In an era where the internet is the primary gateway for information, skilled trade companies—plumbers, electricians, HVAC professionals, and others—face a crucial crossroads. The traditional ways of reaching customers are no longer as effective as they once were, and those who fail to adapt to modern marketing strategies risk falling behind. This article explores the potential risks and challenges that skilled trade companies face when they ignore the power of modern marketing and why it’s imperative to embrace these tools for long-term success.
Table of Contents
Introduction for Trades Professionals
The Changing Landscape of Customer Behaviour
Imagine this… A homeowner is facing a plumbing emergency. Panic sets in as water begins to pool on the floor. Their first instinct isn’t to look for the old yellow pages tucked away in a drawer, but rather to grab their smartphone and Google “plumber near me.” Within minutes, they have multiple options, complete with customer reviews, service descriptions, and even price estimates.
This scenario highlights a stark reality, customer behaviour has drastically changed over where things were only a few years ago. The days of relying solely on word-of-mouth or print advertising are over. Today’s consumers expect to find, evaluate, and engage with service providers online. If your skilled trade company isn’t able to be found, or stand out in this digital space, you might as well not exist.
The Importance of Modern Marketing
Modern marketing encompasses a wide range of strategies, including social media marketing, search engine optimization (SEO), online reviews, pay-per-click (PPC) advertising, email campaigns, and more. These tools are designed to help businesses reach a broader audience, engage with customers, and convert leads into sales.
For skilled trade companies, which often rely heavily on local customers, modern marketing is no longer a luxury—it’s a necessity. Without it, you’re not just missing out on potential business; you’re actively driving customers to your competitors.
The Critical Role of Modern Marketing in Business Survival
The point of this article is clear; failing to invest in modern marketing can severely limit a skilled trade company’s growth, customer base, and overall survival in an increasingly competitive market. By ignoring these tools, businesses are at risk of losing visibility, credibility, and opportunities for expansion.
Background & Context
From Yellow Pages to Google Searches
To understand the importance of modern marketing, it’s essential to look at how marketing strategies have evolved over time. Just a few decades ago, skilled trade companies primarily relied on word-of-mouth recommendations, print advertisements, and listings in the yellow pages. While these methods were effective for their time, they had significant limitations.
Word-of-mouth could only reach so many people, print advertisements were costly and often untargeted, and the yellow pages provided limited information about a business’s services or reputation. The advent of the internet changed all of this. Today, customers can access a wealth of information with just a few clicks, and they expect businesses to have a strong online presence.
Modern Marketing Explained
Modern marketing refers to the use of digital tools and strategies to promote products or services. This includes, but is not limited to:
• Search Engine Optimization (SEO): Techniques to improve a website’s visibility on search engines like Google.
• Social Media Marketing: Using platforms like Facebook, Instagram, and LinkedIn to engage with customers and promote services.
• Pay-Per-Click (PPC) Advertising: Paid advertising on search engines and social media that targets specific audiences.
• Online Reviews: Encouraging satisfied customers to leave positive reviews on platforms like Google My Business, Yelp, and others.
• Email Campaigns: Direct communication with potential and existing customers through targeted email marketing.
Each of these strategies plays a crucial role in attracting and retaining customers, particularly in a world where the majority of people rely on the internet to find services.
Main Points For You To Consideration
Loss of Market Visibility
In today’s digital age, the majority of customers start their search for services online. According to a study by BrightLocal, 93% of consumers use the internet to find local businesses, and 87% of them read online reviews before making a decision. If your company doesn’t have a strong online presence, you’re missing out on a massive pool of potential customers.
Supporting Evidence: The Power of Google Search
Google dominates the search engine market, handling over 90% of all search queries worldwide. When customers search for a service, they typically choose from the top three results on the first page. If your business isn’t optimized for search engines, it’s likely that your competitors—who are investing in SEO—are capturing those leads.
For example, consider a local plumbing company that hasn’t invested in SEO. A potential customer types “emergency plumber near me” into Google, but because the company’s website isn’t optimized, it doesn’t appear on the first page. Instead, competitors who have invested in SEO and Google Ads take the top spots. The result? The customer never even knows that the first company exists.
Analysis: The Cost of Being Invisible
Being invisible online is akin to not existing at all. Customers can’t choose a company they can’t find, and as more consumers rely on digital tools to find services, the gap between visible and invisible companies will continue to widen. This lack of visibility not only leads to missed sales but also diminishes brand recognition over time.
Decreased Customer Trust and Credibility
In the digital age, credibility is built through online presence and customer engagement. A business with a well-maintained website, active social media accounts, and positive online reviews is perceived as more trustworthy than one without these assets.
Supporting Evidence: The Influence of Online Reviews
Online reviews are the modern equivalent of word-of-mouth, but with a much broader reach. According to a survey by Podium, 93% of consumers say online reviews influence their purchasing decisions, and 82% of consumers read reviews before deciding to engage with a business.
A skilled trade company that doesn’t encourage or manage online reviews may struggle to build credibility. Worse, if negative reviews go unaddressed, it can severely damage the company’s reputation. For instance, a single unresolved negative review can deter potential customers from even considering your services.
Analysis: The Importance of Building Digital Trust
Building trust online requires a proactive approach. This includes regularly updating your website, engaging with customers on social media, and responding to reviews—both positive and negative. Companies that neglect these aspects risk being perceived as outdated, unprofessional, or worse, untrustworthy.
Missed Opportunities for Growth
Modern marketing isn’t just about maintaining visibility and credibility; it’s also about seizing opportunities for growth. Digital tools offer unprecedented opportunities to reach new customers, expand service offerings, and scale your business.
Supporting Evidence: The Role of Digital Marketing in Business Growth
Companies that invest in digital marketing can effectively target specific audiences, track the success of their campaigns, and adjust strategies in real-time. For example, a roofing company that uses PPC advertising can target homeowners in specific geographic areas who are searching for roof repair services. This level of targeting ensures that marketing dollars are spent effectively and that the company is reaching the right audience.
Furthermore, email marketing allows companies to stay in touch with existing customers, promoting repeat business and referrals. According to the Direct Marketing Association, email marketing has an ROI of 4,300%, making it one of the most cost-effective marketing strategies available.
Analysis: Growth Through Modern Marketing
Skilled trade companies that embrace modern marketing tools can scale their business more effectively than those that rely solely on traditional methods. By leveraging digital marketing, companies can not only attract new customers but also retain existing ones, ensuring long-term growth and stability.
Falling Behind Competitors
In a competitive market, standing still is equivalent to moving backward. Companies that fail to invest in modern marketing risk falling behind their competitors who are more agile and willing to adapt to new trends.
Supporting Evidence: Competitive Advantage Through Marketing
Consider two HVAC companies in the same city. Company A invests in SEO, regularly updates its blog with helpful tips, and runs targeted ads on Google. Company B, on the other hand, relies on its reputation and word-of-mouth. Over time, Company A begins to dominate the local market, appearing at the top of search results and gaining more online reviews. Company B starts to notice a decline in new customer inquiries and struggles to keep up.
This scenario plays out across various industries. Companies that invest in modern marketing gain a competitive edge by being more visible, engaging with customers, and adapting to changes in consumer behaviour.
Analysis: The Risks of Complacency
Complacency is the enemy of progress. In a rapidly changing market, companies that fail to innovate will inevitably lose ground to more proactive competitors. By not investing in modern marketing, skilled trade companies risk becoming obsolete as competitors outpace them in visibility, credibility, and customer engagement.
Counterarguments or Challenges
Counterargument 1: Traditional Marketing Still Works
Some may argue that traditional marketing methods, such as print ads, flyers, and word-of-mouth, are still effective, especially in local markets. After all, skilled trades have always relied on these methods, and they’ve worked for decades.
Rebuttal: The Diminishing Returns of Traditional Marketing
While traditional marketing can still have a place in a comprehensive marketing strategy, its effectiveness has diminished over time. According to a report by Zenith Media, spending on digital advertising surpassed traditional advertising for the first time in 2020. This shift indicates that consumers are increasingly turning to digital channels to find and engage with businesses.
Furthermore, traditional marketing methods lack the targeting and measurability of digital marketing. A flyer might reach hundreds of households, but there’s no way to know who reads it, and other challenges to effectively track how many people actually act upon it. In contrast, well-placed Google ads can reach the exact audience you want and provide detailed metrics on its effectiveness.
Counterargument 2: High Costs of Modern Marketing
Another common objection is that modern marketing is too expensive, particularly for small businesses with limited budgets. SEO, PPC campaigns, and social media management all require an investment of time and money, which can be daunting for small trade companies.
Rebuttal: The Cost-Effectiveness of Digital Marketing
While there is an upfront cost to modern marketing, it’s important to consider the return on investment. Digital marketing allows for highly targeted campaigns that can be scaled according to budget. For example, a small plumbing company might start with a modest PPC budget, targeting only the most relevant keywords. As the company sees a return on that investment, it can gradually increase its marketing spend.
Moreover, many digital marketing tools, such as social media platforms and email marketing services, offer free or low-cost options for small businesses. The key is to start small, track results, and scale up as needed.
Practical Applications or Implications
Real-World Relevance — How Modern Marketing Translates to Success
For skilled trade companies, the real-world implications of modern marketing are clear: those who embrace these tools will thrive, while those who don’t will struggle to keep up. Modern marketing translates directly into more leads, higher customer retention, and better brand recognition.
Consider a window installation company that invests in modern marketing. By optimizing its website for search engines, the company ensures that it appears at the top of search results for key terms like “window installation” and “window repair.” The company also runs targeted ads on social media, reaching homeowners in need of window services. As a result, the company sees a steady stream of new customers and positive online reviews, leading to increased revenue and market share.
Future Outlook — The Increasing Importance of Digital Marketing
Looking ahead, the importance of modern marketing will only continue to grow, especially as it is impacted more and more by artificial intelligence (AI) tools. As more consumers turn to digital channels to find services, the gap between companies that invest in modern marketing and those that don’t will widen. Technologies like artificial intelligence, machine learning, and marketing automation will further enhance the capabilities of digital marketing, making it even more effective and accessible.
For skilled trade companies, the future is clear: investing in modern marketing is not just a way to stay competitive; it’s a way to secure long-term success in an ever-changing market.
Conclusion
The Risks of Ignoring Modern Marketing
In this article, Blue Square has explored the numerous risks that skilled trade companies face when they fail to invest in modern marketing. From loss of market visibility and decreased customer trust to missed opportunities for growth and falling behind competitors, the dangers are significant and far-reaching.
Modern Marketing Is Essential
The thesis remains true; in today’s digital landscape, skilled trade companies must embrace modern marketing techniques to survive and thrive. The days of relying primarily on traditional methods are over, and those who fail to adapt will be left behind.
Embrace Modern Marketing Today
For skilled trade companies that have yet to invest fully in modern marketing, the time to act is now. Start by optimizing your website for search engines, engaging with customers on social media, or encouraging online reviews. These steps can make a significant difference in your company’s visibility, credibility, and overall success.
In a world where the majority of customers are online, your company’s future depends on its ability to reach and engage with them. Don’t let outdated marketing practices hold you back—embrace modern marketing today and secure your place in the market for years to come.
Post Updated 6 months ago
Who Wrote This?
I did, I'm Kyle Bailey and with over 30 years of successful experience in digital marketing, and enterprise-level brand strategy, I now work with select skilled trade businesses. Most small business owners realize that Marketing is f*cking difficult™ and so I offer an initial 60-minute, no-obligation consultation to showcase my value right from the start. Buying me a coffee at Starbucks or a drink at Cactus is a small investment that can help get your company where you want it to be in the next 5 years.
I can't work with everybody, so If your competition calls first, you're out of luck.