local magazines
This helped position Swadlincote Electrical Supplies as a go-to supplier for solar in South Derbyshire and Spot On Electrical as the trusted solar installer.
Since the initial rollout, both businesses have continued to thrive in the local solar energy market resulting in hiring additional staff and taking on additional storage facilities for storing solar products.
We’ve just hosted the first successful Solar Power Open Evening which was a fantastic success, great turnout and lots of new solar bookings!
🏆 Award-Winning Customer Service Recognition
At the end of 2024, Swadlincote Electrical Supplies was recognised for outstanding customer service. A very well-deserved award for a team who are truly dedicated to their customers.
Here’s how my marketing support contributed to the recognition they deserved and how I was able to shine a light on their business and why they should win:
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I wrote the award entry listing examples of their exceptional service
- Met with the panel and shared my own views on why they should win based on the incredible service I’d seen them offer instore
- Updated social media follower live on the awards night
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Promoted the win online
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Shared behind-the-scenes celebrations
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Continue to share this message as a tribute to their strong reputation and exceptional service, helping to build trust with their existing audience and attract new customers.
The recognition boosted staff morale and helped attract new customers looking for a business that truly puts service first.
Final Thoughts
This case study shows how a multi-channel marketing approach, from SEO and social media to community storytelling – can help a trusted local business thrive and grow both online and offline.
Steve recognised that while their in-store operations were running smoothly and customer service had always been at the heart of the business, marketing required a different skillset. By choosing to invest in this area, he was able to raise the profile of this independent electrical wholesaler and share their story with a much wider audience.
I don’t believe in a one-size-fits-all strategy. What’s worked so well with Swadlincote Electrical Supplies is the ability to stay flexible, think creatively, and build a genuinely collaborative relationship. When you combine smart strategy with shared passion and trust, the results speak for themselves!
Thank you to Steve, Andy and the team at Swadlincote Electrical Supplies for welcoming me into the team and letting me be part of your brand’s story. What an honour it is to work with a team with so much heart.
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If your business is ready to:
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Boost local visibility
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Launch new services
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Build a loyal customer base
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Gain the recognition for your exceptional products or services
…I’d love to help.
👉 Get in touch today to find out how I can support your small business marketing and share your brand’s story.
Click here to read about my services or contact me to discuss your unique requirements – Keelie@KeelieBriggs.com