marketing-for-tradies

Tradies, the backbone of the Australian economy – Slugging it out day after day fixing leaky taps or installing new floorboards. Make no mistake, it is back breaking labour yet they put their money where their mouth is and persevere. Maybe it’s their relaxed attitude or casual appearance but they oftentimes have a reputation and perception that’s quite far from the truth. Take for example the controversial Snickers ad that’s having a little fun with the trade industry https://www.youtube.com/watch?v=MqgjTZQiySw. Their hard working, down to earth attitude and modesty however can also be their downfall as they often do very little if at all to promote their services and even getting more word of mouth ( a large portion of their revenue stream) is overlooked. This digital (and traditional) marketing for tradies made simple article will try to address some of these issues and highlight some points and strategies tradies can use to promote themselves and their business to drive in new and returned business.

 

While marketing techniques for tradies follows marketing principles for any other industry, there are a few areas you want to put your efforts on to get maximum returns and that is local SEO and Word of mouth. This is because unless you are a large corporation that can serve customers in many states, you will need local customers – this is when local SEO comes in and word of mouth is what’s going to give you an edge over your competitors.

Digital Marketing

DigitalMarketingGraphic

Website:

A website that contains great and relevant content with SEO (Search Engine Optimisation) optimised with your industry specific keywords will not only do great in local search but also act as a platform for customers to sing your praise.

 

A website that has shareable buttons will make things easier for your clients to share content and your business details with their friends and family. Social media buttons on every page is even more ideal. For special offers, you will need an opt in form to collect your customer details. Put in some extra efforts for your term and conditions and what’s covered in your rates and it will separate you from the good to the great.

 

Location Location

Make sure your business name, type of business and location in searchable html form and map form are included in relevant pages (Home and Contact Us page minimum). Ideally you want a different page for a different location if you have multiple locations to maximise the benefits.

 

Clients

Are they happy with your service? If so, ask them for reviews. List them on your website. Link to them. Show other prospects you are doing great work within the community.

 

Case Studies

A highly targeted case study that’s well written and addresses the right issues with measurable results will do wonders to promote recognition and credibility with other local clients.

 

News

Have you recently made contributions to the local community or school or have you purchased a new van or ute for your business? Share it! Even small or what may seem insignificant events can help to boost your recognition and establish rapport with your local customers. Sometimes what seem like insignificant news can play to your advantage because you appear more real and easy to work with than larger corporations.

 

Testimonials

Testimonials on your website provides great social proof. Whenever someone says something great about you or your business ask them if you can use their comments. If your service area has a tight knit community, recognising that a comment or testimonial comes from a friendly neighbor will definitely put you in their priority list when they need your services further down the road. It your clients have a linkedin, social media or business page, linking to them will create valuable real-world connection.

 

Reviews

Study have shown people mainly write reviews when they are not happy with a product or service. That’s why it’s imperative that tradies go above and beyond to ask for good reviews. Review snippets can be seen when people search for your company or when you advertise on Adwords with reviews extension so it’s a core aspect of your business you want to put effort into and get right.

 

Social Media

Social media is king when it comes to sharing content online especially for B2C businesses and of course for tradies. Depending on where your customers hang out, at least two social media accounts are recommended.

 

Google + and Google My Business account:

For customers to leave reviews, a Google + account does wonders. If your business is already listed on Google, make sure to claim it with a Google My Business account and add contact information such as your business phone number, location and website to boost your local search ranking.

 

Local Search Engine Optimisation

Local-SEO-for-tradies

With recent algorithm updates, Google is giving higher priority to local businesses on search result. This means bigger companies with huge advertising budgets no longer have the upper hand and small businesses are enjoying a much needed boost to their business online. To find out more and how to rank higher in local SEO, please visit our blog how to improve your local SEO. In it we emphasis on the three ingredients to get right with local SEO

  • Set up Google My Business Account and link it to your Google+ profile
  • Add location data to your business account emphasising on address and telephone number
  • Link to local established websites such as community, school or newspaper

Having claimed your locations and phone number will enable your business to be found locally and be well on your way to ranking a high position in search engines.

 

Search Engine Marketing

Adwords

Proximity search is the key here because you don’t want to waste your money from customers who are outside your location of service. Demographic also plays a vital role – are most of your clients aged between 40-50? Are they self employed? Etc… A highly targeted adwords campaign will do wonders for your business guaranteed!

 

Traditional Marketing

Although digital marketing plays a major role in promoting your business, we must not forget about traditional marketing. In fact, for local businesses a traditional approach may be what separates it from larger international companies that serve the same industry.

word-of-mouth

Word of Mouth

For businesses that only serves clients within a particular location, word of mouth is especially important in spreading the word so to speak. This being said, seldom do tradies leave a platform for their customers to sing their praise. The idea is to make reviews and sharing of your content as easy as possible. Below are some ideas you can use to promote word of mouth the old fashion way:

 

Business cards

You’ll be surprised at how many times tradies forget this. They turn up for work, complete it and leave an invoice and off they go to their next client or the local pub. A basic business card is one of the simplest things you can give to a client. A business card set up as a fridge magnet or with a promotion for returning customers is an even better idea.

 

Connecting with Local Chamber of Business or Meetups

If you’re servicing clients locally, it is especially important to become friendly with the locals (from a business perspective and also personally of course!). You may want to check out a local Meetup group or join your area’s business chamber. A local business chamber also has the resources to help you start and grow your business.

 

Branded Company Car

With such fantastic branding, who else am I gonna call?

 

If you’re constantly doing jobs in a particular region, a company car will do wonders to your brand recognition and promote word of mouth.

 

We hope you got something out of our marketing for tradies made simple article. Bear in mind, these are just tip of the iceberg. What marketing strategies has worked for you? Please share below or subscribe to our Newsletter to the right for future articles delivered straight to your inbox.

 

Before you spend thousands of dollars creating your next marketing campaign on Facebook Ads, you might want to know there are certain restrictions Facebook places on its users to whether or not its ads get published. Its official guidelines can be found here but for those of you that are not interested or don’t have enough time in reading through thousands of lines of text, we’ve taken the liberty to provide you with a quick summary with some insiders tips and tricks we learnt along the way.

Facebook Ads 20/80 Text to Image Ratio

For those of you in Marketing, no, this is not the Pareto Principle. This rule actually refers to Facebook Ads text to image ratio.

We’ve put this tip first because even if you have the world’s best ad that is guaranteed to deliver, if it has too much text it will not get shown at all. In fact, having large amount of text in your ad can reduce its effectiveness in reaching your clients. Anymore than 20% text in your ads and you will have its reach reduced or not shown at all. To check if your text to image ratio is optimal you can use the the Facebook image text check which can be found here.

Facebook text to image ratio
Facebook Ads text to image ratio

Don’t Break the Law

If it’s illegal in your country, it will be illegal to advertise on Facebook period. So anything that’s illegal or not suitable for general viewing will not be approved. The following are sensitive/risky products and services: adult products, weapons and explosives, tobacco and related products, drugs and unsafe supplements and other products as determined by Facebook. Other grey areas include dating sites and gambling sites which will require prior approval from Facebook but only if they are legal in your country or state in the first place.

Stay Positive

Facebook prefers that you keep your ads on the positive side. So instead of targeting a person’s pain point, you need to focus on the positive outcome it has on them or the actual product itself. Example, images targeting a person’s injury or defect will not be approved. Whereas, the outcome as a result of using said product will be.

Images there are designed to shock or cause discomfort will not get approved. So even though you might an excellent idea similar to the ‘Quit Smoking’ campaign by the Australian Government chances are high it will not get approved.

Also, before and after shots will be rejected. For those of you in the medical or cosmetic based industries, this one can be a little tricky but try to focus on the outcome or your product features rather than your intended customers.

inner-fire knee brace good
GOOD
inner-fire knee brace
BAD

Expectations Expectations

While staying positive can be a good thing. Being too positive can be deem as unrealistic expectations. Weight loss, exercise equipment and healthy meal plans are culprits to this because obviously, it wants to show viewers what can be achieved by using their services and products but what a full time body builder can do in three weeks is very different to an average Joe given the same time frame with full work responsibilities.

Facebook-ad-good
GOOD
Facebook-ad-bad
BAD

Don’t Make it Personal

Avoid ads that are targeted towards a person’s race, religion, name, ethnic origin, believes, age, sexual orientation, gender identity, disability, medical condition, financial status, membership in trade union, and criminal record among other personal attributes. Which quite literally leaves you with very little room to work with.  While it’s understandable that some of the above are sensitive topics, chances are Facebook realises its members are sensitive to their information being shared to other people more than anything else.  While Facebook keeps tonnes of information about you in their database (maybe a little too much), they don’t want you to think they’re sharing it to other people.

Instead of making it about your ideal client, focus on the product instead. Below are some examples to help you out.

BADGOOD
Find Other Black Singles
Meet Black Women Today
Are You Christian?Meet Christian Women
Got Knee Pain?Freedom Without Pain
Peter, Buy This T-shirtBuy Personalised T-shirts

Avoid Sarcastic Humour

Aussies for example are known for its tongue in cheek humour but you might want to tone it down a little as Facebook is very sensitive to anything that puts its customers in an uncomfortable position.

For references on what NOT to put and a good laugh – check out these (Sligtly NSFW)

Set a Good Example

When creating ads, always consider if content is suitable for your youngest targeted audience. For example, when creating ads for 13 to 65+ audience , it may not be a good idea to showing people out of school or doing dangerous things. For ‘want to be’ Entrepreneurs audience, you may not want to encourage them to quit their job but rather to ‘grow’ their new business. In short, always set good example and don’t encourage users to do outrageous or sudden life-changing things.

Facebook-bad-example
BAD EXAMPLE
facebook-ad-good-example
GOOD EXAMPLE

Trust Your Instincts

Facebook got where it is today because of its community so it’s only logical they take precautions to keep them from leaving.

If you think Facebook may or may not chances are likely it won’t be approved. A good way to test if your ad is appropriate is ask yourself if you would show your ad to a close family member? If the answer is no, then chances are Facebook will think the same thing.

In general, don’t upset their user base and you should be fine.

Appeal

While Facebook doesn’t tell us how their approval process works, we’ve had ad approvals almost instantly to be later disapproved. This could mean that the approval process may be automatic at the beginning for trusted accounts but might be manually approved later on. If you have an ad that’s disapproved in the beginning, you can always appeal it for Facebook to review it.

We’ve had almost identical ads approved and not approved at the same time. So if you have an ad that’s rejected and you think it sticks to their privacy policy, it’s worthwhile to appeal it at a different time of day as human factors may be involved. Chances of a successful appeal is slim but you will get a much more clear explanation rather than their generic policy statement as to why your ad was not approved so there’s no harm in trying.

We hope you enjoy reading this article and that you got something out of it. What are your experiences with Facebook ads and what are some head scratching ads that Facebook rejected? Feel free to share below.