Welcome to our comprehensive guide on advertising strategies tailored specifically for trade businesses.
Whether you’re a plumber, builder, electrician, or any other tradesperson, navigating the world of online advertising can seem daunting. But fear not, because we’re here to demystify the process and provide you with actionable insights to elevate your advertising game.
In this guide, we’ll delve deep into various strategies and channels that are proven to drive results for trade businesses like yours. From harnessing the power of Local SEO to leveraging the reach of Google Ads, from maximising your presence on local business directories to harnessing the potential of organic social media and YouTube, we’ve got you covered.
But before we dive into the nitty-gritty details, let’s take a moment to understand why effective advertising is crucial for trade businesses in today’s digital age.
Over 46% of consumers use search engines to find local businesses, and more than half of local searches are performed on mobile devices.
This means that if your business isn’t easily discoverable online, you will be missing out on a significant chunk of potential customers.
Take, for example, Garden Rooms 365, a garden room installer in Essex with years of experience and amazing skills. Despite their expertise, they found themselves struggling to attract new clients because their business wasn’t showing up in local search results.
Frustrated and unsure of where to turn, they decided to invest some time and resources into improving their online presence.
By optimising their website for Local SEO, Garden Rooms 365 was able to improve their rankings in local search results and make it easier for potential customers to find them online.
They also started running Google Ad campaigns targeting specific keywords related to garden room services in their area, which helped them reach a wider audience and attract more leads.
In addition to these tactics, Garden Rooms 365 made sure to claim and optimise their business listings on popular local directories like Yelp and Yell.com. This not only improved their visibility in local search results but also helped them build trust and credibility with potential customers.
But they didn’t stop there. They also started using social media to showcase their work and connect with their audience on a more personal level. By sharing before-and-after photos of their projects and engaging with their followers, Garden Rooms 365 was able to build a loyal fan base and generate word-of-mouth referrals.
So, whether you’re a plumber, builder, electrician, or any other tradesperson, the key takeaway here is this: In today’s digital world, having a strong online presence is non-negotiable.
By leveraging the strategies and channels outlined in this guide, you can attract more customers, increase brand awareness, and take your trade business to new heights. So let’s dive in and get started!
Submit to Google business profile - Google Maps
1. Claim and Verify Your Profile
The first step in optimising your Google Business Profile is to claim and verify your listing. This not only gives you control over the information displayed on your profile but also helps Google verify the legitimacy of your business. To claim your profile, simply search for your business on Google and click on the “Own this business?” link. Follow the prompts to verify your ownership through a postcard, phone call, or email. You can also set up a profile from scratch by going to google.com/business and following the steps.
2. Provide Accurate and Complete Information
Once you’ve claimed your profile, it’s time to ensure that all the information on your profile is accurate and up-to-date. This includes your business name, address, phone number, website URL, business hours, and categories. To find the right categories for your business, consider using tools like Pleper and GMB Everywhere. Providing accurate and complete information not only helps potential customers find and contact you but also improves your chances of ranking higher in local search results.
3. Add Photos and Videos
Visual content plays a crucial role in capturing the attention of potential customers and showcasing the personality of your business. Make sure to add high-quality photos and videos to your Google Business Profile that highlight your products, services, and team. This could include photos of your storefront, interior, team members, products, services, and anything else that sets your business apart. Adding pictures of the team builds trust and shows people that you are a real business.
4. Encourage Customer Reviews
Customer reviews are powerful social proof that can influence the purchasing decisions of potential customers. Encourage your satisfied customers to leave positive reviews on your Google Business Profile by providing excellent service and requesting feedback after each transaction. Be sure to respond promptly and professionally to both positive and negative reviews to show that you value customer feedback and are committed to providing excellent service. To get the review link, Google your company name when you are logged into the account and click on “ask for a review.” This will give you a shortcode that you can email or send out a text to your customers.
5. Utilise Google Posts
Google Posts allow you to share updates, promotions, events, and other relevant information directly on your Google Business Profile. Take advantage of this feature to keep your audience informed and engaged and to showcase your latest offerings. Be sure to include eye-catching visuals and compelling calls-to-action to maximise engagement. This works a bit like Facebook posts but for Google, we have seen a significant increase in traffic and sales for businesses that post even just twice a week.
6. Monitor and Respond to Customer Queries
Google My Business provides a messaging feature that allows potential customers to send messages directly to your business. Monitor these messages closely and respond promptly and professionally to inquiries to provide excellent customer service and build trust with your audience. Make sure you download the app on your phone because these are easy to miss if you have to log into your desktop every time you respond.
Local SEO For Tradespeople
1. Optimise Your Website for Local Keywords
The first step in mastering local SEO is to optimise your website for local keywords relevant to your business. Identify the key terms that potential customers in your area are likely to search for when looking for plumbing or building services. Incorporate these keywords naturally into your website’s content, including your homepage, service pages, and blog posts. Be sure to include your location in your keyword strategy to target local customers effectively. To find the best keywords, use tools like SEMRush, Google Keyword Planner, and Ahrefs.
2. Create Local Content
Creating locally-focused content is another effective way to improve your local SEO and attract local customers. Consider creating blog posts, articles, or videos that address common questions or concerns among your local audience. This could include topics like “How to Fix Common Plumbing Issues in [Your City]” or “Tips for Choosing the Right Builder in [Your Area]” By providing valuable and relevant content to your local audience, you can establish yourself as a trusted authority in your industry and attract more local customers.
3. Optimise Your Homepage for Local SEO
Your homepage carries the most authority on your website and is more likely to rank for more competitive keywords. It’s essential to optimise it effectively, especially for local SEO. When someone searches for roofing services in your area, your homepage should be among the top results.
Ensure that your main service offerings, such as “roof surveys” and “roof repairs,” are subpages in the navigation. But then target the home page that summarizes your main service like “Expert Roofing Services in [Main Town]” This not only helps visitors quickly understand what you offer but also improves your chances of ranking for relevant local search queries.
Incorporate your target keywords strategically throughout your homepage content, including in headings, meta tags, and image alt text. This signals to search engines that your website is relevant to local search queries and can help improve your rankings in local search results. By optimising your homepage for local SEO and clearly showcasing your main service offerings, you can attract more local customers and increase your visibility in your target market.
Remember, your homepage is often the gateway to your business online, so make sure it leaves a lasting impression and drives potential customers to take action. Add its link in your email signature to direct recipients to it and drive traffic to your website. The more eyeballs on your homepage the better.
4. Optimise Your Content With Surfer SEO
While optimising your homepage is crucial for local SEO, don’t overlook the importance of optimising your content pages as well. Content pages provide valuable opportunities to showcase your expertise, answer common questions, and attract organic traffic from search engines. With Surfer SEO, you can ensure that your content is not only well-optimised but also highly competitive in search engine rankings.
Surfer SEO offers a comprehensive suite of tools to analyse and optimise your content for search engines. One of its key features is the Content Editor, which allows you to paste your content directly into the tool and receive a detailed analysis and optimisation recommendations.
Here’s how you can use Surfer SEO to optimise your content pages and achieve a score of over 70:
- Paste Your Content: Start by pasting your content into the Content Editor within Surfer SEO. This can be a blog post, article, or any other type of content you want to optimise.
- Analyse Your Content: Surfer SEO will analyse your content based on various factors, including keyword usage, content length, readability, and more. It will provide you with a detailed breakdown of your content’s strengths and weaknesses.
- Optimise Your Content: Based on the analysis provided by Surfer SEO, make the necessary optimisations to improve your content’s score. This may include adding or removing keywords, adjusting the length of your content, improving readability, and addressing any other issues identified by the tool.
- Monitor Your Score: As you make optimisations to your content, keep an eye on your score within Surfer SEO. Aim to achieve a score of over 70, as this indicates that your content is well-optimised and competitive in search engine rankings.
- Track Your Rankings: Once you’ve optimised your content, track your rankings in search engine results to see the impact of your optimisations. You should notice an improvement in your rankings and organic traffic as a result of your efforts.
By optimising your content pages with Surfer SEO and aiming for a score of over 70, you can increase your visibility in search engine results and attract more organic traffic to your website. Don’t underestimate the power of well-optimised content – it can make a significant difference in your overall SEO strategy and ultimately drive more business to your doorstep.
5. Get Involved in the Local Community
Getting involved in the local community can also help improve your local SEO and attract more local customers. Consider sponsoring local events, participating in community outreach programmes, or joining local business associations or chambers of commerce. By actively engaging with your local community, you can increase your visibility and build relationships with potential customers, which can ultimately lead to more business opportunities.
Running Google Ad Campaigns
Google Ads can be a game-changer for local trades businesses like plumbers and builders. With the right strategy and execution, Google Ads can help you attract more local customers and grow your business. We’ll walk you through the step-by-step process of setting up and optimising Google Ads campaigns specifically tailored for trades businesses.
Step 1: Setting Up Your Google Ads Account
- Create Your Account: Start by visiting the Google Ads website and creating your account. Choose your business goals, budget, and target audience to customise your account settings.
- Select Campaign Type: Select the campaign type that aligns with your business objectives. For local trades businesses, select the “Leads” option as they target customers in your specific geographic area.
- Define Your Target Audience: Narrow down your target audience by specifying location. This ensures that your ads are displayed to potential customers who are most likely to be interested in your services.
- Set Your Budget: Determine your daily or monthly budget based on your advertising goals and financial resources. Start with a conservative budget and adjust it as needed based on the performance of your campaigns.
Step 2: Creating Compelling Ads
- Craft Engaging Ad Copy: Write compelling ad copy that highlights the unique value proposition of your business and encourages users to take action. Include relevant keywords, enticing offers, and a clear call-to-action (CTA) to drive clicks and conversions.
- Utilise Ad Extensions: Take advantage of ad extensions such as call extensions, location extensions, image extensions, and sitelink extensions to provide additional information and encourage users to engage with your ads.
Step 3: Implementing Landing Pages for Better Quality Scores
- Create Relevant Landing Pages: Develop dedicated landing pages that align with the content of your ads and provide users with a seamless experience. Ensure that your landing pages are mobile-friendly, fast-loading, and contain relevant information about your services.
- Optimise Landing Page Content: Optimise your landing page content with relevant keywords, clear headlines, persuasive copy, and compelling visuals. Make it easy for users to find the information they’re looking for and take the desired action, whether it’s calling your business, filling out a contact form, or making a purchase.
- Improve Page Load Speed: We recommend using landing page software, like Unbounce, Go High Level, or Leadpages, as you won’t get any service issues, and the page speed will be good.
Step 4: Monitoring and Optimisation
- Track Key Metrics: Monitor the performance of your Google Ads campaigns by tracking key metrics such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on investment (ROI). Use Google Analytics and Google Ads reporting tools to gain insights into user behaviour and campaign performance.
- Optimise Campaigns: Continuously optimise your Google Ads campaigns based on performance data and insights. Experiment with different ad creatives, targeting options, negative keywords, and bidding strategies to improve results and maximise your return on investment.
By following these steps and implementing best practices, local trades businesses like plumbers and builders can leverage the power of Google Ads to attract more customers, increase brand awareness, and drive business growth.
Social Media Organic Traffic
Social media has become an indispensable tool for businesses looking to connect with their audience, build brand awareness, and drive growth. For trades businesses like plumbers, builders, and contractors, social media offers a unique opportunity to showcase their expertise, engage with customers, and attract new leads. In this blog post, we’ll explore the best platforms for trades businesses to leverage and the type of content that resonates best with their audience.
Choosing the Right Platforms
With over 2.8 billion monthly active users, Facebook remains one of the most popular social media platforms worldwide. Trades businesses can use Facebook to share project updates, customer testimonials, and educational content, as well as engage with their audience through comments and messages.
Known for its visual appeal, Instagram is an ideal platform for trades businesses to showcase their work through high-quality photos and videos. From before-and-after shots of projects to behind-the-scenes glimpses of your team in action, Instagram allows you to give your audience a sneak peek into your world.
As a professional networking platform, LinkedIn is perfect for trades businesses looking to establish themselves as industry experts and connect with potential clients and partners. Share industry insights, case studies, and thought leadership content to position your business as a trusted authority in your field.
YouTube
With over 2 billion monthly logged-in users, YouTube presents a massive opportunity for trades businesses to share educational content, how-to guides, and project walkthroughs. Whether it’s demonstrating plumbing techniques or showcasing construction projects, YouTube allows you to reach a global audience and showcase your expertise.
Creating Engaging Content
- Showcase Your Work: Share photos and videos of your completed projects to give potential customers a glimpse of your craftsmanship and attention to detail. Before-and-after shots, time-lapse videos, and 360-degree tours are all effective ways to showcase your work on social media.
- Educational Content: Position yourself as a helpful resource by sharing educational content related to your industry. This could include tips for DIY home maintenance, troubleshooting common plumbing issues, or explaining the benefits of different construction materials.
- Behind-the-Scenes Content: Humanise your brand and give your audience a behind-the-scenes look at your business. Introduce your team members, share stories from job sites, and highlight the values and culture that set your business apart.
- Customer Testimonials: Share testimonials and reviews from satisfied customers to build trust and credibility with your audience. Encourage happy customers to leave reviews on your social media profiles and feature them prominently in your content.
- Promotions and Special Offers: Drive engagement and generate leads by offering promotions and special offers exclusively for your social media followers. Whether it’s a discount on services or a giveaway contest, promotions can help incentivise action and attract new customers.
Engaging with Your Audience
- Respond to Comments and Messages: Actively engage with your audience by responding to comments, messages, and inquiries in a timely and professional manner. This shows that you value customer feedback and are committed to providing excellent service.
- Join Industry Groups and Communities: Participate in industry-related groups and communities on social media to network with peers, share insights, and stay informed about the latest trends and developments in your field.
- Use Hashtags: Utilise relevant hashtags in your posts to increase visibility and reach a wider audience. Research popular hashtags related to your industry and include them strategically in your content to attract more engagement.
By leveraging the power of social media and creating engaging content, trades businesses can increase brand awareness, attract new customers, and drive business growth. Remember to stay authentic, consistent, and responsive in your social media efforts, and you’ll be well on your way to success in the digital world.
YouTube Organic For Trades
YouTube isn’t just a platform for viral videos and entertainment; it’s also a powerful tool for businesses to showcase their expertise, connect with their audience, and attract new customers. With over 2 billion monthly logged-in users, YouTube presents a massive opportunity for plumbers, builders, electricians, and other tradespeople to reach a global audience and establish themselves as industry leaders. In this blog post, we’ll explore some creative ideas for trades businesses to leverage YouTube effectively and grow their brand.
1. How-To Guides and Tutorials
Share your knowledge and expertise by creating how-to guides and tutorials related to your trade. Whether it’s demonstrating plumbing repairs, electrical installations, or construction techniques, how-to videos are valuable resources for DIY enthusiasts and homeowners looking to tackle projects themselves. Break down complex tasks into step-by-step instructions, use clear visuals, and provide helpful tips and tricks to make your videos informative and engaging.
2. Project Walkthroughs and Case Studies
Showcase your work and highlight your capabilities by sharing project walkthroughs and case studies on YouTube. Take viewers behind the scenes of your projects, from initial consultation to completion, and provide insights into your process, techniques, and materials used. Share before-and-after shots, client testimonials, and challenges overcome to demonstrate the quality of your workmanship and build trust with potential customers.
3. Q&A Sessions and Expert Advice
Position yourself as an industry expert by hosting Q&A sessions and providing expert advice on YouTube. Invite your audience to submit questions related to your trade, and address them in your videos with thorough and insightful answers. Cover common FAQs, address misconceptions, and offer practical tips and solutions to help viewers better understand your trade and make informed decisions.
4. Behind-the-Scenes Content and Day in the Life Videos
Humanise your brand and give your audience a glimpse into the day-to-day operations of your business with behind-the-scenes content and day in the life videos. Introduce your team members, share stories from job sites, and showcase the values and culture that define your business. By showing the faces behind the brand and the passion behind the work, you can connect with your audience on a deeper level and foster stronger relationships.
5. Educational Content and Industry Insights
Educate and inform your audience with educational content and industry insights on YouTube. Share your thoughts on industry trends, best practices, and emerging technologies, and provide valuable insights and analysis to help viewers stay ahead of the curve. Whether it’s discussing the latest plumbing innovations or sharing tips for sustainable construction, educational content can position you as a trusted authority in your field and attract a loyal following.
By leveraging the power of YouTube and creating valuable content that resonates with your audience, trades businesses can increase brand awareness, establish credibility, and attract new customers. Remember to optimise your videos for search with relevant keywords and tags, promote them across your social channels and website, and engage with your audience through comments and messages to maximise their impact. With a strategic approach and consistent effort, YouTube can become a valuable asset in your marketing toolkit and help you achieve your business goals.
Summary
The comprehensive guide focuses on advertising strategies tailored specifically for trade businesses in the UK. It starts by emphasising the importance of effective advertising in today’s digital age, highlighting the impact of local SEO, Google Ads, and online directories on business visibility and customer acquisition.
The guide then delves into specific strategies for optimising Google Business Profiles, including claiming and verifying listings, providing accurate information, adding visual content, encouraging customer reviews, and utilising Google Posts and messaging features.
Next, it explores local SEO techniques such as keyword optimisation, creating local content, and optimising homepages and content pages. Tools like Surfer SEO are recommended for content optimisation, with a focus on achieving a score of over 70 for improved search engine rankings.
The guide also covers community involvement, Google Ads campaigns, and leveraging social media platforms like Facebook, Instagram, LinkedIn, and YouTube for organic traffic. Engaging content ideas, audience interaction tips, and platform-specific strategies are outlined to maximise brand awareness and customer engagement.
Lastly, the guide offers creative YouTube ideas for trades businesses, including how-to guides, project walkthroughs, Q&A sessions, behind-the-scenes content, and educational insights, emphasising the platform’s potential for reaching a global audience and establishing industry authority.
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