Overview

A practical, no-nonsense handbook for marketers, team leads and operators in trades and home-services: The A-Z Marketing Handbook for Trades translates two decades of frontline experience into a compact, usable reference you'll reach for every week. If you've had enough theory-heavy manifestos and want checklists, playbooks and measurables you can apply this afternoon, this book is for you. Christian Strutt's simple convictions - clarity beats cleverness, and repeatable processes create room for creativity - run through every entry. The A-Z format organises tools, frameworks and language so teams can build, nurture and optimise campaigns, brands and processes from discovery and strategy through analytics, automation and growth. What's inside - A practical A-Z of focused entries: Audience Mapping, Brand Positioning, Conversion Rate Optimisation, Local SEO, Email Nurture, Funnel Design, Google Business Profile management, Hyperlocal Paid Search, Intent-based Keywords, Job-site Case Studies, KPI frameworks, Lead Management, Maintenance Contracts, NPS and Reputation, Online Quoting, Performance Marketing, Quoting Process, Referral Programmes, Service Area Pages, Tracking & Call Analytics, Mobile-first UX, Video Marketing, Site Architecture, Technical SEO, Seasonal Planning and Zero-party Data. - Cross-referenced checklists and governance tips so you can find and apply what you need fast. - Operational frameworks: 90-day stabilise, 180-day optimise and 365-day scale plans that turn initiatives into predictable outcomes. - Measurement guidance that ties campaigns to revenue and margin, not just clicks - plus templates for KPI dashboards and weekly/quarterly governance. Who this helps - Small business owners and solo tradespeople who need focused, high-impact actions for immediate results. - Mid-size, multi-trade firms building repeatable processes to scale without breaking operations. - Agency leads and in-house marketers who want a shared language and playbooks to align marketing, sales and ops. Core themes you'll use every day - Audience-first thinking: segment by problem, timing and value - not by your service catalogue. - Local as operating model: design campaigns, landing pages and staffing around hyperlocal demand. - Measurement that matters: connect front-end activity to completed jobs, revenue and margin. - Balance acquisition and retention: productise maintenance and build predictable contract revenue. - Systems and governance: create playbooks, automate routing, implement call tracking and UTM discipline. - Trust through evidence: reviews, video, case studies and consistent communication reduce perceived risk. - Permission and privacy as advantage: zero-party data and consented outreach convert better and future-proof marketing. How to use the handbook Dip in as a reference during campaign design, use entries as step-by-step checklists in workshops, or follow the 90/180/365 roadmap to move from stabilising operations to scaling profitably. Each letter is intentionally concise so you can adapt and implement immediately. If you want one task to start tomorrow: clarify who you serve, how you measure success, and who owns each stage of the journey. Then pick a single letter, apply its checklist, measure the result and repeat. Small, consistent improvements compound into operational predictability and long-term value. About the author Christian Strutt has spent over twenty years working with agencies and in-house teams to design, execute and scale marketing for trades and home-services businesses. His practical approach turns marketing into repeatable, accountable growth. Turn the page and start building. This book is from Christian Strutt at Milton Keynes Marketing digital marketing agency experts at www.MiltonKeynesMarketing.uk

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