9 digital marketing tips for craft businesses that want to be found!
Blogpost from
Luca Bonura | 09.06.2025
Many craft businesses do an excellent job, but they often remain invisible online. This has consequences: fewer enquiries, hardly any new employees and growing competition from digitally better positioned businesses.
Effective marketing doesn't have to be expensive or complicated. In this article, in cooperation with the Craftsman Software Bosch OfficeOn, we show you 9 simple but effective measures to make your services visible online. Step by step, even without a large budget or your own marketing team.
Contents
1. Die eigene Website = das erste, was Kunden von Ihnen sehen
2. Google Unternehmensprofil für regionale Sichtbarkeit
3. Bewertungen sind das A und O
4. Projekte zeigen überzeugt
5. Social Media für Handwerker
6. Werbung mit System und Ziel
7. E‒Mail statt Briefkasten
8. Keine Vermutungen, sondern Daten
9. Zeit sparen durch digitale Helfer
1. your own website = the first thing customers see
A proper website is a must today. It should show who you are, what you do and how you can be reached. The most important things to consider are clear images of your work and the team, short texts without a lot of fuss and that everything is mobile readable, as many customers google on the go.
2. google company profile for regional visibility
If someone searches for ‘tiler in [your city]’, you should appear, otherwise the job may go to the competition. With a free Google business profile, you will appear in Google searches and on Google Maps. Important: Fill in all the information completely, especially opening hours, telephone number and customer reviews.
3. evaluations are the be-all and end-all
Customers trust other customers. A good review on Google can do more than any advert. Actively ask satisfied customers to do this, preferably directly after the project has been completed. With more stars, not only will more interested parties click through to your site, but Google will also support you with a better ranking.
4. projects show conviction
Every project is worth a thousand words. A conventional method that is rarely used, however, is to create a portfolio of projects. For example, ‘before/after’ photos are worth their weight in gold. Once created, they serve as an asset that can be placed on your website, Google profile or Instagram. Show what you can do.
5. social media for craftsmen
Facebook or Instagram can also work in the skilled trades, as long as you remain authentic. Proven formats include showing the team at work, construction site insights or funny everyday situations. Customers like to look behind the scenes, and the funnier, the better!
6. advertising with a system and a goal
Distributing flyers in the hope that ‘someone will call’? That's a thing of the past. With targeted online adverts on Facebook or Google, you can reach exactly the people who really need your services right now, regardless of whether they are homeowners, builders or renovators in your region.
Tip: The more personalised the ads are, the better the results.
7. e-mail instead of letterbox
Have you worked for a customer before? Then stay in touch. A small newsletter with tips (e.g. on maintenance, energy saving or subsidies) shows that you are keeping in touch and ensures that you are remembered. Don't make it too difficult, small reminders are enough.
Tip: You can also ask for a Google review here.
8 No assumptions, but data
Even if you have an online presence, you often don't even know if anyone is looking at your website! With free tools like Google Analytics, you can see exactly how many visitors you have, where they come from and what they click on. This helps enormously with decisions and whether there are problems for customers who want to contact you.
9. save time with softwares
Digital advertising Visibility is one thing, but implementation takes time. Many tradespeople today use simple all-in-one solutions such as Adlarion to bundle adverts and statistics, for example. After all, only the essentials count: Your trade.
Visibility can be planned, even in Craftsmanship
Whether an individual business or an established team, craft businesses are facing new challenges today: Digitalisation, visibility and predictability. The good news is that you don't need to be a marketing professional to be found online.
With the right steps, more enquiries, better customers and long-term reach can be built up. If you would like support with this, there are solutions such as Adlarion that are specially tailored to trade businesses.
Adlarion is Germany's first subscription model for digital advertising. As a mixture of software and service, you no longer have to worry about marketing yourself, you can plan monthly and remain visible.
The #1 Flatrate for growing small Businesses ‒ German Engineered.
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