Diversifying Digital Ad Platforms: Beyond Google and Facebook

Hey there, it's Leigh from Onside Online, your trusted companion in the world of digital marketing for tradespeople. Over the years, I've witnessed the ever-evolving landscape of online advertising. While giants like Google and Facebook have been the go-to platforms for many businesses, including those in the trades industry, it's high time we explore new horizons and diversify our digital advertising strategy.Don't get me wrong; Google Ads and Facebook Ads are still powerful tools. However, relying solely on these platforms may limit your reach and increase your vulnerability to changing algorithms and policies. So, let's take a journey beyond the familiar and discover alternative platforms that can help you grow your trade business.

1. LinkedIn Ads: Connecting with Professionals

LinkedIn is the world’s largest professional network, and it’s not just for job seekers and professionals updating their resumes. It’s also a goldmine for B2B marketing. If you’re in the trades, there’s a high chance that you’re looking for business clients and partnerships. LinkedIn Ads can help you target specific industries, job titles, and company sizes, ensuring that your ads reach the right people.

One of the key advantages of LinkedIn Ads is the ability to connect with decision-makers directly. For instance, if you specialise in commercial HVAC installations, you can use LinkedIn to target facilities managers or business owners who are likely to require your services. Additionally, LinkedIn’s ad formats, such as Sponsored Content and Sponsored InMail, allow you to engage your audience in a professional and informative manner.

2. Instagram Ads: Visual Storytelling

Instagram is more than just a platform for sharing photos and videos. It’s a visual storytelling platform that can be a perfect fit for tradespeople looking to showcase their work. Whether you’re a plumber, electrician, or carpenter, sharing before-and-after photos of your projects can be incredibly compelling.

Instagram Ads allow you to tap into the platform’s large and engaged user base. You can create visually appealing ads that not only highlight your craftsmanship but also tell a story about your business. Using Instagram’s targeting options, you can reach a broader and more relevant audience, from homeowners seeking inspiration to those actively looking for trades services in your area.

3. Yelp Advertising: Local Visibility

Yelp is a trusted platform for reviews and recommendations, making it a valuable resource for tradespeople aiming to establish credibility in their local markets. Positive reviews on Yelp can significantly boost your reputation and attract local clients.

Investing in Yelp Advertising ensures that your business appears prominently in search results, making it easier for potential customers to find you. You can also take advantage of Yelp’s features like Business Highlights and Yelp Deals to further enhance your profile and attract attention. When it comes to local visibility and reputation management, Yelp is a platform you shouldn’t overlook.

4. Nextdoor Ads: Neighbours Helping Neighbors

Nextdoor is a social network specifically designed for neighbours to connect and share recommendations. Advertising on this platform can be a game-changer for tradespeople looking to target their local communities. Nextdoor users trust recommendations from their neighbours, making it an ideal place to gain the trust of potential clients.

With Nextdoor Ads, you can promote your services directly to people in your neighbourhood or city. Whether you’re a landscaping professional, a home renovation expert, or a handyman, Nextdoor allows you to reach out to homeowners who prefer hiring businesses that come highly recommended by their neighbours.

5. Pinterest Ads: DIY Inspiration

Pinterest is a treasure trove of DIY projects and home improvement ideas, making it an excellent platform for tradespeople who cater to homeowners. If you’re a painter, interior designer, or kitchen remodeler, Pinterest Ads can help you tap into this source of inspiration.

Creating engaging pins that showcase your skills and provide tips and ideas can attract a dedicated and motivated audience. Pinterest Ads enable you to reach users who are actively seeking inspiration and solutions for their home improvement projects. By directing traffic to your website or landing page, you can turn these Pinterest users into potential clients.

6. YouTube Ads: Video is King

Video content is on the rise, and YouTube remains the top platform for video sharing. Tradespeople can benefit from creating informative and engaging videos that demonstrate their expertise. Whether you’re a contractor offering tutorials on home repairs or a plumber providing tips for fixing common plumbing issues, YouTube can be a powerful channel for reaching a broad audience.

YouTube Ads allow you to target specific demographics and interests, ensuring that your videos are seen by those who are most likely to be interested in your services. Additionally, you can use YouTube’s ad formats, such as TrueView ads, to engage users who are genuinely interested in your content.

7. TikTok Ads: The New Frontier

TikTok isn’t just for dance challenges and lip-syncing anymore. It’s rapidly becoming a platform for educational content and showcasing skills. If you can condense your trade knowledge into short, engaging videos, TikTok Ads might be a hidden gem for reaching a younger and tech-savvy audience.

Creating informative and visually appealing videos on TikTok can help you stand out and build a following. TikTok Ads enable you to reach a wide range of users who are looking for quick and engaging content. If you’re willing to embrace the creativity and brevity that TikTok offers, it can be a valuable addition to your advertising mix.

8. Reddit Ads: Niche Communities

Reddit is known for its diverse and niche communities, or “subreddits,” where people discuss their specific interests and problems. Tradespeople can use Reddit Ads to engage with potential clients or share helpful advice within relevant subreddits.

For instance, if you’re an HVAC technician, you can participate in discussions in the r/HVAC subreddit and provide valuable insights to homeowners facing heating or cooling issues. Reddit Ads can boost your visibility within these niche communities and establish you as a knowledgeable and trustworthy expert in your field.

9. Twitter Ads: Real-time Engagement

Twitter is all about real-time conversations and updates. Tradespeople can use Twitter Ads to engage with their audience in real-time and share updates about their business, promotions, or industry insights. The platform’s fast-paced nature makes it ideal for quick announcements and timely interactions.

By using relevant hashtags and targeting options, you can increase the discoverability of your tweets and reach users who are interested in your trade services. Twitter Ads can be particularly effective during events or seasonal promotions when real-time engagement can make a significant impact.

10. Bing Ads: The Google Alternative

While Google is the dominant search engine, Bing still commands a significant portion of the search market. For tradespeople, Bing Ads can be a cost-effective way to reach potential clients who prefer using Bing as their search engine of choice.

Bing Ads work similarly to Google Ads, allowing you to bid on keywords and create targeted ad campaigns. Since there may be less competition on Bing, you might find that your ads cost less per click compared to Google. This can be especially beneficial for small businesses with limited advertising budgets.

In Summary

In conclusion, while Google and Facebook remain powerful players in the digital advertising arena, diversifying your ad platforms can bring a fresh perspective to your marketing strategy. Each of the platforms mentioned above has its unique strengths and target audiences, and tailoring your approach to these platforms can lead to impressive results.

The key to successful digital marketing lies in understanding your audience and choosing the right channels to connect with them. By exploring these alternative platforms and experimenting with different strategies, you can tap.


Leigh from Onside Online

Contact us today to learn more about our services.

Leigh Reading
Leigh Reading

Digital Marketing professional with 13+ years of helping businesses achieve their goals.

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