The Definitive Guide to Plumber Marketing
Regardless of your particular geographical location, competition in the plumbing industry is generally ever-present. This does not mean that if you own a small plumbing business or are just starting a plumbing company, you will not have a hope of establishing a solid customer base. In fact, you can build a thriving business and compete with many others in your area. However, you will need to employ effective marketing strategies to gain an edge on – and stay ahead of – your competitors.
One of the primary details you should know is that yesterday’s marketing tactics do not apply to the global marketplace of today. You might think that because your business is reliant on local business, the global marketplace does not apply to you. Not true. Remember that the internet really is a worldwide web. Since consumers now go online to find and research service businesses (or any business, for that matter), your marketing strategy must be designed with that crucial fact in mind.
You might also believe that if you operate a business that has been in your family for generations, you don’t need to worry about generating new leads on a continual basis. This is also a fallacy. You can retain the family-owned image for your brand, but you will still need to market it effectively to stay in business.
At this point, you may be thinking: Brand? I’m a plumber. Why would I need a “brand?” Well, businesses have always been marketed as brands. We may not have referred to a company’s image as a brand in previous decades, but the concept is the same. Your brand is your image, and your image reflects your ethos and track record as a business. Thus, you brand is critical in terms of marketing your plumbing business. Whether you are a sole proprietor, or you plan to expand and have representatives in several geographical areas, your brand is what current and prospective customers will use to identify your business.
This guide will provide you with an overview describing all of the ways that you might market your plumbing business. From networking in person, to building an effective website, to bringing your campaign to social media and beyond, you can use this guide as a framework for taking your marketing to the next level.
Quick Ways to Generate Leads
The first thing you should do is utilize some easy methods to start getting more leads. These are relatively simple tactics that do not involve intensive planning, and you can likely find the time to fit these tasks into your schedule.
Try these quick-start techniques to start bringing in new customers:
- Business Cards – No matter how developed your website is, you should always have business cards with you. You may meet new people on a daily basis, and every time you hand someone a business card, you are giving them a tangible first impression of your business. Supply people with your card as often as you can, from your friends to your neighbors to the owners of the local businesses that you frequent. Ask friends and family members to hand out your cards whenever they feel it is appropriate.
- “In-person” Networking – Find out when local trade shows are booked in your area, and attend them. By making your presence known at a trade show for the construction industry, for example, you could secure ongoing jobs with construction companies.
- Get Online – While it is important to market your business in person, you can further your efforts by doing some quick online marketing. You might start by posting an ad on Craigslist, which is free. You may also post ads on social media sites, such as Facebook (just be sure that you read and follow the rules for posting ads on each site, so you don’t get your account suspended or permanently blocked). By joining conversations that are relevant to your industry, you can also build relationships with customers on social media.
Now Let’s Talk About Your Website…
Once you have begun to market your plumbing business, you will need to direct some serious attention to your website. Your website should look good, of course – but creating a site that consistently generates leads for your business is about so much more than visual appeal.
First, consider the purpose of your website. You need a site that existing and potential customers can refer to when they want information about your company. However, people should find much more than this when they land on your site. Your website should not be a static place that customers visit once and never return to. If it is, then you are literally squandering endless opportunities to leverage your website as a vital marketing tool.
When customers locate your website, they should find a wealth of content that is both compelling and informative. By supplying your site visitors with relevant, interesting content that they can use, you will create a fan base for your website and your brand. The more that people return to your site, the more your business will remain in their minds. This means that when they are actively seeking the services you offer, they will be far more likely to use your company than some random plumbing business. They may even choose your business over a plumber they have used previously, especially if the experience wasn’t great.
Content that Makes a Difference
Now that you understand the significance of continually providing useful content, you will need to explore what kinds of content you should create. You can publish a broad spectrum of content online, but the first priority should be that your content actually reaches your intended audience. This means providing content across channels that your target demographics are likely to frequent.
If you employ effective search engine optimization (SEO), which we will discuss later in this guide, many of your customers should visit your website. Therefore, this is an excellent place to get started. You can use your own website to provide compelling blog posts on a regular basis. You might include any number of topics that relate to your industry. You could answer common customer questions, discuss the benefits of hiring a professional as opposed to DIY, and talk about the latest plumbing trends.
Be aware that content does not only involve text. You could also impart valuable information by way of photos and videos. You might tell a story in pictures and post it on Instagram. Your story might be about the danger of ignoring a plumbing leak, and you could end it by underscoring the importance of plumbing maintenance.
You can display infographics on your website. Just be sure that they address the needs of your customers. An infographic should present a common problem and solve it.
You could also post a series of videos on YouTube. The subject matter is virtually endless. You could offer a “How to Know if You Have a Plumbing Problem” series, for instance. Pay attention to the issues people discuss in social media conversations, and take your cue from those. If customers are always asking about water heater noises, you could narrate a video about that.
Getting the Most from Your Website Design
In addition to creating epic content for your website and other online real estate, you will also need to implement a variety of crucial digital marketing techniques. You cannot run an effective marketing campaign online without SEO. It’s also important that you use the right kind of SEO. Google does not look kindly upon aggressive SEO tactics that work to the detriment of online users.
Your website should not only be user friendly – it must be mobile friendly, as well. If you haven’t optimized your site to accommodate mobile users, you have to do this to be found via online search engines.
If you have been in business long enough to have at least one happy customer, add a portfolio and testimonials page to your website. Make sure that you display as many identifying details as your customers will allow, so visitors to your site may verify that the information is real and true. When you offer a balanced combination of text and images, potential customers will be able to gain a sense of the quality work you can provide for them.
You will also need to measure your results. This is done by performing analytics on your website, social media pages, and ad campaigns. If you don’t analyze the results of your marketing efforts, you will not know what is working and what is not. Doing routine analytics could help you to conserve money and other resources for your current and future marketing campaigns.
Another aspect of staying competitive is implementing location targeting. You will need to do this on your website, as well as throughout all of your content.
Doing all of these things will be incredibly helpful in terms of lead generation, and this is the entire point of marketing your plumbing business.
Remember the Real Estate
In addition to supplying your audience with content that keeps them coming back, you should make use of the wide range of online real estate available. Is your plumbing business currently listed in the major online directories? If not, it should be as soon as possible. You also must be sure that your contact information (also known as NAP, which stands for name, address, and phone number) is kept consistent across all of the directories.
We were able to dramatically increase leads for one of our clients (by 770%, to be exact) by using online real estate to get their name in front of the people who matter: customers. While we have also had plenty of other success stories, we think that a surge of 770% in leads speaks for itself!
In order to get the traffic needed to provide a continuous influx of leads, you should always take advantage of the real estate available online. In many cases, these options can be accessed free of charge. Be careful about offers to upgrade your listings. Many of these platforms will extend such offers, but often, such upgrades are not necessary to get your business name out there.
Making Digital Marketing Work for Your Business
One of the final, ongoing steps in your campaign will be to pull it all together by employing online marketing strategies that get results. Along with posting ads on social media platforms, you may also want to engage your customers in social media marketing campaigns. One way to do this is to ask customers to send success stories to your social media pages. You could also hold a contest on social media to see how many referrals your customers can send your way; the winner could be treated to a free maintenance visit.
As mentioned previously here, both SEO and location targeting are important. When you combine the two, you have the indispensable tool known as local SEO. This will ensure that your business is found when people search online for services in their specific geographical areas. One tool you can use is Google AdWords. The Google AdWords feature streamlines the process of advertising to people in your area.
You Are Not Alone
Feeling overwhelmed? Don’t despair. You don’t need to be a writer, videographer, or digital marketing expert to market your plumbing company. If you trained to work in the plumbing industry, no one expects you to be a digital marketing guru – and you shouldn’t expect it of yourself.
We have a wealth of experience in online marketing, and we have a solid track record to prove it. Leave the website design and marketing to us, so you can continue to work in your chosen field. We can take care of all of the online marketing details we’ve described here, from social media ads to YouTube videos to building an impressive website for your business. We can do this on an ongoing basis, and our team can help you to measure the results. We look forward to taking your digital marketing campaign to the next level.
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