SEO

Gone are the days when word-of-mouth and a Yellow Pages listing kept your business calendar full.

Digital marketing has always been essential to trades- but unlike that trusty set of wrenches, marketing tools keep changing at lightning speed.

In 2024, building trade professionals face a newfound reality: adapt to new trade digital marketing trends, or risk watching competitors snap up the customers who now live their lives online.

Why Modern Marketing Matters for Trade Professionals

Here’s the thing: amazing technical skills alone won’t fill your schedule anymore.

Today’s property managers and homeowners research everything online before making a call.

They check reviews, watch project videos, and expect instant responses to their questions.

The good news?

Digital marketing doesn’t have to be complex – it just needs to be smart and consistent.

The Real Impact on Local Service Businesses

• More first-time customers finding you through Google searches and maps
• Higher customer retention through automated maintenance reminders
• Better qualified leads that understand your services before calling
• Reduced marketing costs compared to traditional advertising
• Easier tracking of which marketing efforts actually bring in jobs
• Greater ability to showcase your team’s craftsmanship through visual content
• Stronger relationships with property managers and general contractors

Just as you’d invest in quality tools, investing time into understanding trade digital marketing trends is about working smarter, not harder.

You don’t need to master everything at once – even small, consistent steps forward can lead to significant results.

Trend #1: AI, Your Always-On Digital Employee

Remember pulling all-nighters for emergency calls?

AI now handles the initial response, giving you back your sleep schedule.

Small trade businesses are discovering that AI isn’t just for tech giants – it’s becoming as basic as having a business phone number, but way more powerful.

How AI Changes Your Customer Service Game

The beauty of AI in trade services lies in its simplicity.

Think of it as having a super-efficient office manager who works 24/7, never takes breaks, and handles routine tasks without missing a beat.

This digital helper manages the basic stuff while you focus on what you do best: solving technical problems and delivering quality work.

• Smart chatbots answer common questions instantly (like “Do you service my area?” or “What’s your emergency call-out fee?”)
• AI scheduling tools fill your calendar intelligently, considering travel time between jobs
• Automated maintenance reminder systems keep customers on track with regular service
• Lead qualification happens automatically, sending only serious prospects your way

Trend #2: Video Content, Technical Expertise Meets Entertainment

If you’re active on social media, you’ve noticed something fascinating: people are hooked on watching others work.

From satisfying pressure washing videos to complete HVAC installations, viewers can’t get enough of skilled trades in action.

This shift means your everyday work projects can become powerful marketing tools that attract both homeowners and property managers.

What Makes Trade Videos Click

• Before-and-after transformations that showcase your problem-solving skills
• Quick tip videos that help customers with minor fixes
• Time-lapse footage of major installations or repairs

These videos do more than just rack up views – they build trust and show potential customers exactly what makes your work worth every penny.

When people see the complexity behind what you do, they better understand your value.

Platform-Specific Sweet Spots

• Instagram Reels: 30-second job highlights and quick maintenance tips
• YouTube: Detailed how-to guides and longer project walkthroughs
• LinkedIn: Professional case studies targeting commercial clients
• Facebook: Community-focused content and customer success stories

Your knowledge is valuable – and when packaged in bite-sized video content, it becomes irresistible to potential customers who appreciate seeing exactly what they’re paying for.

Trend #3: Local SEO and Google Business Profiles

Remember when customers used phone books to find local contractors?

Today, they ask Alexa or Google to “find a plumber near me.”

Local SEO has evolved beyond basic keywords – it’s now about matching the natural way people search for services, whether they’re typing or talking to their devices.

The New Local Search Landscape

• Voice-optimized descriptions that match how people actually speak
• Service area pages for each neighborhood you cover
• Emergency service keywords tied to specific locations
• Mobile-friendly contact information for quick calls

The closer your online presence matches natural customer behavior, the more likely you’ll show up when they need you.

Google Business Profile Must-Haves

• Current photos of your team and vehicles
• Clear list of services with accurate pricing indicators
• Regular posts about completed projects
• Quick responses to all customer questions
• Updated holiday and emergency hours
• Service area maps showing coverage zones

Your Google Business Profile works like a digital storefront – but unlike a physical location, you can update it instantly to match seasonal demands or highlight emergency availability.

Making these updates regularly signals to search engines that your business is active and reliable.

Expert Insight

According to Bullfinch, a web design Austin studio, “The biggest mistake trades make with local SEO is not updating their service areas when they expand. Add new service areas one at a time, and post content specific to each neighborhood. This gradual approach helps Google understand your true service footprint and ranks you better for those areas.”

Trend #4: Mobile-First Services

Your customers manage their entire lives through their phones – from ordering groceries to controlling their thermostats.

They expect the same convenience from their trade service providers, and the smart ones are delivering.

The Mobile Money Movement

Mobile payment systems aren’t just convenient – they get you paid faster and reduce those awkward payment conversations.

What Customers Expect From Mobile Services

• Instant quotes through text or app messaging
• Digital invoices they can pay with one tap
• Real-time project updates with photos
• Easy scheduling and rescheduling options
• Quick access to service history
• Simple ways to approve additional work
• Video chat options for initial consultations
• Digital signatures for contracts and approvals

The beauty of mobile-first service isn’t just about making things easier for customers – it’s about creating a paper trail that protects everyone and keeps projects moving smoothly.

When everything is documented in an app, there’s no more “he said, she said” about what was agreed upon.

The Time-Saving Reality

Mobile tools cut administrative time by up to 75%.

Instead of spending evenings catching up on paperwork, you can focus on growing your business or – imagine this – actually taking time off.

Trend #5: Data-Driven Personalization, Making Every Customer Feel Like Your Only Customer

Every interaction with your customers creates data, and that data tells a story.

Smart trade businesses are using these stories to predict needs, prevent problems, and show customers they’re paying attention.

• Seasonal patterns reveal perfect timing for maintenance offers
• Usage habits inform personalized service recommendations
• Customer preferences shape communication styles
• Service histories guide custom maintenance schedules

The Power of Prediction

When you know a customer’s water heater is nearing the end of its life, or their HVAC system typically needs attention in early spring, you can reach out at exactly the right moment.

This isn’t just good business – it’s great service that customers appreciate.

Smart Data Use in Action

• Birthday discounts on annual maintenance plans
• Weather-triggered reminders for seasonal services
• Custom portal access for property managers
• Personalized video updates on long-term projects

The Human Touch in Digital Form

Data-driven personalization actually makes your service more human, not less.

By remembering every detail about your customers’ systems and preferences, you’re showing them the kind of attention that used to only come from the neighborhood handyman who’d served their family for decades.

Making Digital Marketing Work For Your Trade Business

Here’s the simple truth: you don’t need to implement everything at once.

Start with what makes sense for your business right now.

Maybe that’s setting up a basic AI chatbot for after-hours inquiries, or creating a few quick videos showing your team’s expertise.

The key is picking one thing, mastering it, and then moving on to the next.

Your Next Steps

Pick the trend that solves your biggest current challenge.

If you’re missing after-hours calls, start with AI chat.

If customers don’t understand the value of your work, focus on video content.

If you’re struggling to get found online, prioritize local SEO.

The beauty of digital marketing is that you can add pieces one at a time, testing what works best for your specific situation and customer base.

The trades aren’t just changing – they’re leading the way in how local service businesses use technology to improve customer experience.

Your skills and knowledge are more valuable than ever – now it’s just about making sure the right people can find you when they need you.

Agency receives high rankings in national survey of industry leaders for their expertise and results in fields of specialization

Ripley PR, an award-winning global public relations agency specializing in skilled trades, manufacturing, franchising and B2B technology, has been recognized by Newsweek as one of America’s Top PR Agencies for 2024.

To highlight the public relations agencies that are the most recommended in their sector or specialization in the United States, Newsweek partnered with Statista to release the list of America’s Best PR agencies this month.

The final list of 150 agencies is based on a survey of PR agency employees and owners, as well as people who work in the PR, communications or marketing departments of an American company. The agencies with the most recommendations represent 11 client sectors and 13 specializations. Sectors include areas of practice like consumer goods, health care and industrial and manufacturing services. The specializations focus on services such as event planning, media strategy and influencer relations.

“Receiving this award is a particularly humbling experience since we were nominated by professionals who work in the industries we serve, and they supported us throughout the process,” said Ripley PR founder and CEO Heather Ripley. “It’s evidence that our clients trust the expertise of our dedicated team of practitioners who are committed to delivering outstanding results. They work hard every day to make sure our clients receive exceptional service on an individualized level.”

According to the Newsweek and Statista ranking system, Ripley PR received a five-star ranking for its work in the Industrial and Manufacturing sector. The company also received four-star ratings in the following specializations:

• Brand reputation and marketing
• Event planning
• Internal corporate communication and employee engagement
• Media relations and advertising
• Media strategy planning

“The team at Ripley PR is goal-oriented and strives to provide the best possible results for our clients,” Ripley said. “We want to be partners with our clients, and we go out of our way to develop a relationship with them so we can build on our successes together. Our clients recognize that we advocate for them on a daily basis and this honor reinforces that our agency is among the best PR providers for the skilled trades, B2B tech, manufacturing and franchising industries.”

Founded in 2013, Ripley PR offers its clients strategic communications services, including crisis and reputation management, communications strategies, media relations and strategic planning. The agency’s unique combination of expertise and creativity in public relations helps clients build brand awareness, establish a positive reputation, and capture the attention of the news and trade media covering their industries.

For more information visit www.ripleypr.com or call (865) 977-1973.

One of the biggest things a home service professional needs when it comes to growing their business is great customer service. And that is where more and better sales will happen. Happy customers, when it comes to home services, are repeat customers. But what else can you do to sell more? 

First Impression

No matter what the circumstances, a first impression matters. But when you are a home service provider, you need to be extra vigilant. Why? Because as a plumber, you are entering someone’s private space – as a stranger. 

It is your job to put them instantly at ease; being friendly and positive is essential. Since you never know what state the house or the person is in, being nonjudgmental and focusing on the job is necessary. Use your name to introduce yourself, and quickly find some common ground – the weather is often the easiest to use. 

Value 

When you are focused only on the upsell and increasing profits, you’re not likely to see a huge improvement. If, however, you approach it from a ‘what is value to this customer?’, things change; instead of trying to sell them the most expensive one, as them what they need and opt for the best value, often, customers will want regular maintenance, repairs, and more when they understand how it benefits them and the value it offers. 

Additional services are where your skills as a plumber shine; most customers can’t do what you do – and in some cases, they don’t even understand it. Show them the issue and explain the solution. These issues could be anything from corrosion, leaks, old heaters, bad pipes, and more. 

Training 

Confidence is key when it comes to selling more services and products, and often, that takes some dedicated sales training. A sales training LMS can be used by the entire company, no matter how big or small, to ensure that everyone gets the same training and understands what matters most to the customer. 

Clarity 

Customers need the information they receive to be clear and effective. That means that saying it might cost X and it could take Y will feel uncertain to them. Using language that makes sense to your customer is important. 

Transparency is essential; if you can go through a pricing structure and give them a strong suggestion of how long it will take, they will feel more secure in your services. You can tell them what the scope of the work is so that they are prepared for any mess, the time, and the cost in advance of agreeing to any work. 

Other Services 

Depending on the company you work for, or if you own your own company, you can talk about other services that they will need. Weave the different services into the conversation, or be bolder and suggest them and why they are beneficial. Many customers would prefer to have a single company or person do other jobs in the home once a rapport is made. 

Getting calls in the first place usually comes from using these online techniques: Top 9 Most Effective SEO Strategies for Business – Mechanical Hub | News, Product Reviews, Videos, and Resources for today’s contractors. So, a combination of in-person sales and excellent online management is a must to truly see an increase in profits. 

Approximately one in five small businesses close every year, and the most common reason for this is the inability to scale, grow, and compete in the market. There are specific strategies and tools that you need to employ to keep your business running. This also applies to a plumbing business, which requires long-term investment and consistent hard work to grow.

Growing a plumbing business will help you increase your profits tenfold if you expand it according to suit industry and home changes. In this article, we’ll discuss three effective strategies and tools that can help you revolutionize your plumbing business.

1.    Leverage a Plumber Answering Service

A plumbing business primarily deals with customers who have an immediate need, whether a frozen pipe, a clogged drain, or anything else that needs a plumbing solution. Your phone is going to ring 24/7. That means you’ll lose customers if your phone goes to voicemail, has long hold times, or can’t assist your clients immediately. That’s where a plumber answering service comes to the rescue.

These services bridge the gap between your business and customers and can attend calls professionally, swiftly, and around the clock. When calling a plumbing business, people prefer that their calls don’t have a long hold time and they can talk to an actual person and not hear jargon that will waste their time. A plumber answering service can follow the exact call protocol and scripts you give them to give the customers an experience as pleasant as possible.

In addition, with the call answering outsourced, you can significantly reduce the chaos in your plumbing office and have the management focus on other administrative tasks and plumbing assignments that come your company’s way. It’s an effective tool to keep your plumbing customer base from entering your competition’s hands.

2.    Optimize Your Website

While traditional plumbing has existed for ages, it must evolve to stay relevant. Unlike the past, where plumbers solely relied on word of mouth to get business and clients, more consumers now use the internet to search for a plumbing professional, especially since the COVID-19 pandemic. A search-engine-optimized, interactive, and easy-to-navigate website is now just as essential to expand your customer base.

You don’t need a coding expert to prepare your website, nor must it be very dense in information. You need to ensure the user has an uncomplicated navigating experience. The website should have easy-to-find information about your plumbing services and how much they will cost your customers. Your contact information and a call to action should be among the first things people see when they open your website.

Keep the design simple yet attractive, and avoid stuffing the pages unnecessarily. You can always use WordPress templates if you need them. Adding testimonials from your previous clients would also be a good idea. That way, prospective customers can know you’re reliable for plumbing.

3.    Diversify Your Services

Speaking of your plumbing services, you might have started your business with just one or two, such as repairs. However, expanding your service pool is essential if you wish to grow your business and its reach. That can include water heater installation, sewer line repair, and bathroom remodeling, which can broaden your clientele significantly.

Endnote

To wrap up, the world of plumbing is now becoming very dynamic and advanced, with the newest technologies making their way through. Customers now expect efficient and seamless plumbing service where they don’t have to deal with long waits or unreliable plumbers. Hence, it’s crucial to refurbish your website, have compelling call answering 24/7, and offer various services. That way, your plumbing services will stand out from its competitors, and you’ll be able to foster long-term relationships with your clients while expanding your business.