10 Marketing Tips for Tradespeople

Customers are the essence of your business, so how do you make sure that you reach as many as possible? The simple answer is marketing. It’s a necessity in today’s world, even for tradespeople.

Marketing is no longer just the purview of large companies and industries; it is for anyone who relies on a steady flow of clients in order to make a living. Below, the experts at MyJobQuote.co.uk take a look at 10 ways you can use marketing to increase your client base.

Have a professional website

A professional website is essential for any modern business, even a self-employed plumber, electrician or joiner. People generally search online for products and services, even if it's only to find out what's available. So, making your website as professional, appealing and clear as possible is the first step.

There are several platforms that you can use to create a website, but if you’re not familiar with this technology, it’s worth investing in a professional website builder who can tailor the site to your trade.

Consider your content

The content of your website is just as important as how it looks. You’ll need to have a homepage that draws people in and makes them want to know more about your business and services. You can either put your contact information on this page or have a separate page with your phone number, email, physical address and working hours.

A page that discusses your services is essential to inform potential customers, and you may want to include pricing here, too. A review section or separate page is also vital, as people want to know what others think of your services. Having an 'about us' page gives a personal touch, too.

Be visible on social media

Social media is essential as a digital marketing tool. You probably already have personal accounts, but having separate accounts for your business is very important. This is a great way to keep your professional profile up-to-date and current.

Posting photos or videos of work you’ve done gives potential customers an insight into how you operate your business and the results that you achieve. If you have the budget for it, you can also run social media advertising to expand your reach.

Ask for reviews

Whether on your website or on your social media platforms, don’t be shy about asking for reviews. This is how your business will grow, through testimonials from satisfied customers. It also gives your business greater authenticity and credibility with your target audience.

People are more likely to trust the experience of other clients than the promises provided by a business. So, when you finish a job, ask the client to leave a review on your website or social media account. Make sure all your reviews are authentic, and don’t be tempted to write them yourself. That’s a fast way to lose the trust of the public.

Consider paid ads

Keeping within budget is an ongoing process for any business, but if you can, consider paying for advertisements. There are plenty of options, including social media advertising, local print advertising and Google ads. With this approach, you can cover a wide demographic in your local area and beyond.

It’s important to ask new customers where they heard about your business. This lets you assess which areas of your marketing strategy are having the most impact and which produce fewer results.

Get listed in directories

Local and trade directories are a great way to put your business out there and attract new customers. Depending on which you choose, some will charge and others won’t. Either way, it’s worth adding your business to some of these directories to increase your exposure.

Some clients will use certain listings that they associate with reliability, honesty and professionalism. By including your listing in these directories, you are presenting yourself as a trustworthy tradesperson offering good quality services. 

Business cards

Despite the prevalence of digital marketing, business cards are still very important for tradespeople. You can leave a couple of business cards with each satisfied client so they can pass them on to friends, family, neighbours or co-workers. Another excellent way to make the best use of your business cards is to leave some in a store or builders’ merchant. For example, someone going into a paint store may need to find a reliable decorator. If your business card is on hand, you may gain another client.

Use email

Don’t underestimate the power of email marketing. From your database of contacts, you can target new clients or existing customers. Offering some kind of incentive is a good way to encourage engagement. Consider a discount for the first job or rewards for repeat work.

Make sure your email is relevant, and try to personalise it as much as possible. This can prevent it from going straight into the contact's junk folder.

Encourage personal recommendations

One of the oldest but most trusted forms of recommendation is word of mouth. Personal endorsements carry a lot of weight, and there is the added bonus of a potential client being able to view your work in advance. This is why building a good relationship with clients is an essential part of your business.

Recommendations are not restricted to clients but can be very effective when given by fellow tradespeople. For example, a plumber often works closely with a tiler, so if either of these is your trade, consider a mutually beneficial partnership.

Branded vehicle and workwear

Apart from your website, your vehicle is potentially the first impression that customers will have of your business. It’s an important part of your marketing strategy and a mobile advertisement. Ensure your vehicle is delivering the message you want and gives the right impression.

This relates to the condition of your vehicle and the branding on the side. Vehicle wrapping is an investment and should include an eye-catching logo, a memorable slogan and your contact information. Remember, you want to portray yourself and your business as professional, reliable and trustworthy, so choose appropriately.