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15 Marketing Insights For Your Trade Business

Rhino Trade Insurance 20 April 2024

Whether you're a seasoned plumber, a top-notch electrician, or a master builder, one thing's for sure - you've got the skills to pay the bills. But what about paying those bills consistently and expanding your business? That's where a killer marketing plan comes into play.

In this ever-changing world, it's not just about fixing leaky pipes or wiring up a house anymore. It's about making sure your potential clients know you're the go-to pro for the job. So, get ready to build a robust marketing plan that will have customers knocking down your door to book you for work!

Lay the Foundation: Know Your Business Inside Out

Before we dive into the nitty-gritty of marketing strategies, let's start with the basics. You wouldn't build a house without a solid foundation, right? The same goes for your marketing plan. Let's get slightly 'businessy'.

  1. Define Your Brand

What makes your trade business stand out from the rest? Is it your lightning-fast response time, your attention to detail, or your unbeatable prices? Identify your unique selling points (USPs) and weave them into the fabric of your brand. Remember, your trade brand is not just a logo; it's the personality of your business.

  1. Know Your Audience

Understanding your target audience is like having the right tool for the job. Are you catering to homeowners, landlords, or businesses? Knowing your customers helps you tailor your marketing ads to resonate with the people most likely to hire you for a project.

  1. SWOT Analysis

Get your thinking caps on for a SWOT analysis - Strengths, Weaknesses, Opportunities, and Threats. Assessing your trade business in these four areas provides a holistic view of where you currently stand and where you can make improvements.

Measure Twice, Cut Once: Set Clear Objectives

Now that you've got the lay of the land, it's time to set some clear objectives. Like any good tradesperson, your goals need to be specific, measurable, achievable, relevant, and time-bound (SMART).

  1. Short-Term and Long-Term Goals

Consider both short-term wins and long-term growth. Short-term goals might include increasing website traffic or securing a certain number of new clients in the next three months. Long-term goals could involve expanding your trade services, opening up a new location catchment area, or becoming the household name for your trade.

  1. Key Performance Indicators (KPIs)

Identify the metrics that matter most to your business. Whether it's conversion rates, customer satisfaction scores, or social media engagement, tracking KPIs helps you gauge the success of your marketing efforts.

  1. Budgeting

Just like estimating materials for a job, budgeting is crucial for your marketing plan. Allocate resources wisely, considering both online and offline channels. Don't be afraid to experiment, but keep a close eye on what's delivering the best return on investment.

Build Your Plan: Marketing Strategies for Trades Businesses

Alright, let's roll up those sleeves and get into the fun part - crafting the strategies that will propel your trade business into the limelight.

  1. Create a Professional Website

In the digital age, your website is your shopfront. Make a lasting impression by investing in a professional and user-friendly site. Showcase your work portfolio, highlight customer testimonials, and make it easy for visitors to contact you.

  1. Master the Art of Local SEO

When homeowners and businesses in your area need a tradesperson, you just know they're hitting up Google. Ensure your business is easy to find by optimising your website for local search. Claim your Google My Business listing, incorporate local keywords, and encourage satisfied customers to leave reviews to help you rank better when people search for your trade.

  1. Social Media: It's More Than Just Dancing Videos

Social media isn't just for sharing photos of your dog or watching never-ending viral videos. Platforms like Facebook, Instagram, and LinkedIn are powerful tools for connecting with your audience. Share before-and-after photos, industry tips, and engage with your community to help your business grow an online profile.

  1. Email Marketing - The Old Dog with New Tricks

Don't underestimate the power of a well-crafted email. Consider building an email list and keeping your audience informed about what your businesses can offer, new services, or industry trends. Just remember, no one likes spam, so keep it relevant and valuable to what you offer your customers.

  1. Networking: It's Not What You Know, It's Who You Know

In the trade industry, word-of-mouth referrals are gold. Attend local networking events, join trade associations, and connect with fellow tradespeople. Building a network can lead to valuable partnerships and a steady stream of referrals.

  1. Collaborate with Local Businesses

Teaming up with local businesses can be a game-changer. Consider joint promotional offers or cross-referral agreements with related trades or businesses. It's a win-win that expands your reach and provides added value to your customers.

  1. Embrace Online Reviews

Reviews can make or break a business. Encourage your satisfied customers to leave reviews on platforms like Trustpilot, Yelp, or Google. Respond to feedback, whether it's good or bad, to show that you value customer input. We wrote all about the value of trade business reviews here

Measure Your Progress: Analyse and Adapt

Your marketing plan is a living document, not a set-in-stone plan. Regularly assess what you are doing and be willing to adapt your strategies based on what's working and what needs improvement.

  1. Analytical Tools

Leverage analytical tools to measure the performance of your online efforts. Google Analytics, social media insights, and email marketing metrics provide valuable data to make informed decisions.

  1. Customer Feedback

Don't just look at the numbers - listen to your customers. Collect feedback through surveys, reviews, or direct conversations. Their insights can uncover blind spots and help you refine your trade services and marketing approach.

Common Marketing Pitfalls to Avoid

Just like on the job site, there are hazards to navigate in the world of marketing. Be aware of these common pitfalls to keep your marketing plan on track.

  • Neglecting Online Presence: We find it crazy, but some people still don't use online platforms to grow their businesses. If you're not online, you're missing out. A poorly maintained website or inactive social media profiles can turn potential customers away. Keep your online presence up to date and in line with your brand.
  • Ignoring Mobile Users: Many customers are searching for services on their smartphones. Ensure your site is mobile-friendly, with easy navigation and quick load times. A seamless experience can make the difference between a lead and a lost opportunity.
  • Focusing on Traditional Marketing Only: While traditional marketing methods like flyers and business cards still have their place, neglecting online avenues can limit your reach. Find the right balance between offline and online strategies for maximum impact.

Build a Lasting Legacy

Crafting a killer marketing plan for your trade business is like painting a masterpiece - it requires skill, dedication, and a clear vision. From defining your brand to embracing online reviews, each part plays a role in creating a strong foundation for your business to thrive.

Rome wasn't built in a day, and neither is a successful trade business. With a well-executed marketing plan, you'll not only attract new customers but also build a lasting legacy in the competitive world of trades.

So, with a strong marketing plan and an equally effective trade insurance policy, you are well on course to success - for all the information you need, give Rhino Trade Insurance a call on 0116 243 7904 or head to our website


About The Author Phil McCormick

Experienced in brand marketing and content. Most of that lovely communication you see online will be from Phil. social media, emails, videos, how to make a bacon sarny? You get the gist!

Trade most identified with: Electrician - It’s our Phil’s job to map out all our communications and make sure the signal works! Also, he’s one of the cockiest blighters in the team so electrician fits perfectly!

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