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We often think about social media as a personal space. We share cat videos, family photos, and sometimes get into animated discussions about all things light and serious. But can it also be a place for you to market your plumbing business?
The short answer: Yes! The how-tos? Let’s get into it!
People love to spend their free time on social media apps. A recently study from Facebook shows that 37.6% of TV viewers scroll social media apps while watching TV!
Social media can also play a pivotal role in your plumber internet marketing strategy, from lead generation to brand differentiation.
Social media advertising provides many benefits for home service companies and plumbers alike:
Lastly, participate in the conversation. People talk about your business online, like it or not. You can either choose to participate in the conversation (and have control over the conversation) or let others do the talking for you. Suffice it to say you’re always going to be your own best representative.
So now that we’ve talked about why social media matters for your plumbing business, let’s go through some steps to get you started.
Knowing your target audience is critical in general, but even more so on social media, because that can help you figure out which platforms you prioritize. You’ll want to build your ICP, or Ideal Customer Profile, to fully understand who your audience is and what traits they have in common:
Make sure you take the time to answer all these questions before formulating a social media strategy for your plumbing business.
You don’t want to take a shotgun approach to your social media strategy. You want to make sure you can execute well on at least one, at most two, platforms before taking on others. Once you’ve gotten started you can always add more or pivot to prioritize the ones that you get the most traction on.
We recommend starting with Facebook.
Remember to always begin with the end in mind. What is your goal for engaging in social media? For example, do you:
This is best for middle-aged audiences with disposable income who are also comfortable with technology and hence feel perfectly comfortable looking for plumbers on the platform. Facebook is also excellent for building a community and a variety of content posting.
Con: Not great for younger crowds or B2B.
If you enjoy sharing project pictures or real-time work using the Stories feature, Instagram is a great way to showcase your work and if you want to build out your brand identity, you can definitely do that in a meaningful way on this platform.
Con: Not a great way to communicate with your target audience.
As we noted above, Nextdoor is a crucial social media platform for plumbers to be engaged with. You can target specific neighborhoods and communities that you want to participate in via conversation or paid advertising. The platform verifies that the people listed in the neighborhood are actually living there. 90% of American households are using Nextdoor, which is why you want to be on there to let them know about your plumbing services.
Con: You will want to set aside some budget for advertising on this platform
While it’s primarily known as a place for your resume to live online, LinkedIn is often pitched as a content and learning platform. The users tend to be wealthier and more oriented towards networking and recommending trusted vendors. Activity on this platform would be smart for B2B plumbers.
Con: Not going to be used for those who are in emergencies or otherwise need help NOW.
The key to Twitter is understanding the character limit and working within that to get your message across. It also helps to be following the right accounts in your field so that you have the ability to comment and share with what they are tweeting.
Con: Same as with LinkedIn: less likely to be used for people who need help right away.
Much of what we said about Instagram applies here, though less through your own photo feed and more through “boards” you can create and “pin” things to. Dominated by females, which is important if that is your target customer.
Con: Very much a hobby and browsing site rather than an action-oriented site.
Decide which platform will be primary for you and which one(s) will be secondary. This is important because you want to be known for engaging with people and the platform you choose will also in part define your strategy.
Now that you’ve thought about your customer profile and decided which platforms you are initially going to pursue, what’s the best way to go about it?
Firstly, always lead with value. We know it can be tempting to want to just “get” new customers, but this is a marathon, not a sprint. You want to create a trustworthy, relevant, and helpful brand on social media platforms. Give ideas and content away for free. This will not only help the DIY crowd, but get people to realize that DIY isn’t always the answer, and when people realize that, you will be the first company they think about when experiencing a plumbing issue.
Secondly, batch your content. You will make more progress and feel less overwhelmed if you batch out your content a couple of weeks in advance.
We keep mentioning content, and the quality of that content is going to determine the quality of your audience. You could create:
Those are all ideas for content that you generate internally. But there’s also plenty of external content for you to interact with.
Above all, remember to be social (pun intended). Act the way a friend would.
Once you’ve mastered the basics you can go for some next-level tactics.
Through all of this, always keep learning. It can feel overwhelming at first, but realize this is a key component of your business, and you can set aside some time on a regular basis to keep learning tips for how to use your chosen platforms.
There are some plumbers who do much of what we discussed on their own, and they do it well. But that doesn’t mean you have to feel obliged to. If you need help with any aspect of social media, contact us online. We’re happy to help!
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