Marketing is important for any business trying to grow its customer base, but new research by ElectricalDirect suggests that many tradespeople don’t know how to do it effectively.
A survey of 500 tradespeople (of which 64 were plumbers) reveals that 58% rely mainly or exclusively on word-of-mouth recommendations, while 63% of plumbers don’t have their own website, and 74% are not on any social media channels. 79% of the plumbers questioned admitted that they don’t really know how to market themselves.
- Word-of-mouth recommendations
- Flyers/leaflets
- Own website
- Social media marketing
- Directory review services (e.g. Checkatrade, TrustaTrader, Yelp)
- Posters (e.g. on noticeboards, in shops)
- Network with other tradespeople
- Business cards
- Email marketing
- Sponsor local businesses
- Search marketing (Search Engine Optimisation, Pay Per Click advertising)
- Signage (e.g. on your vehicle, outside a property you’re working at)
- Sponsor local sports teams
- Attend industry events
- Local press ads (classifieds)
ElectricalDirect spoke to the PR and marketing experts at media agency Jaywing to reveal their top three tips for tradespeople wanting to expand their business:
1) Have an online presence
“In today’s world, the vast majority of people will turn to the internet as their first port of call when looking to hire a tradesperson. Therefore, it’s really important that you are visible online, and that involves a few different digital marketing methods. Set up a website that details your services, credentials and contact details; create social media accounts and post about your best work; and register for local listings services, like Google My Business.”
2) Collect and visualise case studies
“Customers are heavily influenced by image-led content, so remember to photograph your best jobs to visually display your services. Before and after images are good for showing the impact you can have, and these can be used both on your website and social media channels to spread awareness.”
3) Actively seek reviews
“One in nine tradespeople say that they are heavily reliant on review websites for their business, and the importance of positive feedback cannot be overstated. Trust is critical in the industry, with customers wanting to know they can feel safe with tradespeople in their homes, and be confident that the job will be done well.
“Ensure you continuously ask clients to leave comments on sites such as Google My Business, to create positive associations for your company, and draw people to your services.”
For more expert advice on how to effectively market your trade business, visit: https://www.electricaldirect.co.uk/blog/effectively-market-your-electrical-business
