For a plumbing business to keep itself afloat, it needs to adopt marketing strategies that will give the best value by drawing in both potential and existing clients at minimal costs.
Though traditional advertising methods still exist today, tapping into Internet marketing will give you access to a versatile and cost-efficient means of reaching your audience. However, to get the best results and generate the most leads, there are several techniques your plumbing business should consider applying:
● Build your brand
Set yourself up as a unique brand and stand out from the competition by emphasizing in your website what makes your business distinct (e.g. 24/7 services, fast service, or more trucks on the road). This helps clients understand what you bring to the table.
Ensure that your brand is consistent. Create guidelines, standards, and signage to make your brand easy to identify for clients. A recognizable brand helps you stick out in clients’ minds when they need plumbing services immediately.
● Focus on local SEO
Optimizing your business website to appear on the first few pages — if not the first page — of the search results is part and parcel of proper online marketing. Do this by using local keywords, i.e. the service you offer plus your geo-target (e.g. “drainage services in Toronto” and “emergency plumbing in Markham). If you’re known well enough in your community, you can also include your brand name in your keywords (e.g. “A Alert Drain Waterproofing Services in Toronto”, “Abbey Plumbing and Mechanical Commercial and Residential Plumbing in Burlington”, or “Plumbing Authority Inc. Excavating and Grading Services in Vaughan”). Place these keywords in strategic areas (e.g. URLs and titles).
Improve your website’s performance and ease of navigation to create a better experience for visitors. Search engines can pick up on these details and adjust your ranking appropriately. Also create a profile for your business on Google Maps to make your business more visible in searches.
● Blog regularly
Blogs are an important factor search engines use to rank websites. Your blog should also contain plumbing-relevant content for visitors (e.g. how to find the best contractors, solutions to plumbing problems, and seasonal maintenance tips for plumbing systems).
Clients looking for plumbing tips and advice can use this information, which brings in more visitors. Google also tracks how much time people spend on your site. Well-written content keeps visitors longer.
● Create videos
One alternate to blog posts is videos, which are relatively easy to produce. If you have content that needs to be demonstrated to clients (e.g. DIY videos for simple fixes), videos are a good way to convey that information. Videos are also an excellent way to show your expertise as a plumber. This makes you a more authoritative source and builds audience trust.
● Use social media
Social media is an excellent platform to reach hundreds of potential clients free of charge. Post relevant content (e.g. “how to” videos or blog posts) to link it to your brand. Always use a consistent tone with all your content. Sound competent and authoritative to build confidence in your brand. Remember to release content regularly. Inactive pages tend to lose relevance, and come with a drop in viewers. Stay active to keep your audience engaged in what you have to say.
● Partner with a builder
Establishing a relationship with a builder is an excellent way of producing more business. Plumbing is part of any construction; creating a relationship with a builder can get you mentioned when clients need work done. At best, you may find work as a subcontractor on their building projects.
Seek out local builders in the area and join professional groups to start building a network. Always do research on prospective partners; find a builder with a solid reputation to avoid damaging your own.
● Manage your reputation
Doing good work can be used as extra marketing opportunities. Encourage clients to write reviews of your work (e.g. in Yelp, Homestars, or Google Reviews) to give future clients an idea of what to expect from you. In case of negative reviews, respond to them immediately. Being responsive can let you minimize the fallout of these reviews and preserve your reputation.
