Most tradies I know in Brisbane are flat out, but they often struggle with the 'feast or famine' cycle—either too much work to handle or the phone stops ringing entirely. A simple marketing plan is the only way to ensure you're getting the right kind of jobs from the right customers, rather than just taking whatever scraps come your way.
This isn't about writing a 50-page corporate document. It’s about creating a clear, one-page roadmap so you know exactly where your next lead is coming from. Let’s get stuck in.
What You’ll Need Before We Start
- A quiet 60 minutes: Turn off the radio in the ute and grab a coffee.
- Your numbers: Roughly how many jobs you did last year and your average invoice value.
- A notepad or a simple spreadsheet: Don't overcomplicate the tech.
- Your ABN: Useful if you decide to set up any accounts during this process.
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Step 1: Define Your 'Ideal' Job
This is where most tradies get it wrong. They say, "I'll do anything for anyone." If you're a sparky, that might mean you're changing a lightbulb in Chermside one hour and trying to wire a new build in Ipswich the next.
The Goal: Identify which jobs make you the most money and which ones you actually enjoy doing.- Action: List your top three services. For a landscaper, it might be: 1. Retaining walls, 2. Turfing, 3. Full garden renovations.
- Pro Tip: Look at your bank account. Which jobs had the best profit margin after materials and labour? Focus your marketing there.
Step 2: Know Your Local Patch
Australia is a big place, and Brisbane traffic is getting worse by the day. There is no point marketing to the whole of South East Queensland if you live in North Lakes and hate driving over the Gateway Bridge.
- Action: Pick 5–10 suburbs you want to dominate.
- Observation: I’ve seen guys try to cover from the Gold Coast to the Sunshine Coast. They spend half their life in the truck and wonder why they aren't making money. Keep your radius tight to save on fuel and travel time.
Step 3: Check Your "Digital Shopfront" (Google Business Profile)
In the trades, Google is your best friend. When a pipe bursts at 10 PM, nobody goes to Instagram; they go to Google and search "plumber near me."
- Action: If you haven't claimed your Google Business Profile, do it now. It's free.
- The Checklist:
- Note: Google changes the layout of the dashboard constantly. Don't panic if it looks different every time you log in; just look for the "Edit Profile" button.
Step 4: The "Social Proof" Strategy
In Australia, a recommendation is worth its weight in gold. We call it the "pub test." If someone asks their mates for a tradie, you want your name to come up. Online, this translates to reviews.
- The Task: You need a system to ask for reviews.
- Real-world tip: Don't wait until a week after the job. Ask the customer while you're packing up your tools and they're standing there looking at your great work. "Hey mate, glad you're happy with the new deck. Could you do me a massive favour and leave a quick Google review? It really helps a local business."
- Common Mistake: Buying fake reviews. Don't do it. Google is smart, and Aussies can smell a fake review from a mile away.
Step 5: Set a Realistic Budget
Marketing isn't an expense; it's an investment in your future workload.
- The Rule of Thumb: For a small trade business, aim to spend 2% to 5% of your gross revenue on marketing.
- Context: If you’re a sole trader making $150k a year, that’s about $3,000–$7,500 a year (or $250–$600 a month). This covers your website hosting, some local flyers, or a small Google Ads spend.
Step 6: Choose Your Lead Sources
Don't try to be everywhere. Pick two of the following to start with:
- Local SEO: Optimising your website so you show up in Google search results.
- Google Ads: Paying to appear at the top immediately. Great for emergency trades (locksmiths, plumbers).
- Facebook Community Groups: Join your local "Community Noticeboard" groups. Don't spam them—just help people when they ask for recommendations.
- Referral Partners: If you're a tiler, talk to a local plumber. If you're a painter, talk to a real estate agent.
Step 7: Fix Your Follow-Up
This is the part that is annoyingly fiddly, but it’s where the money is made. You can spend thousands on ads, but if you don't answer the phone or take three days to send a quote, you’ve wasted your money.
- The 5-Minute Rule: Try to call back every enquiry within 5 minutes. Even if it's just to say, "I'm on a roof right now, can I call you back at 4 PM?"
- Pro Tip: Use a simple CRM (Customer Relationship Management) tool or even just a dedicated notebook to track who you've quoted and when you need to follow them up.
Step 8: Review and Adjust
Marketing isn't a "set and forget" thing. Every month, look at where your jobs came from.
- Action: Ask every single caller, "How did you hear about us?"
- The Metric: If you spent $500 on Facebook ads and didn't get a single job, stop doing it. If you spent $200 on local flyers and got three $5,000 jobs, do more of that!
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Common Mistakes to Avoid
- The "Ghost" Website: Having a website that hasn't been updated since 2015. It makes you look like you've gone out of business.
- Ignoring the Phone: If you can't answer while working, hire a virtual receptionist or use a professional voicemail. A "Hey, leave a message" greeting doesn't cut it anymore.
- No Photos: People want to see your face and your work. Take a photo of every completed job. Yes, even if it's just a switchboard—it shows you're active.
Troubleshooting
"I'm getting calls, but they're all tyre-kickers looking for the cheapest price." The Fix:* Your marketing might be looking too "budget." Improve the quality of your photos and emphasize your warranty, your years of experience, or your "no-mess" guarantee. Stop competing on price and start competing on reliability. "Google suspended my profile!" The Fix:* This usually happens if your address doesn't match your ABN registration or if you've been a bit too aggressive with keywords in your business name. Don't panic. Check your details against your official business registration and submit an appeal. It's a pain, but it's fixable. "I don't have time for social media." The Fix:* Then don't do it. It's better to have no Instagram than an Instagram that hasn't posted since Christmas 2021. Focus on Google and referrals instead.Next Steps
- Claim your Google Business Profile today—it’s the highest ROI task you can do.
- Take 5 photos of your work tomorrow.
- Update your voicemail to sound professional and mention your business name.
Building a plan doesn't have to be a headache. Just focus on being found by local people who need the specific work you're good at.
If you're feeling overwhelmed or just want someone to take the marketing off your plate so you can get back on the tools, we're here to help. You can reach out to the team at Local Marketing Group here: https://lmgroup.au/contact. We specialise in helping Aussie tradies fill their diaries without the stress.