It happens all the time. A homeowner has an emergency - a clogged drain or a broken pipe - and they need a local plumber to help them out ASAP. Chances are, they’ll turn to the internet first to find a plumbing company to hire. Searching Google, checking reviews, and scouring social media pages to find the perfect plumber for the job.
That’s why plumber marketing goes beyond just having a polished, professional website. You need to have a solid social media presence to establish yourself as the local business that customers in your service area contact when they are in need. Social media is a crucial piece of any plumber digital marketing strategy.
Establishing your plumbing company in the social media world can be complicated and time-consuming. With all the different channels and strategies out there, it may be hard to know where to start. And while all businesses can rely on social media, you need a strategy targeted for your specific service in the trades. It can be a valuable piece of your overall content marketing strategy.
Below, we’ll walk you through the basics of how to use social media to grow your plumbing business. You’ll learn where, when, and what to post to increase your booked jobs and online presence in your community.
Why Does Plumber Marketing Need Social Media?
More than 91% of businesses use social media. If your plumbing business isn’t one of them, then it’s time to get started.
Social media is an essential part of any digital marketing strategy. The right social media content can draw in new customers, build brand awareness, and boost your reputation.
Here are some of the top reasons why you should invest in social media:
- SEO. The right social media content can improve your Search Engine Optimization (SEO) performance, meaning that your website will be listed higher in the Google search results so that new customers find your services beforeyour competitors.
- Recommendations. As marketing moves into the digital realm, so do word-of-mouth recommendations. Social media gives your customers a platform to refer you and recommend your services. .
- Communication. For customers in the middle of a plumbing emergency, social media makes it easy to connect with people putting out emergency requests for services.
- Advertising. From photos to videos to blog posts, social media offers an inexpensive and accessible way to advertise your services that can put your plumbing business in front of hundreds if not thousands of new eyes each month.
One of the greatest benefits of social media marketing is that it gives you a chance to be in control of your own narrative. What do you want people to know about your plumbing business? How do you want people to see you? It’s up to you what you want to share and who you want to connect with - letting you be your own representative. It can also be a benefit to your plumber seo work that you are doing.
How Do I Create a Social Media Plumber Marketing Strategy?
Now that we’ve covered why it matters for your plumbing business, let’s get into the steps you need to take to actually get started with developing your company’s social media presence.
Step One
First, you need to build your ideal plumbing customer profile. It’s a good idea to know who you want to contact your plumbing company for your services before starting any social media plumber marketing efforts. Certain social platforms cater to certain demographics - and different people will naturally gravitate towards different kinds of content.
In order to build the right social media presence for your local plumbing business, you need to have your ideal customer in mind. Think about some of the basics: Age, gender, household income, location, etc. You can also take it a step further and consider: What services would they be looking for? What do they value most in a plumbing business in their area?
Step Two
Now it’s time to pick the right platforms for your plumber marketing. There are dozens of popular social media platforms out there today, with new ones popping up each year. If you try to create accounts for too many sites and need to maintain them, answer questions, and upload content daily, you’ll quickly realize you took on more than you can manage alone.
Instead, start by focusing on one to three platforms. This will let you focus more of your time and energy on creating high-quality content that represents your company well and gives you the ability to respond in a timely and effective manner to any customer comments or questions.
There are pros and cons to each social platform, but they all have a potential audience you can tap into that will increase your presence in your local community and give your customers access to you beyond your website and phone number.
Step Three
Just setting up a Facebook page or an Instagram profile isn’t enough to utilize it for accelerating your business growth and improving your online reputation. To make the most of your social media presence, you need to post relevant and timely content.
The goal is to establish your plumbing company as a trusted brand for any service needs in your community, as well as an expert who offers do-it-yourself troubleshooting tips (video is best), which leads to trust in your business. From plumbing maintenance advice to explanations of common plumbing problems, you can show your audience that you are an expert in your field, while also building trust for booking your services.
How to Get Customers Through Social Media
The strategies you use to gain customers through social media efforts are going to depend on the platform and your ability to be active in contributing content and responding to questions, concerns, and comments The platform you choose also plays a huge role in how you invest your time and energy. Pouring all your energy into the wrong platform can hinder your social media strategy before it gets off the ground and starts producing results to grow your business and improve your reputation in your community.
To help guide your choice for utilizing your time and efforts in the best way to increase your revenue with more booked jobs and referrals, here is a brief overview of each platform and how you can use them to your plumbing company’s advantage.
Facebook
Facebook is all about community-building relationships and staying up to date with what is happening in the local area and abroad. While you can post all kinds of content, the platform is best for engaging with your audience. Providing high-quality advice, answering questions, and cultivating positive reviews in your service area can help you build a professional, dependable page that showcases everything your business has to offer.
Facebook has a broad base of users on the platform, but it tends to appeal more to middle-aged and older users. This demographic is likely to own their own home (or at least rent an apartment), making them an ideal target audience.
Instagram
In addition to being one of the largest and most popular platforms, Instagram relies on visual content to keep people interested and following brands. Your best bet at drawing in customers is by posting informative and engaging photo content. Athough the platform has also started pivoting to video, start now with images to establish your plumbing company on the platform.
From helpful plumbing tips to behind-the-scenes content, there’s no shortage of ways to engage with your audience on Instagram.
With its 280 character limit, you need to get straight to the point when using Twitter to build your plumbing business online. But for plumbing companies looking to share tips, tricks, and trends affecting the industry, this can be a great platform for circulating helpful information.
TikTok
TikTok might be known for its mostly youth demographic, but creative marketing is all the rage on the app. It might not feel like a conventional choice, but if you have a knack for creating compelling, funny, or informative videos, TikTok can offer opportunities to grow your plumbing business quickly.h.
YouTube
YouTube is one of the best platforms for showing off your expertise. How-to videos, DIY projects, and videos showing you and your staff can provide value for customers in your community who are looking for solving plumbing issues. These videos can give you a boost on Google when potential customers are searching for a solution, putting your plumbing business in front of new eyes while also establishing your company as a trusted authority in the industry.
Look for a partner
Marketing takes a lot of time to continually grow your business with content, social, advertising and other means. You have a company to run so add a partner to take care of the marketing for you.
Scorpion provides marketing services to small businesses just like yours. We can help you rank higher, get more leads, and improve your revenue flow.
The Bottom Line
With social media platforms available for you to utilize and grow your company’s online presence, you have the opportunity to increase your ability to reach new customers and keep current ones like never before. There’s no limit to customers looking for a quick pipe fix or a go-to plumber they can rely on - all you need to do is help them find you.
With the right social marketing strategy, you can master your company’s presence in the social world and take your business to new heights for new customers, increased referrals, and positive reviews. Looking for help utilizing social media for growing your plumbing business in your service area? At Scorpion, we can develop a plan that meets your unique goals and gets you results. Contact us today to learn more about what we can offer to build your business in
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