Word of Mouth Marketing for Trades Businesses: Step Up Your Sales
One of the oldest forms of marketing is still relevant today and particularly potent for trades businesses.
Here’s how it goes: people buy a product or use a service. They like it. They tell their friends, families, and connections about it—either unprompted, or when asked to provide a recommendation. Simple, but very effective.
Why tradies need word-of-mouth marketing
Personal referrals and reviews are a hugely powerful marketing force. They provide strong, reliable leads to fill your sales pipeline. Word-of-mouth marketing is particularly important to trades businesses, for a few reasons:
Tradies come into people’s homes. Personal recommendations can make them feel more comfortable allowing someone to invade their space.
It’s easy to get an idea of a product by looking at pictures. For a service, however, shopping online can be trickier. Potential customers might feel the need to hear stories from other people they trust.
It’s cost-effective. Word-of-mouth advertising simply involves making your customers happy so that they become willing advocates for your services.
Everyone needs trades services at some point, and this type of marketing can reach ‘em all. Not everybody uses social media, reads EDMs, or even looks at newspapers. But almost everyone has people in their lives they can ask for recommendations.
It builds great long-term relationships. Trades services, by their nature, are often used frequently (or at least more than once) by a person or household. A satisfied customer will not only recommend you to others but also come back again and again.
There’s no shortage of statistics to back up the effectiveness of word of mouth marketing—here’s a collection compiled by SEMrush. To bring a local perspective, it’s well-known that Kiwis have a natural suspicion of anyone promoting themselves too fiercely, an offshoot of tall poppy syndrome. As a nation, we’re far more likely to trust a friend than an advertisement.
Take advantage of word of mouth advertising
Want to harness some WOM magic for your trades business? There’s no one right way to do it! Here are some ways you can encourage the word to spread:
Provide exceptional service
It goes without saying that for people to recommend your business to others, you need to be memorable in a good way. Remember the basics of quality customer service:
Quick, transparent, and clear communication at all times.
Going the extra mile to create a positive relationship.
Treating people with empathy and respect.
Having patience and professionalism.
Make sure your results speak for themselves
No matter how patient, professional, and communicative you are throughout the course of a project, you need to deliver the goods at the end. Give your customers something they can point to when they recommend you to others. Make sure every job is finished to a very high standard.
Build strong relationships
Although we mentioned this in the first point, it’s important enough to have its own heading. A relationship based on trust will bring people (and their friends and family) back time and time again. Here are a few tangible ideas to help you create a strong connection:
Remember details about the customer. Take notes if necessary! Ask about their kids, pets, or jobs the next time you see them.
Take the time to clean up after a job. Leave everything how you found it.
Ask about their schedule and habits to ensure that your work disrupts them as little as possible.
Do what you say you’ll do, when you say you’ll do it. If unforeseen circumstances mean that you’re delayed, let them know as soon as possible.
Stay in touch with your customers—this can be done with regular newsletters, seasonal greetings, and other check-ins. Keep yourself top of their mind so you’re who they think of when someone asks for a referral!
Just ask!
Don't hesitate to ask your satisfied customers for referrals. Let them know that you value their business and would appreciate any recommendations they can provide. You can also offer incentives, such as discounts or referral bonuses, to encourage referrals.
Engage with your community
Being seen out and about in your community is fantastic for your business. This comes back to trust, a key component in any form of marketing. Become part of the scene: volunteer, sponsor sports teams, join organisations and events. You’ll grow trust and also let people know that using your business is supporting local.
Monitor your local Facebook community groups and reply promptly to mentions and messages in your online community as well as your physical one—more on this below!
Incentivise loyalty
Loyalty programs can help to keep customers coming back. Alternatively, instead of a formal rewards programme you could offer “off-the-cuff” discounts to those who use you more than once. Make it sound like you’re doing them a special favour—they will love it!
Network with others in your industry or sector
If you’re a builder, get to know local plumbers, sparkies, HVAC installers, and other tradespeople you feel comfortable recommending. If you refer people to them, chances are they’ll do the same for you.
Curate and cultivate your online presence
Word of mouth is not something removed from digital marketing. While these conversations always have and will continue to happen around dinner tables, at school pick-ups, and in other social situations, they also happen online as the internet increases our social connectivity.
Someone might ask for recommendations on social media, and a respondent might tag your profile or link your website in answer. Make sure you have a trustworthy website and social media profiles, and that your Google My Business profile is fleshed out and updated. Respond promptly to any enquiries received through these channels. Ask for reviews on Google or other online platforms, and create and share helpful content to boost your online presence. Being proactive online reinforces your good reputation.
Need help with any of these? Released offers a range of services that can help you to generate more word-of-mouth referrals, from customer communication management to digital marketing. Contact the team and let’s take your trades business to the next level!
