Home services marketing | August 4, 2023 | Oluwadunmola Adefioye
Generating plumbing leads consistently is challenging for many plumbers because the craft differs from the business. Furthermore, the traditional methods of generating leads have become less effective with the increasing surge of Internet marketing. Fortunately, the internet contains the largest communities of clients needing plumbing services.
Marketing on the Internet is quite simple, but generating quality leads through digital marketing is more complex. For a plumbing business owner, picking the right digital marketing strategies is more critical than marketing for the sake of it. For this reason, I will share with you proven marketing strategies to help grow your customer base.
Here are some tested and trusted ways to generate plumbing leads for your business. Do note that these marketing efforts have to be fine-tuned to suit the peculiarity of your plumbing business to get the most from the resources spent.
Itemizing your plans and goals is essential before embarking on your plumbing lead generation exercises. Each marketing tool you will come across has its best use case. A clear strategy means each is deployed for a particular goal at the right time. Here are some of the things to consider when itemizing your plan.
Who is your ideal customer? Define your target market by looking at location, age, gender, income, and buying behavior.
You need to communicate your unique selling proposition to potential customers clearly. This might be your competitive pricing, 24/7 emergency plumbing services, or a fast response time. Whatever it is, make sure it differentiates you from your competitors.
Generating plumber leads usually requires a multi-channel approach. A mix of tactics, such as social media marketing, email marketing, search engine optimization, etc., to reach potential customers.
The trick is in the execution of these approaches. You can start with two marketing channels and then expand your usage. I advise using only the methods you can monitor and frequently review their performances.
How do you intend to follow up on your plumbing leads? Once you have generated a lead, follow up with them promptly and properly. Email marketing is good for follow-ups, but you might need to adapt other methods like calls and social media messaging.
A quick response time demonstrates your professionalism and may give you an edge over competitors.
An optimized website page is the minimum requirement for your home services marketing campaign. Whether you depend on organic or inorganic traffic, your website landing pages can be the difference between a website visitor and gaining a lead.
Optimizing your website simply means making changes to your website and landing pages to increase its visibility, improve user experience, and ultimately increase the number of potential clients that visit your site.
On the surface, your website should be aesthetically pleasing for visitors. Aesthetics on your website include a clean design, clear and original hero banners, pictures, simple fonts, etc.
Now, taking it up a notch, your website should be as easy to use and on the eye. Visitors must be able to find the information they are after promptly, irrespective of the device they are visiting your plumbing site from. This is backed up by the fact that websites with impeccable user experience have a 400% higher conversion rate.
Another integral part of optimizing your web pages is including plumbing keywords in the content of your website. High-volume keywords with splices of specificity like location and your unique propositions help fine-tune the traffic to your plumbing website.
Your web pages’ links, image alt texts, headers, and HTML addresses should carry your chosen keywords to increase your visibility on the internet.
In an age where plumbing-related content is all over the internet, originality and value can set you apart from your competitors. Creating an irresistible offer or content helps generate leads regardless of your chosen marketing channel.
Contents on your social media pages, website, email marketing platforms, and referral sites must be high quality. A good tip is to share less common plumbing hacks to help people solve simple plumbing challenges.
Lead magnets are valuable content potential customers can receive in exchange for their contact information. This might include a free consultation, an e-book, or a checklist. Once you have their contact information, you can follow up and convert them into customers.
Paid advertising in digital marketing is highly beneficial because it allows you to target a particular demographic. EconomicImpact reports that a $1 investment in Google ads results in $8 ROI on the paid ad investment. In addition, paid advertisement complements your organic marketing efforts, keeping your brand in mind until it becomes a household name.
The common types of paid ads are search, display, email, social, video, and retargeting.
For instance, you can choose search ads for your plumbing business if you want your company to appear for plumbing requests in your work area.
Paid advertisements need tweaks to work for you because of the peculiarity of your business. Essential ingredients for effective paid advertisements are your plumbing keywords, a good ad copy, and target demographics.
Leveraging social media for plumbing lead generation extends your reach beyond the local area and attracts more customers from different locations. Social media platforms like Facebook, Twitter, and Instagram allow you to create content that can be shared with thousands or even millions of users, creating brand awareness and increasing customer engagement.
Your social media pages can also be a sound feedback system for potential clients. Many people find it easy to chat up their service providers on their social pages instead of calls or website forms. You can channel the ease of using social media for generating plumbing leads by setting a fast response time. Everyone wants to be heard.
A solid referral network is an age-old way of generating leads. The exponential capacity of referrals also ensures that your brand name gains traction. Here are some procedures you can follow to build a good referral network:
Happy customers are one of the best referral sources, so ask your clients to drop reviews and refer you to anyone who may benefit from your services. You can also incentivize referrals by offering discounts or rewards for every referral that becomes a paying customer.
Consider partnering with businesses in your area that complement your services, such as HVAC companies or electricians. One way to do that is by writing guest posts on plumbing-related issues associated with HVAC on their site while they do the same for you.
By cross-promoting each other’s services, you can generate leads and build a more robust referral network.
Realtors and property managers constantly deal with plumbing issues, so building relationships with them can lead to a steady stream of referrals. Consider offering them special discounts or promotions in exchange for referrals.
Attending local networking events can also help you build relationships with other businesses and professionals in your area, leading to referrals. Be sure to bring business cards and be prepared to discuss your services and what sets you apart from your competition.
Generating plumbing leads is only half of the business; the other half is knowing how to keep them and turn them into repeat customers. Your plumber leads must be nurtured through the sales funnel by making it easy for them to book your service.
Some different ways to achieve lead nurturing are email marketing, retargeting ads, lead tracking procedures, etc.
Email marketing can be a very effective way to generate and nurture plumber leads as it produces the best ROI for small-scale businesses. It helps you stay in touch with your customers and keep your business in mind. The recipe for email marketing success is a high-engagement email list, exciting content, and optimal sending frequency.
The ultimate goal of your email marketing campaign is to increase clickthrough rates, so your email must be engaging and topped up with a personalized call-to-action. A common way to achieve this is by segmenting your email list into parts of the sales funnel stages. For example, emails and CTA’s for new leads should differ from those for established customers.
Lead tracking helps you to know more about your plumbing lead, like where they first knew your brand, their buying behavior, etc. Here are some tips for effective lead tracking.
The first step in measuring lead generation efforts is setting benchmarks for the desired outcomes. These benchmarks can be in the form of KPIs (Key Performance Indicators) such as conversion rate, number of leads generated, and cost per lead.
Once these benchmarks are set, businesses can analyze lead generation efforts by collecting and analyzing data through various tools such as Google Analytics, heat maps, and A/B testing.
By setting up goals and funnels, businesses can easily track the number of leads generated and conversion rate and identify where users drop off in the conversion funnel. You can also use heat maps to measure and analyze the behavior of visitors on your plumbing website by tracking where customers click or hover on a webpage.
A/B testing is another valuable tactic for measuring lead generation efforts. It involves creating two versions of a webpage, email, or landing page and testing them against each other to see which performs better. This approach helps to pinpoint what resonates best with potential customers and what drives conversions.
Customer satisfaction affects lead generation primarily through referrals and reviews. Unsatisfied customers are likely to drop bad reviews, which affects your lead-generation efforts.
You can generate plumbing leads for free through referrals, blog posts, and social media posts. Although these strategies require some degree of technicality for effectiveness, they are easy to achieve compared to other digital marketing strategies.
Comprehensive plumbing lead generation requires you to target your efforts at multiple marketing strategies. Complementing it with other marketing strategies, regardless of your preferred approach, ensures you cover every base.
Defining your marketing goals before you embark on your lead generation journey is essential. Defining your goals helps when you are analyzing your marketing strategies for optimization. Finally, applying the right lead generation strategy per time and company resource is the key to staying competitive.
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I enjoy writing engaging and practical articles that help local businesses grow. That’s why I take my time to understand the industry - customers and businesses - before writing a word.
Aside from content marketing, I enjoy watching football and love my beloved Arsenal FC.