In the competitive trades sector, getting quality leads isn't just about being good at your craft, it's about smart marketing. As we move through 2025, trade businesses face unique challenges in standing out and attracting the right customers. Having worked with CBS Co-op (who recently reached 1800 shareholders) and numerous trade businesses across New Zealand, we've identified three straightforward strategies that consistently deliver results.
Olivia Brand, our Strategy Partner Team Lead, has sat down to break these three tips down on video – watch the full video below.
Make It Easier For People To Do Business With You
The first barrier between you and potential customers is often your own systems. Take a critical look at your digital presence:
- Is your website easy to navigate, especially on mobile?
- Are all your contact details (phone, email, social profiles) properly linked and working?
- Can customers easily request a quote or book your services online?
Beyond the basics, analyse where your best customers come from. If phone enquiries convert better than website forms, how might you encourage more calls? If your website generates your highest-quality leads, should you redirect more of your marketing budget there?
This isn't about complicated technology, it's about removing friction. Think of it like a well-organised workshop versus a cluttered one. Which makes the job easier?
It's crucial to understand your customer's journey. For instance, if you notice that customers who call you directly tend to be quicker to make decisions and sign contracts, you might want to make your phone number more prominent on your website and social media profiles. You could even consider offering a callback service or highlighting the benefits of a quick phone consultation.
On the other hand, if your website is bringing in your best leads, it might be time to invest in improving your online presence. This could mean updating your portfolio, adding detailed case studies of your best work, or implementing a user-friendly quote request system. The key is to make it as easy as possible for potential customers to take that next step, whether it's picking up the phone or filling out a form.
Remember, every extra click, every moment of confusion, is a potential lost lead. By streamlining your processes and meeting your customers where they are, you're not just making life easier for them, you're setting your business up for growth.
Get Caught In The Act
This second strategy is powerful yet often overlooked. "Get caught in the act" means documenting and sharing what you want to be known for.
Want more townhouse building projects? Share regular updates of your current townhouse builds. Hoping to specialise in high-end bathroom renovations? Document these transformations from start to finish.
This approach works because:
- It provides proof of your capabilities
- It shows your process and attention to detail
- It helps customers visualise working with you
Most trade businesses only share completed projects. By showing work in progress, you build anticipation and demonstrate transparency, both crucial for building trust.
Put Yourself On Camera
This third tip is typically the one trade business owners resist most, yet it delivers exceptional results. Your potential customers want to know who they're dealing with before they pick up the phone.
When you appear on camera:
- You become a person, not just a business
- You demonstrate confidence in your expertise
- You begin building rapport before the first conversation
There's nothing quite like having a potential customer call and say, "You're the person from the video!" They already feel they know you, which significantly shortens the sales process.
This doesn't require Hollywood production values. Authentic, informative content about your projects, approach, or expertise will always outperform slick but empty marketing.
Bringing It All Together
These three strategies work together to help potential customers know, like, and trust you – the essential ingredients for converting leads into jobs. The trade businesses seeing the most growth in 2025 aren't necessarily the ones with the biggest marketing budgets, but those who consistently apply these principles.
Which of these strategies could you implement or improve this month? Often, the approach that makes you most uncomfortable offers the greatest potential for growth.
Want help turning these strategies into action? We work closely with trade businesses across New Zealand to build practical, results-driven marketing plans that actually win work. If you're ready to attract better leads and grow your business with a partner who understands the industry, get in touch with the Digital Influence team today.
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