Expanding your business can be one of the biggest challenges you’ll likely encounter as a small business owner. Plumbers face extremely fierce competition, and many people wait until they have an issue before searching for a plumber to help.
As a result, your plumbing marketing strategy should be creative and compelling to catch a customer’s attention even before they have a reason to hire you. Here are some promotion, advertising, and marketing ideas for plumbers that might help you do just that.
The difference between plumber marketing and advertising
It’s easy to mix up marketing with advertising, but it’s crucial to know the distinctions.
Marketing is a broad technique for spreading your message to potential clients. It encompasses not just advertising, but also an understanding of the target market you want to reach, the community you work in, public relations, and customer service, among other things.
Advertising is a specialized method of emphasizing your worth to potential clients. Plumbing advertisements come in a variety of formats, ranging from paid web ads to printed fliers. However, none of these will be of much use unless accompanied by a well-thought-out marketing strategy.
Marketing Strategy for Plumbing Businesses
Begin by imagining your ideal client. Your marketing strategy and concepts should be aligned with that client’s needs. Be as specific as possible: Do you want to target homeowners in your neighbourhood? Do you favour commercial work, such as plumbing jobs in like office towers and sports stadiums? Is it more important for you to install new fixtures or repair old ones?
You may begin to discover where your potential clients spend their time after you have a clearer concept of who your customer is. After all, even the most innovative plumbing ad is pointless if it doesn’t reach the right customers. You should also figure out what kinds of messaging your target audience will most likely respond to.
Your plumbing marketing plan will likely incorporate a range of methods based on what you’ve learned about your ideal customer.
Ideas for Marketing Your Plumbing Company
Based on your market research findings, plumbing marketing techniques range from simple to complex. These tactics are usually divided into a few categories:
1. Plumbers’ Internet Marketing
Online marketing is essential for all small businesses in today’s environment. A great website is an important aspect of internet marketing for plumbers. Make it simple for readers to contact you with inquiries or schedule an appointment. It can also help to establish yourself as an authoritative, reputable resource. For example, you might provide useful DIY advice or other material on your blog to help customers understand their plumbing needs and when to call a professional.
A powerful website is necessary, but it is probably isn’t the only online presence you will need. Social media platforms are becoming more important for small businesses, even plumbers. Pulling snippets from your blog posts to distribute on social media is an easy way to keep your social media fresh and updated. Request permission to take photographs on job sites if you want to showcase them online, and be sure to respond to customer questions and feedback in a timely manner.
Paid web advertising can be a wise investment, but only after you’ve thoroughly researched your target market. It’s pointless to waste money exposing your ad to people who are unlikely to need your services. Unlike print, television, and radio, however, internet advertisements may be tailored such that they are only displayed to the individuals you want to reach.
2. Don’t forget offline marketing
In the digital era, offline marketing is still quite vital, especially for service businesses like plumbing. As a plumber, you’re promoting your abilities, expertise, and, to a degree, your personality. This should be reflected in your plumbing marketing strategy. Offline marketing, such as giving out fliers or sponsoring neighbourhood events, may help you engage with potential consumers on a more personal level.
3. Word-of-mouth marketing
The importance of referrals in any plumbing marketing campaign cannot be overstated. Plumbing marketing strategies that are based on word-of-mouth marketing are simple to implement and are typically inexpensive, too.
Encourage satisfied customers who have used your services to provide reviews on your website or a third-party review service, such as Google or Yelp. A referral bonuses could be offered to individuals who recommend your plumbing business to their friends. Consider partnering with companies that provide comparable services, such as electricians or general contractors. Other experts might refer you to clients who need a plumber, and you can return the favour by referring other suppliers.
4. Enlist the services of plumbing marketing specialists
You probably have a lot on your plate, and the day only has so many hours in it. Consider hiring a marketing specialist if you’re having problems finding time to focus on your advertising and promotional strategy. A marketing specialist can examine your organization and your target customer and develop a plumbing marketing plan to supply you with a steady stream of new leads.
Expanding Your Plumbing Company
The goal of marketing and advertising is to expand your company. It’s also critical to ensure that you’re in charge of that expansion. Maintaining high-quality service throughout periods of expansion may be difficult, and the larger your business becomes, the greater the dangers it may face.
Business development, often known as guiding your company’s growth, is an important talent to have, yet many business owners struggle with it. It might be worth engaging the services of a business development consultant if you’re concerned about how to build your business in a regulated, healthy manner. They can assist you in developing a strategy for steadily and sustainably growing your business.
Business insurance is an important tool for lowering the risks your business may face. You might be required by law to have some types of insurance in your area, but others might not be mandatory. Regardless, there are many forms of coverage available that can protect your business and finances from costly claims and lawsuits that could slow your business’ growth or even cost you your entire business.
Ready to protect your plumbing business? Find out more about insurance for plumbers.