Regardless of how good you are at your profession, there won’t be any work if there are no customers.
Many tradie businesses struggle or fail before they ever launch, but this is not always due to a lack of demand for the service; rather, it is often due to clients who are unaware that the firm even exists.
This blog presents some straightforward marketing techniques you can use to increase the amount of trade work you secure.
Develop Relationships & Strategic Partnerships
Traditional forms of advertising, such as radio, television, and online advertising, come to mind when people think about marketing. Strategic partnerships, which are important to tradespeople, are something that is frequently overlooked in marketing plans. This is frequently what sets successful companies apart from struggling ones that are experiencing rapid development and profit.
Establishing strategic alliances with other companies might help your firm develop significantly in the highly competitive tradesmen sector. These collaborations can range from informal, ongoing ties (such as a favourite plumber working on a builder’s projects) to more formal contracts (such as being the go-to trade business for a realestate agent).
Word-of-mouth marketing
Word-of-mouth continues to be one of the most reliable marketing strategies available. A contented customer is more inclined to recommend a business to acquaintances and complete strangers alike.
However, do not simply wait for them to notify their friends and family. Ask them if they know anyone who could require your service, and then ask if you can get in touch with them.
Give your customers a cause to promote your business. For instance, you may launch a referral or incentive program for your current consumers. They will be eligible for more discounts or free services and will, therefore, be more likely to refer people to you.
While you’re here:
You may require business insurance if you operate a small business with workers or are a self-employed tradesperson.
However, trade insurance is available to any self-employed individual who works in a trade, such as a plumber, electrician, tiler, or builder.
Depending on your needs and those of your firm, a specialised business insurance policy for tradespeople can include various cover options.
You can customize a policy to the unique risks facing your company and add additional coverage levels and forms. You can purchase policies to protect you if you’re working alone or have a team of staff.
Purchase a mobile-friendly website.
Consider your typical shopping process for goods and services. Most likely, you would reach for your smartphone or use your desktop computer to conduct an online search. You would click on a link to a pertinent company website and check to see whether they have what you’re looking for. They would also be doing this if they were a potential consumer of yours, and if you don’t have a website, they won’t know you even exist.
Every company, regardless of size, requires a website, even if it only has one page with a description of your company, services offered, and contact details. A website serves as an online resume. A website’s benefit is that, after you’ve paid for it, the ongoing expenses are quite low, making it a very cost-effective marketing tool.
Make sure your website is mobile-friendly. This is a crucial recommendation. Many prospective clients could need your services right away and won’t be looking you up on their computers. They’ll use their smartphone to conduct a search as their first move. Websites that are optimized for mobile search will appear higher on the results page.
Create a free Google My Business listing now.
Google My Company listings aid business owners in enhancing their online presence and help customers find and rate local businesses. Possessing a Google My Business listing can improve your company’s online presence because it is shown above standard search results. The listing will contain the name of your company, your address and a map, your phone number, and your website, which you should already have as part of your marketing plan.
Customers can review your company and leave comments, to which you can reply. Increased ratings and reviews will help you rank higher in Google searches. Furthermore, using it is free and simple to do.
Networking
Many tradies believe that networking is only for powerful businessmen. However, in today’s competitive market, knowledgeable tradespeople (i.e., your rivals) network with local communities and business groups both offline and online.
You can learn from other like-minded business owners to enhance your business operations in addition to generating new leads for your company. Strategic alliances can be created through networking as well.
*Key advice: be prepared for networking events with business cards and a succinct 30-second elevator pitch outlining what you do and why you do it well.
Employ social media
Social media is currently the most used method for networking, despite the fact that in-person networking events are excellent for building relationships with local businesses.
Without spending much or anything at all, social media can reach more potential customers. Customers can interact with businesses on social media in real time by uploading content, sharing images of work in progress, asking questions online, gaining reviews and feedback, and more.
The best part is that by promoting and liking your company on social media, your followers might help you attract new clients.
*A crucial piece of advice is to avoid over-committing to the various social media channels available. Choose one or two and dedicate some quality time and money to building your online company presence on them.
Place signs on your car and at your workplace
If you’re a tradesperson, it’s probable that you have a car, Ute, or another four-wheeled vehicle. This necessary piece of equipment can serve as an effective advertising platform.
When you’re going to or from work, other drivers can see you. People passing by will see your business being advertised if it is stationary at a worksite or parking lot.
Placing signs at your existing worksite is another option. A sign describing your company and service should be placed if the job will take several days or weeks to complete.
Important advice: Make sure your signage is large enough to be visible from a fair distance, has an attractive colour scheme or design, and has an easy-to-remember phone number, business name, or website address that doesn’t need writing it down. Even better, you can have a card holder on the side for people to grab their business cardswhen your car is parked.
Letterboxdrops
Letterbox drops are a classic form of advertising that work well to promote your company in local communities. A letterbox drop could allow you to reach up to 50 potential customers in a street you are servicing by taking a 10-15 minute walk before or after a job.
You could reach 1000 more clients in a month if you did this once each day for five days a week.
Important advice: Spend a bit more money and provide clients with an eye-catching magnet to hang on their refrigerators. Unlike a flier that gets lost beneath a mountain of junk mail, magnets remain in the home in a conspicuous location.
Obtain testimonials and feedback from customers
Utilize and gather customer feedback. Find out what they didn’t like about the job, then make it better. They will recommend you if they were happy with the work you did or your level of professionalism.
Send an email or ask in person for a testimonial. Give them a starting point by offering examples of things to write, such as the fact that you called to let them know when you’d arrive, that you cleaned up after yourself, or that your quote was trustworthy. By offering these superb client testimonials, you can actively reassure prospective new clients that you are trustworthy.
Important advice: Ensure that you have written permission before using a customer’s words in your marketing materials.
Give customers a variety of contact options
Due to their hectic schedules, many clients might not be able to call you during business hours. It’s also possible that you won’t always be able to pick up the phone right away. Provide customers with contact options in addition to mobile. Use social media messaging services, a contact form on your website, or email.
Important advice: Include a statement in your automated emails reassuring customers that you have received their emails and will get in touch with them as soon as possible or within a certain period of time.
Present a range of payment alternatives
Although you might still prefer traditional methods of payment like cash, checks, or credit cards, as technology develops and mobile payments become more popular, you risk alienating clients who want to do their banking online. Offer direct debit, PayPal, a tap-and-go mobile EFTPOS terminal, or allow app payments through Apple and Android Pay.
Remember to investigate cashless payment methods, including processing costs, plans, usability, accessibility, and customer support.