Recent research by ElectricalDirect found that less than one in five (18%) UK tradespeople feel confident running marketing activities for their businesses, and that the vast majority still don’t know how to effectively promote their services.
With this in mind, ElectricalDirect spoke to the PR and marketing experts at Jaywing to provide their top marketing tips for trade businesses, so that you can start to grow your customer base.
1) Create your own website
“In today’s world, the vast majority of people will turn to the internet as their first port of call when looking to hire a tradesperson. Therefore, it’s really important that you are visible online, and having your own website is the perfect starting point. Make sure it lists your credentials, your contact details and all of the services you offer. Images and customer reviews are also beneficial.”
2) Be SEO savvy
“Search engine optimisation (SEO) is a highly effective marketing strategy. Make sure your website is structured in a way that’s easy to navigate, allowing anyone who visits to find what they’re looking for. Adding as much useful information as possible to each page will make sure you’re starting with a solid foundation in SEO.”
3) Be active on social media
“About 85% of people use social media, so having an active presence on channels like Facebook and Twitter is a great way to reach potential customers. Create pages specific to your businesses, post interesting and useful content, and shout about the great work you do. Try to also engage with community groups and keep an eye out for people requesting trade services.
“Social media is often used to look for recommendations, so share positive customer reviews and photos of jobs to establish trust.”
4) Register for local listings services
“Sites like Google My Business, Bing Places, and Apple Maps are hugely influential, so it’s important to have an account that features your up-to-date company information. Create a business profile and then add your working hours, address, service area, and contact details. If people search for trade services in your area, your business will then be more likely to appear.”
5) Collect and promote case studies
“Customers are heavily influenced by image-led content, so remember to photograph your best jobs to visually display your services. Before and after images are good for showing the impact you can have, and these can be used both on your website and social media channels to spread awareness.”
6) Actively seek reviews
“One in nine tradespeople say that they are heavily reliant on review websites for their businesses, and the importance of positive feedback cannot be overstated. Trust is critical in the industry, with customers wanting to know they can feel safe with tradespeople in their homes and be confident that the job will be done well.
“Ensure you continuously ask clients to leave comments on sites such as Google My Business to create positive associations for your company and draw people to your services.”
7) Be visible in your local community
“If possible, you need to be visible both off and online, and that involves getting your name out into your local community. Offline marketing can take many forms, from putting up posters in supermarkets or on noticeboards, to dropping leaflets in people’s letterboxes. It’s also worth investing in a vehicle wrap, and buying a sign that you can leave outside properties where you’re working.”
8) Network with other tradespeople
“If you get asked to quote for a job that falls outside of your skillset, chances are that you’ll recommend someone you know who would be more suitable. If you connect and network with other tradespeople in your area, you increase the likelihood of people sending work your way when they can’t do it themselves.”
9) Create and share useful content online
“A great way to increase your visibility online is to create content that you know people are searching for and want to read. Use tools such as Answer the Public to identify frequently asked questions in your area and create blog posts or guides for your site that provide answers. By establishing your site as a hub for useful content and a source of expertise, your website will start to rank better on Google and attract more customers.”
10) Consider investing in paid marketing
“To further increase your online presence, you can invest money to boost the reach of your website and the content you create. This could involve paid advertisements on social media, which can be targeted at certain demographics, or utilising Pay Per Click marketing, which helps you appear as the sponsored posts for certain Google searches.”