Most people searching for a plumber are looking for two main things—somebody local and somebody they’re pretty sure they can trust. Even if you’re a reputable plumber readily available to serve customers in certain areas, you’re not going to get much attention online without the right marketing strategy. Here are eight tips you can use to flush out a marketing plan that’s right for your plumbing business, brought to you by the experts from Saba SEO, one of the leading marketing companies in San Diego
1. Embrace Local SEO
As mentioned above, most people looking for a plumber want a local company. Therefore, the best way for a plumbing business to get leads and inspire contacts is with a solid local SEO strategy. In a nutshell, this can be done by:
• Creating locally focused content
• Inserting local keywords wherever possible (e.g., webpage URLs, title tags, and image tags)
• Making sure your business’s name, address, and phone number (NAP) info is correct and consistent wherever it appears
• Making your site as mobile friendly as possible—today, most searches, especially local searches, are performed on mobile devices
2. Create an Email Marketing List
For every dollar spent, email gives you back about $40 on your investment. If you’re running a local plumbing business, an email marketing list can be a very effective way to reach customers. Send out an initial set of emails based on customer info you’ve already collected and give your recipients the option of subscribing. To increase your odds of attracting subscribers, offer something appealing and useful in your emails. Options include:
• A regular newsletter that offers plumbing tips
• Alerts about special deals and discounts
• Information about local events your plumbing business is involved with
3. Send Direct Mailers to Owners of Older Homes
It’s more likely that older homes are going to have plumbing issues. Tap into this potential pool of customers for your plumbing business by using an online real estate source like Zillow to come up with a list of older homes within your service area. You can then do a direct mail campaign to reach out to those homeowners. Even if they don’t need your services at the moment, they may remember your business when they do.
4. Build a Conversion-Inspiring Website
The most effective plumbing website is one that’s designed to generate leads and inspire conversions. Start by including your location in your site’s URL to make it easier for searchers and search engines to place your site’s link in front of the right potential customers. Next, increase your site’s lead generation potential by:
• Including a plumbing-related blog on your site with topics relevant to your intended audience, such as simple repair tips for homeowners
• Adding relevant images to your site—just remember to include alt image tags so you can add image descriptions
• Using video content on your site that you can cross-promote on your YouTube channel or social media pages
• Linking to authoritative sites and generating high-quality backlinks from relevant sources
• Having a website that’s easy to navigate
• Including a clear and compelling call to action, especially on your landing pages
5. Gain Trust with Testimonials
Many people looking for a plumber have horror stories in the back of their minds, either from personal experience or what’s happened to friends. Overcome these inherent trust issues by including testimonials from local satisfied customers on your website.
6. Explore Facebook Targeting
As the most-used social media network, Facebook has an extremely wide reach. Use this fact to your advantage with targeted Facebook ads. You can determine who will see your ads based on several different options, including data from your email list. You can also use Facebook user data to determine which users see your ads based on criteria such as location, age range, and income level.
You can get more specific and target people interested in home improvement topics if you want to reach individuals likely to be receptive to plumbing update suggestions. You can even use Facebook to retarget customers who’ve already checked out your website.
7. Claim or Update Your Google My Business Listing
If you haven’t already done so, claiming the Google My Business (GMB) listing for your plumbing business will make it easier for you to show up within Google’s coveted Local 3-Pack—the top three listings for local business searches. If you do have a GMB listing, fully optimize it by using:
• Appointment URLs to allow customers to schedule appointments directly from your GMB listing
• The direct-messaging feature to allow leads to contact you from your GMB listing—you can also set up auto responses or turn messaging off altogether for times when you’re not available
• The Q&A section to respond to frequently asked questions related to your plumbing business or the services you provide
8. Team Up with Compatible Businesses
One other plumber marketing strategy to consider is partnering with a compatible local business. For a plumbing company, this might include local building contractors or home improvement companies. This tactic allows you to present your business info to customers likely to need plumbing-related services.
Implementing some or all of these marketing strategies can help you generate high-quality leads and boost revenue for your plumbing business. Businesses who need more advice on how to create and maintain effective marketing campaigns should reach out to the marketing professionals at Saba SEO, the experts in Internet marketing San Diego businesses rely on for high-quality service and the most up-to-date knowledge about SEO and online marketing. If you need help with your marketing efforts, give us a call today at 858-277-1717.