According to the Pew Research Center, 85% of Americans own a smartphone. The average US adult devotes at least 6 hours online, so it’s no surprise that internet marketing can help you reach a vast group of potential customers that you might not attract using traditional advertising methods.
Web marketing uses the internet to promote services and products. As a plumber, digital marketing helps you leverage search engines, social media, email, and other online marketplaces to obtain more business. It’s one of the most cost-efficient and effective ways to promote your business as most of your clients are already online.
The point of online marketing is to increase leads and sales, but you need to have a plumber website before you can achieve that. An effective website increases visibility and establishes your brand. When you’re leveraging digital marketing, you’ll need to drive traffic back to your website or landing page. Without it, clients can’t acknowledge your services because they won’t be able to find you online.
Merely having a random website won’t guarantee results. Your website needs to be strategic and employ marketing methods to engage visitors and convert them into leads. A high-performance plumber website has clear messaging outlining your services and basic contact details, as well as a copy that uses SEO, which we’ll get to a bit later. It should also be mobile-friendly. Website layouts tend to change depending on the device they’re viewed on, but a high-performance website will look professional across all devices.
A professional plumber website establishes brand authority. By showcasing your services online, you clearly establish who you are, what you represent, and what you stand for. If your website looks professional and clearly communicates quality information to clients, then they’re more likely to call upon your services.
Search Engine Optimization (SEO) is a standard digital marketing tactic. SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Basically, when people use search engines like Google to look for content, they usually type in a few words, and the search engine replies with a list of links to web pages that may answer their questions.
For example, a prospective client might type ‘plumbers in LA’ into the search bar. By including this exact phrase, known as a keyword, as part of the copy on your website, you’ll have a higher chance of Google finding and ranking you on the first page of results. If you take it a step further and use local SEO for plumbers, you might include something like, “plumber in Venice Beach.” The more specific you are, the higher the chances your business will be visible in local search results on Google.
In addition to SEO, most small businesses need targeted visibility on Google and use a Google My Business account to optimize their presence online. Google My Business provides you with a free business listing, as well as Google Map optimization, allowing you to connect with customers across Google Search and maps. So, if a client searches for plumbers in their area, and you’re the most convenient option, they will most likely choose your business over competitors.
With Google My Business, you can request reviews from customers, which boosts business credibility without much effort. According to Inc., 84% of people trust online reviews as much as word-of-mouth referrals. Reviews improve Google ranking for local SEO and levels the playing field. If Google thinks your plumbing business provides a better experience than your competitors, then you’ll end up higher on local search ranking.
PPC stands for pay-per-click. It’s a model of internet marketing in which advertisers pay a fee each time one of their advertisements is clicked. PPC for plumbers entails setting up target advertising, whether display ads or email marketing, to maximize your online client reach. Most PPC advertising takes place via an advertising network. Google Ads is ubiquitous and effective as it reaches 90% of all internet users worldwide.
Setting up Google Ads for plumbers is relatively easy and efficient as it allows you to display your advertisements on Google’s search result pages, in Gmail, and on website landing pages.
The difference between Search Engine Optimization (SEO) and Pay Per Click (PPC) is that traffic coming from SEO is organic because users come across it while searching on Google. In contrast, traffic generated from PPC is not free because you pay for your ad to be visible. The type of PPC advertising used will depend on your specific marketing needs.
Search advertising is a technique that places online advertisements in search engine results. Advertisers typically select a list of relevant keywords to their company or products and then bid to have their ad displayed when someone searches those words or phrases. For example, if someone types, ‘plumbers in Santa Monica,’ the advertisements that appear at the top of Google’s search results page will have these keywords. While pay-per-click display can show up across sites on the web, search ads only appear in search engine results.
Not to be confused with cold calling, call campaigns allow customers to conveniently call you by clicking or tapping on your advertisement without manually dialing your number. This can be set up using Google Ads, which allows businesses to enable this function during specified hours, so you don’t forego any opportunity to connect with customers.
The website Campaign Monitor reports that email marketing obtains a return of investment of 4400%. An email campaign for plumbers might alert clients to specials, request reviews, or impart invaluable advice via a newsletter. It’s a great method for keeping in touch with clients on your database, building credibility, and increasing traffic to your website.
Special offers work because they incentivize clients to utilize your services. In an email campaign for plumbers, you might include discounts on services or products tied in with festive holidays or monthly offers. Even if a client doesn’t require your services, you never know when they might forward it to friends or family.
An email campaign for plumbers needn’t be blatant advertising. Once you’ve completed a job, you should email your client requesting a review. Not only does this allow you to capture their details so that you can promote future offers to them, but it also helps you to rank higher on Google and gain insight into where you can improve your business.
Email newsletters remain an effective and affordable promotional tool that provides customers with valuable information and updates to your business. You can inform them about new products and specials, provide them with advice-based articles, and thank them for their business, deepening good client relationships.
Social media platforms like Facebook and Instagram offer numerous web marketing opportunities for plumbers. While there are opportunities for PPC marketing, the best way to use social media for plumbers is networking and engaging with clients and communities. First, you should set up basic profiles and/or pages on each platform, whether it’s Facebook, Instagram, Twitter, TikTok, or Youtube. Each platform works differently, so you’ll have to tailor your content and strategy accordingly.
Best Plumbing in Seattle has an incredible Facebook page that’s a great example of good web marketing. Plumbers like these stand out on social media because they have a clear header, displaying their experience and services. Their about section lists their address and a short bio about who they are and their work history. If you scroll down their page, you’ll also notice videos, customer reviews, and blogs with insightful advice. Similarly, if you look at Miami Shores Plumbing on Instagram, you’ll find their number in their bio and a host of pictures and videos on their profile showcasing how they’ve helped clients and what services they provide.
Video-based platforms like YouTube and especially TikTok have grown in marketing popularity. YouTube is excellent for uploading how-to videos to help clients solve straightforward plumbing issues. In contrast, TikTok appeals to the Gen Z generation and allows users to upload shorter videos of up to 60 seconds. Social media platforms, like Instagram, Facebook, and Twitter, can all be linked to your website to drive traffic and allow for a more multi-channel marketing approach, where you reach more clients because you’re visible on multiple platforms.
At Comrade, we provide full web design and digital marketing solutions to help clients improve their presence online. If you need a custom logo, web design, or seek help with marketing, contact us today. Our specialists will take your online marketing to the next level to increase leads and sales.
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