Even if you’re the best tradie in the business, you risk losing out if you don’t have an effective marketing plan.
A good marketing plan will help you attract new customers, drum up awareness, generate leads, increase sales and stimulate revenue and profit growth. It doesn’t have to be hugely complicated, but it does have to target the right audience, in the right place and at the right time.
Consumers want straightforward information at the click of a button. That’s why the online elements should be front and centre of your marketing plan. This includes your website, SEO, Google Ads and social media. You can also use offline tools such as printed business cards and letterbox drops.
And while you may be far more comfortable making cabinets than creating a spreadsheet, it’s actually not that complicated – and remember, you can always outsource the work to a digital marketing specialist at surprisingly affordable prices.
Keep reading to learn more about the essential components of a marketing plan for a tradesperson:
Website
Your website doesn’t need to be very detailed, but it does need to look professional, load quickly, be easy to navigate and mobile-friendly. It should provide information about your business, what you offer, which areas you service and your capabilities, experience and qualifications. It should also give the searcher reasons to go with you instead of your competitors. You could offer great value for money, use better equipment, or have unique skills.
Your website should provide clear contact information and display testimonials from happy customers if you have them available.
Search Engine Optimisation (SEO)
SEO encompasses a range of practices and tools to increase your visibility online. SEO drives up organic traffic to your website and helps get it as high up on Google search pages as possible.
SEO encompasses a range of different elements including software development and technical coding, optimising a website for relevant keywords (the terms that people use when they’re searching online for your business or for a business like yours), linking a website to other reputable sites like Yelp, and content creation (eg blogs, external articles and YouTube videos).
Some people are able to do their own SEO but sometimes outsourcing it to a professional SEO company can be a cost-effective way to ensure optimum results and ROI.
Google My Business
This free tool from Google is a really effective way of reaching customers directly. Google My Business (GMB) is the information listing that shows up when someone searches for your business name or service category (eg windscreen replacement Perth) – and it allows that person to phone you directly from that listing or get directions to your premises (if you have one) using Google Maps.
It’s a fantastic tool which is really easy to set up and manage – and you can update the information regularly to include recent reviews, operating hours, new services, post photos and videos.
Google Ads
This is a paid option to push your website to the top of the search engine rankings. Pay-per-click (or PPC) advertising like Google Ads is a powerful way of making sure that you are only advertising to people in your area who are looking for your specific service. For example, if you are a plumber in Padbury, your Google Ad ensures that your website is displayed prominently for anyone who searches online for ‘Plumber in Padbury’.
Social media posts
It’s also worthwhile building a presence on social media platforms like Facebook and Instagram (assuming that those are the networks that your target audience use). You can build relationships with customers and potential customers by posting engaging and relevant content and answering messages on these platforms.
Letterbox drops and Business Cards
Dropping leaflets or business cards into letterboxes around the suburbs you service can generate new business. Make sure you include all your relevant information on the leaflet including your contact phone number, website and address.
Customer Reviews
Positive testimonials from happy customers are a tradie’s best friend! Reviews are an excellent way of marketing your business and you need to make it as easy as possible for customers to give feedback. This includes sending a customer a follow-up email after you’ve completed a job (or as part of the emailed invoice) with a link to leave a review, and making sure that a link to leave a review is displayed prominently on your website.
Marketing your tradie business successfully will set you up for success and the more effort you put in, the more you’ll benefit. And if you haven’t got the time or the inclination to DIY, you can always choose a digital marketing agent to help you out. Just as your customers expect the best from you, you should expect the best from your SEO specialist.
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