In today's digital age, customers are more informed and discerning than ever. They often begin their search for tradespeople online, using search engines to find local businesses, reading reviews to gauge the quality of service, and ultimately making decisions based on what they discover. For instance, UK households made over 580,000 searches for local tradespeople in just the first half of 2023, with plumbers, electricians, and locksmiths among the most sought-after professionals online.
If your business lacks a strong, positive online presence, you are likely missing out on valuable leads. Potential customers may never find your business if it doesn’t appear in their search results or if your reviews are limited or negative.
The good news? As a small or personal business, you can take charge of your digital marketing, boosting your visibility and attracting more customers—all without needing a massive budget.
Not Getting the Business You Need?
If you're not securing the business you need, it's time to consider why. Relying on traditional methods like the Yellow Pages or word of mouth might have worked in the past, but today's customers are more inclined to hire professionals online.
Without a strong digital presence, you're not just missing opportunities; you're losing out to more visible competitors. A staggering 85% of tradespeople admit they struggle with social media, yet nearly half say it directly helps them get more work. A well-maintained online presence also signals to customers that your business is trustworthy and professional. If your competitors have a more visible and favourable online profile, they are more likely to be chosen, leaving you at a significant disadvantage.
So, a strong digital presence isn't just about being found. It's about making a positive first impression that translates into actual business. Investing in your online visibility is crucial to staying competitive in an increasingly digital marketplace.
What Can Digital Marketing Do for Trade Businesses?
Trades digital marketing offers a modern solution, providing tools that can reach far beyond your local community, connecting you with customers who might never have heard of your services otherwise. Done well, you can move beyond just being more visible to building a lasting presence that keeps your business at the forefront of potential customers' minds.
With the right digital marketing strategies, you can:
- Maximise Your Reach: Use search engines and targeted ads to ensure your business appears in front of the right audience at the right time. According to research from the Centre for Policy Studies, 61% of senior decision-makers in UK SMEs believe that digital platforms like Google and Facebook have helped their businesses expand, and 49% say it has allowed them to compete more effectively against larger brands.
- Engage Customers Directly: Share useful content through blogs, social media, or email newsletters to keep your audience informed and more likely to choose your services.
- Generate Word of Mouth: Encourage satisfied customers to leave online reviews and share their experiences on social media, helping to spread the word quickly and widely.
- Build Repeat Business: Staying connected with previous clients through follow-up emails or special offers is a proven strategy to foster customer loyalty. Foster loyalty by staying connected with previous clients through follow-up emails, special offers, or reminders about your services.
- Enhance Your Professional Image: A well-maintained online presence, including a professional website and active social media profiles, boosts your credibility and reassures potential customers of your reliability.
- Cost-Effective Marketing: Digital marketing offers wide reach without a large budget. Pay-per-click ads and social media promotions let you control spending while still reaching a broad audience.
- Trackable Results: Measure campaign success in real time, allowing you to see what works and make informed adjustments.
- Adapt to Changing Trends: Stay agile by quickly adjusting strategies based on market trends and customer feedback to keep your business relevant.
The Key Pillars of Trade Digital Marketing
Digital marketing consists of two main approaches: organic and paid. Organic strategies focus on building your presence naturally through a well-designed website, engaging social media content, and email marketing. Paid strategies, on the other hand, involve using paid ads to quickly reach your target audience. Together, these methods help attract, engage, and convert potential customers.
Having a Functioning, Good-Looking Website
- First Impressions Matter: Your website is often the first impression potential customers have of your business, so it needs to be attractive, easy to navigate, and packed with essential information. Research shows that 75% of consumers make judgments on a company’s credibility based on its website’s design. Ensure it includes clear contact details, a strong “About Us” section, and positive customer reviews to build trust.
- Effective SEO is Crucial: SEO (Search Engine Optimisation) is essential for driving traffic to your site. Create dedicated pages for your key services and the locations you serve, which will help your site rank higher in search engine results.
- Optimise for Conversions: You should also optimise these pages to maximise conversions by ensuring they are not only informative but also designed to encourage visitors to take action, whether that’s contacting you, requesting a quote, or scheduling a service. This means using clear calls to action, easy-to-fill forms, and making sure the user experience leads naturally towards these goals.
Creating Relevant Content For Your Audience
- Engage and Inform: Content creation is a powerful way to attract and engage potential customers while establishing your business as an authority. By producing various types of content—such as blogs, videos, and case studies—you can address common customer questions and pain points.
- Become an Authority: This strategy not only helps customers but also boosts your website’s authority with Google, driving more traffic and positioning your business as a trusted expert in your trade. Research from the Content Marketing Institute shows that businesses that focus on content marketing see six times higher conversion rates compared to those that don’t.
Staying Active on Social Media
- Expand Your Reach: Social media has become an essential part of everyday life, with over three-quarters of the UK population using platforms like Facebook, Instagram, and Twitter. Whether through organic posts or targeted paid ads, social media helps you reach a wider audience and drive traffic to your website.
- Talk to Your Customers: Social media is also about about building relationships. It allows your trade business to connect directly with potential customers, showcase your work, and build your brand’s personality. Engaging with your audience through comments, direct messages, and regular updates can significantly enhance customer trust and loyalty, ultimately leading to more business.
Finding Leads Through Google Ads
- Targeted Visibility: Google Ads is a powerful tool for attracting new business, especially if you're just starting or struggling to get noticed. It allows you to target specific keywords related to your services, ensuring that your business appears at the top of search results when potential customers are looking for what you offer. Businesses make an average of £2 for every £1 spent on Google Ads, proving its effectiveness as a cost-efficient strategy.
Generating Business Through Email Marketing
- Build and Nurture Your Email List: Start by capturing emails from website visitors and customers using sign-up forms, offers, or incentives. A targeted email list allows you to craft specific campaigns that cater to the needs of different client segments, whether it's seasonal tips for landscapers or project updates for builders.
- Drive Repeat Business: Use email marketing to stay connected with customers by sending newsletters, special promotions, and follow-ups. Regular communication helps keep your business top-of-mind, fostering loyalty and encouraging repeat business.
Can I Do Trade Digital Marketing By Myself?
Absolutely! Many aspects of digital marketing are within your reach, even if you’re not a tech expert. While you might need professional help for building a website from scratch, tasks like updating content, creating new pages, and optimising your site for search engines are manageable.
Similarly, maintaining a consistent presence on social media, crafting engaging content, and setting up ads on platforms like Google or Facebook are all tasks you can handle with a bit of learning and effort. These efforts can significantly boost your visibility, attract new customers, and keep you competitive in today’s digital landscape.