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How to Market Your Painting Business: 10 Essential Tools

Why Digital Marketing Matters for Painters and Decorators

The way customers find and choose painting and decorating services has changed dramatically in recent years. More than 80% of homeowners now search online before hiring a tradesperson, making it crucial for painters and decorators to have a strong digital presence. Digital marketing offers multiple benefits, from increased visibility and credibility to improved customer engagement and a steady stream of leads. With the right strategy, you can position yourself ahead of competitors and attract more high-quality clients.

Benefits of Digital Marketing for Painters and Decorators:

  • Increased Visibility – A well-optimised online presence helps potential customers find your business easily.
  • Improved Credibility – Online reviews and a professional website build trust with new clients.
  • Cost-Effective Marketing – Digital marketing often requires less investment than traditional advertising but delivers higher returns.
  • Better Customer Engagement – Social media and email marketing allow direct interaction with past and potential clients.
  • Higher Conversion Rates – Targeted advertising and SEO strategies help turn website visitors into paying customers.
  • Sustainable Growth – A well-implemented digital marketing strategy can create a steady stream of leads for long-term success.

10 Ways to Market Your Decorating Business

1. Claim Your Google My Business Profile

Google My Business (GMB) is one of the most powerful digital marketing tools for painters and decorators. A well-optimised profile ensures your business appears in local search results and Google Maps.

Make sure your profile is complete with up-to-date contact details, service areas, high-quality images, and accurate working hours. Businesses with complete GMB profiles receive 70% more visits than those without. Encourage happy customers to leave reviews to boost your credibility and increase your chances of appearing in the search results.

2. Get Reviews

Customer reviews play a huge role in building trust and attracting new clients. A strong collection of positive reviews can improve your search ranking and make potential customers more likely to choose you. Asking customers to leave Google reviews is often the easiest platform for you and the customer.

To encourage reviews, ask clients to leave feedback after a completed job. Sending a follow-up message with a direct review link makes the process easier. Always respond to reviews - thank happy customers for taking the time to leave the review and professionally reply to any negative feedback to show you value client input.

3. Use Social Media

Social media platforms like Facebook, Instagram and TikTok provide excellent opportunities for painters and decorators to showcase their work and engage with potential clients.

Choose the platform that best fits your target audience and post consistently to keep your business top of their minds. Share before-and-after project photos, behind-the-scenes content and tools or product recommendations to educate and engage followers. Aim to take content at each job you are at to help build a bank of content in a mixed format of still images and videos. To start, try posting once per week. Also, remember to respond to comments and messages promptly to build relationships with potential clients and encourage word-of-mouth referrals.

4. Build a Professional Website

A well-designed website acts as your digital storefront, giving potential customers a place to learn about your services, view past projects, and get in touch.

Your website should include essential pages like About Us, Testimonials, Projects, and Contact. Use platforms like Wix, Squarespace, or WordPress for easy setup. A professional logo and consistent branding across all marketing channels will strengthen your online presence. If you are looking to advance your website, also consider investing in your SEO strategy, which will help your website be at the top of potential customers' Google searches.

5. Separate Personal from Professional

Keeping your business and personal life separate is key to maintaining professionalism.

Use a dedicated business email address rather than a personal one, and create separate social media accounts for your business. Consistent branding, including the same name, logo and colour scheme across all platforms, helps establish credibility and makes your business easier to recognise.

6. Use Email Marketing

Email marketing is a direct and effective way to keep in touch with clients, share updates and offer promotions.

Build an email list through your website, social media and in-person interactions. Always obtain consent and follow GDPR guidelines. Send newsletters with valuable content such as painting tips, seasonal promotions and special offers to keep clients engaged and encourage repeat business. A good platform to start with is MailChimp.

7. Network at Industry Events and Trade Shows

Attending trade shows and industry events like the National Painting and Decorating Show is a great way to connect with potential clients, suppliers and fellow painters.

Face-to-face networking can lead to valuable business opportunities and partnerships. Collaborating with local businesses, such as interior designers or fellow tradespeople, can result in joint promotions and shared referrals.

8. Engage in Online Communities & Forums

Online communities and forums provide a space to network, share knowledge, and attract potential clients.

Join industry forums and local Facebook groups where homeowners seek recommendations for tradespeople. By actively participating in discussions and offering valuable advice, you can establish yourself as an expert in your field and increase your chances of securing new clients.

9. Invest in Paid Advertising

Paid advertising, such as Google Ads and social media (Meta) ads, can generate immediate leads by targeting homeowners actively searching for painting and decorating services.

Facebook and Instagram ads allow you to target specific demographics based on location and interests. Google Ads help you appear at the top of search results for queries like “painters near me.” Set a clear budget and track performance to ensure maximum return on investment. While paid ads can be effective, they can also become costly if not managed properly. There are agencies available that specialise in setting up and managing paid advertising campaigns to help maximise ROI. However, it's best to focus on others points first such as social media growth and optimising your Google My Business profile first before investing in paid advertising. 

10. The Power of Business Cards in a Digital World

Despite the digital shift, business cards remain an effective marketing tool.

Hand them out at networking events, trade shows and local businesses. Ensure your card includes your website, social media handles and contact information. A well-designed business card helps leave a lasting impression and can drive traffic to your online platforms.

Analogy: Marketing is Like Painting a House

Just like preparing a surface before painting, setting up your digital marketing properly ensures long-lasting results. If you skip the groundwork, the final look won’t be as strong. Taking the time to create an online presence is like applying the right primer - it helps everything else stick.

FAQ

1. How long does it take to see results from digital marketing?

It depends on the strategy. SEO can take a few months, while paid ads and social media campaigns can yield results within weeks.

2. Do I need a website if I have social media?

Yes! A website adds credibility, gives you control over your content, and helps potential customers find detailed information about your services.

3. Is paid advertising worth it for painters and decorators?

Yes, if done correctly. Paid ads can bring targeted traffic to your business quickly. It’s essential to track results to ensure a good return on investment.

4. What’s the easiest way to start with digital marketing?

Start by setting up your Google My Business profile, asking for reviews, and creating a social media presence. Over time, you can expand to a website and paid ads.

Conclusion

An integrated digital marketing approach helps painters and decorators attract more clients, build brand visibility, and ensure steady business growth. By implementing these strategies consistently, you can establish credibility, generate high-quality leads, and stay ahead in a competitive market.