Here’s the truth; there has never been such a golden age for advertising your trade business.
Remember the days where your relied on Yellow Pages and your print ad in the local paper? This was quickly followed by websites, SEO and lead-generation services like HI Pages. Fast forward to 2020, and we’re surrounded with the likes of Facebook, Instagram, YouTube, Tik Tok and others all being essential to every marketing plan. But everything comes at a cost.
So I’ve decided to move away from the paid advertising for one moment to give my top 3 places to advertise your business for free!
#1 – Gumtree
I can hear your comments already;
“We already know about Gumtree and are using it” or “I don’t like doing cheap jobs”
Before you close off the page, hear me out. Gumtree is fantastic. In fact, I still keep a brick paving ad running in Perth and get leads every week without doing any “Gumtree SEO”. If you have good questions before going to quote, you can filter out the time wasters and get the price your worth.
So what is Gumtree SEO I hear you ask?
Well, Gumtree has a time-based ranking system.
So, if you post an ad, then your competitor does a few minutes after, he’s #1 and your down to #2. As the days go on, you slip further and further down until you’re not even on the first page. And we all know the importance of being on Page 1.
The solution? Delete and repost your ad daily to keep yourself on that important first page. I’d recommend keeping your ad text in a note on your phone, and your 10 pictures in a folder so you can do it whilst you’re sitting on the toilet.
Some other strategies as part of “Gumtree SEO” include;
- Good pictures: jobs, before & afters, your team at work all build trust that you know what your doing.
- Test different suburbs in your service area.
- Test different headlines. Some of my favourites are “Local Brick Paving Team” or “Experienced Brick Paver in Atwell”. (Note: That second one I combined the suburb I was targeting with the headline to appear local)
- Have an offer for people who come through Gumtree. Again, test different ideas.
#2 – Vehicle Signage
Whilst not entirely free as you need to pay for the signage initially, every bit of exposure there-after is. You need to think of your vehicle (and person/staff to go one further) as a mobile billboard. Your already driving to a job, or drop the kids off at school, so why not be advertising your business whilst you do it. You’d be amazed at the people who used to come up to me in the Woolworths carpark and book in a quote!
Here’s some handy tips to maximise your vehicle signage impact;
- Get the attention of other drivers. There is nothing more boring than just seeing “Bob’s Plumbing: Licenced and Insured” in text on a van. Check out Rob Palmer from Home Group WA (below) – gets me every time on the freeway!
- Articulate what makes you special. “Bobs plumbing” doesn’t exactly make you memorable.
- Clearly display brand name. This is what people will go home and Google. It’s rare I write down a phone number whilst I’m driving.
- Clear messaging. You need to do two things very quickly; tell me who you are and what you’ll do for me. For example, “InsulGuard – Making your home more sustainable so you save money”.
Bonus idea #1 – Magnetic business cards. Consider sticking these to the back of your van/ute/car so when your parked up, customers can take your details with them. Works great whilst you’re doing your shopping at the local centre.
#3 – Posting on Social Media
Stop rolling your eyes for a minute and hear me out.
Yes Facebook and Instagram organic reach is down, but it’s still free exposure. And free exposure is always good.
Instead of thinking “what the hell do I post about”; start documenting your day-to-day. This can be the jobs you’re doing, before and afters, meet the team, Facebook Live – the list is never ending.
My advice is lean in to what you’re good at. If you’re a writer – then write. Speaker – jump on video. Photographer – take photos of everything.
Don’t overthink what you’re posting, just focus on producing content that is interesting and provides value to your ideal customers.
Bonus idea #2 – Have a look at LinkedIn and Tik Tok. Both are getting good organic reach currently and are worth spending some time getting to know.
So there you have it; my top 3 places to advertise for free to get more customers for your trade business.
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