Whether you own a long-time plumbing business, or you’re interested in starting your own commercial plumbing company, knowing how to effectively strategise (and then market) your business is vital to becoming successful.
Because of the unique challenges involved in managing a plumbing business, it takes a certain level of strategy to not only achieve but maintain success.
There are generally two types of target customers for plumbing services: emergency and maintenance-based. Emergency customers are the stereotypical calls that revolve around a burst pipe for example. Maintenance clients are those that require scheduled service (either weekly, monthly, quarterly, etc.).
While most successful plumbing companies cater to both of these markets, there’s no one clientele that’s recommended over the other. It really comes down to what type of plumbing business you want to operate (or already operate), and which type of clients you prefer.
Where to Start
Wondering where to even start? How do you begin strategizing for an effective marketing strategy? This is where digital marketing comes highly recommended. It has a fairly low entry barrier (meaning that basically any business can get started quickly and effectively).
Use the below listed online marketing strategies to get started on the right foot:
- Develop a Google Business listing for increased local exposure.
- Make sure your website is optimized for conversions/lead captures.
- Use social media to your advantage (including social ads).
- Ensure your business focuses on receiving online reviews.
- Develop a plumbing blog or other plumbing-related content.
- Have an online quote tool on your website.
Knowing how to do some basic online advertising is one thing, but spending most of your workday analyzing split tests and calculating ROIs is another thing altogether. Don’t worry if you feel like you don’t have the time to market to your best abilities. Marketing is simple (for the most part).
You’ve already done some basic marketing (developing a brand, logo, etc.). One of the simplest ways to increase your marketing efforts is by focusing on the development of your brand. What does it stand for? What do you want it to be known for? These are important questions that you should ask yourself during your marketing work.
Website Development Tips
Keep the following list of tips in mind when building, editing, or managing your website (or pass them along to the person responsible for that).
- Make sure your branding is effective.
- Include your logo, and keep the branding consistent across all pages.
- Include your contact information, and a map location if applicable.
- Make it easy for the customer to navigate.
- Include a digestible list of services.
- Have an online quote form.
- Put photos of your previous work up.
Take advantage of online boiler platforms
Online boiler platforms like WarmZilla, BOXT and Heatable enable qualified plumbers to secure a steady flow of new jobs with minimal effort. Some argue that these platforms are a bad idea since they control the price, however, there’s no doubt that they are a great way to supplement your current business and the best part is that you don’t need to do any marketing or aftercare, they handle everything.
Case Study: Ultimate Plumbing & Repair – North Carolina Plumbing Company
If you want to take a look at a plumbing company doing online marketing right, look no further than Ultimate Plumbing, based out of Mooresville, North Carolina. Not only do they have a comprehensive website that includes nearly all of our recommendations (posted in the list above), but they also focus on their branding and overall marketing strategy as well.
Ultimate Plumbing’s website features easy to navigate menus, large contact details, as well as numerous (detailed) service descriptions, and even a blog. The company’s blog serves to establish the brand as an authority in the services they advertise, and is an excellent organic marketing strategy.
Use Social Media to Your Advantage
You should at least have an idea about how powerful social media leverage can be. The various social platforms have absolutely exploded in popularity over the past decade or so, and have quickly become the go-to marketing platform for countless brands (across all industries). Keep the following tis in mind when creating a social strategy:
- Create a Facebook page for your business (and actually post on it).
- Consider alternative social platforms.
- Think about trying out social ads targeting your area(s) of service.
- Make posts regularly, and engage with your followers.
- Post pictures of your completed jobs to establish yourself as an authority brand.
By posting regularly and staying engaged with your followers, you will be able to maximize social as a platform. Countless leads are available on social media, and with targeting features as robust as ever, now is the perfect time to leverage that into new business. Remember to keep your branding consistent across all of your social channels.