Tradie businesses, just like any other type of business, need content marketing if their digital marketing strategy is to succeed.
Unfortunately, not many tradies have the right strategy or plan backing up their content marketing!
When it comes to content marketing, you can’t just start pumping out content and expecting that to boost your rankings, increase traffic and bring in sales – just like one of the jobs you attend, it needs a proper plan of attack.
Without a good plan on your side, it isn’t uncommon for your tradie marketing strategy to fall into one of these common pitfalls…
The most common content marketing mistakes, and how they impact your tradie marketing
Mistake #1: The shorter, the better
A fast job isn’t always a good one – quick, rushed jobs can often result in issues, and result in people having to call you back afterwards.
Your content marketing is the same.
While there are some instances where shorter content is just the trick, it isn’t universal.
Simply put, depending on your competition as well as your trade, longer content might be the way to go. Shorter content may not be sufficient, or provide your readers (that is to say, potential callers) with the information that they need.
And if it isn’t giving web users the answers they’re looking for, search engines like Google are unlikely to show it to people.
Now, we aren’t saying that you need to write War and Peace (especially with all the jobs that you attend) – what we are saying however is that you can’t get away with only putting up a couple of sentences every now and then.
Mistake #2: not bringing your content and SEO strategies together
While websites for tradies can be a great sales tool, content marketing and SEO are at the heart of marketing for tradies. After all, they’re what get people to visit your website in the first place!
Unfortunately, a lot of tradies either:
- Don’t link these two vital strategies together, OR…
- Lack the tools measure SEO performance, so they don’t bother
If you ask us, content marketing and SEO are deeply intertwined, with content marketing making your SEO possible.
As much as possible, all content you put out should be in support of your SEO goals. That means creating content that’s:
- Optimised for searches you want to be found for
- Focused on the goals outlined in your SEO strategy
- Informed by your SEO objectives
That means not creating content nilly-willy, but only doing it when it’s something that helps you achieve your SEO goals.
Your SEO should be driving your content. For example, if you’re trying to get found for emergency repairs in a specific area, all (or much) of your content should be optimised for being found in said area.
Mistake #3: no strategy at all
Good content marketing is backed by a strategy – one that’s designed to help you achieve your business goals, and which is based on data.
That means creating content topics that fit your tradie marketing.
Like we mentioned above, it’s important that SEO and content work hand-in-hand to achieve your goals and make your tradie website the best it can be.
However, that isn’t all.
So you’ve gotten your content and SEO to play nice with each other. That’s great – however, that isn’t all you need to consider when creating a strategy to power your content.
When choosing a strategy, you also need to consider things like:
- Your “voice” and positioning
- Types of content your customers are looking for
- Your target audience
Unfortunately, a lot of businesses – tradies included – just pump out content with no regard for each of these things, resulting in less effective tradie marketing efforts overall.
Specifically, it can result in inconsistent tone, language that doesn’t “click” with the reader and topics that may work from an SEO standpoint, but which nobody searching actually wants to click on!
Mistake #4: going it on your own
As a tradie, you’re a hands-on type, eager to get your hands dirty and dive right in. What’s more, you’ll also understand that you can’t do everything on your own.
That goes for some of the more complex jobs you’re called out to, as well as your tradie marketing!
While content marketing sounds like the type of thing that you can do on your own, in the vast majority of cases, it’s a much safer proposition to get a professional to look after it for you.
There are a couple of reasons for this.
Firstly, there’s all the groundwork that goes into planning a content strategy. Finding your voice, understanding your reader, syncing your content marketing strategy with your SEO… there’s a lot of groundwork that needs to be laid.
Oftentimes, it requires specialist tools or an SEO agency’s experience to figure out the best way forward.
And secondly, there’s the matter of time.
As a tradie, you’re constantly on the road, going from job to job. Even between jobs, you don’t have that much time on your hands once you account for things like travel time.
How are you going to fit in all the time that preparing content requires?
A dedicated tradie marketing professional on your side looks after everything on the content site, ranging from all the content on your tradie website, to the ongoing content that keeps customers trickling in.
What’s more, our experience and skill allows us to do it while ensuring that said content is relevant, valuable and helping you achieve your SEO goals.
Avoid common content marketing mistakes
Take your tradie marketing to the next level with iformat!
Good websites for tradies aren’t enough on their own – they need meaningful content to truly succeed.
Content matters in tradie marketing. And like anything that matters, it’s important that you do it right by engaging a professional to look after it for you.
Just like contractors you bring in to cover the parts of a job you can’t do on your own, our team of digital marketing experts ensure that your tradie marketing is:
- Generating traffic
- Creating leads
- Getting you results
Our team has experience working with tradies – something not all digital marketing agencies have.
As such, we’re uniquely in tune with the needs of tradies and their websites, and have a deep understanding of how tradie marketing works.
Using this knowledge, we’ll build you an online presence that brings in results like you haven’t seen!
And be sure to tune in later, as we go over some of the other common content marketing mistakes that people make!