Solved: Best Marketing Strategy for a Welding Business?

Hi there,

Thanks for reaching out and explaining your situation. Happy to give you some initial thoughts and guidance on how to expand your welding business and transition to full-time. It sounds like you've got a good foundation with your existing clients and marketing efforts, now you just need to scale it up.

First, let's talk about your website...

I did a quick search for "mobile welding North NJ" and couldn't find your website. If you don't have one, getting a professional-looking website should be a priority. I know it sounds obvious, but many people skip this stage. Even if word of mouth is bringing in your main source of clients, people will still check you out online, and you need to come across as legitimate. You can even add customer testimonials on the website which is a nice bonus.

Your website should showcase your work, highlight your services, and make it easy for potential customers to contact you. Include high-quality photos of your past projects, detailed descriptions of your services, and a clear call to action (e.g., "Get a Free Quote," "Call Us Today"). Make sure your website is mobile-friendly, as many people will be searching for your services on their phones, and make sure it loads fast.

We'll need to look at traffic quality and your website...

If you're running ads and getting a lot of requests for small, cheap jobs, it's likely a traffic quality and/or website issue. I'd say, ensure your ad copy and landing page clearly communicate the types of services you offer and the scale of projects you typically handle. For example, instead of a generic "welding services" ad, try something like "Mobile Welding for Commercial and Industrial Projects" or "Custom Fabrication and Steel Reinforcement." It also makes sense to include a pricing guide, or at least price ranges on your website to help filter out the cheaper inquiries. It's probably also worth having a minimum charge, to ensure your time is well spent.

Online Advertising Strategies

Google Search Ads and Google Local Services Ads (LSAs) are your best bet for reaching people actively searching for welding services in your area. Here's a breakdown:

Google Search Ads:

• -> Target keywords related to the services you offer, such as "mobile welding," "custom fabrication," "steel repair," and "welding services near me."
• -> Use location targeting to focus your ads on the North NJ area.
• -> Create compelling ad copy that highlights your experience, expertise, and the types of projects you specialize in.
• -> Use ad extensions to include your phone number, address, and links to relevant pages on your website.

Google Local Services Ads (LSAs):

• -> LSAs appear at the top of Google search results for local service-related queries.
• -> You'll need to verify your business and provide information about your services, insurance, and licenses.
• -> LSAs operate on a pay-per-lead basis, meaning you only pay when someone contacts you directly through the ad.
• -> You can set your budget and target specific service areas.

I'd say you need to give it more time...

B2B can be really difficult to get working, and it's very common to see no ROI in the first few weeks. I've seen quite a few B2B campaigns take 3 months to properly optimise. What you are looking for is the ROI over the customer LTV, not the immediate sale. You just need to ensure you are getting the correct target audience, and then target them with the right message that highlights why you stand out from your competitors. It's probably also worth doing an offer in your ads, for example a free audit or free consultation.

Also be sure to follow the data and adapt - are certain keywords bringing in higher value clients, which ad variation converts best - all these need to be tracked and actioned. Your target customer also makes a big difference. Some B2B industries are much easier than others.

Also, bear in mind that Google Ads can be expensive. In your area, you can expect to be paying around $10-$50 per lead, or possibly even more if it's a competitive market. To properly test ads and gather meaningful data, I would suggest having a budget of around $1-$2k per month. If your budget is lower, you won't be getting meaningful results and may as well not be doing it.

Other marketing channels...

Alongside Google Ads, consider these additional strategies:

• -> Networking: Continue building relationships with mechanic shops, contractors, and other businesses that could refer clients to you.
• -> Social Media: Create a profile on different social media websites (Facebook, Instagram etc). This is probably not a great option for new client generation, but can be great for showcasing previous work and gaining legitimacy.
• -> Content Marketing: Create blog posts, videos, or social media content showcasing your expertise and providing valuable information to potential clients. E.g. how to prepare a truck for welding work, or when to replace a truck chassis vs when to repair. This can help you attract organic traffic and establish yourself as an authority in your field.

To recap, here's a table overview with recommended actionable solution for the OP to implement:

Ultimately, success comes from building a brand and a positive reputation, getting repeat business and referrals.

I understand you're looking to transition to full-time with your business, and that requires a solid marketing strategy and consistent execution. While I've provided some initial guidance here, there's always more to consider, and it can be difficult to get started without some expert help. It's always a risk spending money on ads and then not getting the results you were hoping for!

If you would like me to have a look at your specific situation in more detail, I would be happy to offer you a free consultation - we can then discuss your current marketing efforts, target audience, and business goals, and give you a more tailored strategy to help you achieve your objectives.

Regards,
Team @ Lukas Holschuh