Marketing tips for trades

The Ultimate Guide to Digital Marketing for UK Tradespeople

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As a tradesperson in the UK, you're an expert in your craft. Whether you're a plumber, electrician, carpenter, or any other skilled professional, your hands-on expertise is what sets you apart. But in today's digital world, being great at your trade isn't always enough to ensure a thriving business. That's where digital marketing comes in.

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At BUILT, we've helped hundreds of tradespeople like you navigate the complex world of online marketing. We understand the unique challenges you face, and we're here to guide you through the process of establishing a strong online presence that will help your business grow.

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Why Digital Marketing Matters for Tradespeople

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You might be wondering, "Why should I bother with digital marketing? I get most of my work through word-of-mouth." While personal recommendations are invaluable, the reality is that more and more people are turning to the internet when they need a tradesperson. Here's why digital marketing is crucial:

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1. ‍Increased Visibility: A strong online presence makes it easier for potential customers to find you when they're searching for services in your area.
2. ‍Build Trust: By showcasing your work, qualifications, and customer reviews online, you can establish credibility before a potential customer even contacts you.‍
3. Competitive Edge: Many of your competitors may not be leveraging digital marketing effectively, giving you an opportunity to stand out.‍
4. Cost-Effective: Compared to traditional advertising methods, digital marketing can be more affordable and offer a better return on investment.‍
5. Measurable Results: Digital marketing allows you to track your efforts and see what's working, helping you make informed decisions about where to invest your time and money.

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Now, let's dive into the key components of a successful digital marketing strategy for tradespeople.

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1. Create a Professional Website

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Your website is the cornerstone of your online presence. It's often the first impression potential customers will have of your business, so it needs to look professional and provide the information they're looking for.

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Here's what your website should include:

• Clear description of your service
• Service area
• Contact information (phone, email, address if applicable)
• Gallery of completed work
• Customer testimonials
• Accreditations and qualifications
• Blog (we'll talk more about this later)

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At BUILT, we specialise in creating websites tailored specifically for tradespeople. We understand the unique needs of your industry and can create a site that not only looks great but also converts visitors into leads. Our websites are mobile-friendly, fast-loading, and optimised for search engines – all crucial factors for success in today's digital landscape.

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2. Optimise for Search Engines (SEO)

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Having a website is great, but it won't do you much good if no one can find it. That's where Search Engine Optimisation (SEO) comes in. SEO is the process of improving your website so that it appears higher in search engine results when people look for services like yours.

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Here are some key SEO strategies for tradespeople:

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Local SEO

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As a tradesperson, most of your customers will be local. Local SEO helps you appear in search results when people in your area are looking for your services. Here's how to improve your local SEO:

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1. Google My Business: Set up and optimise your Google My Business profile. This free tool helps you appear in local search results and on Google Maps.
2. ‍NAP Consistency: Ensure your Name, Address, and Phone number (NAP) are consistent across all online platforms.
3. Local Keywords: Use location-based keywords on your website, like "plumber in Manchester" or "electrician in Birmingham".
4. Local Directories: List your business in local online directories and review sites.

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On-Page SEO

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On-page SEO refers to optimising individual pages on your website. Here are some tips:

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1. Use Relevant Keywords: Include keywords related to your services in your page titles, headings, and content.
2. Create Quality Content: Write informative, helpful content that answers your potential customers' questions.
3. Optimise Images: Use descriptive file names and alt text for your images.
4. Improve Site Speed: Ensure your website loads quickly on both desktop and mobile devices.

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At BUILT, our SEO experts can help you implement these strategies and more, ensuring that your website ranks well in search results and attracts more potential customers.

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3. Leverage Social Media

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Social media can be a powerful tool for tradespeople to showcase their work, engage with customers, and build their brand. Here's how to make the most of social media:

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Choose the Right Platforms

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Not all social media platforms are equally useful for tradespeople. Focus on the ones where your potential customers are most likely to be:

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• Facebook: Great for building a community and showcasing your work through photos and videos.
• Instagram: Perfect for visual content – before and after photos of your projects can be very effective here.
• LinkedIn: Useful for networking with other professionals and attracting commercial clients.

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Post Regularly

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Consistency is key on social media. Aim to post at least a few times a week. Here are some content ideas:

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• Before and after photos of your work
• Short videos showing your expertise (e.g., quick DIY tips)
• Customer testimonials
• Behind-the-scenes glimpses of your work day
• Local community involvement

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Engage with Your Audience

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Social media is a two-way street. Respond to comments and messages promptly, and don't be afraid to start conversations with your followers.

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4. Content Marketing

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Content marketing involves creating and sharing valuable, relevant content to attract and retain customers. For tradespeople, this often takes the form of blog posts or videos that showcase your expertise and provide helpful information to potential customers.

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Here are some content ideas for tradespeople:

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• How-to guides for simple home repairs
• Maintenance tips for various home systems
• Explanations of common problems in your trade and how to spot them
• Comparisons of different products or materials
• Seasonal advice (e.g., preparing your plumbing for winter)

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Remember, the goal is to provide value to your audience, not just to sell your services. By positioning yourself as a helpful expert, you'll build trust with potential customers and keep your business top-of-mind when they need your services.

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At BUILT, we can help you develop a content strategy that resonates with your target audience and supports your overall marketing goals.

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5. Email Marketing

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Email marketing is a great way to stay in touch with past customers and nurture relationships with potential ones. Here's how to make the most of email marketing:

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1. Build Your List: Encourage website visitors and customers to sign up for your email list. You could offer a free guide or discount in exchange for their email address.
2. Segment Your List: Group your subscribers based on factors like location, services they're interested in, or whether they're past or potential customers.
3. Provide Value: Don't just send sales messages. Share helpful tips, seasonal reminders, and updates about your business.
4. Personalise: Use the subscriber's name and tailor the content to their interests or past interactions with your business.
5. Be Consistent: Set a regular schedule for your emails, whether it's weekly, monthly, or quarterly.

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6. Online Reviews

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Online reviews are crucial for tradespeople. They provide social proof and can significantly influence potential customers' decisions. Here's how to manage your online reviews:

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1. Encourage Reviews: After completing a job, politely ask satisfied customers to leave a review on Google, Facebook, or industry-specific platforms.
2. Respond to All Reviews: Thank positive reviewers and address negative reviews professionally and constructively.
3. Learn from Feedback: Use the feedback in reviews to improve your services and customer experience.
4. Showcase Reviews: Feature positive reviews on your website and social media profiles.

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7. Paid Advertising

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While organic methods like SEO and content marketing are important, paid advertising can give your visibility a quick boost. Here are some options to consider:

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Google Ads

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Google Ads allow you to appear at the top of search results for specific keywords. This can be particularly effective for capturing customers who are actively looking for your services.

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Social Media Advertising

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Platforms like Facebook and Instagram offer highly targeted advertising options. You can target users based on location, interests, and even life events (like moving house) that might make them need your services.

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Local Print Advertising

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Don't forget about traditional methods. Local newspapers, magazines, or community newsletters can still be effective, especially for reaching older customers who might be less active online.

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Bringing It All Together

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Digital marketing for tradespeople doesn't have to be overwhelming. Start with the basics – a professional website and a Google Business profile – and gradually expand your efforts as you become more comfortable with digital marketing.

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Remember, consistency is key. It's better to do a few things well than to spread yourself too thin trying to do everything at once. Focus on the strategies that work best for your business and your target audience.

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At BUILT, we understand the unique challenges and opportunities of digital marketing for tradespeople in the UK. Our team of experts can help you develop and implement a comprehensive digital marketing strategy tailored to your specific needs and goals. From website design and SEO to content creation and social media management, we've got you covered.

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Don't let your competitors get ahead in the digital space. Contact BUILT today to learn how we can help you grow your trade business through effective digital marketing. Together, we'll build a strong online presence that brings in more leads, more customers, and more success for your business.

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