2021 looks to be a huge year for the construction industry but competition has never been fiercer. Relying on word-of-mouth may have been an effective marketing tool in recent years, but for the modern tradesman, there is far more to consider in order to successfully attract new customers and increase your bottom line.
From building a website, to promoting Google reviews, tradesmen must juggle a wide range of disciplines if they are to emerge from the haystack of builders, electricians, plumbers, plasterers, and other skilled workers.
Struggling to understand what you need to be doing? We have compiled our Top 10 Marketing Tips For Tradesmen.
1. Build a Website
Thanks to the transparency of the internet, a website is one of the first things a potential customer will look for in their search for a particular service. Not only does a website set you apart from other businesses offering similar services, but it legitimises a company’s brand and gives the customer an increased level of trust.
2. Be Visible
What use is a website if nobody can find it? This is where Google and Bing are extremely useful. They can put your website in front of people that are searching for your services providing your website has been correctly optimised. This is called search engine optimisation, or SEO for short. SEO gives you free website visitors and free enquiries. Now, who doesn’t want that?
3. Get Listed
Although website directories are in no way as popular as search engines such as Google, people still use them, so it is important to get your business listed on them. Sites like Yell.com and Yelp are free to advertise on and have the potential to give you a handful of additional phone calls every month. There is also a paid subscription to these directories, but we don’t recommend this.
4. Invest Online
One very popular avenue that we find works for tradesmen is to get listed on sites like Checkatrade, MyBuilder, RatedPeople, Trust a Trader and My Workman. There is usually a fee to join these sites but the return on investment can be significant. We recommend that you perform some searches for your services on Google, then whichever of these sites appear first, apply for an account.
5. Be Social
It will come as no surprise when we tell you that social media is a very powerful tool when it comes to reaching new audiences. In fact, Screwfix claim that 48% of tradesmen say that they win businesses solely through social media. What is even better, is that social media platforms are free to join. Facebook should be your first port of call, simply down to the amount of monthly users.
6. Send Cards
Have you made business cards yet? Business cards are small, cheap, and easy to distribute so this is a no brainer for us. You can post them through prospective customers’ doors and hand to people you meet on the job. It may not be fashionable during the digital age that we are in, but some people still prefer to be handed a business card than perform a search online.
7. Case Studies
Potential customers like to see some real-life examples of your work. So, make sure you are documenting your work with before and after photographs and publishing them on your social media pages and website. It is also worth asking your clients to post photos of your work on their own social media accounts and tag your business page in it.
8. Gather Reviews
It is advised that you request and gather reviews at every opportunity, mainly because 73% of consumers trust local businesses more after reading positive reviews. When you complete a job and the customer is satisfied, ask them to jump on to Facebook and leave you a review. You can include your customer reviews on your website when you have a few of them.
9. Send Emails
Spend time every week adding your customer enquiries to a spreadsheet that you can then import into an email service such as Mailchimp. You can then send effective email marketing campaigns to your database. Be sure to ask them if they would like to opt in before sending any marketing materials. Did you know that email marketing is 40 times more effective at acquiring new customers than both Facebook and Twitter?
10. Business Listings
If you are looking to promote your services to a local audience then we highly recommend that you take some time registering and optimising a Google Business Listing as well as a Bing Business Listing. You can use these to provide your opening hours, contact information, a list of the services you offer and gather reviews.
We hope this article has provided you with some valuable information that you can take away and further bolster your marketing efforts. If you are still feeling a bit lost or don’t have the time to implement these actions, but would like to reap the benefits of extra enquiries and sales each month, then get in touch with OLSO Marketing and see how we can help you.