Summary

In the latest episode of Service Evolution, host Jim Robinson sits down with powerhouse marketer and marketing director of IDIQ, Sarah Williams, to unravel the unique challenges and strategies for marketing in the trades. With decades of industry experience and a proven track record, Sarah delivers a goldmine of actionable insights for business owners looking to level up their marketing game.

One central theme is the gap that trade professionals often face when bridging hands-on expertise with modern marketing best practices. As Sarah points out, knowing your craft inside and out doesn’t automatically translate into knowing how to run meta ads, execute effective email campaigns, or navigate the ever-evolving digital landscape. She emphasizes the importance of targeting marketing efforts locally, since most trade businesses serve specific geographic areas where word-of-mouth and community relationships still reign supreme.

Additionally, Sarah and Jim dive deep into how the trades differ from other industries, especially when it comes to urgency-based buying and the need for immediate solutions. They explore the pitfalls of trying to do it all yourself, warning against spreading your efforts too thin across every marketing channel. Instead, Sarah recommends focusing on one or two platforms that best reach your target audience.

The episode also offers a reality check on trade show investments, the value of strategic planning, and actionable tips for smaller companies to compete with larger players. With humor and real-world anecdotes, Sarah wraps up by stressing that marketing is a long game built on relationships, consistency, and a willingness to stand out, even in unexpected ways. If you’re in the trades and ready to grow, this episode is a must-listen!

Show Notes

(00:00 ) Introduction

(03:06 ) Marketing for Different Trades

(07:49 ) Overextending in Marketing Efforts

(10:05 ) Strategic Networking in the Tile Industry

(13:01 ) Forming Real Connections at Trade Shows

(22:30 ) Marketing Beyond Immediate Sales

(25:21 ) Valuing Network Growth from Events

(26:47 ) Targeted Pre-Show Planning Essentials

(28:15 ) Closing Thoughts

Links

Jim Robinson 

CGP Maintenance and Construction Services

Sarah Williams

IDIQ