If you’re a solo tradesperson, or running a small family trades business, it’s difficult to find the time to consider a formal marketing strategy.
Traditionally the trades have relied on local work coming in as the result of word of mouth recommendations, helped along with the occasional “smalls” advert in the local newspaper. In this day and age of hyper-connectivity and mobility, however, that’s not always enough to keep bringing in the bacon butties! Your competitors can snatch the prize jobs from under your nose, if you’re not up to speed with modern marketing methods.
Increasingly people are going online to check the reputation of trades people, especially builders, electricians, plumbers, painters and decorators, or handy-men. No-one wants to let a “cowboy” loose in their home, so having a trustworthy online presence is vital.
Here are some of the ways you should be promoting your business online, that won’t take up too much time and effort once you are established:
- WEBSITE
A professional-looking website is a must! A flashy self-built site with a complex domain name, screaming with all sorts of bells and whistles, is not the way to go if you want to inspire trust. The site should clearly state your contact details (full physical address and a landline number) and the locations you operate in. Testimonials (regularly updated) are important, as is some biographical information about yourself and your colleagues (if you have any). Make sure you note your qualifications, and the fact that you have full insurance. A gallery showing work you have completed is also a good idea.
It’s advisable to have your website designed and developed by professionals, who will be able to source a suitable domain name, host your site as well, and furnish you with a credible business email address. You should also ensure that your website is search engine optimised (SEO) for your purposes, so that the site won’t sit undiscovered in cyberspace. Investing in a website is probably the most prudent marketing move a trades person can make.
- GET LISTED
Membership of trade organisations shows you are qualified, creditable and trustworthy, so make sure you join the relevant bodies and display the fact on your website. You can also list your business on online directories, with a link to your website. Choose the biggest and most reputable online directories like dentons.net. Not only does this make your business more visible, but the links back to your site also help your SEO ranking.
- SOCIAL MEDIA
Everyone has a smartphone nowadays, and they’re all tweeting and posting away on social media. Facebook, Twitter and the like have become the gossip hubs of local communities, and if you aren’t exploiting them to spread the word about your excellent workmanship and customer service, you are missing out on a free marketing resource. Set up pages for your business, and get going. Just a few things to remember: people get bored with constant sales messages and will tune you out! Post interesting articles about your industry, pictures of your latest projects: come across as friendly, helpful and sincere. Take a little time out each day to make some posts and answer any queries that have come in. If you find it too demanding you could outsource your social media to an agency who have a crew of experts with the know how to grow your following.
Once you have taken these steps to imprint your presence on cyberspace go ahead and Google yourself. It will be satisfying to discover that you are there to be found!
IF YOU ARE A TRADES PERSON HAVING DIFFICULTY SETTING UP YOUR DIGITAL MARKETING PROFILE, CONTACT US AT DENTONS!
WE SPECIALISE IN RAISING THE PROFILE OF LOCAL SMALL BUSINESSES.