Struggling to make your plumbing business stand out? With competition fiercer than a clogged pipe, finding the right plumbing marketing strategy is as vital as having the right wrench for the job.
Designing the right marketing strategy to get more customers and grow your business requires a different approach, especially when you want to include Google Business Profile and social media in your plumbing marketing strategy.
When you are handling day-to-day business operations like scheduling and customer communications, implementing effective marketing techniques can be challenging.
DemanHub has helped many businesses get more customers and grow their business and revenue via their all-in-one customer engagement platform. We offer tools that help businesses manage their daily operations, gather reviews, launch targeted marketing campaigns, collect payments, send automated reminders, and more - all through text marketing.
Whether you’re a seasoned plumber or just turning the valve on your business, we will share 17 proven plumbing marketing strategies to survive and thrive in this article.
These tips are designed for plumbing entrepreneurs eager to pipe up their game. So, dive into tactics to attract customers and turn them into loyal fans.Table of Contents
Marketing is the lifeline for plumbers seeking to attract more clients. It’s simple: the more people know about your services, the more likely they will call you when they have a plumbing issue.
Effective marketing boosts your visibility, helping you stand out in a crowded market. It’s not just about being seen, though; it’s about being remembered.
Good marketing strategies ensure your business name comes to mind first when someone’s pipe bursts at 2 AM.
From showcasing your expertise on social media to optimizing your website for local searches, marketing is the tool that puts your plumbing services on the map and keeps your phone ringing.
Navigating the marketing world can be like finding a leak in a complex piping system – you know it’s essential, but where do you start?
Here are 17 tried-and-true tips to not just keep your plumbing business afloat but to help it thrive. These strategies are straightforward, no-nonsense, and designed to make a real impact.
Think of your Google Business Profile as your digital business card. It’s free, and it’s powerful. By claiming and optimizing your listing, you’re putting your plumbing business on the map – literally.
When locals search for plumbing services, you want your name to pop up. Make sure your contact information, services, and hours are up-to-date.
Here’s how your Google Profile listing will look like when people search for plumbers in your area:
Encourage satisfied customers to leave reviews. A strong Google presence can be the difference between a phone that rings off the hook and one that never rings at all.
Your website is potential customers’ first impression of your business. And guess what? Most of them are browsing on their phones.
A mobile-friendly website is no longer a nice-to-have; it’s a must-have. Ensure your site loads quickly, is easy to navigate on a small screen, and has clear calls to action.
Image source: Messick Plumbing
A mobile-optimized website helps keep potential customers from bouncing and ranks better in search engine results. Remember, if customers can’t easily access your site on the go, they’ll move on to one they can.
Pro Tip: Launch a mobile app for your plumbing business. This step goes beyond a mobile-friendly website, offering customers the convenience of booking and managing services with just a tap. An app can boost customer engagement and loyalty and set your business apart. Think of it as having your services in your customers’ pockets, always just a tap away.
SEO is your digital tool for ensuring your plumbing services are easily found online. Remember, 90% of customers look for local businesses online.
Here’s how to fine-tune your website:
Keep your website fresh with informative articles and tips about plumbing. This helps in SEO and positions you as an industry expert.
A fast-loading website is crucial for user experience (UX) and search engine rankings. Optimize your site’s loading speed by compressing images and streamlining code.
Enhance your visibility in local searches by including your location in keywords and maintaining accurate listings on Google Maps and local directories. For example, “plumbers near me,” “Unclog drain,” or “fix water leak.”
When someone searches for these terms on Google, the search engine’s algorithm looks for the most relevant results. And it prioritizes those results closest to the user’s location.
To boost your plumbing business to the first page of Google’s organic search results, focus on local keywords that potential customers might use to find your services.
For example, if your plumbing business is based in Durham, using key phrases such as “Durham water leak repair” is essential.
Add such keywords and their variations throughout your website – in the content of your blogs, landing pages, headlines, subheadings, meta tags, and meta descriptions. This strategy enhances your website’s SEO performance.
Consequently, when people in your area search for a plumber, your business has a strong chance of appearing prominently in their search results.
Crafting a marketing budget is like laying the groundwork for a successful plumbing project. It requires precision, foresight, and adaptability.
Here’s how to ensure your marketing budget is as effective and efficient as your plumbing services:
Start by defining specific, measurable objectives for your marketing efforts.
For example, if your goal is to increase brand awareness, you might allocate more funds to broad-reaching platforms like social media or community events.
Distribute your budget across various channels, but do so strategically. For instance, if you notice that your website generates the most leads, investing more in SEO and content marketing makes sense.
On the other hand, if social media drives engagement and referrals, then platforms like Facebook and Instagram should get a larger slice of the budget. Remember, it’s not just about spreading funds but investing them where they yield the best returns.
Implement tools and methods to track the return on investment (ROI) of each marketing channel. For example, use Google Analytics to track website traffic and conversions from your SEO efforts.
For social media, use social media platform analytics to understand engagement and lead generation from your posts. This data will guide you in understanding which strategies are paying off and which need reevaluation or tweaking.
The market is dynamic, and your budget too. Stay alert to shifts in market trends, customer behavior, and the competitive landscape.
For instance, if a new social media platform starts trending and your target audience is flocking there, be ready to allocate resources to explore that channel. Similarly, if a particular type of content, like video tutorials on plumbing fixes, starts gaining more traction, consider redirecting funds to produce more of such content.
Plumbing needs can be seasonal. For example, during winter, there might be an increased demand for pipe insulation services to prevent freezing. During these peak times, it’s wise to increase your advertising budget to capture the heightened demand.
Conversely, during slower seasons, you might focus more on brand-building activities or preventive maintenance services, adjusting your budget accordingly.
By meticulously setting, managing, and adjusting your marketing budget with these strategies, you can ensure that every dollar spent contributes effectively towards the growth and success of your plumbing business.
To truly understand the impact of your marketing strategies, you need to track leads and analyze performance data.
Here’s how to do it effectively:
Customer Relationship Management (CRM) software can help you track leads and conversions. It also provides a comprehensive view of customer interactions, from initial contact to final sale and even post-sale follow-up.
For example, you can see if a customer first contacted you through a Facebook ad or an organic Google search, allowing you to understand which channels are most effective.
DemandHub can be a game-changer for your plumbing business. DemandHub engages clients with text messaging, making it a unique and effective tool for managing customer interactions.
From tracking initial inquiries to following up post-service, DemandHub can streamline your customer communication, ensuring no lead falls through the cracks.
For example, if a potential customer reaches out via your website, DemandHub can help you track this interaction and maintain a consistent line of communication, increasing the chances of conversion.
Dive into your data to pinpoint where your leads are coming from. Are they finding you through your website, social media, referrals, or traditional advertising? This analysis is important.
If you discover that most of your high-value leads come from Instagram, you can refine your strategy to focus more on that platform, perhaps by investing in targeted ads or influencer collaborations.
Track how many leads turn into paying customers. This is called conversion rate. Tracking conversion rates is like checking the pressure in your plumbing system – it tells you if things are flowing smoothly or if there’s a blockage.
Keep an eye on how many of your leads turn into actual customers. This metric is essential for understanding the effectiveness of your marketing funnel.
If you’re getting a lot of leads but few conversions, it might indicate your follow-up process or sales pitch needs tweaking.
Regular feedback from customers is a goldmine of information. It can reveal how they found you, why they chose your services and their experience. This feedback can be gathered through follow-up texts, emails, surveys, or even a quick phone call.
For example, if several customers mention they chose you for your quick response time, highlight this strength in your marketing materials.
Consistent reporting and analysis are like regular maintenance checks for your marketing strategy. Set a schedule – whether it’s weekly, bi-weekly, or monthly – to review your marketing data.
This routine ensures you’re always informed about your campaign’s performance. It can help you make timely, data-driven decisions.
In the plumbing business, knowing exactly where your calls are coming from is as crucial as knowing where the main water valve is in a house.
Call-tracking software is your tool for this. It’s like having a detailed map of your marketing efforts, showing which ads, keywords, or campaigns bring customers to your phone line.
Call-tracking software assigns unique phone numbers to different marketing channels. For example, you might have one number for your Google Ads, another for your Facebook ads, and a third for your flyers.
When a customer calls, the software tells you which number they dialed, giving you clear insight into which marketing channel is working best.
Your Google Business Profile (GBP) page is like the front window of your shop in the digital world. It’s where potential customers peek in to see who you are, what you do, and what others think of your services.
Ensuring this profile is verified and well-maintained is vital to attracting more local customers.
Start by verifying your business on Google. This process adds credibility and shows customers you’re a legitimate, trustworthy service provider. It’s like putting a certified seal on your digital presence.
Regularly update your GBP with current information, photos of your work, and special offers. For example, if you’re offering a discount on drain cleaning services, post it on your GBP to attract customers looking for deals.
Reviews are the word-of-mouth of the digital age. Encourage your satisfied customers to leave reviews on your Google Business Profile.
For example, after a successful job, send a follow-up message with a link to your GBP review page and ask them to share their experience. Positive reviews can significantly boost your visibility and appeal to potential customers.
Google Local Services Ads put your plumbing business at the top of Google search results. Plumbers operating within a specific service area can use Local Services Ads to target potential customers in their neighborhood.
When people in your area search for your services, such as “emergency plumber in Miami,” your ad will appear with your business details, such as name, address, contact details, service hours, website link, and Google ratings.
When they see your ad, they know you’re nearby and available to assist, increasing the likelihood of them reaching out.
With Google Local Ads, you pay only when someone contacts you directly through the ad – it’s like paying for a lead, not just a view.
Search ads are also displayed at the top of Google’s search results page. It features a headline, a description, and a URL that directs users to your website for more information or to request a service.
Google Search Ads for plumbers is a way to get your service in front of people actively searching for plumbing help. It’s like casting a net in waters where you know the fish are biting.
You can target specific plumbing-related keywords like “leak repair,” “emergency plumber,” or “affordable plumbing.” This means your ads show up for people who are already looking for the services you provide.
With Google Ads, you have control over your budget. You can start small and increase your spending as you see results. For example, start with a modest budget targeting local searches and increase it as you see more calls and website visits.
Your Facebook Business Page is your social media handshake with potential customers. It’s where you can show off your personality, share customer testimonials, and post about your services.
Use your page to build a community around your business. Share tips on plumbing maintenance, post before-and-after photos of your work and engage with your followers.
For instance, you could run a Q&A session about common plumbing issues, positioning yourself as a helpful and knowledgeable professional.
Use Facebook Ads to reach a broader audience. You can target ads based on location, interests, and more. For example, you can target homeowners in your service area if you’re running a special offer on water heater installations.
Image source: HomePro Digital
Sharing your company’s story through videos or blogs is like opening the door to your business and inviting customers for a friendly chat. It’s a chance to connect personally and show the human side of your plumbing services.
Create engaging videos that tell the story of your business. This could be:
For example, a video titled “From Family Business to Community Fixture: Our Plumbing Journey” can resonate with viewers and build trust and familiarity.
Write blog posts that dive into your company’s history, values, and the people behind the services. Share stories about your challenges and how you’ve overcome them. You can also write about the latest trends in plumbing and how your company is staying ahead.
A blog post like “Our Commitment to Eco-Friendly Plumbing Solutions” tells a part of your story and positions your brand as responsible and forward-thinking.
Creating a ‘sticky’ and disruptive brand means crafting a memorable and distinctive presence in the market that sets you apart.
Develop a unique brand identity that sticks in the minds of your customers. This could be a catchy slogan, a distinctive logo, or an unusual color scheme. For instance, a memorable mascot or a catchy jingle that plays on your ads can make your brand more recognizable and ‘sticky.’
Challenge the norms of traditional plumbing marketing. This could mean adopting an unconventional advertising strategy, like creating humorous or edgy social media content that breaks the stereotype of plumbing services.
For example, a series of funny TikTok videos addressing common plumbing myths could capture the attention of a broader audience and create buzz around your brand.
Building a recognizable plumbing brand is creating a consistent and appealing image that resonates with your customers.
Ensure your branding is consistent across all platforms, from your website to your service vans. This includes using the same logo, color scheme, and messaging.
For example, if your brand is known for quick and reliable service, this message should be evident in all your advertising and branding materials.
Get involved in your local community to increase brand recognition. Sponsor local events, participate in community service projects, or host educational workshops on plumbing maintenance.
Moreover, deliver exceptional customer service. A brand is not just about visuals; it’s about the experience customers have with your company. Encourage your team to go the extra mile; customers will remember and recognize your brand for its quality service.
For example, follow-up calls after a service or personalized thank-you notes can leave a lasting positive impression.
Exceptional customer service is the backbone of a successful plumbing business. It’s about creating a positive experience for your customers at every touchpoint.
From the moment a customer calls for service, ensure they are greeted warmly and professionally. Train your staff to not only book appointments efficiently but also to answer any initial queries with patience and expertise.
Ensure your plumbers are punctual, courteous, and transparent about the work they’re doing. A plumber who takes the time to explain the issue and the fix to the homeowner creates a more trusting and engaging service experience.
After the job, a follow-up call or message to ensure the customer is satisfied with the work goes a long way. This shows you care about their experience and are committed to quality service.
For example, a simple message like, “Just checking in to make sure everything is working well after our visit yesterday,” can leave a lasting positive impression.
In the plumbing business, trust is a currency. Positive customer reviews are a powerful tool to build trust with potential customers.
After a successful job, encourage your customers to leave reviews on platforms like Google, Yelp, or your Facebook page. According to a HBS study, a one-star increase in Yelp rating leads to a 5% to 9% increase in revenue.
You could send a follow-up email with links to your review pages, making it easy for them to share their experience.
Always respond to reviews. Show that you value customer feedback by replying to positive and negative reviews. A thoughtful response to a negative review can turn an unhappy customer into a loyal one. This also shows potential customers that you’re committed to resolving issues.
Lastly, feature positive reviews on your website and social media. Create a ‘Customer Testimonials’ section on your website or share glowing reviews in your social media posts. This highlights positive customer experiences and serves as social proof to prospective customers.
Email marketing is a cost-effective way to stay in touch with your customers, remind them of your services, and offer exclusive deals.
Send out regular service reminders to your customers. For example, a reminder email for annual maintenance checks or seasonal services like pre-winter pipe insulation can drive repeat business.
Use email to offer special promotions or discounts. This could be a discount on a service call or a special package deal. For example, an email campaign offering a 10% discount on drain cleaning services during the spring can attract customers who’ve been putting off maintenance.
Personalize your emails based on the customer’s previous services or interests. For example, if one of your customers recently installed a water heater, follow up with tips on maintaining it or offer a discount on future check-ups.
Referrals are a goldmine for plumbing businesses. They turn satisfied customers into your most effective marketers.
Here are various techniques to encourage and win more referrals:
Offer referral incentives, such as discounts on future services or small rewards like gift cards. For example, you could offer a 10% discount on the following service for every successful customer referral.
Timing is key. Ask for referrals after a job well done when customer satisfaction is at its peak. A simple, “If you’re happy with our service, we’d love it if you could refer us to your friends or family” can be effective.
Provide easy-to-share referral links or cards. For instance, after completing a service, hand out referral cards that customers can give to friends or send them a follow-up email with a referral link.
Encourage customers to share their positive experiences on social media. You can create shareable content or hashtags that they can use, making it fun and easy for them to spread the word.
Network with other local businesses and agree to refer each other. For example, partner with local hardware stores, builders, or home improvement businesses for mutual referrals.
Plumbing marketing refers to the strategies and tactics used by plumbing businesses to promote their services, attract new customers, and retain existing ones. This includes various activities from digital marketing (like SEO, social media, and email campaigns) to traditional methods (such as print ads and word-of-mouth referrals).
The best way to advertise a plumbing company is to combine digital and traditional methods. Digital strategies like local SEO, Google Local Services ads, and social media marketing are highly effective. Traditional methods like local newspaper ads, community sponsorships, and creating referral programs also play a crucial role.
Local SEO helps plumbers by improving their visibility in local search results on search engines like Google or Bing. When potential customers in your area search for plumbing services, a solid local SEO strategy ensures your business appears prominently, increasing the likelihood of them choosing your services.
To get more customers, build a robust online presence through SEO, engage with your community on social media, and leverage Google Local Services ads.
Additionally, provide excellent customer service to encourage word-of-mouth referrals and consider partnerships with local businesses for mutual referrals.
Regularly asking for customer feedback and reviews can boost your credibility and attract new customers.