There will never be a shortage of burst pipes or leaky sinks. So you want your plumbing services to be the one everybody calls upon when they’re in a crisis. How do you make that happen? Investing in a good marketing strategy for your plumbing business is key. A successful plumbing marketing strategy brings in new customers and helps your business grow, among a heap of other benefits which we’ll dive into a little later on.
Why is Plumbing Marketing Important?
The way businesses market themselves has changed a lot in the past 15 years, with more traditional methods pushed aside to make way for digital ones. Why? The one place everyone goes to find information about a business now is the internet. In a study conducted by Blue Corona results showed that 80% of customers look up a business online before making a decision. So, for example, having a strong website is one of the most important pieces of a good marketing strategy. A good marketing strategy in turn drives brand awareness, increases word-of-mouth referrals in your local area and helps you grow a larger customer base.
There’s also no shortage of plumbing businesses offering the exact same services as you, so when you’re thinking about marketing for plumbers sometimes it’s helpful to think outside the box. Having effective plumbing marketing strategies helps you stand out from your competition. For example, advertising offering specific promotions and services on your website that other plumbing businesses in the area don’t offer, is a great way to set yourself apart and show that you offer better service than the plumber down the road.
Marketing for Plumbers: 15 Innovative Techniques
There are so many different ways of marketing your plumbing business, especially in the digital age we live in. Traditional marketing methods are still a reliable way to market your business, but we’ll focus on the digital marketing tools you can use to build a solid plumbing company marketing plan. This includes email marketing, digital advertising (like PPC campaigns), developing a website and using social media.
1. Develop a strong brand with consistent messaging
Your brand identity is how people will recognize your business, so you want to make it stand out with an eye-catching look and clear messaging. Your business name, your logo, website, colors, uniforms and even how you talk and interact with customers online and in person all make up brand identity. Brand identity are all the visual components that make your brand, so with good brand identity your customers will know your logo and color scheme from just hearing your business name. A strong brand persona helps prospective customers connect with your purpose and values, which makes them more likely to choose you when they need work done.
Once you’ve identified key pieces of your brand identity make sure you keep them consistent in future marketing collateral as this is how you build your brand recognition.
2. Use email marketing to stay in touch with customers
Nobody likes to be bombarded with multiple marketing emails a day. When you feel like you're being spammed, that ‘unsubscribe’ button at the very bottom of an email chain starts to look all the more inviting. The key to avoiding unsubscribes is to add helpful content to your emails that engages customers instead of only selling to them.
Think of helpful and more personal ways you can engage such as maintenance reminders, or information on what they can look out for to avoid any nasty accidents. You can also send promotional material offering seasonal and loyalty discounts–just be careful not to send them too often.
This will build trust with your customers and also set a standard for what they come to expect from your business. Finally, it keeps your business name at the front of their minds if you’re consistent (but not annoying) with your email marketing strategy.
3. Create a professional, mobile-friendly website
You want to create a mobile-friendly website that's easy to navigate and has all of your important business information. Website design that includes things such as your name, logo, contact details, location and services you offer as a bare minimum.
Once you’ve laid the groundwork, you can then look into having an online booking system, customer reviews and even photos of your team for a more personal touch. This gives existing customers a place to reach you, and invites potential customers searching for a plumbing business online, a way in.
4. Create valuable and insightful content
With the rise of social media apps such as TikTok, people love to watch short, snappy videos that pique their interest for a mere thirty seconds. Keep this in mind when you think about adding different types of content to your website. With video marketing, you can choose a topic that will interest customers and use your smartphone to create a quick video to post on your site. For example, it could be a “how-to” guide to demonstrate the solution to a common plumbing issue.
For written content such as blogs, pick a topic that you can dive a little deeper into. For example, a “top ten common mistakes when installing a new toilet” article or “how to choose a plumbing contractor” piece. This engages your audience and builds credibility, so customers have more incentive to choose your business.
5. PPC ad campaigns
Once you have tackled your website design and have created some valuable content, pay-per-click (PPC) advertising campaigns are a great way to find new customers. Plumbing PPC marketing tactics can be text, images, videos or any mix of all three. They can even be targeted to your local area. While setting up PPC campaigns can seem complex at first, there are a lot of resources to help, even some from Google themselves.
6. Utilize SEO
You want to drive as much traffic as possible to your website and that’s where SEO will help. Search engine optimization, or SEO, is all about ranking higher on search results pages such as Google. Whether you know a little about SEO and can update yourself, or you’re looking for an external source to help out, it’s important to optimize your website and any content for SEO purposes.
Search engines (like Google) decide which websites to show on a search engine results page (SERP) based on ever-changing algorithms. These formulas analyze your content (business name, domain name, various keywords, etc) to determine how well they match the specific terms people looking for plumbing services type into the search bar. The higher up on the SERP your website shows for a given term, the more likely you are to get a click and bring in new revenue.
Do some keyword research to understand what customers are searching for. You can use that information to create engaging content that discusses topics your target audience will be interested in, and increase your SEO ranking at the same time.
7. Invest in a strong social media marketing strategy
Social media is everywhere. Whether you hate it, love it, or feel indifferent towards it, it’s almost inescapable in today's society. The best part about this form of marketing is that it’s free (providing you avoid paid advertisements). Take the time to build a business page on Facebook, Instagram, Twitter, LinkedIn and any other social media platform out there. It helps build your brand credibility and lets you shout about all the great plumbing services you offer.
Whether that’s new blog posts, a TikTok video with a quick tip, the latest deals and offers or even just to introduce yourself to prospective customers, the reach that social media has now means it’s one of the best forms of online marketing.
Are you looking for help with your plumbing estimates?
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Are you looking for help with your plumbing estimates?
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8. Ask for online reviews and referrals
Encourage word-of-mouth business by asking happy customers to leave you an online review. You can even offer a small discount for reviewing your plumbing business. This builds brand awareness and credibility. Additionally, make it easy for them to give you a referral for more business by leaving a business card or even setting up a referral program for customers. It encourages repeat business as well as bringing in new customers through the door.
9. Partner with other businesses or organizations in your community
Teamwork makes the dream work. Chances are you’ve heard that in some form or another, and establishing partnerships in business is exactly that. By building bridges between you and other businesses in the industry you’re giving one another a leg up. For example, by partnering with local plumbing contractors they can recommend your business each time they have something come in which requires your services. You get the benefit of having additional business, and it builds upon the strength of your brand as customers are more likely to trust a recommendation from a reputable source.
10. Leverage local sponsorships
Whether it’s your local football team, tabletennis club or gymnastics. Another impactful strategy is to sponsor local teams or community events. This provides you an opportunity to increase your brand visibility and build relationships with potential customers in a relaxed and enjoyable setting. By associating your brand with local teams or events, you create a positive perception and foster a sense of community engagement.
11. Implement video marketing
Incorporating video marketing into your plumbing marketing plan is essential in extending your reach just that little bit further. Video marketing is a powerful tool that you can use to educate your customers, showcase your expertise and engage with your audience.
It can be anything from education videos showing how to fix a leaky tap, or how to prevent frozen pipes in the colder months of the year. Or it could be customer testimonials, chat with your valued customers about a positive experience they’ve had with your plumbing company. Finally, a Q&A live session where you answer questions people may have about your services, builds trust and allows you to directly connect with your audience.
12. Offer virtual consultations and estimates
By offering virtual consultations, you can meet with prospective customers online, assess their needs, and provide them with an estimate for the work that needs to be done. This saves customers time and money, as they don't have to schedule an in-person appointment. It also allows you to reach customers who may not be able to visit your physical location, such as those who live in remote areas or just can’t fit in the time.
Virtual consultations are also a great way to build trust with potential customers. By meeting with them virtually, you can demonstrate your expertise and professionalism, and answer any questions they may have. This can help you build rapport with customers and make them more likely to choose your business for their plumbing needs.
13. Host DIY workshops
Marketing for plumbers doesn’t have to be boring or tedious. Hosting DIY workshops is one of the ways you can have a lot of fun. You could offer hands-on learning experiences learning basic plumbing skills, such as fixing a leaky tap or installing a new showerhead. By providing all the necessary materials and tools, inviting local experts or experienced plumbers to conduct the workshops, and charging a nominal fee, you can make the workshops accessible to a wider audience and enhance credibility and value for your plumbing services.
One of the main benefits of DIY workshops is that it establishes you as a “go-to” source, a knowledgeable and trustworthy business. In addition, workshops encourage leads and expand upon your customer base, with direct interaction and positive relationship building.
14. Utilize Chatbots for customer service on your website
There are so many businesses using chatbots for customer service these days, gone are the times when you’re waiting until 9am the next working business day. As consumers we want everything in an instant, and as a business owner you want to do your best to accommodate. Chatbots have emerged as a valuable tool in aiding customer service, and it’s no different within the plumbing industry.
These automated conversation systems can provide 24/7 customer support, offering real-time assistance to prospective customers and answering common questions or concerns. This not only improves customer satisfaction but also frees up time to focus on more complex tasks. In addition, chatbots can provide personalized recommendations and solutions based on the customer's specific needs. Therefore, enhancing customer satisfaction and fostering trust in your business
15. Develop a referral reward program
A referral reward program is an effective way to generate new leads and grow your plumbing business. It encourages your existing customers to refer your services to their friends, family, and colleagues. In return for their referrals, you offer them a reward, such as a discount or free service. They’re cost-effective, generate qualified leads and build customer loyalty, so are a great way to incentivize and market your plumbing business.
How Could Simpro Help You Approach This Strategy?
Simpro is one of the leading field software management tools on the market, helping you to budget efficiently, price your services effectively and streamline your workflows. With Simpro, you can create customized invoice forms and get paid faster, store all of your company information such as business address, company logo and contact information. In addition, with in-depth reporting functionality you’re always able to see important information such as profit and loss, employee productivity, job productivity and much more. This gives you visibility on the details of your business that are vital for your growth.
Don’t Get Bogged Down With Your Plumbing Marketing Ideas
If you’re looking to up your plumbing advertising game, follow these 15 tips to get you started. Make sure you’re thinking through how you want your business to grow and always stay one step ahead. That includes establishing your brand identity and its messaging, developing a professional website that customers can easily find, using social media to your advantage and taking a hold of technology in business.
If you’re looking for further tips, we’ve got you covered with our blog on how to successfully grow your plumbing business.