Are you struggling to grow your plumbing business? Are you just starting out and don’t know where to begin marketing your services?
Believe it or not, there is a formula to creating success, increasing sales, and building the best reputation in your market. In 2019, it is no longer good enough to be the best plumber, you have to be seen where your customers are searching — online.
Strictly Plumbers is the only plumbing marketing company built by a master plumber with more than 15 years of success in the industry. With exclusive sales training and targeted marketing solutions for plumbers, we can help you to grow your business, increase sales, and build the best plumbing reputation in your targeted market.
Why are Multi-million Dollar Plumbing Companies Successful?
Successful plumbing owners know that it takes dedication and hard work to succeed, a team of skilled and trained technicians, but also an investment in high quality marketing to bring in customers. Strictly Plumbers can help you build a full marketing solution uniquely designed for your market.
- Website Design
When was the last time you went to the local yellow pages to find a professional service? While local print directories still exist, it is not where the majority of customers go to find a service they need. They go online, and a quality website is the key to ranking in search engines like Google.
According to MOZ, local businesses need websites. And not only do you need a well designed site, it has to have visibility and be user friendly. What does that mean to you?
A website has to have specific elements to give it an opportunity to rank.
Technical Basics – Your website needs to be technically correct, including properly formatted URLs, business information, phone numbers, landing pages that describe the services your customers are looking for, images with descriptions, and no broken links or misdirection.
User Friendly – A beautiful website is useless if customers cannot navigate it with ease. A high quality website should be designed with your customers in mind. How will they find what they are looking for easily? Once you have a user on your site, Google and other search engines give it priority when they stay and convert.
On Site Content Optimization – In the past, websites would use a variety of tactics to rank in Google. Most often, it meant stuffing keywords into the content. Now, your website needs to be both visible with high quality keywords, but optimized in a user friendly way. On site optimization includes writing content for relevancy. It means using images that are properly tagged and describe relevant use for customers. Your language in content should be real use language with customer pain points in mind. What are they looking for and how can you help solve their problems? That is key to converting leads into customers.
Links – Interlinking your services helps to further expand on how you solve customer problems within your website. All content can build on itself and should be linked when relevant. External links from outside authoritative sites to yours provides trust, something that Google places great weight on in many recent updates. As a plumbing contractor, you have opportunities to link to local community events, review sites, and authoritative content to increase your rankings.
Building a quality website does not have to cost a fortune, though it is an investment that requires constant updates to keep it fresh for search engines to give you rankings. Strictly Plumbers understands your business as well as you do, because we were built by a master plumber.
Our website design focuses on conversions, so when we generate leads to your site, customers can find answers to their questions fast and book your services with ease.
- Plumber Bot
With a beautifully designed website, you still have to do work to convert browsing users into converting customers. With our exclusive plumber bot, we capture your customers as they enter your website. There, we can create instant conversations, answer their questions, and direct them to your customer service representative team to get them booked.
In 2019, customers expect to find what they want instantaneously. If they land on your drain cleaning page because they have a slow drain, they already need you. With a live chat service, you have to oversee it 24/7. But with our plumber bot, it automates the service for you so you can focus on your customers.
We set up your plumber bot branded to your services, company unique selling points, and capture customers who prefer chatting to phone calls.
PPC stands for Pay-Per-Click and is an ad system across search engines. You pay for each click on your ad. But setting up PPC ads takes work and understanding of the industry. Strictly Plumbers knows the inside and out of what customers need and how they search so that we can target your ads to only high converting customers.
We run PPC campaigns to the services you want the most, ensure that you only show up for services that will return on investment.
We go in depth with your business to find what sets you apart from your competitors so that all of your ads have a unique value selling point. When your customers are searching for services they need, ad headlines have to cover those needs and then drive traffic to a landing page that also aligns with their search. The more targeted the ads, the lower your cost per click will be and we guarantee a measurable ROI on your investment.
We track all PPC ads, so we know what works and what doesn’t in order to continually adjust and optimize for maximum performance.
Search Engine Optimization is highly technical. It encompasses on site content creation, quality images with backend descriptions and tags, ensuring all links within the site are set up with proper structure, as well as off site factors. In fact, Google uses more than 200 ranking factors when deciding which sites will be shown to users. And, they do not share what those factors are or how they prioritize weight. So what does that mean for you?
Trying to navigate SEO on your own is a challenge and it is time consuming. It is a long term investment and needs constant work.
On Site SEO
Content, Architecture, and HTML are the foundation of quality on site search engine optimization, though it includes many factors.
Quality and authoritative content shows search engines that you are an expert in your industry.
The architecture of the site, how easily it is navigable for users and easily crawled and indexed for search engines means it will show up in the SERPs (search engine results pages). It must be responsive to mobile users, as mobile search was at 58 percent in 2018 and it is only growing. It also includes one of the most important factors, site speed. 47 percent of customers expect a site to load within 2 seconds, and studies have shown that faster sites have better conversions.
HTML is all about the structure of the site ensuring proper titles ad descriptions are all in place.
Off Site SEO
Off site SEO is how well your reputation across online channels compares, including Trust, Links, Personal, and Social
Trust is based on authority and engagement. A quality site that converts users heightens trust, as search engines see people responding to you positively. If your site has users “bouncing” or leaving without converting, it downgrades your trust. This is where our plumber bot helps alongside quality content that answers real customer needs.
Quality links come from a variety of sources. Most often, directory links from Home Advisor, and other directory sites, pass on some of their domain authority and can help improve your own rankings. However, directories alone signify distrust form major search engines, such as Google. Links back to your website from local organizations are a great first step. If you donate to local charities, or are involved with little leagues and community outreach, adding a link back to you can help increase trust within Search Engines.
Personal aspects of your company are all about your history, years in business, and locality. If you are marketing services 100 miles away without a storefront, it is unlikely you will rank locally.
Social media adds to a local business off site SEO through building a following. Facebook is an ideal place to start. Creating branding campaigns and engaging followers with an 80/20 rule is the best way to increase followers and engage your local community. 80 percent of posts should avoid selling. Create fun posts and campaigns about your company, fun facts, highlight community involvement, fun business related memes and begin building your brand. Use the remainder to share your specials and business services.
- Google Maps
Google maps, or the coveted Local 3-Pack, is a big factor to local plumbing success. There are several steps to take to ensure you show up in Google maps, and it is an important place to be for local plumbers, especially with more searches happening through mobile.
Proximity from searchers to your location has a big impact. Focusing on building a hyper local marketing plan is crucial to ranking.
NAP, or Name/Address/Phone Number, consistency is also important. Ensuring that all directory listings for your business are exactly the same is one of the most important aspects of keeping your company on the map.
Reviews of Google My Business can also help to increase exposure and your reputation, as Google gives priority to its own services.
Any good marketing strategy will include all services and improvements to help you show up in Google maps. While you cannot address proximity, especially if you service a wide area of your market, you can increase exposure with positive reviews and maintaining correct information for your business across all online channels.
There are more than 60 different social media platforms in use by people all over the world, but in order to succeed in building your brand, you have to be on the right one. It is not necessary to jump on every social media platform as a local plumber. It has to be authentic and make sense for your brand.
Facebook is the leading social media site for the majority of your customers. Facebook marketing includes organic brand building with regular posting and increasing followers and engagement.
The way Facebook algorithms work, they care continually decreasing the amount of brand pages that people see in their feed. That is why it is important to have a large following. Creating like campaigns and then targeting back to those local users is where the magic happens.
Facebook targeted ads help to increase the sales and customer conversion aspects of social media. While your business facebook should showcase who you are as a brand, engage users with fun and interesting facts about you and your team, Facebook Ads can target actual customers who have visited your site or are in your area. With a small budget, Facebook can do wonders.
Bonus: Reputation Management
According to Bright Local’s 2018 Consumer Review Study, 86 Percent of People Read Reviews Before Making a Decision.
A crucial component to your business growth is your reputation, online and off. Having a strategy in place includes all aspects of local online marketing, but most importantly providing quality services and directing happy customers to your review sites. Don’t be afraid to help your customers express their happiness by encouraging reviews on Google My Business, Facebook, and other online review sites.
Best practices for dealing with both positive and negative reviews is with a personal response from the company of every review. Consumers read multiple reviews and take into consideration owner involvement. For better reputation management, consider investing in a review platform to help. Strictly Plumbers can help you to choose a product to help grow your online reputation and follow best practices.
Some Final Plumber Marketing Thoughts
Plumbing marketing is a unique niche. It requires advanced knowledge of plumbing services and customers to be successful. There is no quick way to success, as it requires a cohesive strategy to win online. Strictly Plumbers has the secret weapon to help your business grow
— We know your business and we know online marketing.
We offer full marketing services including website design, PPC and SEO, and social media marketing.
For a free consultation or to learn how we can help make your phone ring, call tony or schedule a one on one meeting here.