By Jacquie Winiecki
With so many options available to market your plumbing business, deciding where to start can feel overwhelming. Long gone are the days of taking out a well-placed and visually appealing ad in the yellow pages to attract business. So, where to start? Though the decision depends on your business’s specific needs, we are here to help point you in the right direction. Here are five proven ways to market your plumbing business that won’t break the bank.
A Google Business Profile is a free method to optimize a business’s SEO strategy and attract new customers. Although all businesses should have a Google Business Profile, it can be most beneficial for small businesses such as local plumbing companies. A Google Business Profile will help your plumbing company improve your local ranking, which gives you a better chance of appearing when someone searches for plumbing services near their location
The first step to optimizing a Google Business Profile is to claim and verify your plumbing business. From there you can then update your website, hours, location, and contact information. Managing a Google Business Profile profile does include regular maintenance such as posting regularly, answering user questions, and responding to Google reviews. However, the service offers several ways for your plumbing business to engage with your customers online as well as make yourself visible to potential customers. For free! For a great reference to setting up and maintaining your profile, check out our Ultimate Small Business Guide to Google Business Profile.
SEO (search engine optimization) is the process of improving your website to increase its visibility on search engines. By learning how people search for products or services related to your business and incorporating those search terms on your website, search engines like Google will then rank your site higher in searches. For free. By using relevant keywords in titles, meta descriptions of photos, headlines, and other areas throughout your site, your page will instantly increase its value by becoming more searchable, popular, and relevant to users in need of plumbing services. Be sure to add some evergreen content to your website as well. Evergreen content is content that appeals to your audience yet remains relevant such as “What to look for when hiring a plumber” or “Things to know about plumbing before purchasing a house.” Spending even a short amount of time optimizing your plumbing website to capture additional organic traffic could have incredible results.
Local Services Ads (LSAs) are Google pay-per-lead ads designed for service professionals like plumbers. LSA’s appear at the top of the search results page, above all other results where they are most likely to be seen. The ads are low-maintenance, so you can continue to focus on running your plumbing business. Potential customers can submit a lead through the ad. These leads come in as phone calls, messages, and booking requests and you can manage these leads anytime online and through the app. Once the leads start coming in, it’s up to you to turn that lead into a customer.
In order to continue to receive leads, it is important to respond to as many of them as you can. If you fail to answer calls or respond to messages, your ad ranking may drop.
LSAs are a great way to maximize your advertising budget. Unlike paid-per-click (PPC) ads, LSAs are pay-per-lead, which means that the cost depends on the number of people who submit a lead. One thing to note: Make sure your ad isn't running during times when you aren't able to answer calls or messages or this could harm your ad ranking. Your ad schedule can be set to specify whether you want your ad to run all day, during business hours, or choose custom hours. It’s all up to you!
Starting or increasing your company’s community involvement is an excellent way to build brand awareness and build meaningful relationships. Sharing the values of your plumbing company through community involvement will also assist in helping you stand out from your competition.
Some examples of community involvement include:
Community involvement can cost as much or as little as you want and there are virtually no drawbacks. In most cases, community involvement will cost no more than your time while providing an excellent opportunity to promote your plumbing business. For more ideas on how to get involved in your community, SignUpGenius offers this great list.
Your customers are also a valuable resource for attracting more business. After you have provided a plumbing service, you should be asking your customers for reviews. If you are wondering if reviews are really that important. They are. If a potential customer is looking for plumbing services with the intent to pay for a service, the odds of landing that customer will significantly increase if you show up as the leader in online reviews.
Linking to a review page on your website, email signature, or social media page is an excellent way to solicit customer reviews. Where you send them is up to you. If you’ve determined that Google reviews are most helpful for your business, provide a link to Google. But if Yelp reviews are where your prospective customers view your brand, Yelp would be the better choice. Providing an excellent plumbing service experience is the best way to gain positive reviews, but your customers need to know where they should leave it. Making review sites accessible to them encourages them to share their experience which can greatly increase your reputation.
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