If you’re in the trade business, you are likely feeling the “economic pinch.”

In the past 12 months, layoffs have hit record levels, and more unlicensed individuals are flooding the market, deceiving consumers in a desperate attempt to make a living.

By doing so, they undercut qualified and hardworking tradespeople who have spent decades honing their skills and building their reputations.

The internet is a platform that gives anyone a voice! So go get your Highvis!

Whether you are licensed and experienced or not, it is unfortunately often very hard for consumers to differentiate between businesses online without extensive research.

This presents a dilemma for both tradespeople and consumers.

The internet and digital marketing agencies provide equal opportunity for anyone especially for those who know more about marketing than others. From personal experience, one can register a new business, build an effective website, and start generating leads (business) within one week!

If you are a long-standing tradesperson, what will separate you from all the startups and competitors? What is your point of difference? Why should a consumer choose you over someone else?

While offline efforts such as reputation and word of mouth are very effective, this article focuses on online reputation and being found in an ocean of unlimited offers.

So, to answer the question, let’s ask another: If a consumer is searching for a service and finds you first, what are the chances they will also call you first? 

Statistics show that over 95% of user searches result in the first 1-3 search results being contacted. 

Now Let that sink in.

Licensed vs. Unlicensed Industries in New Zealand

In New Zealand, there’s a notable gap between the requirements for owning a business and being qualified to operate within that business’s industry. This means you don’t need to be a licensed plumber to own a plumbing business, and this principle applies broadly across all licensed industries. While there are rules and regulations governing how business owners should conduct themselves in these sectors, this doesn’t directly impact marketing strategies, which is the focus of our discussion.

As a proficient marketer, I could establish any limited company, such as a “mobile mechanic company,” leveraging my expertise to generate business within that niche. However, my limitation lies in my lack of industry-specific knowledge. I can generate leads, but I wouldn’t know how to handle them effectively.

Conversely, if my client, who is a mobile mechanic, wanted to generate business, I could use my marketing skills to help them achieve their goals. Internet search engines are indifferent to the actual qualifications or experience of a website owner. They evaluate content based on relevance to the user’s search, as determined by AI algorithms.

Here’s a crucial point about content: anyone can create it, and if it’s good enough to meet search engine criteria, it will appear in search results. This doesn’t apply to all search results on Google, but it illustrates how we can educate search engines to prioritize our clients over others.

My client’s main challenge is that all competitors are striving to generate business within the same niche. Regardless of their experience, qualifications, or success, they all appear competent on paper. Google can only assess the content quality and relevance, not the real-world expertise behind it.

Improving Marketing Strategies

To differentiate our client’s business, we need to focus on creating high-quality, authoritative content that not only meets search engine criteria but also genuinely reflects the expertise and value our client offers. Here are a few strategies:

1. Content Quality and Relevance: Produce detailed, informative content that addresses common questions and concerns within the industry. This can include blog posts, how-to guides, and industry news.
2. SEO Best Practices: Optimize all content with relevant keywords, meta descriptions, and internal linking to improve search engine visibility.
3. Customer Reviews and Testimonials: Encourage satisfied customers to leave positive reviews and testimonials, which can enhance the business’s credibility and attract more leads.
4. Social Proof and Case Studies: Share success stories and case studies that highlight the business’s expertise and successful projects.
5. Local SEO: Optimize the business for local searches by ensuring it is listed on Google My Business and other local directories, with accurate contact information and consistent NAP (Name, Address, Phone number) details.

By implementing just a few of these strategies, we can help our client’s business stand out in a competitive market, leveraging both marketing expertise and genuine industry knowledge to attract and retain customers.

Rank has consistently dominated the Google charts for years in various sectors, including:

• Plumbing
• Electricians
• Drainage
• Gasfitting
• Hot Water Cylinders
• Electricians
• Renovations
• Builders
• Mechanical
• Tinting
• Tilers
• Paperhangers
• And many others

Our clients enjoy a steady flow of leads throughout the year, thanks to our proven organic strategies. By integrating Google Ads to complement these strategies, we ensure a comprehensive approach that leaves a lasting impression, encouraging potential customers to engage further.

Key Components of Our Success

Comprehensive Organic Strategies

Our organic strategies are designed to enhance visibility and drive engagement. These include:

1. High-Quality Content Creation: We focus on creating authoritative, relevant content that answers common industry questions and showcases our clients’ expertise.
2. Search Engine Optimization (SEO): We employ the best SEO practices, such as keyword optimization, meta descriptions, and internal linking, to improve search engine rankings.
3. Local SEO: Optimizing for local searches ensures our clients appear in local business directories and map listings, enhancing their visibility to nearby customers.

Effective Google Ads Management

By managing Google Ads alongside our organic strategies, we provide a balanced approach that maximizes reach and impact. This includes:

1. Targeted Ad Campaigns: Creating and managing ad campaigns tailored to specific industries and localities to attract the right audience.
2. Budget Optimization: Ensuring efficient use of ad budgets to achieve the best possible return on investment.
3. Performance Monitoring: Regularly reviewing and adjusting ad performance to maintain optimal results.

Why Choose Us?

Our approach not only drives traffic but also ensures that our clients are seen as industry leaders. The combination of organic strategies and well-managed Google Ads creates a robust online presence that stands out in competitive markets. Our clients consistently rank high in search results, enjoying a continuous stream of leads and growing their businesses year-round.

By partnering with us, you can leverage our expertise to enhance your online visibility, attract more leads, and ultimately grow your business. Let us help you dominate the search results in your industry.