Using social media for trades businesses

Best social media platforms for tradespeople

Not all social media platforms are created equal, and for tradespeople, some are far more useful than others. Here’s where you should focus your efforts:

• Facebook: Great for engaging with local communities, joining trade groups, and running ads.
• Instagram: Perfect for showcasing your work with before-and-after shots, reels, and time-lapse videos.
• TikTok: Short, engaging videos showing off skills, DIY tips, and impressive transformations.
• LinkedIn: Ideal for networking with suppliers, contractors, and larger commercial clients.
• YouTube: A fantastic platform for in-depth tutorials, project highlights, and expert advice.
• Local Forums: Hyper-local networks where homeowners actively seek recommendations for tradespeople.

Pick one or two that align with your audience and style and focus on them rather than trying to be everywhere at once.

Using social media to generate leads

Social media is more than just a platform for sharing updates—it’s a dynamic tool for transforming online engagement into real-world leads. By fine-tuning your profiles, delivering valuable content, and leveraging precise local targeting, you can turn casual browsers into committed customers.

You can maximise every interaction and drive growth for your business with these examples:

Optimise your profile

Make sure your contact details, services, and location are clear. A professional-looking profile picture (not a blurry selfie from the pub) goes a long way!

Post engaging content

Showcasing your expertise is strong content and reinforces your credibility.

You could share tips and answer FAQs or – for example, a quick video explaining how to tile a bathroom could attract a flood of local homeowners needing a professional.

Run local ads

Using Meta platforms Facebook and Instagram enables you to be super specific in the audience you target. When running ads, this can be refined to the area you work in, typical projects you specialise in, ensuring your ads reach the right people. It’s also a cost-effective way to build awareness for your services.

Offer incentives

Free quotes, limited-time discounts, or giveaways can encourage people to get in touch.

Finding workers through social media

Struggling to find decent workers is a common challenge, but have you ever considered that many people are actively using social media to search for jobs? Today, younger talent often turn to these platforms as a primary resource for finding work—making them the perfect audience for your recruitment efforts. Here are some enhanced strategies to help you get in front of the right candidates:

Paid Advertising

Running targeted ads on Meta platforms like Facebook and Instagram is not only cost-effective but also allows you to pinpoint exactly who sees your job postings. With advanced demographic and location-based targeting, you can ensure your ad reaches local candidates with the precise skills and interests you need. Including compelling visuals, clear job descriptions, and a direct call-to-action can boost your ad’s effectiveness and attract more qualified applicants.

Private Groups

Many trade-specific or local groups exist on social media platforms where professionals gather to share insights and opportunities. By joining these groups on Facebook, LinkedIn, or even niche community forums, you can post your job opportunities directly to an engaged audience. This approach not only increases the visibility of your listings but also builds trust within the community, as group members often rely on peer recommendations and insider knowledge when seeking new opportunities.

Showcasing Skills

Young apprentices and skilled tradespeople frequently showcase their work on platforms such as Instagram, TikTok, or YouTube. Their profiles serve as a digital portfolio, offering you a firsthand look at their craftsmanship, creativity, and attention to detail. When you spot work that impresses you, don’t hesitate to reach out directly—this proactive approach can help you secure talented individuals who are already passionate about their craft.

Check Reviews & Testimonials

Before making a hiring decision, it’s essential to verify a candidate’s reputation online. Social media profiles, professional pages, and community forums can provide valuable reviews and testimonials from previous employers or colleagues. These insights offer a glimpse into a candidate’s work ethic, reliability, and overall performance, helping you make more informed hiring decisions.

A good worker is worth their weight in gold, so by leveraging these digital tools and strategies, you can build a robust team that not only meets your business needs but also propels your company to new heights.

Promoting your work effectively

It’s not bragging if it’s true! Sharing your work online is one of the best ways to attract new clients. With video and photo imagery more accessible than ever, you can showcase your craftsmanship and creativity to a broad audience. By blending striking visuals with authentic stories, you not only highlight your talent but also build trust and credibility. Here’s how to do it right:

The basics…

Before-and-after shots

People love a good transformation! Capture high-quality images from the start of your project to the final reveal. This visual journey not only demonstrates your ability to bring visions to life but also gives potential clients a clear idea of the quality and impact of your work.

Client testimonials

Ask happy customers if you can share their feedback. Featuring short video clips or written quotes alongside photos of the completed project can add authenticity to your portfolio. These testimonials build social proof and can significantly influence prospective clients who are considering your services.

Mid-level…

Behind-the-scenes content

Offer your audience a glimpse into your creative process. Time-lapse videos of jobs in progress, candid photos of your team at work, or snapshots of your tools and materials can be surprisingly satisfying to watch. This type of content not only entertains but also educates viewers about the craftsmanship and attention to detail that go into your work.

Work-in-progress updates

Keep your followers engaged by sharing regular updates on ongoing projects. These progress reports build anticipation for the final outcome and demonstrate your commitment to quality and transparency, reinforcing the trust your audience has in your brand.

The influencers…

Documentary-style videos

Elevate your storytelling with in-depth videos that document your projects from concept to completion. Integrate expert tips on achieving specific looks or techniques, share insights on overcoming challenges, and explain the creative decisions behind your work. These videos position you as an industry thought leader and can attract a wider, more engaged audience.

Expert interviews and collaborations

Consider featuring interviews with industry experts or collaborating with influencers who align with your brand. These partnerships broaden your reach and add a layer of credibility, as viewers see that respected professionals are connected to your work. This collaborative approach can help you tap into new networks and drive additional interest in your projects.

By integrating these strategies into your promotional efforts, you not only showcase your work in a compelling way but also build a narrative that resonates with potential clients. This dynamic approach to online promotion can set you apart in a crowded market and lead to sustained business growth.

Getting more referrals from social media

Word-of-mouth still works—but often it happens online!

Encourage clients to tag you

When someone posts about their new kitchen, you want them to tag your business in it. Encourage them by offering a chance to be featured on your page or hosting a monthly contest for the best tag, which can increase engagement and exposure.

Run referral incentives

Offer discounts or rewards for customers who refer you to their friends. Consider running time-limited referral programs to create a sense of urgency, prompting customers to actively share your services within their networks.

Leverage recommendations

Ask happy clients to leave reviews on your business page. Follow up with a simple thank-you message and a direct link to your review platform, making it as easy as possible for them to share their positive experiences.

Running social media ads for your trade business

If you’re willing to invest a little money, social media ads can bring great returns.

Facebook & Instagram (Meta) ads

Target specific locations and interests (e.g., homeowners needing renovations). By narrowing your audience, you maximise the relevance of your ads and ensure that every pound spent reaches people most likely to be interested in your services.

Budgeting

Even a small budget (£5-£10 per day) can yield good results if targeted well. Experiment with different budget levels and ad formats to determine what resonates best with your audience, knowing that small, consistent investments can add up over time.

Retargeting

Show ads to people who have visited your website but haven’t booked yet. Retargeting keeps your brand top-of-mind and gently nudges potential customers to reconsider your services, significantly boosting conversion rates.

Test and tweak

Keep an eye on which ads work best and refine your strategy accordingly.

Handling customer feedback online

Both positive and negative feedback offer valuable insights and opportunities to build your brand’s reputation. Here’s how to effectively manage and respond to each:

Negative Feedback

Respond Promptly: A timely reply demonstrates your dedication to customer satisfaction. Invite the dissatisfied customer to continue the conversation offline if needed, so you can address the issue in detail and work towards a resolution.

Positive Feedback

Express Gratitude: Thank your customers for taking the time to share their positive experiences. A simple, sincere thank-you can strengthen customer relationships and encourage loyalty.

Showcase Reviews: Highlight glowing testimonials on your social media channels and website. Sharing positive feedback not only builds credibility but also inspires potential clients to consider your services.

Encourage More: After delivering a great service, gently remind satisfied customers to leave a review. Consistently gathering positive feedback can help balance out any negative reviews and further enhance your online reputation.

By addressing both negative and positive feedback thoughtfully, you not only improve your service quality but also demonstrate transparency and commitment to your customers.

Social media might not be your trade, but it can certainly help grow your business. With the right strategy, you can attract more customers, find great workers, and build a strong reputation.

*Disclaimer – This blog has been created as general information and should not be taken as advice. Make sure you have the correct level of insurance for your requirements and always review policy documentation. Information is factually accurate at the time of publishing but may have become out of date.