Digital marketing is not a luxury in today’s digitally-driven world. It is essential for all businesses to survive – and this includes tradies!
With nearly everyone engaging online, digital marketing has become an extremely effective way of reaching an audience. Traditional tactics are outdated and expensive in comparison.
Even though you might be great with your hands, you could be losing out on many potential jobs by not engaging in digital marketing.
But this is only possible when it’s done right.
This blog is designed to help you avoid the biggest digital marketing blunders so you can build your tradie business towards a profitable future.
1. Not having a website or social media
It is time to face the facts. Potential customers are no longer low-hanging fruit.
Tradies today face highly competitive markets that make it difficult to gain brand recognition and trust from consumers.
This is especially true if you don’t have an online presence. A website and social media profiles can help you position yourself as an authoritative, trustworthy and successful tradesperson to work with.
Nearly every job today starts with the consumer looking for the service online. They can’t hire you if they don’t find you.
2. Having a website but no SEO
A website that functions well is one thing. But without SEO techniques, it’s very unlikely that the right prospects will find your website.
Search Engine Optimisation, also known as SEO, is a proven method to get your website in front of prospects looking for your services in their area.
SEO specialists will employ local and standard SEO techniques to ensure your website appears first in searches on search engines such as Google and Yahoo.
They will target consumers who are urgently in need of your assistance and try to ensure that your business is what pops up when they come looking.
3. Only focusing on acquiring new customers
Yes, it is important to have new customers in order for a thriving tradie business. But only focusing on that strategy is expensive and inefficient.
It can cost five times more to acquire a new customer than retain an existing customer, so it’s essential that you re-engage with your existing customer base as much as possible.
Email marketing is one solution to keep customers engaged with your brand.
A digital marketing agency can help you create automated email marketing campaigns that focus on nurturing your existing customers, or you can do it yourself if you’re tech savvy.
These emails will not only prevent you from neglecting customers but will also help you to generate more business from them in the future.
You can also personalise these emails to increase their success.
4. Not asking for reviews
Although it may sound easy, online reviews can have a significant impact upon your tradie business’ digital marketing.
Not only will it provide credibility and social proof of your service, but it can also improve your SEO rankings.
You’ll naturally want to see as many positive reviews online as you can. But even negative reviews can be beneficial as you can understand where you went wrong and improve your service.
The problem is that people are lazy. We tend to follow the path of least resistance and sometimes need prompting or nudging.
Consider:
- Attach a link to your invoices
- Sending a follow up email
- A small discount
- Ask them straight after the job is done
5. Not promoting your business insurance
A common mistake that tradie businesses make is not promoting their business insurance. Customers are looking for assurance that your business is legitimate. They want to know that you won’t leave them high and dry without financial protection if something goes wrong.
While the type of business insurance you may have will depend on your occupation, there is generally one type of tradie insurance that your customers may want to know about – Public Liability insurance.
Often referred to as General Liability, it gives you – and your customers – peace of mind, protecting you and your business against claims by providing compensation for property damage, and personal injury or death in circumstances that are not covered by the Accident Compensation Commission (ACC). It also covers any legal defence costs you incur as a result of defending yourself.
So, if your customer trips over your toolbox or your chilly bin leaks and destroys some electrical equipment, you and your customers will have peace of mind knowing you’re covered.
If you don’t have your insurance for your tradie business sorted yet, don’t stress! Just jump online to BizCover, compare quotes, and get covered instantly.
The bottom line
When it comes to digital marketing, there are many mistakes that tradies can make. But perhaps the biggest of all is not giving digital marketing a go.
Get out of your comfort zone and use these tips to grow your business.
The more you engage online, the easier digital marketing will become.
This information is general only and does not take into account your objectives, financial situation or needs. It should not be relied upon as advice. As with any insurance, cover will be subject to the terms, conditions and exclusions contained in the policy wording. © 2023 BizCover Pty Limited, BizCover Limited is owned by BizCover Pty Ltd.
