Want to ace your marketing? Get a free marketing plan template on us!

Over the last couple of years, the cost of living has continued to rise. You need to work harder to get your business seen to get those important calls and messages from customers. Our guide to creating a marketing plan - complete with a free marketing plan template - is here to help.

The easier way to book quality trades

Download app

Over the last couple of years, demand for trades has been through the roof. Why not benefit from a marketing plan template to help you reach more customers?

However, with the recent cost of living increase, homeowner demand has started coming down and work has been drying up.

Marketing is absolutely vital for tradespeople in the current climate, and creating a marketing plan will help make sure you keep a steady stream of leads coming through.

What is a marketing plan?

A marketing plan is a document that outlines how you plan to market your business over a given period.

You can use it to:

• Organise your ideas

• Execute your plans

• Track your marketing strategy successes

What's included in a marketing plan?

A marketing plan will include lots of different marketing strategies and techniques that you plan to use to reach your business goals.

By writing them all down in one place, you’ll be able to stay on track and make sure everyone in your team knows who is responsible for what.

If you're not sure how to get started, then look for a marketing plan example online - or download our free sample checklist to make sure you're ticking all the boxes in your marketing strategy.

Creating your marketing plan will help you to make sure that you leave no stone unturned when it comes to marketing your business. Remember: what works and what doesn’t.

Do trade business owners need a marketing plan?

Yes, tradespeople definitely need a marketing plan. You guys need one more than ever.

You might be thinking, "a marketing plan sounds handy. But why do I need one?"

• Between 2020 and 2021, the average UK homeowner’s disposable income increased substantially

• Many homeowners chose to invest this extra cash in their properties, leading to soaring demand for trades

• Now the cost of living is at a 40-year high, we've seen fuel costs rise along with materials and energy

• Homeowners are now feeling the squeeze, meaning they’re less likely to carry out non-essential work on their homes

Some trades will be more affected than others, but we've noticed across the board, demand has dropped.

However, there is still work out there, which is why you need to market your business and make sure you get seen by your customers that are willing to spend.

Ultimately, tradespeople can benefit from using a marketing plan template to plot their activity and get ahead.

How to create your marketing plan

So, how do you actually create a marketing plan?

Our free marketing plan template breaks down some marketing tactics you’ll want to consider in your plans – download it now to take a look.

It'll save you some guesswork and really get you thinking about your customers. It includes a checklist of everything you should consider, and might help you to come up with some new strategies for your business.

Some other things you’ll want to consider when you’re putting together your marketing plan template include:

1. Your goals

Your marketing plan should be geared towards helping you to meet your business goals. So, consider what it is you’re trying to achieve.

Perhaps you want more leads or more repeat business. Alternatively, you might want to increase sales of a particular service you offer – like boiler servicing.

2. Your KPIs

KPI stands for ‘key performance indicator.’ When you put your marketing plan together, you’ll need to consider how you’ll know whether the tactics you try are successful or not.

By identifying KPIs that you intend to measure, you’ll be able to determine what’s worked and what hasn’t.

3. Your buyer personas

A buyer persona is a fictional person that helps you to envisage your ideal customer. You’ll create them based on data and research. Meanwhile, they’ll help you to get to know the needs of your target customers, and focus your time on qualified prospects.

When you create your marketing plan, it’s important to keep your buyer personas in mind, so that you’re clear on who you’re targeting with each strategy you list.

4. Your budget

You’ll need to decide on a marketing budget, and consider how much to allocate to each strategy. It can be scary spending money on marketing when times are tough and money is tight – but remember, sometimes you need to spend money in order to make money!

5. Responsibilities

Finally, it’s a good idea to include information about which team members are responsible for which activities outlined within your marketing plan.

Consider whether you’ll be able to carry out each activity solely in-house, or whether you’d rather outsource it. By delegating who’s responsible for what, you can ensure that everyone is on the same page and your plans stay on track.

Key takeaways

• Homeowner demand has dropped, meaning tradespeople will have to find new ways to get customers online

• A marketing plan is a document that outlines how you plan to market your business over a given period

• Your marketing plan should list all the strategies you plan to use to market your business, and who’s responsible for them

It’s never been more important to create a marketing plan for your business, to continue bringing in leads during this difficult time. For help putting one together, download our free marketing plan template, complete with a checklist.

Content disclaimer: This content has been created for general information purposes and should not be taken as formal advice. Read our full disclaimer here.