Darren Urquhart, founder of Rise Local, joined Mitch Van on the Upscale Business Podcast to discuss the reality of digital marketing in today’s highly competitive trades industry. The conversation revealed essential insights into growing trades businesses sustainably and effectively through thoughtful digital marketing strategies.
Why Entrepreneurial Empathy Matters
One of the foundational points Darren emphasized was the significance of entrepreneurial empathy. Growing up in a family that ran small businesses, Darren learned firsthand about the pressures and stakes involved. At Rise Local, this personal understanding translates into hiring practices where team members either have firsthand business experience or have familial ties to entrepreneurship. This empathy ensures the entire team deeply appreciates the impact their marketing decisions have on clients’ lives.
The Evolution of Digital Marketing
Darren highlighted how digital marketing, especially SEO and Google Ads, has drastically evolved. A decade ago, achieving quick wins through SEO was possible because competition was relatively lower. Now, most trades niches are fiercely competitive. Google Ads has become more expensive, and straightforward SEO approaches no longer yield easy results. Darren pointed out that the real opportunities currently lie in leveraging platforms like Facebook and Instagram, which still offer relatively untapped potential compared to saturated markets.
Transparency and Building Trust
Trust is a significant currency in digital marketing today. Customers are increasingly savvy—they check reviews, seek authentic brand interactions, and prefer businesses transparent about their leadership and customer experiences. Darren emphasized that Rise Local strongly encourages clients to showcase their genuine identities, recent authentic reviews, and transparent business practices to build robust customer trust and loyalty.
Personalized Strategy: One Size Does Not Fit All
Perhaps one of Darren’s most critical insights was the importance of customized marketing strategies. Not every tactic fits every business, particularly in the diverse trades industry. Rise Local takes a uniquely personalized approach, ensuring each business engages the right marketing tactic aligned with their current circumstances, goals, and competitive landscape. Darren stressed that genuine value comes from aligning tactics specifically tailored to client needs rather than forcing generic solutions.
Common Pitfalls to Avoid
Finally, Darren identified a common, costly mistake businesses make: running Google Ads campaigns without proper call tracking. Without accurate data on conversions, businesses inadvertently teach Google’s algorithm to chase clicks instead of valuable leads. Darren underlined the necessity of capturing and leveraging conversion data accurately to optimize ad performance and ROI.
Moving Forward
Darren Urquhart’s interview provided valuable and actionable insights into navigating today’s digital marketing landscape for trades businesses. By emphasizing empathy, leveraging new opportunities, promoting transparency, customizing strategies, and avoiding common mistakes, trades businesses can position themselves for sustainable, meaningful growth.
For more expert guidance on mastering digital marketing for your trades business, reach out to Rise Local—we’re here to help your business thrive.
