Plumber Marketing Strategies

From plumbing emergencies to less urgent needs, most consumers turn to search engines first. By coming up on top (through the right mix of PPC and SEO), you have a better chance of winning their business.

No more "spray and pray" approach to TV, radio and online banner ads. New technologies get you in front of exactly the right audience at exactly the right time, with surprising accuracy.

Don't let happy customers slip down the drain. Leverage ratings and reviews in your advertising to build trust with new prospects.

Nothing gums up the works of your plumbing lead pipeline faster than a non-functioning website. Think of this as your plumbing business' digital storefront—and your first impression on new customers. It should be clean; easy to use and navigate; have easily accessible information and the answers prospects are seeking; and be optimized to capture leads (with compelling, front-and-center forms).

If paid search (the ads you see at the top of your search result) is a quick win to get in front of new plumbing customers, SEO is the long-game. Both are crucial for enduring success. To boost your SEO, you need page content that is optimized to the questions your prospects are asking; frequently updated resources (a steady flow of blog posts, videos and other educational content); and technical optimization (site speed, meta data, etc.).

A strong, growing list of past customers and new leads is crucial for a solid plumbing business marketing strategy. Use high-value gated content and/or compelling offers (discounts on service; plumbing how-to guides; etc.) to capture new emails and build your list. You can not only use this list to email and text customers directly with news and offers, but also to target them in ad campaigns and build lookalike audiences to widen your reach.

Speaking of widening your reach ... once you have your website and first-party data in order, it's time to go hunting for new plumbing customers! That means incorporating advertising tactics that target and pull in new customers (ideally with the aforementioned offers and high-value content as bait). In addition to proactive prospecting, you'll want to make sure your plumbing company appears in the exact moment people need one (with help from a search ad, for instance).

Lucky for your customers (not as much for you) plumbing services aren't an everyday necessity. That's why it's important to get your name out and build brand recognition within your market. If you do it right, customers will remember your name in an emergency and call on you first—or at least be familiar with your company when your name pops up in a Google search. The latest connected video, social and display ad technologies allow for razor-sharp targeting and powerful cost efficiency.