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Table of contents
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My main focus is managing the blog and product content for the Protectivity website ensuring everything aligns wi...
My main focus is managing the blog and product content for the Protectivity website ensuring everything aligns with the brand’s voice and strategy.
For the small businesses we support, insurance and financial protection can sometimes seem complicated, especially when getting started. That’s why our content is designed to be clear and practical—providing helpful guidance and ensuring our customers not only find the specialist cover they require but are confident it will do the job they need.
Gone are the days when trade businesses relied solely on word-of-mouth or a well-placed ad in the local paper. Today, if you’re not on social media, you’re missing out on a huge opportunity to find customers, showcase your skills, and grow your business. In fact, research suggests tradespeople obtain nearly 50% of their business through social media channels.*
Regardless of digital experience picking up some tips on using social media is very accessible from some basics to more advanced tactics. You’ll want to know which channels are going to be best and what tools you can utilise to maximise your time.
Let’s be honest—nobody starts a roofing or carpentry business because they dream of posting on Instagram all day! So, how can you use social media effectively without it becoming a full-time job? Let’s break it down.
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.
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.
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.
Secure specialist Tradesperson Insurance from Protectivity
For any trades business securing the necessary insurance is a must to protect yourself.
At Protectivity, we provide affordable tradesman insurance to cover specialist incidents commonly faced by trades. Our policies include public liability up to £5 million as standard; you then have the option to add Contractor Works cover, Plant and Tools cover, financial loss and employee tools (only if you’ve included the other benefits). That way, when unforeseen circumstances occur, you can ensure you’re protected from unexpected costs. You can also insure your tools from as little as £8.98 a month with our new tools insurance offering.
Take two minutes today to take a closer look at our trades policies.
Get Tradesperson Insurance from Protectivity
*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.
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My main focus is managing the blog and product content for the Protectivity website ensuring everything aligns with the brand’s voice and strategy.
For the small businesses we support, insurance and financial protection can sometimes seem complicated, especially when getting started. That’s why our content is designed to be clear and practical—providing helpful guidance and ensuring our customers not only find the specialist cover they require but are confident it will do the job they need.
