MARKETING TIPS
Most businesses will get some online reviews whether they want them or not . The new marketplaces like Checkatrade will all actively ask for them . The good news is that you can directly ask customers for reviews by emailing them . And by only asking your happiest customers , you will end up with a better online reputation .
Google
Most of the population have a smartphone and they turn to Google when they want to find something new . In a survey of over 1,000 homeowners , we found that 18 % had used Google to find a trade business at least once .
The natural or “ organic ” listings in the main body of the search results are both popular with searchers and free for your company if you have a web site . The trouble is you get crowded out .
Google reviews , mentioned above , can help a lot here .
Search engines are businesses too , and the quickest way to get a high listing is to pay . Pay-per-click ( PPC ) advertising sells positions on their results page on an auction basis – the more you pay , the higher you get listed . You probably need professional help to make this work well and the same companies can often also help with your organic rankings and links to your web site .
Matthew Stevenson , who runs landscape company Bespoke Outdoor Spaces , understands how important web site promotion is : “ We get a lot of our business through our web site but we have had to work hard at promoting it ”.
Nextdoor
Nextdoor . com is a service for people to share things effecting their locality . People often ask for recommendations of trades businesses so joining Nextdoor may help you to see what is being asked for .
Trade focused marketing companies
A new group of companies , including Checkatrade , MyBuilder and Rated People , are trying to create the online equivalent of word of mouth . These get real customers to rate tradesmen so other homeowners can see the ratings . There are two models . Either you have to pay to be members of the directory ( Checkatrade ) or pay directly for leads ( MyBuilder and Rated People ).
In discussions with the customers of my company , Powered Now , all of whom are trades people , we have heard mixed stories of the results . For instance , Matthew Stevenson has had poor results : “ We tried Rated People and unfortunately it was not successful for us ”. But handyman Guy Hodgson found them useful , “ I used MyBuilder a lot when I was first getting started ” although since then he has relied mostly on word of mouth . In many ways the jury is still out .
The big advantage of MyBuilder and Rated People is that you have discretion to turn the wick up or down on new work . Other marketing methods don ’ t have that advantage .
However , it is very difficult to get started on these services . It ’ s just like the problems young people find when looking for a job - until you have ratings people are less likely to buy from you , but until they buy from you , you won ’ t get any ratings .
People have had mixed experiences with these services but once you have some good reviews , it is likely your success will pick up .
Email and text - market to existing customers
Often in the quest for attracting new customers it ’ s easy to forget about the ones you already have . Existing customers are your greatest asset ; you ’ ve already done the hard work , they already know and trust you .
One of the most effective methods of marketing to your existing customer base is the email campaign . Running a system like Powered Now that sends automatic reminders of things such as gas safety certificates , annual maintenance on boilers and so on can generate a lot of work .
Winning the War
When it comes to using online marketing methods , measuring the results versus the cost is crucial . Once you have some results , you can decide whether the effort was worth it and whether you want to continue .
This article has only skimmed the surface , but it is possible to get a return on your marketing investment very quickly . If you haven ’ t tried any of the ideas , isn ’ t it time to investigate ?
About the author
Benjamin Dyer is CEO and co-founder of Powered Now . Powered Now ’ s mobile app aims to make it easier for installers and other trades to run their businesses .
www . powerednow . com
JAN / FEB 2021
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