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Top 7 Tips to Grow Your Trade Business
13

7 Tips to grow your trade business

Jan 20, 2015

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Marketing

hipages

Presentation by hipages Group CMO Stephen Keighery as part of the Industry Insights seminar series at DesignBUILD 2014. This presentation covered practical tips for tradespeople to grow their business learned through hipages.com.au's journey to getting 1 million visitors a month and getting a job posted on their site every 64 seconds.
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Page 1: 7 Tips to grow your trade business

Top 7 Tips to Grow Your

Trade Business

Page 2: 7 Tips to grow your trade business

About hipages.com.au

6 Consecutive years as most visited site in “Building & Construction” Category

1 Million visitors a month

Over 500,000 registered members

A job is posted on hipages.com.au every 64 seconds

Page 3: 7 Tips to grow your trade business

# 1 Know your customer

But Knowing isn’t enough – you need to use it

Use it when you write an ad

Use it every time you answer the phone

Use it when you quote or do an initial consultation

Use it to exceed your customers expectations

Page 4: 7 Tips to grow your trade business

#2 Be the Authority

Write articles/blog

Share photos of your work

http://www.ourbuildhandyman.com.au/blog/http://www.ourbuildsydney.com.au/projects

Page 5: 7 Tips to grow your trade business

# 3 SEO your Website

6 million searches a day on google in Australia

Some of the things they traditionally look at:Content on the pageWhere the words on the pageMeta dataNumber of links to the siteQuality of links to the siteAnchor text of links

Some of the newer things they look at:Bounce rateTime on sitePeople going back to the search resultSpeed of siteUniqueness of contentQuality of contentAuthority of the author

But this will always change

Page 6: 7 Tips to grow your trade business

Some Practical SEO tips

Have different title tags

Make sure these title tags are relevant

Get links to your page

Create many pages

Cross link between your pages

Use relevant anchor text in links

Page 7: 7 Tips to grow your trade business

# 4 Use SEM

Pros: Can rank for many of the keywords you want

Con: It costs money

Some adwords basics:

Broad Match: Matches synonyms, misspellings, related searches and other relevant variations

Exact Match: Matches an exact term and close variation of that exact term.

Phrase Match: matches a phrase or a close variation of that phrase

Adwords is not set and forget

Page 8: 7 Tips to grow your trade business

# 5 Have a big online footprint

When someone googles your business:

they expect to see validation that you are an active business

You don’t want them to see your competitors

Some places to list your business

FacebookTwitterGoogle +Google placesYoutubehipages.com.au

Page 9: 7 Tips to grow your trade business

# 6 Understand what you sell

Sell the hole, not the drill

Take it further than the expected product

Sell people:The job done rightPeace of mindA pleasant experience (or maybe a not so unpleasant experience)A transparent contractSafety

Make sure you always deliver what you sell

Page 10: 7 Tips to grow your trade business

# 7 Consider Lifetime Value of your customer

2 main drivers of LTV:Amount of times they use youAmount of people they refer to you

Keeping top of mindFridge magnetsNewsletterDirect Mail

Educate them about all the services you offer

Ask for recommendations

Thank and reward them for referrals

Page 11: 7 Tips to grow your trade business

Summary of 7 tips

Know your customer

Be the authority

SEO your website

Use SEM

Have a big online footprint

Understand what you sell

Consider the Lifetime value of your customers

Page 12: 7 Tips to grow your trade business

7 Tips for hipages advertisers

Have a strong headline

Make sure your profile sells your service

Add a photo or yourself or team

Keep adding photos of your work

Respond quicklySend a text messageUse the messaging centre

Set up an auto responder

Ask for recommendations

Page 13: 7 Tips to grow your trade business

Resources

www.slideshare.net/hipages/

www.ourbuildsydney.com.au/

www.hipages.com.au/c/case_studies

hipages customer support 1300 762 994 or [email protected]