Michael Epps Utley 
In today’s challenging economy and highly competitive marketplace, commercial trade businesses must actively promote themselves to bring in new customers. A big issue for most companies in this sector is determining which marketing strategies and tactics will work best for them.
This guide makes it easy to figure this out by offering seven proven tactics for launching new marketing efforts to attract clients.
1. Claim, Set Up, and Monitor Your Google Business Profile (GBP)
Your Google Business Profile should be one of the first things to appear when people search for your commercial trade business on Google. It includes vital information prospective clients need, including your business location, contact information, hours of operation, and images, plus an opportunity for clients to rate and review your business.
Many people today search for a business online before deciding to choose it, even when it’s recommended by someone else. You must ensure the information they see on Google is correct and complete so that your business makes a good (and accurate) impression.
Start by claiming your GBP listing if you haven’t already done so. Next, follow the step-by-step instructions to input information about your contracting business. Make sure everything is correct. Review your profile regularly to ensure all information is current and update it regularly with new images and offers to keep it fresh.
Earn Google Reviews
Having many positive client reviews on your GBP makes your business more prominent on Google and attractive to prospective clients.
Always check in on clients (personally or virtually) after completing projects. If they are happy with your work, ask them to provide a review. Make it easy by sharing a link to your Google Business Profile by email or text message. Provide information on the value to your business of good reviews to make it more likely you receive them. Also, offer tips on information to include in reviews, such as describing the commercial trade services provided, level of customer care, and quality of work.
Constantly monitor your reviews and always address both positive and negative ones. Commenting on good reviews demonstrates appreciation, and commenting on poor ones shows your commitment to customer service and making things right.
2. Developing or Updating Your Website
Everyone shops online these days, even for commercial trade services. It’s critical to have a modern website that performs well both on laptops and smartphones. That’s because most people today visit websites via mobile devices.
If you don’t have a website, building one should be your top priority. If you do, it could be time for a refresh if you haven’t updated it in the last two or three years.
Your site doesn’t need to be complicated. It should include your logo, contact information, services offered, samples of your completed projects, links to social media sites, and testimonials from happy clients.
Include relevant keywords and phrases in your copy, page titles, and subheads to help optimize your site for search so your commercial trade business can get found online.
3. Leverage Online Advertising
Online ads include everything from Google Ads to social media promotion on Facebook, Instagram, and other platforms. Ads can take time and effort to set up, but once you optimize things, campaigns can often run on autopilot, delivering dependable website traffic and leads.
Start slow with a limited budget and research the digital platforms prospective customers spend time on. Launch with a few ads and refine your strategy over time to ensure that you’re optimizing your investment in digital advertising.
4. Take Advantage of Direct Mail and Email
Mail can be a great way to promote your commercial trade services, whether direct or digital.
Email newsletters and special offers are an effective way to encourage repeat business and referrals. Plus, the channel is essentially free and easy to manage.
It could also be worth trying out direct mail, door hangers, and flyers. At a time of email overload, these low-tech options could be an excellent way to break through to potential clients in your community.
5. Implement a Referral Program
Make it a point to ask happy clients for referrals. They likely know other people similar to them who need your services.
Requesting referrals isn’t once and done. It should be an ongoing process with email and social media reminders. Also, consider incentivizing people to recommend your business by offering discounts or gift cards.
6. Secure Business Cards
In today’s digital age, it’s easy to forget the basics. Purchasing business cards for your contracting business is an excellent way to promote it. You never know when or where you could meet a prospective client and want to share contact information with them.
Most printers and office supply stores offer online templates that make it easy to design and submit business cards for printing.
Make sure your cards reflect your company branding and are legible and explain what you do simply.
7. Create Social Media Accounts
Social media plays a central role in most people’s lives today. Marketing through it can help connect your business with prospective clients where they already spend time.
Find out what social media platforms your clients and prospects use and create business accounts. (Instagram is often a good platform for commercial trade businesses because its visual capabilities are excellent for showing off successful projects.)
Post regularly to keep followers and prospects interested and engaged. Use smart hashtagging and boosting to expand the reach of your posts to new audiences.
Beyond gaining exposure for your business, social media could also benefit you in unexpected ways, such as by generating reviews, referrals, and more.
Commercial Trades Business Marketing: The Bottom Line
Marketing isn’t one-size-fits-all — each commercial trade business and the audience it’s trying to reach is unique. Your target market, budget, and marketing resources will influence your strategies and tactics.
What’s important is that you launch a promotional program to attract new clients, then grow and evolve it over time based on key learnings and results.
