Survey says 81 per cent of UK electricians could be using social media more effectively
Posted by: electime 14th December 2020
Half of tradespeople say social media gets them more work, but most don’t know how to maximise its potential - A quarter say that Facebook and Google reviews help get them more customers
- Builders get the most work from social media, plasterers the least
- Experts reveal how to get the most out of your social media trade platforms
Social media has transformed businesses in all industries, but despite helping many tradespeople get more work, a staggering 85 per cent say they don’t know how to use it effectively.
New research by IronmongeryDirect, the UK’s largest supplier of specialist ironmongery, has explored how trade businesses currently use social media and how many are currently missing out on its benefits.
Almost half (47 per ent) of tradespeople say that having a social media presence helps them get more work, with Facebook being the main platform (22 per cent). This is for several reasons, including the ability to build stronger client relationships (15 per cent), get ahead of competitors (15 per cent) and interact with community groups (22 per cent).
Such is the power of social media, one in six (16 per cent) tradespeople believe it is now just as important, if not more, than traditional word of mouth. Because of this, 45 per cent now actively advertise on at least one social platform and more than one in ten (12 per cent) use social media as their only form of marketing.
However, despite recognising its importance, the vast majority of tradespeople say they are not using social media effectively. Nearly nine in ten (85 per cent) don’t know how to get the most out of it, with plumbers the least likely to maximise its potential (90 per cent). Joiners are the most social savvy of all the trades, yet 79 per cent still don’t know how best to use their channels to help their business. Electricians are just behind, at 81 per cent.
While social media helps all trades bring in more work, builders are the most likely to attract new customers with it. Two thirds (66 per cent) of builders say their social channels help bring in business, followed by bricklayers (53 per cent) and landscapers (51 per cent). Plasterers are the least likely to see an increase in work (25 per cent).
The trades most likely to get more work by using social media are:
1) Builders – 66 per cent
2) Bricklayers – 53 per cent
3) Landscapers – 51 per cent
4) Painter / Decorators – 46 per cent
5) Electricians – 45 per cent
6) Plumbers – 45 per cent
7) Building Surveyors – 37 per cent
8) Carpenters – 33 per cent
9) Joiners – 33 per cent
10) Plasterers – 25 per cent
One business that has directly seen the benefits of social media is The Brighton Loft Co, a loft conversion company in East Sussex.
Gilles Buxton, Director, said: “When the pandemic hit this year, we started sharing our projects on social media and since we’ve started doing that, we’ve seen an increase in business and enquiries.
“In 2019, we had 40 enquiries, but we’ve already had 72 this year – so we are already up 80 per cent year-on-year, which is fantastic news.”
On average, female tradespeople dedicate the most time to social media promotion, with over half (51 per cent) pursuing leads online, compared to just 41% of men. They are also more likely to ask customers to leave reviews online (28 per cent vs 23 per cent) and such digital feedback is growing in significance.
Over 20 million business reviews are posted on Google every day[2] and they can have a huge impact on a company’s performance. A recent study found that businesses with positive scores on review sites can earn up to 58 per cent more revenue[3].
Overall, a quarter (25 per cent) of trade businesses ask for reviews and a similar amount (26 per cent) believe that positive comments can directly lead to more custom. However, more than a fifth (21 per cent) of tradespeople worry about receiving negative reviews and the impact that might have.
Charlie Carlton, Head of Digital at IronmongeryDirect, said: “Whether you’re a start-up looking to increase brand awareness, or a larger firm trying to expand, most trade businesses can benefit from being on social media, so it’s definitely worth creating accounts if you don’t already have some.
“For those who already have social channels, our research has shown that the majority aren’t currently getting the most out of them. However, it doesn’t take that much time or effort to create a basic profile that can start to pick up work.”
For expert advice on how to get the most out of social media for your trade business, visit: https://www.ironmongerydirect.co.uk/blog/six-tips-for-boosting-your-trade-business-using-social
