Tip 1: Do an as-is analysis
Before you get started with any online marketing efforts, it’s important to first recap what forms of online marketing you’re already investing in with your craft business. Perhaps some of this is already having a positive effect on customer acquisition.
You should answer the following questions:
Is there or was there already an online marketing plan?
Which channels are or were served?
Is there an advertising budget, if so, how much is it?
How successful have the marketing measures been so far?
Were your previous marketing efforts focused on specific regions?
Then, evaluate which of the actions are worth continuing and which new actions they should take.
Tip 2: Know your target group & address them correctly
To ensure that your marketing measures are well received, you need to know your target group well so that potential clients feel that they are being addressed. If the focus of your craft business is on winning large orders in the B2B sector, you should also tailor your advertising measures to this.
Especially in the B2B area, it is often the case that several decision makers are involved. Therefore, you should satisfy the needs of all parties and put aside their problems and doubts.
If you address rather private people, usually only one person decides to whom the order will be assigned. Accordingly, here it is important to completely satisfy the needs of the individual.
With the right content for your craftsmen website, you will achieve a clear competitive advantage and manage to generate new orders and win loyal customers.
Tip 3: Create or optimize your website
According to the Federal Statistical Office, many of Germany’s craft enterprises do not yet have a website, or have one but are only half-heartedly taking care of it. In order for you to hit the ground running with your online marketing, it is immensely important to have a good website of your own.
Your website is like a business card for your company and much more. Introduce yourself, your team and your work. Show why potential clients should choose you and not your competitors. Showcase your achievements and flaunt special projects.
This builds trust with potential customers and demonstrates your expertise. People are more likely to award contracts to service providers whom they trust and who they trust to carry out the task in the best possible way.
Clients do not want to hire the second-best roofer, but the one who appears to have the most expertise and appears trustworthy.
That’s why a search engine optimized website is one of the most effective online marketing efforts. If potential customers find you in search on all topics related to their problem, it fuels confidence in your craft business.
Tip 4: Optimize your website for smartphones
If you already have a website or have yet to create one, be sure to optimize it for use on smartphones and other mobile devices.
Search queries from smartphones are becoming more and more frequent. The first searches for services take place almost exclusively via smartphone. That’s why your website should also be mobile optimized, so that even on the road your business is number 1 in search.