Introduction

Growing your trade business and winning more customers doesn’t have to take too much time out of your day. This guide will walk you through various marketing methods, their pros and cons, and practical steps to get started.

Website

Having a website is a requirement. It’s the first thing someone will look for to check your business is legitimate. Saying that, it doesn’t need to be complicated.

Getting Started

1. Choose a domain name that reflects your business.
2. Use website builders like Wix, Squarespace, or WordPress to create a simple site.
3. Include essential information: services offered, contact details, location, and customer reviews.

Pros:

• 24/7 availability for potential customers to learn about your services.
• Professional image and credibility.
• Opportunity to showcase your work and customer testimonials.

Cons:

• Initial setup and ongoing maintenance can be time-consuming and costly.

Social Media

Social media for tradespeople is a booming market. Videos and photos of before-and-after projects are a great way to reach a wide audience and give credibility to your business. You can showcase you work to thousands quickly and easily.

Getting Started:

1. Choose platforms where your target audience is most active (e.g., Facebook, Instagram).
2. Create a business profile with your logo, business information, and contact details.
3. Post consistently using a mix of content: project photos, behind-the-scenes, customer testimonials, and promotions.
4. Engage with followers by responding to comments and messages.

Pros:

• Free or low-cost platform to reach a wide audience.
• Engage directly with customers and build a community.
• Showcase your projects and receive instant feedback.

Cons:

• Requires regular updates and engagement to be effective.
• Can be time-consuming to manage multiple platforms.

Local SEO

Local search is really powerful for small businesses. Nearly 50% of all Google searches are people looking for information about local businesses. It’s also a great way to link to other platforms like your website or social media channel.

Getting Started:

1. Create a Google My Business listing.
2. Add links to your website and social media channels.
3. Encourage happy customers to leave reviews on Google.

Pros:

• Quick and easy to set up
• Helps your business appear in local searches, increasing visibility.
• Cost-effective way to attract local customers.

Cons:

• It can take time to build up lots of reviews.

Print Advertising (Postal Marketing)

You have a few options here, but some are better than others, and this is where we can help.

Advertising in local papers and magazines can often be expensive, and fewer people read physical media than ever before. Flyering is also expensive and it can be hard to track the value provided.

However, there is still a case for print advertising by utilizing post. We offer advanced, automated postal marketing through our tool, Home Buyer Leads.

Getting Started:

1. Register with Home Buyer Leads
2. Tell us who your ideal customer is and where your business operates.
3. Provide eye-catching flyers or letters with a clear message.
4. We take care of the rest.

Pros:

• Target households most likely to need your service.
• Track success with website view tracking.
• Automated for a hands-off approach that means you can focus on completing jobs.

Cons:

• Isn’t an “instant win” solution.
• Requires time to set up your account and content.

Online Business Directories

Some love them, some never touch them. Either way, you’re probably already well aware of them.

The main issues are around cost and quality of leads, but it’s definitely worth dipping your toe in to see if you have success. If you do decide to get listed on one, make sure you manage your profile actively. Having an empty profile won’t fill potential leads with confidence.

Getting Started:

1. Identify popular directories both nationally and locally (e.g., Checkatrade, Rated People, MyBuilder).
2. Register your business and complete your profile including services, contact details, and location.
3. Use keywords related to your services in your profile to improve search visibility.

Pros:

• Build trust and credibility with positive reviews and evidence of work.
• Directories often provide leads from customers actively seeking your services.

Cons:

• Upfront fee.
• Some directories charge per lead, which can add up if the leads don’t convert.
• Lots of competition which means reviews and content need to be very good.

Customer Service and Reviews

Whatever platforms you’re on, reviews are your best friend. Whether it’s Facebook, Google Business, Checkatrade, etc., you need to make sure you get as many positive reviews as possible. This is the first thing that someone will check when looking into your business, so you need to stand out.

Getting Started:

1. Have a “Review” business card you can give to the customer at the end of the job. Include a QR code which will take them to a place they can leave a review.
2. Address any issues promptly and fairly.
3. Follow up with customers after completing a job to ensure satisfaction.

Pros:

• Builds loyalty and encourages repeat business.
• Generates positive word-of-mouth.
• Helps improve your ranking on various platforms and registries.

Cons:

• Requires consistent effort and high standards.

Online Paid Advertising (Google Ads, Social Media Ads)

This will be more about the cons than pros. Paid ads can quickly get expensive and time-consuming to manage. But if you want to try it out, here’s a quick guide.

Getting Started:

• Create branded ad images and text with a clear call to action (why you and how to get in touch).
• Identify a platform you want to use. Google can be very expensive, Facebook can be a cheaper option that allows you better targeting of specific people.
• Use two or three different ads to see which works best. Get rid of the ones that don’t work and focus on the ones that do.

Pros:

• Quick way to generate leads.

Cons:

• Can be expensive, especially in competitive markets.
• Requires knowledge of the platform to create effective ads.
• Requires a lot of monitoring to get the best out of your spend.

Conclusion

Marketing your trade business effectively requires a mix of online presence, postal advertising, and exceptional customer service. By using these strategies and tailoring them to fit your specific needs and market, you can grow your customer base without overwhelming yourself. Start with one or two methods, measure your success, and expand your efforts as you see results. With consistency and dedication, your business will thrive.