Social media has become one of the most effective tools for tradespeople to increase brand awareness and attract new clients. With over 73% of UK adults using social media daily, these platforms provide a valuable opportunity to connect with potential customers where they’re already spending time. For trades professionals like builders, plumbers, and landscapers, social media can be an accessible and cost-effective way to reach more people, showcase projects, and build a trustworthy reputation.
This blog will explore the best social media platforms for tradespeople, how to create engaging content that resonates with your audience, and trade-specific examples to help you get the most out of your social media efforts. Whether you’re new to social media or looking to improve your strategy, these tips will set you on the path to building a stronger, more visible brand.
Why is Social Media Marketing So Important?
Many people turn to social media to find local services, check out customer reviews, or see examples of completed work before deciding. In fact, 54% of social media users use platforms to research products and services and 71% are more likely to complete purchases based on social media referrals, making it an essential touchpoint for your business.
For trade businesses, the benefits of social media are substantial. By maintaining an active presence on platforms like Facebook, Instagram, and LinkedIn, you can:
Increase Visibility: Regular posts and engagement can ensure that your business stays at the top of potential clients' minds, and feeds, especially those looking for local trades.
Build Trust: Sharing customer testimonials, project photos, and industry expertise helps establish credibility and demonstrate your skills.
Generate Leads: Engaging with followers and providing valuable information about your services can drive inquiries and ultimately lead to new business.
Choosing the Right Social Media Platforms
With so many social media platforms, it’s important to choose the ones that best suit your trade and target audience. Each platform has unique strengths and users, making some better for specific types of content. Here’s a breakdown of the key platforms and how each can help you connect with customers:
With over 55.9 million UK users, Facebook remains one of the most widely used social platforms, particularly among users aged 25-54, a key demographic for trade businesses. It’s a great choice for tradespeople looking to connect with local customers, share testimonials, and advertise services in their area.
Customer Testimonials: Sharing reviews and testimonials helps build trust with potential clients. A plumber, for instance, can post before-and-after photos of completed jobs, along with satisfied customer quotes.
Local Community Groups: Many towns and neighbourhoods have community groups on Facebook, where tradespeople can share helpful tips or respond to questions about local services.
Targeted Advertising: Facebook’s advertising tools allow you to reach specific audiences based on location, interests, and demographics, making it easier to connect with people in your service area.
Instagram, with 35 million users in the UK, is especially popular among younger audiences and is a visual-first platform. This makes it ideal for trades that have visually engaging work, such as landscapers, painters, and builders. With its emphasis on photos and reels (short videos), Instagram is a great place to showcase your work creatively.
Visual Portfolio: Landscapers and builders can post high-quality images or time-lapse videos of projects from start to finish, allowing potential clients to see the quality of work they can expect.
Instagram Stories and Reels: These features allow you to share behind-the-scenes glimpses of your work, showcase quick tips, or provide updates on current projects.
Hashtags: Hashtags like #UKLandscaping or #HomeRenovation can help increase the visibility of your posts, reaching people who are interested in home improvement and related services.
LinkedIn is known as the platform for networking, with 42.9 million users in the UK, primarily professionals and business decision-makers. LinkedIn is great for tradespeople who want to build connections with other businesses, showcase their expertise, or attract commercial clients.
Project Case Studies: Builders can share detailed posts about commercial or large-scale projects, highlighting materials used, project timelines, and unique challenges solved.
Industry Engagement: Tradespeople can engage with industry articles, join relevant groups, or comment on trends to establish themselves as knowledgeable professionals.
Networking: Connecting with local business owners, property developers, and contractors can lead to referrals and potential partnerships.
TikTok
TikTok is a fast-growing platform with over 17 million users in the UK, known for its short video format and younger demographic (primarily under 30). While it’s not essential for every trade business, TikTok can be effective for those willing to create engaging, quick videos that showcase skills or offer useful tips.
Tutorials and How-Tos: Short instructional videos can be highly engaging. For example, a plumber could create a “quick tip” video on how to prevent a leaky tap.
Time-Lapse Projects: Tradespeople can record projects from start to finish in a fast-forward format, showing the transformation in a few seconds.
Engaging Challenges: TikTok is full of trends and challenges. Engaging in relevant trends, such as DIY hacks or renovation transformations, can boost visibility.
Engaging Your Audience
Creating content worth reading/watching is key to building a loyal following on social media and making your trade business stand out. The goal is to share posts that capture attention, resonate with potential customers, and showcase your expertise. By understanding what your audience values and making content that highlights your strengths, you’re on the right path to success.
1. Understand Your Audience
Knowing your audience means understanding the concerns and questions clients have. Take note of what people ask when they contact you or during a project. If you’re a plumber, customers might frequently ask about preventing leaks or maintaining a boiler. Builders may get asked about planning permissions, while landscapers might see more queries about seasonal garden care. Addressing these topics on social media helps you build credibility and provide immediate value to potential clients.
2. Types of Social Content
Here are some key content types that are effective for trade businesses:
Visual Content: For trades that rely heavily on visuals, photos and videos of completed projects are a great start. High-quality images of a finished job, time-lapse videos of a transformation, or even short clips explaining the process can showcase your work’s quality and detail. Visual content gives potential clients a clear sense of what they can expect from your services.
Customer Testimonials: Positive customer feedback is a powerful tool for building trust. By sharing testimonials, especially those that include a photo or video, you show that others have had great experiences with your business. Ask happy clients for a quick quote or video testimonial to post on Facebook or Instagram, and tag them if possible.
Educational Content: Providing educational content, like maintenance tips, DIY advice, or safety tips, can help establish you as a knowledgeable authority in your field. By offering value to your audience without asking for anything in return, you position yourself as a trusted resource that customers can turn to when they need professional help.
Behind-the-Scenes: Showing a bit of what goes on behind the scenes can make your business feel approachable and genuine. Share moments from your day-to-day operations, whether it’s setting up a job site, testing a new tool, or a ‘day in the life’. Behind-the-scenes content helps humanise your brand and gives customers an idea of the hard work and dedication that goes into every job.
3. Make the Most of Hashtags
Using hashtags relevant to your trade can increase the reach of your posts by making them visible to people who don’t yet follow you. Choose industry-specific hashtags like #UKPlumber, #HomeRenovation, or #LandscapingIdeas, and add location-based tags (e.g., #London or #Brighton) to target a local audience. Hashtags allow potential customers to find your content quickly, especially those who may be searching for services in their area.
Keeping in Touch
Building a strong social media following doesn’t happen overnight, but with consistency and engagement, you can expand your reach and build lasting connections with potential customers. Once you’ve built a following with the above steps, you’ll need to keep in touch.
Be Consistent with Posting: Consistency is key to keeping your audience engaged and interested. A simple posting schedule can help you stay organised and ensure you’re sharing a good mix of content. By posting regularly, you stay top-of-mind for followers who may need your services in the future.
Engage Actively with Followers: Social media is about interaction, not just broadcasting. Respond to comments and messages promptly, and engage with followers who take the time to reach out.
Use Local Ads: Social media advertising can be especially effective for tradespeople targeting local customers. Platforms like Facebook and Instagram allow you to run localised ads, reaching people in your area who may be interested in your services and keeping up with existing local customers who may need your services again.
Take Your Business to the Next Level with Social Media Marketing
Social media offers trade professionals a powerful, accessible way to grow their brand and reach more local customers. Our marketing series provides clear, actionable guidance, whether you're a builder, plumber, or landscaper, to help you connect with your audience and drive meaningful engagement. Stay informed by subscribing to MP Moran’s blog, where you’ll receive the latest articles from our series, packed with tips and resources designed to keep your business competitive. Sign up now to start building a stronger, more visible brand.