In the latest episode of The Toolshed podcast, addresses a key but often overlooked element of operating a construction business – the marketing. Many tradies frequently find themselves caught in a cycle of feast and famine, driven by inconsistent marketing efforts, which leaves them overwhelmed with work one month and struggling to find projects the next.
Stephanie Campanella, founder of TradiesGO, shares her extensive knowledge from years of helping tradies and builders enhance their digital marketing strategies. Starting out assisting her dad, a bricklayer, and now leading one of the top marketing agencies in the field, Steph understands how to keep builders visible, relevant, and profitable.
A key insight is the necessity of maintaining consistent marketing, even when your schedule is packed. Pausing marketing efforts—especially on platforms like Google and Facebook—can stunt business growth. Algorithms need time to learn and adapt, and any prolonged breaks can put you behind your competition. Marketing isn’t just about immediate results; it requires patience, experimentation, and ongoing adjustments to find what works best.
Practical strategies for building a sustainable pipeline of quality leads are essential. Paid ads, SEO, and content marketing position your business as the go-to builder in your area, regardless of team size. Automating lead nurturing processes can help capture potential clients before they slip away. For those without a full-time sales team, user-friendly tools like ‘Podium’ and ‘ActiveCampaign’ streamline communication and gather valuable client information without pulling you away from the tools.
Budgeting for marketing is another crucial aspect. Experts recommend allocating about 7% of your overall budget for marketing activities. Many leading trade marketing approaches involve consistent email campaigns, community engagement, and compelling content like case studies and ebooks. A comprehensive approach ensures you reach a broader audience and build lasting relationships with potential clients.
In marketing, it’s vital to communicate in a way that makes your audience feel seen, heard, and understood. Fortunately, you don’t need to step away from the tools to engage potential clients; automation and AI can streamline this process. With only about 1% of tradies actively using texting and emailing as part of their marketing strategy, embracing these tools puts you ahead of the competition. Those who neglect marketing risk falling behind, so automated communications can set you apart in the industry.
To thrive in today’s competitive landscape, shifting your mindset from “builder” to “marketer” is essential. Embracing this change through simple automation and consistent communication will keep you ahead of the game. If you’re not actively promoting your services, you risk falling behind.
A solid marketing strategy is crucial for success in the building industry, whether you’re a solo operator or managing a growing team. By implementing these strategies, you can elevate your construction business, ensuring a steady flow of work and long-term success. Remember, the work will come—if you’re prepared for it.
