If you run your own tradie business or you're thinking of starting a business and being your own boss, building an effective brand, generating word of mouth business and marketing your services to potential clients is a core part of establishing and growing a successful business.

But how does marketing for tradie businesses differ from marketing for other types of business? We're going to run through some of the key things you need to be aware of when setting out to promote your small business using social media, online advertising, and traditional marketing methods.

What is marketing for tradies?

Marketing for tradies is a nuanced and essential aspect of running a trade-based business in today's world. This term encompasses the various strategies and techniques that tradespeople, such as electricians, plumbers, carpenters, and builders, use to promote their services. In essence, it's about making their skills and expertise known to the local community and beyond, in order to attract more customers and grow their business.

At the heart of marketing for tradies is a deep understanding of their audience. These professionals often cater to a local or regional market, making it crucial for their marketing efforts to resonate with the specific needs and preferences of this community. It's not just about advertising services, but also about building relationships and trust within the community they serve.

In the digital age, having an online presence has become indispensable for tradies. This goes beyond just having a basic website. It involves creating a professional and user-friendly digital space where potential customers can easily find information about their services, see examples of past work, read customer testimonials, and effortlessly get in touch. This online presence is often extended to social media platforms, where tradies can engage more directly with their audience, showcase their work in a more informal setting, and build their brand personality.

Local search engine optimisation (SEO) plays a pivotal role in marketing for tradies. With many customers turning to online searches to find local services, appearing at the top of search results for relevant queries can significantly increase visibility and business prospects. This involves optimising their website and online content with relevant keywords, maintaining up-to-date listings on local directories, and gathering positive customer reviews.

However, for tradies, marketing isn't confined to digital strategies alone. Traditional methods like word-of-mouth referrals, local advertising in newspapers and on community noticeboards, sponsoring local events, or having branded vehicles and uniforms still hold substantial value. These techniques complement online efforts and help in establishing a strong, recognisable brand within the community.

How do tradies advertise?

It's important to first understand who tradies are advertising to, and then we'll tackle the 'how'. Different trades will have different target audiences from families looking to build a new home, to those who have bought an older home and are looking to renovate. Perhaps your business is going to focus on ongoing maintenance tasks, emergency repairs, or replacement work. Whatever you plan to focus on, it's important to understand who might be looking for your services. Once you know who your target audience is going to be, you can start looking at advertising opportunities. 

In years past, small businesses - especially new businesses - were confined to a sticker on their ute and an ad in the Yellow Pages. In industries that didn't have specific categories in the Yellow Pages, you ended up with companies that tried to get themselves to the "top of the page" by adding "AAA" to the start of their company name.

Those days are long gone, but "getting to the top of the page" is just as important. Now, the focus is on digital engagement, social media marketing, and online advertising and having an online presence that ranks highly can be important, especially in competitive industries. It's why you continue to get calls from foreign marketing firms promising to "get you on the front page of Google". It's an empty promise without effective digital marketing strategies behind it to help you build your brand. Digital marketing, email marketing and email campaigns, content marketing, referral marketing, marketplace business listings, and affiliate marketing. Each of these possibly unfamiliar tools are now being used by tradies to promote their business. So which is right for you and where do you start?

Social media ads

Social media ads are a powerful tool used by businesses, including tradies, to reach a broader audience on social media platforms. These ads appear in various formats - from simple text and image posts to more interactive options like videos or carousels - and are tailored to appear on the feeds of a specific target audience. What sets social media ads apart is their ability to harness detailed user data, allowing advertisers to pinpoint their audience based on factors like location, interests, behaviour, and more. This level of customisation makes social media advertising exceptionally effective for reaching potential customers who are most likely to be interested in the services offered. For tradies, this means being able to showcase their work directly to local homeowners or businesses who might be in need of their services, making it a cost-effective and targeted approach to advertising.

How can I promote my business on Facebook?

Promoting your business on Facebook involves a mix of strategic content creation, engagement, and targeted advertising. Start by setting up a professional Facebook business page, ensuring all your information is complete and up-to-date. Regularly post engaging content that showcases your services, customer testimonials, and behind-the-scenes glimpses of your work. Use high-quality images or videos to make your posts more appealing. Engage with your followers by responding to comments and messages promptly, fostering a community feel. Additionally, utilise Facebook's advertising platform to run targeted ads. These can be customised to reach specific demographics, like your local area, ensuring your business is seen by potential customers in your community. This blend of organic engagement and paid promotion can significantly boost your business's visibility on Facebook.

How much does it cost to advertise on Facebook per month?

The cost of advertising on Facebook can vary greatly depending on several factors, including your target audience, the competitiveness of your ad space, and your campaign objectives. Generally, there's no fixed monthly cost for Facebook advertising; instead, it operates on a pay-per-click (PPC) or pay-per-impression (PPI) model. This means you pay based on the number of clicks or impressions your ad receives. Businesses can start with a modest budget, even as little as a few dollars a day, and adjust based on the results and their marketing goals. The platform's flexibility allows for scaling up or down based on performance and budget constraints, making it accessible for businesses of all sizes. On average, small to medium-sized businesses might spend anywhere from $200 to $800 per month on Facebook ads, but this can be higher or lower based on individual business goals and market dynamics.

Google Ads

Google Ads have become a staple of online marketing, with companies paying to push their company up through search results for key industry search terms and companies simply paying for their online listings to be promoted ahead of other results with the "sponsored" tag.

How can I advertise on Google for free?

Using search engine optimisation (SEO) to promote your business on Google for free involves optimising your website and its content to rank higher in search results. Begin by researching keywords relevant to your business and integrating them naturally into your website's content, titles, and meta descriptions. Regularly update your site with fresh, high-quality content that's useful to your audience, such as blog posts, how-to guides, or service updates. Ensure your website is mobile-friendly and has fast loading times. Additionally, list your business on Google My Business for local SEO, encouraging customers to leave reviews. Building backlinks from reputable websites and ensuring your site's navigation is user-friendly are also key. These organic SEO strategies can significantly improve your visibility on Google without incurring advertising costs.

How much does it cost to advertise on Google?

The cost of advertising on Google varies widely and depends on several factors, including the competitiveness of your keywords, industry, and the goals of your campaign. Google Ads operates on a pay-per-click (PPC) model, where you pay each time someone clicks on your ad. The cost per click can range from a few cents to several dollars, depending on how competitive your chosen keywords are.

There's no set monthly cost; businesses set their own budget. Some small businesses spend a few hundred dollars a month, while larger companies can spend thousands. The beauty of Google Ads is its scalability and flexibility; you can start small and increase your spend based on the results and your advertising goals. It's common for businesses to adjust their budgets as they go, depending on the performance of their campaigns and the return on investment they're seeing.

Google Maps

Google Maps has quickly become an effective way to list and advertise a business online. Having your business listed on Google Maps with a physical location means that anyone searching your local area for a business like yours will be presented with a list of options that includes your business. That means more enquiries and more opportunities to convert interest into business.

How do I list my business on Google Maps

To list your business on Google Maps, you first need to claim or create your Google Business Profile on Google My Business. This platform is integral for reaching your target market, as it allows your business to appear in local search results and on Maps. Start by visiting the Google My Business website and sign in with a Google account. Search for your business to see if it's already listed. If not, you can add it by providing essential details like your business name, location, and category. Verifying your business is crucial, often done via a mailed postcard from Google. Once verified, you can manage your profile, respond to reviews, and post updates or photos to attract your target market more effectively. Regularly updating your profile ensures your business information is accurate and helps in engaging with local customers.

How do I find clients with Google Maps?

Finding clients with Google Maps starts by optimising your Business Profile for local searches. Ensure your business details are accurate and complete, including address, phone number, and operating hours. Use relevant keywords in your business description that potential clients might use when searching for services like yours. Encourage satisfied customers to leave positive reviews, as these improve your visibility and credibility. Utilise the post feature to update clients about new offers or services, keeping your profile active and engaging. By making your business easily discoverable and trustworthy on Google Maps, you increase the chances of attracting local clients actively searching for services in your area.

Work marketplaces

As a small tradie business owner, you're likely familiar with online marketplaces as a way of advertising your services. Some are free to use, and others require a paid subscription, but they all generally do the same thing; allow you to advertise your services to people in your area who are actively looking for those services.

Hipages

Hipages, short for Home Improvement Pages, is an Australian online platform connecting homeowners with trusted tradespeople. It facilitates finding, hiring, and managing licensed trade professionals for home renovation, maintenance, and building projects. Users can post jobs, receive quotes, and read reviews, streamlining the process of hiring skilled workers for their specific needs.

Airtasker

Airtasker is an Australian online marketplace that connects people who need tasks done with skilled individuals, known as "Taskers", willing to perform those tasks. Users post tasks ranging from household chores, handyman services, to more specialised jobs like web design. Taskers then bid on these jobs, providing quotes and outlining their skills. The platform allows users to review Tasker profiles, ratings, and reviews to select the right person for their job. Airtasker provides a flexible way for people to earn money by leveraging their skills while helping others in their community get tasks completed.

BorisDoes

BorisDoes is a new Australian marketplace where customers post tasks and Taskers offer to complete them. The platform stands out for its user-friendly interface, live messaging system, and diverse task categories. Notably, BorisDoes offers secure cashless payments, ensuring safety for both parties. Taskers can showcase their skills through badges, checks, and portfolios, building trust with potential clients. This flexible and secure environment makes BorisDoes an effective platform for connecting customers with skilled service providers​

Free online directories

Online directories are a great way to promote your business and ensure it is listed in categories relevant to your services. Listings with these directories are often carried over to search engines like Google where they are recognised as legitimate businesses because they are listed elsewhere. While some directories provide a very basic listing for free, more detailed listings that are prioritised in online search results do cost money.

YellowPages

YellowPages.com.au is an established online directory service in Australia, functioning as a comprehensive platform for finding businesses and services. It serves as a digital version of the traditional Yellow Pages phone book, offering a searchable database of businesses across various categories. Users can search for local businesses, ranging from plumbers to restaurants, and access key information like contact details, operating hours, and location. Additionally, it provides a platform for businesses to reach potential customers by listing their services, enhancing online visibility. YellowPages.com.au is a valuable resource for Australians seeking specific services and for businesses aiming to connect with their local market.

WordofMouth

WordofMouth.com.au (previously known as WOMO - Word Of Mouth Online) is an Australian-based business review site that contains crowd-sourced reviews of local businesses. Launched in 2007, it primarily relies on user-generated content to provide reviews on various businesses across Australia. The site is designed to help users find trustworthy and reliable services by reading reviews from other customers. It includes a unique TrustFactor system, where reviews from users with higher TrustFactors (indicating more reliable and active members) are given more weight.

Organic traffic
 

There are multiple ways to drive traffic to your website and social media accounts organically. Some organic engagement will happen... well... organically, while some you will need to actively encourage. Less intensive SEO is an effective tool, as are casual calls-to-action (CTAs) from your social media accounts.

Search Engine Optimisation (SEO)

Search Engine Optimization (SEO) is a digital marketing technique aimed at improving a website's visibility in search engine results. This is achieved by optimising various aspects of a website to make it more attractive to search engines like Google. SEO involves strategically using keywords that potential visitors might search for, ensuring that the website's content is high-quality, relevant, and informative. It also includes improving technical aspects like site speed, mobile-friendliness, and internal linking structure. Additionally, SEO efforts often focus on building external links from other reputable websites. The goal is to make a site more accessible and appealing to both search engines and users, ultimately leading to increased organic traffic.

Organic traffic from social media

To secure organic traffic from social media, it's essential to create and share content that genuinely engages your audience and nudges them towards your website. This involves crafting posts that are not only informative and relevant but also intriguing enough to spark curiosity. Engaging with your audience is crucial; responding to comments and participating in discussions helps build a community feel. Utilising hashtags smartly can widen your reach beyond your immediate followers. Consistency in posting keeps your audience connected and reminds them of your presence. Calls-to-action are key; they should invite your audience to explore more on your website. Collaborating with influencers can also amplify your reach, tapping into their followers. This blend of quality content, active engagement, strategic posting, and collaboration can effectively funnel organic traffic from social media to your website.

Conclusion

Marketing for tradies is not just about being seen, it's about creating a connection with your audience. It's about leveraging digital tools like SEO, social media, and online directories to build a strong online presence. The key is to be authentic, showcase your skills, and address the specific needs of your clients. Embrace the power of customer reviews and word-of-mouth referrals, as they are gold in this trade. Remember, effective marketing is a continuous journey that adapts with your business growth. By following these strategies, tradies can not only increase their visibility but also build lasting relationships with their clients, paving the way for ongoing success in a competitive market.