Jan 12 2023, by Guery Cordova
Marketing 101 for plumbers
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In 2024, if you want to grow your plumbing business, you need to know that the old advertising strategies won’t work. It’s time for the Yellow Pages, cold calling, and radio advertisements to get with the times and become more relevant to today’s plumbing customers. Markets are constantly shifting. Therefore, plumbing businesses must be flexible to survive.
The Internet has made it possible for plumbing services offered by smaller plumbing companies to compete with their larger counterparts without having to spend as much money on plumbing marketing. You may get ahead of the competition and win over more plumbing customers by using digital marketing methods for your plumbing company.
Recognizing the need for change is the first step. This challenge has the potential to be a springboard for development. Fear is a tremendous motivator, and as a plumbing company owner, you know that now is the moment to act and start implementing effective plumber marketing strategies.
With the right plumbing marketing strategies in place, you may receive inbound leads for your plumbing services in as little as a few months. Remember that your plumbing website marketing efforts will improve with time, just like a fine wine. Only put off change once it’s necessary. Take your plumbing company to the next level by putting these plumbing marketing methods into action now.
Step 1: Conducting Keyword Research for Your Plumbing Business in Search Engine Marketing efforts
One of the crucial first steps in developing a successful plumbing marketing strategy is to identify the keywords your potential customers use to search for plumbing services. Utilize tools like Google Keyword Planner to find the best keywords related to the plumbing industry, providing you with the monthly search volume for each term.
To optimize your plumbing marketing efforts, it’s recommended to target phrases like “your city + plumbing services,” “your city + emergency plumber,” or “your city + plumbing company,” as prospective and existing customers most commonly search for them. Including these keywords in your website’s content can improve your website’s search engine ranking and attract potential customers to your plumbing business.
With the right plumbing marketing strategies and a well-planned marketing budget, you can grow your plumbing business and reach more potential customers.
Step 2: Competition Analysis for Your Plumbing Business in Search Engine Marketing
After creating a solid list of plumbing keywords, the next crucial step is to analyze your competition. It would help to determine what your competitors are doing well and what they’re not. Here are some questions to consider during the analysis:
How are they performing in search?
Increasing your plumbing business’s visibility in Google and Bing is crucial to online success, as traffic from search engines is the most profitable lead source. Analyzing your top competitors already doing well in search engines is essentia
Do they have a social presence?
Social media plays a significant role in plumbing SEO, and any competitors doing well in search probably have an established social presence. It’s essential to have a social presence and actively engage with the community and build relationships.
Are they producing high-value content on their plumbing blog?
Content is king in plumbing marketing. High-value content is not only cost-effective but also pushes prospects closer to buying. Look at your competitor’s blog and site content to determine if they provide consistent value to their ideal customers.
Are they active on YouTube?
YouTube is the second largest search engine in the world after Google. Check if your competitors are active on YouTube, as it is another crucial traffic source.
This exercise can help you identify weaknesses in your competitor’s plumbing marketing strategies. For instance, one competitor may dominate search engine rankings but has no social media activity or needs to produce valuable content. Remember, out of all the marketing mediums. Content is the most crucial one for your plumbing business’s success.
Step 3: Implementing Plumbing Marketing Strategies to Attract Existing and Potential Plumbing Customers
Now that you clearly understand your plumbing competitors and the plumbing keywords to target, it’s time to implement effective plumbing marketing strategies to attract existing, prospective, and potential plumbing customers.
Email marketing campaigns are the best ways to reach existing customers. You can offer them exclusive promotions or discounts on your plumbing services and remind them of your company’s reliability and trustworthiness.
Pay-per-click (PPC) advertising and search engine optimization (SEO) are the most effective plumbing marketing techniques for prospective and potential plumbing customers. PPC advertising allows you to target specific keywords and demographics, ensuring that your ads are displayed to potential customers who are most likely to require your plumbing services.
On the other hand, SEO focuses on optimizing your plumbing website’s content and structure to improve its ranking in search engine results pages (SERPs). By targeting specific plumbing keywords, you can increase your website’s visibility to potential customers actively searching for plumbing services. Which is better SEO vs PPC?
Another plumbing marketing technique that works well is social media marketing. By creating social media profiles for your plumbing company and sharing high-quality content, you can engage with existing and potential customers, build relationships, and establish trust and credibility.
Finally, it’s essential to allocate a plumbing marketing budget and track your plumbing marketing efforts’ return on investment (ROI). By continuously monitoring and refining your plumbing marketing strategies, you can optimize your plumbing marketing tactics to maximize the results and grow your plumbing business.
Step 4: Creating Valuable Plumbing Marketing Content: Your Path to Becoming the Go-To Authority in Your Community
As difficult as it may be, creating extremely valuable material for your blog and elsewhere is essential to making your plumbing company the “go-to” authority in your community. The important thing is to keep in mind that you’re not just writing short 150-word articles. Writing should always be done to produce a “content asset.” This indicates that the information will remain relevant for years after it has been released or, to put it simply, will be evergreen.
I won’t get too deeply into this subject because I’ll be writing more about it in subsequent postings, but here are a few quick pointers to have in mind:
The plumbing marketing copy should focus on resolving an "issue."
Every single piece of content you create has to be intended to address a concern or respond to a query that a potential client might have. The Comprehensive Guide to Hiring a Competent Plumber and 5 Reasons You’re Overpaying for Your Plumbing Services are examples of problem-solving material.
The writing should be open and professional.
The sole objective of creating content is to inform potential customers and nudge them toward making a purchase. The ordinary person will need help understanding the many complexities in the plumbing sector. It is your responsibility to “dumb down” the complexity of the position and ensure that they are at ease with the transaction they are about to make.
You might now be asking how creating content would increase revenue for my plumbing firm.
You’ll be let down if you expect to publish some material and then sit back and watch the money roll in. Based on validated psychological theories of influence and persuasion, you should invest effort in creating high-value content.
It’s a known fact that when someone offers you something for nothing, you feel compelled to “pay them back” in some way. Creating plumbing marketing material that stands out from your rivals and genuinely benefits someone will compel them to start an exchange of favors. This can take on a variety of shapes, such as someone posting a link to your work on social media, sending it via email to a friend, or, if they have a website, linking to it there. Each of these actions improves the exposure of your plumbing company and is superior to PPC.
It’s crucial to remember that customers are more likely to purchase from someone or an organization they like if you want to produce plumbing leads. One of the simplest methods to get someone’s favor and have their attention drawn to your business is to provide value and assist others.
Brand Recognition and Credibility
Plumbing services are more likely to be purchased from someone or a company that is regarded as an authority in the field. The best strategy to increase your industry authority is to create content for your website and other websites. Authority equals trust.
The story’s lesson is that your plumbing business’s most valuable asset is its content. Do not disregard it!
I’ll describe what kinds of material you should create that have been shown to perform the best in forthcoming posts.
Step 5: Plumbing Content Development: Solving Consumer Issues and Growing Your Brand
However, more than creating excellent content is required. Content marketing is the only way to ensure that the intended audience sees your material. Reaching out to bloggers, promoting your information on social media, utilizing sponsored discovery strategies like Stumbleupon or Reddit advertisements, or just posting as a guest on related websites are just a few ways to market your work.
The problematic aspect of email marketing your content is frequently spending as much, if not more, time advertising it as you did develop it.
Step 6: Plumbing Website Search Engine Optimization (SEO)
Now that you have some quality content materials, it’s time to drive traffic to your website. The use of search engine optimization is among the finest strategies to achieve this (SEO).
I’ll be writing a lot about SEO. Still, in general, you need to choose keywords pertinent to your industry and area of expertise, optimize your website for those keywords, and then create “votes” (backlinks) to boost its authority and credibility.
When carried out properly, this method will raise your website’s Google ranks and begin bringing qualified, sale-minded traffic to it, leading to the need for pay-per-click (PPC) google advertisements.
Step 7: Useful On-Site SEO Digital Marketing Techniques
Your website needs to be optimized for the keywords you’ve chosen as your target audience. In most cases, it’s advisable to construct multiple landing pages and optimize your homepage for any secondary keywords. For instance, you might construct landing pages for any places outside of Chicago, like “Lake Forest plumbing,” and optimize your homepage for Plumbing terms related to Chicago.
It’s okay to overdo it and overstuff your pages with keywords. Arrange them where they will carry the most weight.
They are the heading tag, your title, first sentence, and final sentence. Keep the keyword density on any page at most 1-3 %. For each page you target, be sure to optimize the META information.
Step 8: Usability
Google is beginning to place a lot of emphasis on user metrics or how visitors engage with your website. Having a positive “user experience” is essential. Fortunately, it’s not too difficult. Initially, confirm that you have thoroughly addressed all queries and worries. Second, check that your website runs quickly, is responsive on mobile devices, is free of broken links and 404 errors, and doesn’t include duplicate material. Third, ensure your bounce rate is minimal and your average stay on site is high by periodically reviewing your Google Analytics.
Step 9: Business Page & Business Listings
A Google My Business page for your plumbing company can bring various benefits to your marketing efforts. This free tool offered by Google can help you improve your online presence, increase your visibility to your target audience, and ultimately generate more leads and customers for your plumbing business.
Creating a Google My Business page ensures that your plumbing company appears in Google search results and on Google Maps. This is particularly important for local businesses, as Google prioritizes local search results for location-based queries. By appearing in the local service ads and Google Maps results, you can attract more local customers and generate more leads for your plumbing services.
Your Google My Business page also provides a platform to showcase your plumbing service, including your contact information, photos of your work, and online reviews from your satisfied customers. This can help build trust and credibility for your plumbing company, which can be especially important for new customers searching for a reliable and trustworthy plumber.
Another benefit of having a Google My Business page is that it provides an additional avenue to engage with your target audience. You can use this platform to share updates about your plumbing company, such as new services or promotions, and post social media content, such as plumber marketing ideas. This can improve your digital marketing strategy and increase your reach to potential customers.
In addition, your Google My Business page can be a valuable marketing tool for your plumbing marketing campaign. Optimizing your page with relevant keywords related to plumbing services can improve your search engine optimization (SEO) and increase the chances of your plumbing company appearing in search results for related queries. This can help you generate more traffic to your website and ultimately, more customers.
Overall, a successful marketing plan for your plumbing business should include creating a Google My Business page. It can help you improve your online visibility, build trust and credibility, engage with your target audience, and generate more leads and customers for your plumbing services.
Step 10: Social Media Presence
Dismissing social media’s potential as a plumbing business and insisting that your target market isn’t on these platforms might be harmful to your plumbing marketing plan. In actuality, social media offers a multitude of chances for plumbing businesses to connect with clients, win their trust, and communicate with them in a meaningful way. Social media campaigns may be incorporated with email marketing and other digital marketing tools, making it a crucial tool for plumbing companies to create leads, boost brand awareness and credibility, and eventually increase sales.
Take a look at the stats.
Facebook: As of Q2 2021, Facebook has 2.9 billion monthly active users, with 1.9 billion daily active users. The platform is most popular among those aged 25-34, with 48% of that age group using Facebook.
Instagram: As of January 2021, Instagram has over 1 billion active users, with 500 million of them using the app on a daily basis. The platform is most popular among those aged 18-24, with 71% of that age group using Instagram.
Twitter: As of Q1 2021, Twitter has 199 million daily active users, with 500 million tweets sent daily. The platform is most popular among those aged 30-49, with 42% of that age group using Twitter.
YouTube: As of May 2021, YouTube has over 2 billion monthly active users, with people watching over 1 billion hours of video daily. The platform is most popular among those aged 15-25, with 81% of that age group using YouTube.
LinkedIn: As of April 2021, LinkedIn has over 740 million members, with over 260 million active users monthly. The platform is most popular among those aged 30-49, with 44% of that age group using LinkedIn.
I sincerely hope you do not think that there is not ONE person who would utilize your service out of the 3 BILLION people in the world.
The lesson of the tale is that your company must interact with its clients on social media. Because it costs nothing to sign up and begin forming connections, it’s a fantastic method to raise the profile of your business and create a ton of trust.
Because social media has grown to be such a crucial component of any marketing strategy, Google now evaluates social media activity and incorporates it into page rankings. Google uses more than 200 different ranking variables, but social media activity and visibility are now given a lot of consideration.
Social media is beneficial to your company in and of itself, but it may also help you appear more prominently in search results.
Step 11: Link Building
It’s possible that you’ve already noticed an increase in your website’s search engine ranking after putting the earlier-discussed strategies into practice. Links are still a crucial component of the ranking system, though. Links are essential for maximizing your organic potential now, but it is unclear how long they will remain important.
The best links for plumbers come from reputable websites that are pertinent to your industry. The relevance may be on a topical level, such as in home improvement blogs, or on a local level, such as in community directories or the local chamber of commerce. While creating links, relevance should always come first.
Search engines like Google frequently give links contained in high-quality, pertinent content priority.
It’s important to keep in mind that earning backlinks is superior to producing them.
Step 12: Anchor Text
A hyperlink’s clickable text that points users to another website is called the anchor text. Anchor text is significant in the context of a plumbing company website for a number of reasons.
First off, anchor text gives search engines details about the content of the connected page. A search engine employs anchor text as a hint to help assess the topic and relevance of the linked page when it crawls a website and comes across it. To help search engines better understand the content of the linked page and to help it rank higher in search results, it is crucial to utilize pertinent keywords and phrases as anchor text.
Second, anchor text can also enhance the user experience on a website for a plumbing company. Users are more likely to click on descriptive anchor text that appropriately reflects the content of the linked page and locate what they’re looking for. The website’s rating in search results may rise due to higher engagement and decreased bounce rates.
Overall, employing descriptive and pertinent anchor text on a plumbing company website can enhance user experience and search engine rankings and ultimately increase traffic and conversions.
It's a Complex Effort
The Internet has revolutionized how every company conducts its marketing, but it’s incredible how even the smallest businesses can have a significant impact. In the past, huge companies could outspend the smaller ones. It’s time for your marketing to adapt to the changing times.
We’ve been playing this game for a while and improving since we can put everything together and move quickly. This was your marketing 101 for plumbers hope you’ve enjoyed!
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In the Piedmont Triad area, Visit Plumbing by Danny Eaton for your plumbing needs.