If you’re a tradie and Instagram seems like a confusing world of filters, hashtags, and influencers—don’t stress, you’re not alone.
But here’s the kicker: social media is an easy and affordable way to grow your business, find those dream clients, and crush your competition. And the best part? You don’t need a marketing degree to make it work.
We recently teamed up with Ash Edwards from InSeek Identity, who specialises in helping tradies use social media to land high-paying, loyal clients. Here’s the lowdown on how you can start using Instagram to your advantage, without spending endless hours trying to figure it all out.
Why Instagram Matters for Tradies
Let’s start with the basics: Instagram isn’t just for fashion bloggers and cafes. These days, people are using it like a search engine. Instead of Googling "builder near me,” they’re jumping on Instagram, searching for services in their area, and scrolling through profiles to find someone they trust.
The takeaway? If you’re not showing up on Instagram, your competitors probably are. And if your profile isn’t optimised, you might be missing out on some seriously valuable clients.
Quick Fix: Make Your Profile Searchable
One of Ash’s biggest tips was how to make sure potential clients can actually find you when they’re searching on Instagram. It sounds simple, but most tradies miss this.
Here’s how:
Instead of just listing your business name in your profile, think about what someone would search for if they didn’t know your business existed.
For example, if you’re a builder in Brisbane, make sure your profile name includes keywords like “Builder Brisbane” or “Brisbane Renovations.” This way, when someone searches “Builders Brisbane,” you’ve got a better shot at showing up.
Pro Tip: Go to your Instagram profile, hit “Edit Profile,” and in the “Name” section, add those essential keywords that describe what you do and where you’re located. It’s a small tweak but can make a massive difference.
Know Your Dream Client and Speak to Them
You’re not just after any client. You want the ones who value your expertise, pay on time, and don’t try to haggle over every detail. But to attract those dream clients, you need to be crystal clear on who they are.
Start by asking yourself:
- What problems do my ideal clients have?
- What kind of projects do I want to focus on in the future?
- Who am I trying to attract—luxury homeowners, small businesses, large commercial projects?
Once you know who you want to work with, tailor your content to them. For example, if you want to focus on high-end renovations, your Instagram posts should showcase before-and-afters of these kinds of jobs, highlight your expertise, and educate clients on the process.
Post Consistently (and Make it Interesting)
Ash made a great point that a lot of tradies try Instagram for a bit, post a couple of times, and then give up when it doesn’t bring in clients right away. But social media is a long game—it’s about building trust over time.
The key here is consistency. Posting once every two months won’t cut it. You don’t need to be online every day, but aim for regular posts that show off your work, give insight into your process, and engage with your audience.
Here are some content ideas that work:
- Project Milestones: Show the progress of a big job. People love seeing the transformation from start to finish.
- Behind the Scenes: Share a bit about your daily routine or how your team works on-site. This gives potential clients a sneak peek into what it’s like to work with you.
- Before-and-Afters: These are social media gold for tradies! Everyone loves a good transformation, and it shows off your skills.
- Testimonials: Share client feedback with a personal touch. A simple screenshot of a text or email from a happy customer goes a long way.
Keep It Real—Clients Are Watching
Ash gave a great example of two tradies: one had years of experience and a solid reputation but no online presence, while the other was just starting out but looked like a pro online with a slick website and active Instagram. Guess who clients were more likely to go with?
Even if you’re the best in the business, if your social media and website don’t reflect that, clients will think otherwise. The truth is, first impressions count—especially online. So, your Instagram should reflect the quality of work you do in real life.
Build Trust Over Time
Social media isn’t about instant wins; it’s about building relationships. Clients won’t book a $50K renovation with you after seeing one post. But if they follow your journey, see your projects, and get a sense of who you are and what you stand for, they’re much more likely to choose you over someone else when the time comes.
Think of it like dating—you need to build that trust over time. Don’t just post and expect them to commit after one interaction. Keep showing up, keep adding value, and eventually, they’ll feel comfortable reaching out.
Give Your Clients a Reason to Follow You
Want to know a quick hack to keep clients engaged? Give them something useful. It might be a downloadable checklist, like “5 Things You Need to Know Before Renovating” or a video series that walks them through a recent project.
By offering something of value, not only are you helping potential clients, but you’re also positioning yourself as the expert they can trust. Plus, it keeps you top of mind for when they’re ready to start their project.
Get Started with a Free Tradie Social Pack
To help tradies get started on the right foot, Ash has created a free social media starter pack designed specifically for builders and tradies. It includes everything from ready-to-use post templates to suggested captions that will help you create professional, engaging content in no time.
If you’re feeling overwhelmed, this pack is a great place to start. Just tag Ash’s company, @inseek_identity, on Instagram, and they’ll send you the pack directly to your DMs.
Final Thoughts
Social media can feel daunting, especially when you’re already busy running a business. But with a little effort, it can become one of your most powerful tools to attract dream clients and showcase the amazing work you do.
Start with these simple steps:
- Optimise your profile with search-friendly keywords.
- Post consistently and show off your process, team, and completed projects.
- Build trust by offering valuable content that speaks to your ideal clients.
Remember, it’s not about being the loudest voice—just the most consistent and genuine. And once you get the hang of it, you’ll wonder why you didn’t start sooner.
