Authenticity in Trades & Home Service Brands

Marketing is ever-changing and rapidly changing at that. Authenticity (you, being you) has emerged as the consistent driving force behind successful marketing strategies.  

To see your marketing work most effectively, here's our quick practical guide to ensure authenticity in your marketing strategy: 

• Share Real Stories: Use testimonials and case studies to demonstrate how you’ve positively impacted your customers' lives. Real stories resonate. 

• Engage with Your Community: Be present where your customers are, whether it's through social media, local events, or community sponsorships. 

• Maintain Consistency: Ensure that your brand message is consistent across all channels. This consistency enhances credibility. 

• Showcase Your Process: Give insights into how you deliver your services. Transparency goes a long way in building trust. 

• Be Responsive: Address customer questions and feedback as fast as you can. This communicates that you value their input, further cementing your authenticity. 

‍

Why Does Authenticity Matter?   

‍

Authenticity, at its core, is about being genuine and true to one's character or brand.  

In your marketing efforts, it can significantly influence purchasing decisions. Put yourself in the customers’ shoes: You’re choosing between two service providers. One offers polished, glossy ads, while the other shares genuine stories, customer reviews, and behind-the-scenes insights. Which one feels more relatable and trustworthy? Most likely, the latter. That's the power of authenticity—it builds trust and rapport with customers.  

Now consumers are savvy and can spot inauthentic marketing from a mile away. When you present your home services authentically, you're not just selling a service; you're selling a promise—that you’ll deliver quality and care. That’s how we believe you move the dial locally and become the go-to-company in your field. Create an emotional connection with your audience, and in turn, they become more loyal to your brand. 
‍

From Stock to Reality: The Impact of Real Images and Videos 

‍

If you're a franchisee, they may share their generic brand images with you, but trust us, it's not fully working for you. And if you're a solopreneur or small team, it's even more important. To scale and be a leader in the local community, you need to be authentic, share your team and approach to market your business.  

To have your marketing work, you need to truly captivate your audience. Attention spans are short nowadays, so keep it entertaining and relatable! Show the intricate details and the sweat poured into each job. And use that to help you book the next one.   

Instead of relying solely on stock photos or generic brand photos to depict your services, imagine the power of showcasing your actual projects. By sharing real images and videos of your finished work, you begin telling an authentic story. This enhances your credibility and sets realistic expectations for leads. 

‍

Capturing Authentic Moments: Tips for Home Service Pros 

Here at My Marketing Works, we often get asked, "What do I take photos or videos of?" or "What can we do with this photo or video?". We won't leave you hanging! 

Here are some actionable tips for you:  

• Embrace Storytelling: Start by showcasing real-life stories that highlight your services. For example, document a project's journey from start to finish. Share client feedback, challenges faced, and the solutions you provided. 

• Engage with Your Team: Spotlight your team members. Create engaging ‘Meet the Team’ videos. Each team member can share their unique background, qualifications, and their passion for the industry. This humanizes your brand and builds trust with your audience. 

• Showcase Your Work: Use real images and videos of your completed projects. Let potential customers see the true craftsmanship and dedication in each project. As a contractor, you can really highlight the difference your work makes by using before-and-after pictures in your projects. 

• Virtual Tours: Offer virtual tours of your completed projects or showcase ongoing efforts using interactive media. This approach gives interested clients a sense of being 'on-site' without leaving their homes. 

• Spontaneity Matters: Capture candid moments. Whether it’s a team member’s genuine reaction to a job well done or a client’s unscripted appreciation, these spontaneous moments resonate on a deeper level with your audience. 

By prioritizing these strategies, you can enhance your marketing efforts and create lasting connections with your leads.  

‍