Generating new business and profit is the crux of any good marketing venture. But in a highly competitive industry, it’s easy to see why trades managers and their teams often overlook important marketing opportunities. The good news is that there are simple and time-saving ways to get more out of your marketing dollar. This often involves outsourcing and finding the right people to do the job for you, especially if you’re strapped for time or under qualified. With this in mind, here are four key marketing tools for your trades business:
1. Profile your market and customer avatar
A customer avatar is a detailed profile of your ideal customer to do business with you. The idea is that this customer should also see you as the exact match for the issue or problem they want resolved. Your avatar should be an individual with a specific identity.To know your avatar will enable you to target your marketing campaigns and messages. This can reduce your marketing costs and increase leads with higher conversion rates. As you know more about your avatar, you will learn how to better communicate with them in a language they connect with. It will also enable you to refine what marketing channels to utilise for the greatest impact. This strategy is about giving you greater return on investment. Some things to think about when creating your ideal customer: gender, age, hobbies, whether they are a home owner or renter, employment details, location, children, income level and where they holiday. Think about if your avatar is a risk taker. What are their standards, preferences, their experiences, and interests? Write it down and keep it for when you're creating campaigns.
2. Mobile and SEO optimisation
An online presence helps build credibility. Trades businesses need a professionally created website for prospective customers to do their research. If customer’s like what they see online, they’ll be more inclined to phone you over a competitor. I suggest outsourcing this to a trusted digital team. A website needs to be easy to update, works on mobile devices and gets found on Google. Additionally, it’s worthwhile investing in a trusted SEO agency to increase your Google ranking and visibility for main keywords. This means your website will appear on the first page of Google for each search term relevant to your business. Be cautious though. A mistake often made by tradies is to go with SEO suppliers that offer the best deal. Unfortunately, the results are usually far from optimal. Find a supplier who doesn’t offer overly optimistic guarantees and bargain basement prices in order to avoid bad practices and to get the best result possible.
3. Automate customer service
Going automated can save your business a lot of employee time and money. The purpose of automated customer service is to enhance the experience for everyone and save you time and hassle down the track. Setting up an automatic response to emails lets your customers know that you’ve received their email without you having to do anything. You can also automate welcome emails, follow-up emails that chase any quotes and send loyalty or birthday offers to your repeat customers. Consistent and loyal contact with customers is important for repeat business.
4. The power of a testimonial
Don’t underestimate the power of word of mouth. Customers still look for tradies and trades businesses by asking their friends and family for recommendations. If you’ve done a job on-budget and on-time, don’t be afraid to request a testimonial or referral. You can then publish it on your website, social media or use it on a flyer.
With you in every success,