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.
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.
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.
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.
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.
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 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.
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 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
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
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!
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
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:
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.