• marketing for tradies

Marketing for tradies: how we’ve helped air conditioning businesses get more jobs

By |2020-11-16T10:23:07+00:00August 12th, 2020|Marketing|

There are many different types of tradies out there – no matter what types of jobs they do however, or what trade they’re in, tradie digital marketing can give them a huge boost in phone calls and more importantly, jobs.

Of course, it isn’t a case of one size fitting all – in many instances, the tradie digital marketing strategy we apply needs to be changed and adjusted to fit the unique needs of the tradie we’;re working for.

What worked for one tradie and trade may not work for another – as such, the first thing our team will do is sit down to determine goals and needs before we get to work building websites for tradies, or drafting SEO strategies.

We’ve used this approach to help all sorts of tradies with their digital marketing – and today, we’ll be focusing on one trade in particular: air conditioning installers.

Our tradie digital marketing process: how it works

While each tradie needs a different, unique strategy to get the results they want, for each of them the process starts out the same way.

Each of our tradie digital marketing strategies starts by addressing a couple of key points that we would go over with every client when we design and build your website. 

  • Current site audit
  • Your services and pricing
  • Who your competition is
  • Your point of difference

An in-depth consultation allows us to drill down into each of these things, crafting a digital marketing strategy for your tradie website that we use to get you more phone calls, leads and jobs.

Sure, it takes a little bit longer – however, it also allows us to craft you a strategy that’s 100% yours!

Once we have this information, we get to work, using powerful analytics software to crunch the numbers and identify:

  • What your competitors are doing right
  • What your tradie website is doing wrong
  • Things we need to fix
  • What sorts of changes we need to make

Like we have said previously though, every trade is different and will require a different marketing approach. You can’t simply adopt the marketing strategies of another business and hope that it works!

Unfortunately, when it comes to digital marketing (and not just for tradies, either), a lot of tutorials prescribe general strategies.

The problem with these is that tradie websites and digital marketing strategies operate somewhat differently. Without special consideration for your needs as a tradie, your digital marketing strategy won’t get you the results you need.

How our tradie marketing team helps you build the perfect website

Our team has been creating websites for tradies and digital marketing strategies to sustain them for a very, very long time. 

We’ve noticed that tradies in particular have a couple of requirements that other types of businesses don’t have. While the toolbox may be the same, the exact combination of different tools and strategies we use needs to change.

Here’s how…

A strong focus on brands

The brands you work with are important for any business – but especially for air conditioning installers.

Your workmanship and installation are only half of what make your air conditioning jobs stand out – the other half are the air conditioning brands and systems that you work with.

That’s why digital marketing strategies like SEO or PPC ads need to also focus on making you visible for the brands you work with, and not just your services.

For example, your tradie SEO strategy can’t just focus on getting you found for search terms like “air conditioning repairs” – you need to start ranking for brand-related searches, too.

Of course, that comes with its own problems. For example, choosing the wrong brand-related keywords can lead to time being wasted competing against the brands themselves.

Location matters

Again, location is king for a lot of businesses – for tradies however, it’s just that little bit more important!

For air conditioning installers, this means focusing on getting you to rank or be visible throughout your service area. After all, what’s the point if your tradie digital marketing nets you a bunch of calls from the other side of the city?

During our initial meeting, we’ll sit down and talk with you to find out where you operate. Do you cover the entire city? Or just a specific part of it? Do you only offer repairs in certain areas, while also going anywhere for installations?

Whichever one it is, your digital marketing strategy needs to work around this.

Unfortunately, many overlook this when setting their digital marketing, leading to sub-par results, or calls from areas that you really don’t want to travel all the way to.

Accounting for seasonality

Unlike other trades, air conditioning is a highly seasonal business. For half the year, you’re super busy, with plenty of installation and upgrade jobs, as well as repairs and servicing for overworked systems.

For the other half of the year, you’re more-or-less treading water.

Your digital marketing strategy needs to accommodate both of these things, with different offers and focuses during quieter seasons in order to help keep you afloat during the quieter parts of the year.

Ongoing support

Just like an air conditioning system needs ongoing service and repairs to work optimally, your tradie digital marketing strategy also needs ongoing work to ensure that it’s performing.

Using powerful analytics software, our team monitors your strategy’s performance, adjusting it on the fly and tweaking as needed.

This is what allows us to get you the results you want!

Case study: Tri-Tech Air Conditioning

Based in Brisbane and operating since 1989, Tri-Tech is an established name in Brisbane’s air conditioning market.

About halfway through 2018, Tri-Tech came to us for a wide range of digital marketing services, such as search engine optimisation, as well as PPC and responsive advertising.

As part of their digital marketing strategy, we’ve been:

  • Focusing on getting them to rank for Brisbane-based air conditioning searches
  • Focusing on Daikin and Mitsubishi Electric brands specifically
  • Using their experience and awards in our digital marketing
  • Shifting our focus to repairs and service during winter
  • Running air conditioning installation promotions to secure jobs during winter

All of which have more than doubled the amount of overall traffic they get and dramatically increased the number of conversions they’ve gotten – over the last 12 months alone, we’ve tripled the amount of quote forms filled out!

When it comes to online marketing for tradies, you need a team with experience

Digital marketing for tradies is different from other types of digital marketing. That’s why it’s so important that you get the right team to put your digital marketing strategy into action.

That means finding a digital marketing team that:

  • Has experience working with tradies of all stripes
  • Offers unique digital marketing strategies tailored for the needs of tradies
  • Is able to adjust their strategies for your specific trade

Luckily, iformat ticks all of those boxes!

Using a combination of techniques, like SEO, content marketing, PPC advertising and more, we ensure your target market is able to find its way to you instead of your competitors.

We’ve helped all manner of tradies over the years, including air conditioning installers.

You can get in contact with our marketing for tradies team on 1300 88 64 50, or click here to get in touch online.

You can also visit us for website for tradies in Melbourne: pop into our office at 105D Carpenter Street, Brighton 3186 VIC.

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