Tips on Marketing to Niche

[Joe Y]

Hi and good morning.

We have our target market, we know what we offer, we know how we can help and we know we are cost effective. The last remaining question is, advertise and go where your target market look and are online....

This bit is killing us....

So how do you determine this. You will ask who is my target market, well, its tradesmen. When we get in front of them we convert them. But wow, I wish I could get in front of more of them.

Any ideas or tips on how to get in front of more tradesmen up and down the UK.

Thank you.

 

[estwig]

Targeting tradesmen with what, what itch are you offering to scratch?

 

[Joe Y]

We are ok with that side of things. Its how to get in front of them, knowing where they hang out online we are struggling with?

 

[ethical PR]

Why don't you take a stand and advertise at the builders merchants where they go to buy their products ? Offer free bacon and sausages butties as an incentive for them to stop by.

You can partner with the key builders merchants and as well as exhibiting at their stores and ask whether you can pay them to give out leaflets about your product/service.

This is of course assuming what you do is not a competitor.

 

[Joe Y]

So simple, but so good. Thank you Ethical PR.

 

[ethical PR]

So simple, but so good. Thank you Ethical PR.

My bill is in the post

 

[Joe Y]

Drop me an invoice, 30 days yeah?

 

[ethical PR]

Drop me an invoice, 30 days yeah?

I'm not that silly, my new clients pay by retainer in advance.

And on a more serious note, it's not so simple, you need to do your market research to find out the builders merchants you want to work with and then speak to their marketing team to agree an advertising package and budget with them to advertise in their stores and possibly online.

That is of course assuming you have done your market research to identify whether there is enough demand for your product/service at the price you want to charge.

 

[Joe Y]

Haha...

I will be working on a proposal to them today. We certainly have the right offering and there is certainly the demand.

 

[ethical PR]

Haha...

I will be working on a proposal to them today. We certainly have the right offering and there is certainly the demand.

Hope you have deep pockets then third party marketing with national brands doesn't come cheap.

 

[Joe Y]

Nothing does.

 

[estwig]

We are ok with that side of things. Its how to get in front of them, knowing where they hang out online we are struggling with?

Maybe that's your problem, your thinking about marketing to tradesmen.
Try thinking about how you can solve their 'problem' and what solution they look for to solve that 'problem'. If you knew this, you would know how to target them.

 

[Joe Y]

Ok, I know their problem and I am sure I have their solution, but my problem still remains. How do you mean specifically?

 

[Joe Y]

PS - I like your quote at the bottom, very true!

 

[ethical PR]

OK have just realised it's your monthly website service.

You don't know their problem @Joe Y. You are looking at this the wrong way around.

You have a product you want to tout to tradesmen - a pay monthly website, because this works best for your business model, rather than because you understand how tradespeople market themselves and whether that is what they want.

In most cases they don't.

What you haven't done is understand how tradesmen promote themselves. Many do this through word of mouth, placards outside where they work, their vans and social media including using FB pages rather than websites to promote what they do.

Where they have websites it's not something they put a lot of thought or effort with, in many cases.

Their websites aren't always great, but they don't need to be, as it isn't a main channel for them in terms of gaining business.

 

[Joe Y]

I have understood how tradesmen promote themselves. A website to them is like a new language or asking them to move to mars. But when you explain the benefits, they go for it in a lot of cases.

The websites they have aren't always great, that is an understatement, they are terrible, because they have been mass sold by companies such as Yell, and while it isn't a main channel for them, it certainly should be, both in terms of new business and time saved, but also in terms of trust. For example the trades that do better on Checkatrade for one, have a website.

 

[ethical PR]

I give up. Hits head against the wall.....

 

[Joe Y]

So in a lot of cases for a lot of tradesmen, I know their problem.

 

[Joe Y]

I give up. Hits head against the wall.....

- I have agreed with you!! But I do think I know their problem, its how to get in front of them to explain it.

 

[Joe Y]

The problem is, I pay £x to sites such as Checkatrade and I never see any work from it. There is a soluition. I hear it every day, but I want to hear it more.

 

[ethical PR]

- I have agreed with you!! But I do think I know their problem, its how to get in front of them to explain it.

You aren't agreeing with me Joe. I am saying that those working in trades aren't a good market for you to go after. They are difficult and expensive for you to reach, and get their business mainly through word of mouth and increasingly social media, so don't see the need to have a great website.

The majority of people looking for a builder, plumber, electrician etc will ask a friend or a family member to see if they have anyone they can recommend. Or they will post on a local FB group and ask for recommendations.

 

[Joe Y]

Ok fair point. Yes I don' agree with you. I think they are missing out in a big big way. Time to change their methods.

 

[saythisinstead.co.uk]

Just been lurking here reading this thread.

If their problem is getting new clients [work] and anyone thinks that a great website is what they need [the gist of this thread?].....that's a flawed assumption. I've spoken to lots of tradespeople on exactly this subject.....and almost without exception, 'a better website' is not the answer for them [they tell me].

 

[Joe Y]

So they already have a website that's not working for them? A website or a better website?

 

[Joe Y]

Companies that don't have a website are in the stone age these days. Lots of research out there confirming people do not trust companies without a web presence. These small businesses are literally losing out on new business every day of the week. If they are stuck in their ways then ok, I will try to change that but won't succeed all of the time, but if they are ready to embrace new opportunities available to them, then its a massive market to tap into. There are 2m companies without websites, that's crazy!

 

[estwig]

A lot of tradesmen do understand the value of a website, they don't understand anything about them, how they work, or how to get one that does work. So because tradesmen don't tend to have websites for these reasons, the myth they don't want them, persists.

You need to advertise in the places they are using at the moment, or looking to use, local fb groups, use adwords appearing for terms like: how to advertise on checkatrade/fmb find a builder/trading standards/yellow pages, might work. Placing ads in parish council magazines might also work. Look for places builders are already advertising, and try to get your pitch in, before they place the ad.

 

[Joe Y]

Just been lurking here reading this thread.

If their problem is getting new clients [work] and anyone thinks that a great website is what they need [the gist of this thread?].....that's a flawed assumption. I've spoken to lots of tradespeople on exactly this subject.....and almost without exception, 'a better website' is not the answer for them [they tell me].

But that is their assumption based on either having no website to start with or a website that's not working for them. They have no idea how a website can help their business if they are not aware of how it can. Does your website work for you? No! This is not a reason not to appeal to those prospective clients.

 

[Joe Y]

A lot of tradesmen do understand the value of a website, they don't understand anything about them, how they work, or how to get one that does work. So because tradesmen don't tend to have websites for these reasons, the myth they don't want them, persists.

You need to advertise in the places they are using at the moment, or looking to use, local fb groups, use adwords appearing for terms like: how to advertise on checkatrade/fmb find a builder/trading standards/yellow pages, might work. Placing ads in parish council magazines might also work. Look for places builders are already advertising, and try to get your pitch in, before they place the ad.

Couldn't agree more. Thank you.

 

[saythisinstead.co.uk]

Neither.....or either.......

Their main source of work is not coming from their website. You may be
able to persuade those without a website to have one, but usually they've
been battered by every website designer/builder and have resisted thus far
and have survived in business without a web presence and don't think they need one.

Your 'niche target' isn't just 'tradesmen'...it's 'tradesmen who are not getting enough work'
and need to discover how to solve that problem.

Solve that problem and you'll be going somewhere.

How do you target 'tradesmen who are not getting enough work'?

There is a simple answer to this [and that is what I do for a living....finding tradesmen who need more work]...that is the essence of your problem right now.....figuring out how to find tradesmen who want more work.

 

[Joe Y]

What do you offer them?

I have a plan on how to find them. Yes I agree you are right on my niche.

 

[saythisinstead.co.uk]

I offer them a completely different way of finding more work than the one you are offering.

You can make money at this. You just need to find the right target/niche..i.e. 'Tradespeople who don't have enough work'. HINT: The ones with enough work don't advertise ;0).....soooooooo

 

[Joe Y]

Can I PM you? Just to tell you my plan and gauge what you think.

 

[saythisinstead.co.uk]

Yes..of course ;0)

 

[estwig]

Neither.....or either.......

Their main source of work is not coming from their website. You may be
able to persuade those without a website to have one, but usually they've
been battered by every website designer/builder and have resisted thus far
and have survived in business without a web presence and don't think they need one.

Your 'niche target' isn't just 'tradesmen'...it's 'tradesmen who are not getting enough work'
and need to discover how to solve that problem.

Solve that problem and you'll be going somewhere.

How do you target 'tradesmen who are not getting enough work'?

There is a simple answer to this [and that is what I do for a living....finding tradesmen who need more work]...that is the essence of your problem right now.....figuring out how to find tradesmen who want more work.

No, you shouldn't be targeting tradesmen who need more work, if they need more they are possibly crap at what they do and have no money. Target tradesmen who want more work, not need it and ideally tradesmen who understand the value of marketing for the type of work they specifically want. This is niche and this is the place to start looking and spread out from.

 

[saythisinstead.co.uk]

Need or want...whatever.....

 

[Joe Y]

No, you shouldn't be targeting tradesmen who need more work, if they need more they are possibly crap at what they do and have no money. Target tradesmen who want more work, not need it and ideally tradesmen who understand the value of marketing for the type of work they specifically want. This is niche and this is the place to start looking and spread out from.

But how, where and when!! Its a problem I am struggling with other than my one main idea.

 

[saythisinstead.co.uk]

If they need/want more work....they are your market.

If they already understood the 'value of marketing' they wouldn't need help would they?

You just need to figure out who they are and how to get in front of them...it 'aint rocket surgery
you just need to think a bit differently...it's actually really simple.

 

[estwig]

Need or want...whatever.....

No, it's not whatever, there is a fundamental difference that is massive in marketing terms.

 

[saythisinstead.co.uk]

So you're saying...if they need more work they are crap at what they do?.......

 

[Joe Y]

If they need/want more work....they are your market.

If they already understood the 'value of marketing' they wouldn't need help would they?

You just need to figure out who they are and how to get in front of them...it 'aint rocket surgery
you just need to think a bit differently...it's actually really simple.

Which iiiiiiiissss.........