Common Marketing Mistakes Trades Companies Make

Out there working hard, but not seeing more calls coming through? We get it. Many hardworking tradespeople face the same set of challenges when trying to market their businesses. The good news is that most of these marketing mistakes are easy to fix.  

Here are 7 common marketing mistakes people in the trades make, and ways to get things in working order whether you work with us or not.  

Marketing Mistake #1: No Game Plan 

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Running a marketing campaign without knowing exactly who you want to reach or what your goals are will simply not work. Your strategy should be consistent, intentional, and balanced — not so broad that it misses the mark, and not so narrow that it limits your growth. 

How to make it work:  

Begin with a clear plan. Consider who your target audience is, what they need, where they are located, and why they should choose you over your local competitors. Having an agile marketing strategy helps support your sales reps throughout the year and keeps you constantly booked.  

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Marketing Mistake #2: A Weak Website and Hard-to-Find Business 

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Your website should work as hard as you do. If it is slow, confusing, or poorly organized, potential customers will not stick around (and they certainly won’t book you). If your website or local profile does not appear in nearby Google searches, you miss countless job opportunities right in your backyard. 

The fix:  

Check your website! Do you think it works well and is organized, mobile-friendly, and easy to use? If not, there’s your first sign to make it work better.  

In service-based fields, your site and Local Profile should showcase your portfolio, outline your services, and provide simple instructions for potential clients to contact your business (bonus if you can directly link to your scheduling app for bookings right there). Of course, to truly make it work best for your trades company, optimize everything on your website for local searches - called SEO - to increase visibility when people in your area look for your services! 

Marketing Mistake #3: Inconsistent Branding 

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This one hits a lot of our tradespeople. If your business looks different on your business cards, work trucks, website, and social media, customers won’t remember you or trust you as much. You cannot build a brand without a consistent look & feel. Period. So, remember to keep your branding consistent. 

The fix: 

Use the same logo, colors, tone, and business name everywhere, whether it is on your business cards, online listings, or tradeshow materials. This not only makes you look more professional but also makes you memorable and helps build your legacy as the best pro in town! 

Marketing Mistake #4: Inconsistent and Outdated Promotional Content 

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If you do not share your work online or request reviews from satisfied customers, your audience won’t know what you bring to the table. Photos, testimonials, and reviews give potential customers the confidence they need to choose your business over the competition. 

How to make it work: 

Make it a habit to photograph completed projects, request feedback from satisfied clients, and regularly update your website and social media.  

Keep your online presence up-to-date and relevant by showcasing recent work, showing your care and dedication by taking time to respond to reviews. This encourages more positive feedback and demonstrates to potential customers that you value their experience. 

Marketing Mistake #5: Spending on Ads Without a Plan 

Spending money on ads without a clear plan is a quick way to drain your budget without bringing in quality leads and customers! 

Now, the fix here is: 

Spend your money wisely to get the most from your advertising. Tailor your ads to your target audience, hours, zip codes, then track your results and adjust your approach according to what works for you.  

Marketing Mistake #6: Relying Solely on Word of Mouth 

While referrals are helpful in obtaining new clients, they are not enough to single-handedly support the growth of your business long-term.  

Here’s your fix: 

Your marketing strategy should comprise several different means to scale. We take an integrated approach that means clients are more visible in local search results. Add maintaining an active online presence, engaging with your community on social media, and nurturing relationships with past customers and you’re well on your way to marketing that works for you! 

Marketing Mistake #7: Trust, but Verify with Tracking 

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When you’re just guessing, there's no way to track what is working. You can’t just throw it together and see what sticks. Remember, hope is not a strategy.  

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How to make it work: 

Creating a repeatable system and tracking your results takes the guesswork out of marketing. Free insights from Google, Local Profiles, ad campaigns, and social accounts are key to growth in home services and trades. It saves time, helps you stay consistent, and lets you build on what actually works. 

Let’s Make Your Marketing Work 

Feeling like your marketing toolkit is missing a few key tools? Mostly your time to get it done and still represent your brand well...Marketing may not be your trade—but at My Marketing Works, it's ours.  

We specialize in helping service-based businesses expand their presence, achieve their goals, and communicate authentically with their local audience. Want to know more about how it works? Contact us today to schedule a consultation!

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