4 Plumber Advertising Tactics That Will Bring You New Customers, Fast
If you own a plumbing company, then you probably already know that there are plenty of competitors out there who are willing to undercut you on price.
If you want to stay competitive, you need to find ways to stand out from the crowd.
While the plumbing industry has historically done well with old-fashioned, word-of-mouth advertising, this is no longer enough in today’s digital world.
If you want to get new customers and stay ahead of other plumbers in your area, you need to invest in plumber advertising, period.
The good news? While the plumbing business does have unique challenges, the same digital marketing rules apply.
In this article, we’ll walk you through four of our most successful plumber marketing strategies here at Digital Delane.
We’ve designed them to help plumbers like you:
- Generate leads (aka new calls, customers, and appointments)
- Establish you as THE plumbing expert in your area
- Rank you higher on Google than your competitors
- Save money on internet marketing
In short, you can focus on what you do best — providing the finest plumbing services in your area — while we grow your business online through proven digital marketing tools.
3 Plumber Industry Stats That Will Change Your Mind About Digital Marketing
The Yellow Pages era is over.
Instead, people now use their phones and laptops to look for services online, and that includes plumbing. Check out these interesting plumbing marketing stats:
1. Consumers are using their smartphones to search for plumbers.
The search volume for “plumbers near me” has grown by 288% in the past few years (Google). In other words, you won’t be able to grow your business without online marketing, because that’s exactly where your potential customers are looking for you: online.
2. Most people don’t have a specific company in mind when searching for plumbers.
76% of customers Google plumbers looking for the service itself, not any particular company (LSA). This is a fantastic opportunity to convert these undecided searchers into actual customers.
3. Online reviews can make or break a customer’s decision to choose your plumbing company.
First, 86% of people read online reviews before they even consider a local business (BrightLocal). Next, these consumers read around 10 online reviews before they feel they can trust a local business (BrightLocal).
Now imagine if you have zero reviews on your website. Or worse, you don’t have a website at all!
These plumber marketing stats are incredibly eye-opening. Ignore them, and you risk losing business to other plumbing companies.
4 Plumber Marketing Strategies That Will Fill Up Your Service Schedule Book
1. Build a website that converts leads into customers for your plumbing business.
Professional website design and development can help plumbing companies increase their reach and visibility, improve their reputation, and get more customers.
A professional online presence shows potential customers that you have a legitimate business with a dedicated team of experts to handle all your plumbing needs.
Consumers who look for a plumber on a search engine will trust a website that looks good and is easy to use.
Specifically, a professional plumbing website can help you:
- Reach more plumbing customers who are actively searching for a plumber online
- Improve your reputation by showing that you care about quality, professionalism, and customer satisfaction.
- Stand out from your competition by offering a website with unique content and images just for your business.
- Keep your plumbing customers informed with a blog and social feed
- Convey a sense of trust through a site that is secure, easy to use, up-to-date, and with clear contact information.
- Look good shared on social media or even printed as handouts or business cards.
- Work across all devices so people can find you no matter where they are.
- Appear at the top of Google search through strategic optimization.
A website doesn’t have to be expensive to be professional, but it does need to be effective. Don’t go for cheap solutions that will lead your plumbing company down the wrong path.
A good website designer will be able to give you a quote based on their experience pricing similar projects in the past. Make sure to ask questions and let your potential web designer know your budget so you can get a website that fits your needs and leaves room for future expansion.
2. Get more traffic with search engine optimization for your plumbing business.
Now, you can’t just slap up some pages on your site, give it a few pats on the back, and expect customers to come beating down your door.
You also need SEO or search engine optimization as part of your internet marketing plan.
What is SEO?
SEO is short for search engine optimization.
It’s what search engines like Google use to rank your site and decide which ads and sites to show your potential customers when they’re looking for a plumber nearby.
In fact, you need to have a great SEO strategy so that your site is on the first page of Google for popular keywords like “plumber near me,” or “cheap plumbers near me.”
If people can’t find you when they search for a plumber, then they will just keep looking– and land straight on your competitor’s doorstep.
How does plumbing SEO work?
A plumbing SEO strategy includes picking the right keywords to target and writing meta descriptions for your page. It also entails including those keywords in various areas within your site, such as on a landing page or throughout a blog post about plumbing topics. Of course, you have to have some backlinks to other credible sites within the plumbing industry, too.
If you don’t know what any of that means, then you should probably hire someone to help with your SEO strategy.
2. Use local SEO to beat other plumbers in your area.
Your customers are looking for plumbers to help them fix their pipes. How do you become the go-to plumber in your community?
Local SEO is a great way to make people aware of your plumbing business. It involves listing your services and business info on Google My Business, and other relevant platforms.
All of these are hyper-localized, which means that your business will get priority placement in the search results of people in your area.
For example, if a person from a town 15 minutes away searches for a “plumber near me,” you want that person to find you first!
On top of that, customers will also be able to leave reviews. In an area as small as one or two blocks, digital word of mouth is all you need to have a successful business.
Additionally, local SEO can also help you reach a wider audience on more devices. Instead of the desktop websites that most companies use, it’s important to be visible on mobile devices.
After all, when your pipe bursts, you don’t have time to fire up your laptop– you go to your phone and search for plumbers!
Through local SEO, you increase your chances of being the first plumber they see on those search results.
Facebook and similar platforms are another essential part of a plumber advertising strategy.
Most people use Facebook to simply follow their favorite brands— so why can’t their favorite plumbing company be you?
If they “like” your page, they’re able to stay connected with everything that’s going on in your plumbing business and get the latest updates.
But, social media marketing is more than just creating a Facebook page and posting anytime you like.
You have to be involved and show that you care.
You also need to keep your customers engaged by sharing valuable content — not just coupons and promotions.
A strong strategy needs the following:
- A consistent calendar of posts
- Prioritized content that drives sales
- An editorial, SEO based schedule for posting
- An internet marketing manager to monitor and post on a daily basis
- A cohesive strategy across platforms like Facebook, Instagram, LinkedIn, Twitter, or whatever is relevant for your plumber marketing plan
Although creating the Facebook page might seem like an easy task, it’s critical that you also need to hire someone who can understand your brand voice.
As the owner of the company, it’s hard for you to step away from what you’re already doing and focus on social media marketing.
This is where professional social media management comes in — they know how to create engaging posts with the quality content you won’t see elsewhere.
These posts will help your business grow and improve SEO, and it’s an investment that will generate more customers for you.
4. Harness pay-per-click (PPC) to get new plumbing leads faster.
As a plumber, you probably spend hours every week marketing your plumbing company.
But how much time and money do you spend on online advertising? It’s time to pull out all the stops and spring into spring cleaning mode with pay-per-click (PPC) ads, which come in the form of traditional banner ads, Google Ads and Facebook Ads, and the like.
Good news #1: PPC is relatively inexpensive and easy to use for new plumbers.
You set the budget and choose the keywords you want your ad to be triggered by.
It’s a good choice for plumbing businesses with limited budgets because it allows you to get in front of your target market more easily than with other forms of online advertising.
With pay-per-click advertising, you only pay when the ads are clicked or when potential customers visit your website through a click on an ad.
You don’t have to worry about paying for impressions (views) or conversions. In other words, you’re charged based on performance, not how many people simply see the ad.
Good news #2: You have a lot of flexibility when it comes to choosing keywords and managing your campaign.
When creating a PPC campaign, it’s important to focus on your target audience. If you’re a plumber in Los Angeles, for example, “plumber in Los Angeles” might be too broad of a term to use as an ad group. Instead, try filtering by city and job type (such as sewer repair Long Beach).
You can even add negative keywords so your ads aren’t shown on searches related to things you don’t want, such as plumbing mistakes or wrong sizes.
Now, this is where it gets complicated.
To run a successful PPC campaign, you need:
Your ad copies should be relevant, tell a story and use keywords in a natural way to keep from sounding awkward or gimmicky. Also, you need your images to look professional.
- Straightforward Goal Tracking
Make sure your goal tracking is mapped out so the data can help you translate clicks into sales or leads. The conversion can be anything, such as an appointment made or contact information submitted online.
- Quality Score
You want Google to show your ad more often than others so it gets higher visibility in search results since you’re willing to pay more for it. This is called quality score and has a direct impact on how much you’ll pay and how often your ad shows up.
- Monitoring and Analytics
Make sure you constantly monitor and adjust your campaign to get the most out of it without wasting money. This requires in-depth analytics and constantly tracking every part of your campaign.
There’s a lot that goes into a great PPC campaign, which is why it’s best to let PPC experts handle yours.
But done right, it will significantly boost your SEO and marketing efforts, plus help you book more customers along the way.
Digital Delane: Plumber Advertising Experts
Our exclusive digital marketing tools for plumbers don’t end there.
To help you reach as many people as possible, we also recommend:
- Email marketing for plumbers
- Reputation management for plumbing companies
- Content marketing for plumbers
Together, these strategies will position your plumbing company as THE BEST option in your area.
Here’s the thing: you don’t need all of those all at once.
Digital Delane can help you choose the right mix of plumber marketing tools that fits your current needs and budget.
To begin, we’ll take a deep dive into your plumbing business to understand exactly what you need right now. Then, we’ll talk about a strategy— one that brings results without breaking the bank.
Let’s get you started with a FREE consultation! 100% on the house, with no pressure or obligation. We look forward to hearing from you soon!