410 – Effective Marketing Strategies for Tradespeople

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In this episode of The Site Shed podcast, Matt Jones sits down with Vanessa from Intrigue Media to discuss essential marketing strategies for tradespeople and home service businesses. The conversation focuses on the top five marketing mistakes that often hinder tradespeople from achieving their business goals. Understanding these mistakes and learning how to avoid them can help tradespeople scale their businesses effectively.

Identifying Common Marketing Mistakes

Vanessa and Matt explore the most common pitfalls in marketing for tradespeople. A significant issue is the heavy reliance on word-of-mouth and referrals, which, while valuable, do not support scalable growth. Vanessa notes that many tradespeople struggle to transition to more structured marketing efforts and are often unfamiliar with the concept of allocating a budget for lead generation.

Allocating a Marketing Budget

One of the major hurdles for tradespeople is understanding the need to invest in marketing. Many are used to getting business through referrals and word-of-mouth and find the idea of spending money on marketing daunting. Matt and Vanessa recommend that businesses should allocate around 5-7% of their revenue to marketing if they aim to grow, with a possible increase to 10% for more aggressive growth targets.

Importance of a Clear Marketing Goal

A recurring theme in the discussion is the importance of setting clear marketing goals. Vanessa highlights that many businesses fail to define specific targets for their marketing efforts. Without clear objectives, it’s challenging to measure success or make necessary adjustments. Setting tangible goals such as the number of leads or the cost per acquisition helps in tracking progress and ensuring that marketing efforts are aligned with business goals.

Engaging the Right Audience

Vanessa emphasizes the importance of targeting the right audience. Many tradespeople make the mistake of trying to market to everyone, which dilutes their message. Instead, businesses should focus on their niche and create marketing strategies that resonate with their specific audience. This approach not only helps in attracting more qualified leads but also in building a brand that stands out in the market.

Tracking and Measuring Success

Another critical aspect of effective marketing is the ability to track and measure the success of marketing campaigns. Vanessa mentions tools like WhatConverts, which provide detailed insights into where leads come from, their quality, and the ROI of marketing efforts. This data is crucial for making informed decisions and optimizing marketing strategies over time.

Improving Conversion Rates

Both Vanessa and Matt agree that generating leads is only half the battle. The other half is converting those leads into customers. Many businesses struggle with this due to poor sales processes or lack of follow-up. Vanessa suggests implementing structured follow-up processes and training sales teams to handle leads more effectively. This can significantly improve conversion rates and make marketing efforts more fruitful.

Key Takeaways

  • Allocate a Marketing Budget: Invest 5-7% of your revenue in marketing to support growth.
  • Set Clear Goals: Define specific marketing targets to track progress and measure success.
  • Target the Right Audience: Focus your marketing efforts on a specific niche to attract qualified leads.
  • Track and Measure Success: Use tools to gain insights into lead sources and ROI.
  • Improve Conversion Rates: Implement structured follow-up processes and train your sales team.


Marketing is crucial for tradespeople looking to scale their businesses. By understanding common marketing mistakes and implementing effective strategies, tradespeople can attract more leads, improve conversion rates, and ultimately grow their business. Vanessa from Intrigue Media and Matt Jones from The Site Shed provide valuable insights that can help tradespeople navigate the complex world of marketing.

Ready to dive deeper into these topics? Don’t miss out on our full podcast episode with Vanessa McQuade. Click the button below to start listening!


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The Site Shed | Listen Notes


The Site Shed is one of the best online communities and podcasts for tradies out there. The free content provided to members is unbelievable - offering invaluable advice to run a successful business, and the community of tradies is truly awesome. Do yourself a favour and check it out.

Peter Cox Business Man

Great work Matt with all the podcasts and the site shed facebook community group. The amount of information that you can learn for free in this space is unbelieveable. It's great to see like minded contractors and trades trying to improve their businesses and also share ideas and help others. Highly recommend. Thanks!

Ben Hern Business Owner

I have been listening to the pod casts for a few months now, I can't get enough of all the awesome content that you guys provide. Especially when you guys deliver it from a trade perspective which helps out a lot. Keep up the good work and hopefully one day I can afford one of the trade training trips.

Ché Henton Customer

I own a construction company,and i love learning how to make my bussiness more competitive,profitable and how to better serve my clients. The site shed is a wonderful place to get invaluable knowledge no matter your trade .

Michael Mullinax Construction Company Owner

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