21st August, 2018
Traditionally, tradies get jobs from people calling them up or through word-of-mouth, but what happens when the work dries up? Here are a few unexpected places you can hit gold…
The traditional route of marketing for tradie businesses is basically word-of-mouth, fridge magnets and mail outs – but that’s no longer going to cut it, especially for new entrants into the game.
To keep your business flourishing in the digital age, it’s vital to look online for new sources of work.
When you’re looking for leads – and good quality ones – there’s no point in hitting the same spots as everyone else. You need to seek out the spots that people haven’t tapped yet.
Most of these lead referral sources rely on your willingness to be forthcoming with your expertise.
Don’t be afraid to share your DIY tips or recommendations for materials or suppliers. When you hit the right audience, this thought leadership will pay off for your business.
Before you start to engage with your potential new clients, take a second to make sure that your house is in order.
This means looking at your website, your social platforms, and your Google Local listing.
Is all of your information accurate? Does it reflect your business and the services you offer? Do you feel proud of it? Great. It’s time to get out there and find some fresh leads.
We’ve touched on Facebook groups before, but they’re so useful, we have to include them again. You can either participate in groups or start your own. Starting a group is one way to build a community around your business, but while we’re looking for leads, it’s time to participate.
Start by joining groups based in your area- you can either choose where you live, or where your business is based.
You’re looking for groups based around local knowledge sharing. Spend some time in the groups that you join, and interact with other members.
Once you’ve become part of the community, keep an eye out for leads. You’re looking for someone asking for a recommendation for a job they need doing.
This is your lead!
LinkedIn. Seriously.
It’s not a platform not currently used by a heck of a lot of tradies, but it is a platform used by a gaggle of professionals who may be looking to build or renovate.
To get started, try inviting colleagues, clients, and people you know to connect.
Then, start posting updates!
This will be the way you’ll let people know what you’re working on, including posting photos of completed jobs.
Make sure that clients are happy for you to post photos before you get snap-happy, though.
Once you’ve established a good network, it’s time to write and publish articles.
Share what you’ve learnt through your business, focusing on insights that your potential clients will appreciate. Perhaps consider sharing what you wish your clients had done before embarking on a project, the questions you think that people should ask before engaging a contractor.
These pieces don’t have to be terribly long, think 500 words, and you can even engage someone to ‘ghostwrite’ them for you.
In terms of keeping you ‘top of mind’ next time your Linkedin connections need someone, you’ll find that a little writing can be a great asset.
Traditional public relations or PR has had a bit of a shake-up.
One company behind that is the wonderfully named Source Bottle. This is a platform that connects journalists and writers with potential interviewees, or ‘sources’.
Building and construction is always big news in Australia, and if a journalist needs an expert opinion and uses you in a story, it can be a great way to get your business name out there.
When you’re using the site, make sure that you’re very clear about your credentials and areas of expertise, and don’t be tempted to comment on anything that you’re not well-versed in.
If you do make it into a piece, don’t forget to share this update on your social platforms.
Finding new leads for your business doesn’t have to mean a lot of leg work. With a bit of tactical thinking and a little preparation, you can use digital resources to position your business for success.