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No matter how great your plumbing services are, you’ll struggle to grow if very few people know about them. That’s when marketing comes into play.
With the right strategies and knowing how to apply them, you can attract all potential customers. Whether they urgently need a plumber to fix their clogged drain or looking for the right plumbing services to install a dishwasher, they’ll be able to find you.
Here are few of the most effective plumbing marketing ideas we have found to work effectively as a leading plumbing marketing agency .
Referrals are one of the best sources of new leads because referred customers are more likely to stay loyal to your plumbing business than any other means. One of its reasons is that they’re referred by existing customers who already know and trust you.
The key to getting more referrals is to provide exceptional customer service—for instance, responding quickly to emergencies, providing maintenance services, or giving customers tips to prevent future issues.
These small things help your clients remember you and refer you to other people in need. However, it’s always a good idea to actively ask your plumbing customers for referrals. You can do it either in person or by sending them a professional email after providing a great service.
Another way to do it is to begin a referral program—for instance, offering a discount on maintenance services if customers send a lead your way. Make sure it’s presented in an easy-to-understand format on your plumbing website and easily accessible for customers.
Furthermore, why limit yourself to only customers? Ask for referrals from other plumbers, your local community, friends, and family.
Local community involvement is another way of getting more new clients. You support your community, and they support you in return by giving you more plumbing business indirectly. You can begin by donating to charities or providing volunteering services for low-income community members.
It can help you get local press coverage and more plumber marketing and PR opportunities.
Meetup is a great place to find such communities, or you can explore the volunteering work on Habitat.org . This is an organization that helps you find construction projects to volunteer services.
It might seem advice you’ve heard a thousand times already, but it’s still worth mentioning.
Sharing your plumbing business card is a great way of expanding your connections. You never know when you might meet someone who’s in need of your services or knows someone who does.
Plus, it’s a cheap yet effective form of marketing your plumbing business.
Another way to get more plumbing business for your plumbing company is by collaborating with local builders. Just search for such local businesses in your area and determine if they have any upcoming construction projects where they might need plumbing services.
However, get ready to negotiate the prices as they would probably be getting many offers from your competitors too.
The bidding process may be tedious, but it can ensure a steady cash flow. You can consider investing in an automated system to track all your bids and invitations, calculate the cost and margins for each project, and cut the manual time. It’ll make it more manageable and help you bid to more builders.
A toolkit that offers smooth integration for all these activities with a minimum learning curve will be your ideal choice for it.
Now that we’ve discussed traditional marketing ideas, let’s discuss how internet marketing can help you gain more exposure and leads.
However, if you have a limited budget, creating a plumber marketing plan is a good idea before you begin. The most common way of creating a marketing strategy is to follow these four steps:
Start with an analysis of your current plumber marketing situation—for instance, which methods you use to advertise your plumbing business and what results they bring.
The next step is to define your target audience. What are the top characteristics of your ideal customers, what type of content resonates with them, and what language do they speak?
The third step is to set your plumbing marketing objectives. Figure out what you want to achieve with your marketing efforts and what channels you will use for advertising your plumbing services.
Finally, determine how much you’ll spend on marketing every month based on your current and future financial projections.
Additionally, create a calendar to track your plumbing marketing efforts. You can either use a free template ( Free Marketing Plan Template by Hubspot ) or simply an excel spreadsheet for it. Some of the details you’d need on your calendar are dates for publishing content, bidding on projects, and the response rate.
After creating your plumbing marketing plan, you need a place to direct your target audience where they can find out more about you and your services. Hence, you need a high-performance plumbing website. It can help your clients get your contact information or book your services directly. Eventually, convert more plumbing leads into paying customers .
Some basic elements you’ll need on your plumbing website are these:
- Business name
- Contact information
- An outline of all the services you offer
- An easy-to-understand way to contact you or book your services
- A page for testimonials
Merely having a website isn’t enough for your business. To generate traffic, you’ll also need it to appear in the Google search results when people make a query for plumbing services-related keywords. Hence, you need to optimize your website for SEO.
SEO stands for search engine optimization, and it usually helps your website rank higher in three ways:
On-Page SEO: It means optimizing your web content for search engines. Some of its features are header, keyword placement, meta description, title tags, and URL structure.
Off-site SEO: Technical SEO is how you optimize the rest of your site technically for search engines. The features include brand mentions, link-building, HTML/CSS coding, responsive website design , site speed, and more.
Local SEO: This is all about optimizing your website for local search results—for instance, ranking for “near me” or “plumber services in ‘city’” keywords.
You can hire our plumbing SEO services if you’re short of time, and want to dominate the search results in your locality.
Online advertisements help you get instant exposure. Pay Per Click (PPC) is a form of online advertisement where you only pay for the number of clicks you get. Plus, if you want you can also put a limit on your daily spending.
Different types of PPC ads you can use are:
- Search engine ads: As the name suggests, these ads are displayed on search engines like Google, Bing, or Duck Duck Go every time someone searches for your target keyword (for instance, plumbing services).
- Display ads: These ads are shown on different websites.
- Social media ads: Some social media ads work on the PPC model. In this case, your ads will be displayed on social media sites.
PPC ads are a good way of advertising your business as they’re cost-effective and provide fast results. Plus, they allow real-time tracking of your ads performance and target the right audience—for instance, the people searching for the term plumber services will be the ones actually in need of a plumber.
You can learn more about PPC ads in this video by Surfside PPC.
Besides PPC, you can also target local services ads. These ads help you to connect with the people making a local search on Google. These ads only display to the customers in your geographical location, and, as per Google, you’re only charged if people directly contact you through it.
Another way to get in front of your target customers is by claiming your google my business profile . It’s a free tool that helps you promote your business listing and website on google.
Once you’ve claimed your GMB account, you can update and post on it and use it to accumulate your customer reviews. To get started, just go to Google my business homepage, claim your business, provide the necessary information, and you’re good to go.
People leave reviews for your business under two circumstances, first, if they’re extremely happy with your services, and second, if they had a very bad experience with your business. For the rest of the customers, you’ll need to ask them to give you a review.
You can ask them in person or send them a professional email with the correct links. To get the odds in your favor, make this process as simple for them as possible.
Besides google my business, you can also ask customers to leave reviews on sites like Facebook, Yellow Pages, Yelp, and BBB.
Email marketing is a way to market your business directly to your customer by sending them regular emails. It can help you increase your brand awareness and keep your services top of mind for your customers.
To begin with it, you’ll first need to determine your email marketing goals. For instance, whether you’re looking to generate new leads, nurture your existing customer relationships, or educate your prospects.
If you already have a list of prospects’ email addresses,, or decide to buy a mailing list, make sure that it’s scrubbed (the unengaged subscribers or bad emails are removed from the list). A high bounce rate may cause the email clients like Gmail or Outlook to mark you as spam.
Finally, create content and send regular newsletters to your prospects.
Great content is essential for your plumbing business, as content marketing helps you increase your brand awareness and let your target audience discover your business. So that when they finally need your services, they think of you instead of your competitors.
Creating educational, informative, or shareable content to answer your prospects’ questions or solve their pain points is one way to do it.
To get started with this approach, create a list of all the topics you have expert knowledge of and write about them in detail keeping your prospects in mind.
Besides writing content on your blog or social media channels, you can also consider video marketing. All you need to do is share your expert knowledge in the form of videos that can help prospects solve their plumbing problems and establish you as a knowledgeable person.
Some videos you can create are recommending the plumbing tools everyone must have, answering FAQs, or showing the installation or repairing process to increase viewership.
Getting started with this approach is as simple as creating a YouTube channel and using your smartphone’s camera to record videos.
Social media is a great way to reach your target audience, introduce them to your business, and direct that traffic to your website or book clients directly. For instance, Facebook allows you to share your contact information, website URL, and other business details on your Fb page.
You can also use Instagram or Pinterest to drive traffic to your website or increase your brand awareness.
So, create your plumbing business profile on the social media platform you want and consistently share pictures or videos related to plumbing that attract your target audience. For instance, reels on quick repair hacks, DIY content, or images of a place before and after your plumbing job is done.
Finally, besides marketing your business, another essential step is to track your plumbing marketing efforts. Google Analytics can help you track your website results—for example, where is your traffic coming from, whether it’s from the search engines, social media, or other websites where you’re using PPC ads.
On social media, you can track the performance of your content based on impressions—views, likes, comments, and shares. Depending on the performance results, you can change your approach. For instance, if people engage with your reels more than your long-form videos or images, you know which content to create more.
Ensure direct this traffic to your website by providing the right links on your social accounts.
So far, we have discussed marketing tactics you can use to advertise your business and get new clients. But you don’t have to use all of them at once. Pick any five strategies that you think can be easier for you to begin with and start applying them to get more leads.
If you’re short on time, you can partner with an expert marketing agency to take care of your marketing needs while you serve your clients.
Article by Sadaf Tanzeem
Sadaf Tanzeem is a B2B SaaS and Marketing writer. She collaborates with overwhelmed content marketers and business owners to take the burden of content development off your shoulders.