Word-of-mouth marketing used to be the lifeblood of any trades business, but not anymore. The internet has changed how we find new customers – and how they find us. Today, the methods used to attract digital-savvy customers have evolved to meet the new online reality. To help you navigate this new landscape, use these five marketing tips.
1. Define your brand
A brand identity will help you express why your business exists and why it’s different from all the other businesses out there. To properly define your brand, you need to understand the value you provide and what separates you from your competitors. Is your focus on quality workmanship, fast response times, a specialised skill set, or friendly customer service? Whatever it is, it should be reflected in your brand.
2. Build an online presence
Today, it’s more important than ever that people can find your business online. Start by creating a free listing on Google My Business so potential customers can find you on Google Search and Maps. It’s also worthwhile to consider building a business website. This will be the digital hub of your business and should showcase your brand, your services, your work, and your contact information. You can build it yourself with online tools such as WordPress or Squarespace or hire a web developer to do the heavy lifting for you.
3. Start a paid campaign
Now that you’ve built a website, you need to drive people to it. The fastest way to do this is with a paid Google Ads campaign. This is just like placing a classified ad in your local newspaper, only your ad will be displayed on Google when potential customers search for your business or service. Since you only pay when someone clicks on your ad, your daily spend can vary. In saying that, Google lets you set your budget and pause, end, or adjust your campaign at any time. You can also use paid placements on social media platforms, such as Facebook and Instagram, to promote your business to customers in your area.
4. Attract organic traffic
While a Google Ads campaign is a great way to get a new business off the ground or reach new audiences, the holy grail of digital marketing is organic traffic. This is when people find your business via a regular Google search because your business’s website or listing ranks high according to Google’s algorithm. It’s free to appear in a Google search, but it takes time and effort to be ranked highly by Google. To boost your ranking, you’ll need to include the keywords people are likely to use when searching for your business (such as ‘plumber and Geelong’) in your web copy.
5. Leverage traditional media
While digital marketing is hugely important for businesses today, there’s still a place for traditional media such as radio and newspaper ads. The key here is to integrate the two. How? Back up any traditional advertising with a dedicated landing page on your website to help capture leads. For example, if you place a newspaper ad to promote a special offer, include a web link that takes interested parties to a landing page where they can access it.
While effective marketing takes time and effort, you don’t need a big business budget to get great results. With a couple of simple tools and a little know-how, you can start attracting new leads today.