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The wonderful thing about having a plumbing business is knowing that there is a demand for your service year-round. Wherever people live, there are pipes that are very important parts of their daily lives. Sometimes, something goes wrong with those pipes and they have to be fixed urgently. That said, as steady of a demand as there might be for plumbers, there’s always the opportunity to do better plumber marketing to get more plumbing customers!
Google Local Services are geared towards local small businesses that are willing to be rated and earn the trust and respect of local buyers. Through the Local Services platform, plumbers are able to purchase advertising inventory that is the best search engine real estate: the very top of search results.
This is especially helpful for mobile searches, which constitute upwards of 60% of all searches on the internet. That number is only likely to rise over time.
Local Services ads for plumbers get you affordable leads from people actually searching for your services.
First, you’ll need to apply. If you’re accepted, you’re going to need to set up a campaign with the proper budget. (Don’t know what your budget should be? Our Local Services team can help! Contact us online and ask us about our Local Services ads management services).
Pay per click advertising (PPC) gives plumbers the ability to bid on popular keywords and search terms homeowners use to find a plumbing company. Based on several factors like your ad copy, maximum bid for each keyword, and landing page score, your ad is then displayed to people searching for plumbers in your area.
There are many types of PPC advertising:
Remember how PPC advertising can help you cut to the front of the line? Search engine optimization (SEO) done right means you don’t have to pay to cut to the front of the line. By ranking well organically, you are telling Google (and your potential customers) that you’re a reliable source of information on the topic they are searching for. This takes work.
If a website is hanging a shingle, SEO might be making that shingle glow with neon and be more easily found by those who want what you are offering. Done right, SEO for plumbers will help add a sustainable lead generation stream to your other marketing efforts.
If traditional SEO for plumbers is about making sure your website is being indexed and ranked on Google and Bing, local SEO for plumbers does what it says: focuses on your region and locality.
Some areas of focus include:
Everything we’ve talked about so far won’t mean anything if by the time a customer finally lands on your site, they get turned off. Your website can be that final piece they need to do business with you. That means your website design for plumbers needs to be:
Just because we’ve attracted potential customers through data-driven advertising, organic SEO, and a great website doesn’t mean the job is done This means that your customer service really has to shine, not just to close the client and book an appointment, but to delight them so that they spread the word.
Your customer service representatives (CSRs) are on the front line and should be given all the tools they need to successfully interact with customers. This starts with making sure hold times are low and that potential customers don’t need to wait to speak with you. When they do get connected with you, they need to hear a friendly, helpful voice.
You should also be monitoring phone calls to help improve each CSR‘s booking rate. This assumes a constant desire of everyone in the company, not just to shine in customer service, but to grow, seeing opportunities to up or cross-sell customers.
The best CSRs have a natural desire to be friendly and truly listen, not just go through the motions. If you feel like you need some help with this, Blue Corona has the experience and the passion to assist you.
Know your numbers. If you’re in good communication with your CSRs they can give you helpful intelligence as to why some potential customers aren’t booking appointments. This can allow you to either train the CSR to better deal with some of those roadblocks or address some of the needs that potential clients are asking for that your business isn’t currently offering.
One of our proprietary services, Lead Recovery, ensures that you don’t have to spend additional money on marketing. We help you generate at 10% more booked appointments (at least!) from your existing leads by flagging opportunities from contacts that did not turn into appointments and giving you a second chance at earning that customer’s business.
Even if there turns out not to be a need from a potential customer, that customer will appreciate the contact and the follow-up to make sure they had been helped as much as possible.
If you haven’t already heard about Nextdoor, you will. It’s one of the top downloaded apps and is another opportunity to connect with potential customers. What makes it so attractive is its verification process, which makes sure that the people who are listed in a neighborhood actually live there. 90% of American neighborhoods are using Nextdoor, including asking their neighbors for plumber recommendations.
Read more on how to advertise your business on Nextdoor.
While you can create a personal Nextdoor account for yourself (and you should), what you also want to do is create a business account. This means you’ll be able to connect with local homeowners in joining or starting a conversation. It also will give you the chance to engage in both advertising and local deals through the Nextdoor platform.
At the moment you can only advertise on Nextdoor if you’re a company with an enterprise-level budget, are a realtor/broker, or are a Blue Corona client.
We partnered up with Nextdoor to bring some of the fantastic benefits of Nextdoor to smaller businesses with smaller advertising budgets. You’ll be able to pick and choose which neighborhoods you want to advertise in without having to come up with the big bucks that the enterprise clients do.
Blue Corona’s CEO, Ben Landers, recently noted the power of sponsorships on the Nextdoor platform. Companies that choose to participate get two posts per month that are pushed into newsfeeds and are also featured in the Real Estate section of the website and weekly newsletter. There’s also a limit of five sponsorships at a time for any given zip code, so there’s a great opportunity for your plumbing company to stand out.
Nextdoor Local Deals are advertised in a carousel of offers and are aimed at reaching a certain number of customers in a certain time frame (the longer you choose to keep the offer up, the higher the price). This is less expensive than the ongoing advertising you can do with Nextdoor, but it also helps with full-spectrum brand engagement on the app.
Your goal is to be the authority on plumbing in the neighborhoods that you choose to engage in. Nextdoor provides a great combination of organic and paid opportunities to do so.
Any of these 7 ways to get more plumbing customers can be a game-changer for your business. Implement all 7 and you’ll be a force to be reckoned with.
Blue Corona is the premier digital marketing company for plumbers and home service businesses. We only work with contractors and members of the trades and are here to help you grow your plumbing business.
Contact us today for more information about our plumber marketing services and to receive a free digital competitive analysis.
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