As a tradie in New Zealand, chances are most of your business comes from word of mouth. A mate recommends you, a neighbour remembers your sign at the gate, or someone calls because they saw you out on the job. It’s simple and it works – but what if you could take that word of mouth and give it unlimited reach?
That’s where digital marketing comes in, and I’m not talking about expensive, fancy campaigns. I’m talking about simple strategic marketing that works for real businesses like yours, without draining your time or budget.
First things first: why consistent branding matters
Branding might sound corporate, but it’s just how people’s brains work to recognise you. If your logo, colours, and style match across your signs, shirts, Facebook, and website, you start to stick in people’s minds.
Think of branding like a good fence line: when everything’s straight, strong, and tidy, people trust it. When it’s all over the place, they don’t.
Even if you’re a new business, invest in a clear logo and simple design that you can use everywhere. If you look professional, people assume your work is too. Think about colours and the font you choose, as they all convey ideas about your business.
I’ve worked with dozens of rural and trade-based businesses, and I’ve seen one thing time and time again: when you look professional, and you show up consistently online and offline, you build trust – it’s trust that gets you the job!
There is a reason that big businesses spend millions on branding.
Why an online presence matters
You might think, “I’ve got enough work, I don’t need marketing.” That might be true now, but what about next season? Or when you want to grow?
Your online presence means people can find you 24/7. It builds trust before they even meet you. Even in rural New Zealand, people Google before they call. Think of your Google Business listing, website, and Facebook page as a digital handshake. If they look good, people feel confident hiring you.
Your Google Business profile
If you’re not on Google Business, you’re missing a huge opportunity. It’s free and helps you show up when people Google “fencers near me.”
How to set it up:
- Add your business name, phone, service area, and photos.
- Include a short description of your services.
- Ask happy customers to leave reviews.
- Upload photos of real work – Google loves fresh content.
This also puts you on Google Maps, making it easier for locals to find and trust you.
Building your website
A website is your digital shop front. It’s where people go to check you out before calling you. 
You don’t need a flashy site, just one that works, is SEO and mobile optimised, and is user-friendly.
A good website should:
- Be mobile-friendly (most people browse on their phones).
- Load fast (3–5 seconds max).
- Be clear: What you do, where you work, how to contact you.
- Show your real work: photos, testimonials, services.
- Have consistent branding.
- Be easy for customers to navigate.
Even a one-page site can work if it’s professional and easy to navigate.
What’s the buzz about social media?
Social media is different from print media because it’s ongoing and shareable. One good post can reach far beyond your town for free. You don’t need a huge following – just consistency. Post your latest job, a before-and-after shot, or a tip about fencing care, and suddenly you’re the name people remember.
Social also gives feedback. On Facebook, you can see who’s clicking, liking, or messaging you. With print, you never really know who’s reading it, making it difficult to monitor success and adapt future marketing efforts.
How to optimise your Facebook business page
If you only do one thing after reading this article, let it be setting up your Facebook business page properly. It’s free, easy, and it’s where most of your potential clients will look first.
Here’s what to check:
- Profile Photo & Cover Image: Use your logo as your profile picture and a strong, clear image of your work or your team for the cover.
- About/Bio Section: Tell people who you are, what you do, and where you work. Example: “Quality rural fencing across Nelson and Tasman. Over 20 years’ experience.”
- Contact Info: Add your phone number, email, website, and hours.
- Post x3 times a week: Share before/after shots, happy customers (with permission), tips, team photos, or seasonal reminders like “Spring is the perfect time to check your boundary fences.”
Quick social media tips
Social media doesn’t have to be hard. Here’s what works:
- Post real work: before-and-after fence shots beat stock photos.
- Use your phone: natural light is your best friend.
- Tag your location: helps locals find you.
- Show your team: people trust people.
- Use local hashtags like #nzfencing or #ruralservicesnz.
- Don’t overthink it. Done is better than perfect.
- Think of social like word of mouth – just online. When you share your work, people share it too.
Carissa Marsh
Published in WIRED issue 78/September 2025 by Fencing Contractors Association NZ
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