Marketing for plumbers comes down to one target destination: lead generation. While many contractors choose to buy plumbing leads, acquiring leads from 3rd parties can negatively impact your long-term growth and limit your ability to generate sustainable revenue. But if plumbers don’t buy leads from 3rd party brokers, how can they create leads elsewhere? HVAC-Plumber SEO Webmasters outlines 12 innovative ways to get plumbing leads in 2021.
1) Google My Business
The most cost-effective lead-generation tactic is Google My Business. Plumbers can create a free listing on GMB and begin to rank within the Local Map Pack for relevant keywords. Of course, you’ll still need to optimize your profile with photos, a website URL, and accurate contact information. The highest-rated profiles typically possess dozens of reviews, so it helps to find ways to get more reviews from your customers.
2) Company Website
Your plumbing website should serve as your company’s anchor online. Your site will represent your brand and serve as a central hub for your online presence. Ideally, a robust plumbing website ranks for various keywords and features multiple content pages, including individual service pages. A proper understanding of SEO can help your website rank more quickly and maintain rankings long-term.
3) Facebook Advertising
Facebook Ads for plumbers can generate quality leads directly from the Facebook platform. Contractors with Facebook business accounts can run targeted ads on Facebook and even include a lead form to generate leads from the user’s profile information. Maximizing Facebook Ads requires an understanding of budget, targeting, and ad copy.
4) Google Ads (AdWords)
When you buy leads from 3rd party websites, they often utilize Google Ads to generate those leads. Why not skip the middle man and get the leads from Google yourself? While PPC advertising is more expensive than SEO, it can yield quality leads, particularly when advertisers understand which keywords produce the best types of leads for plumbers.
5) Retargeting / Remarketing
Consumers are more likely to buy from companies they’ve previously interacted with online. If users visit your website but fail to complete a call-to-action, you can market them as they browse other internet sites. Browsers store cookies so that advertisers can remarket their services through banner ads and different types of platforms.
6) YouTube Promotion
Video content engages users for more extended periods, studies show. Plumbers who produce interactive videos of their team conducting jobs or answering questions can help generate leads for the business. While some users may find your videos on the YouTube platform, others can discover them through HTML embeds of your YouTube video on your website.
7) NextDoor Advertising
Word of mouth has gone digital on platforms like NextDoor, which unite neighborhood communities online. Advertising on NextDoor can make your plumbing company’s brand spread like wildfire through nearby communities. As you grow in popularity, more neighbors will mention your company online and offline.
8) Truck Wraps
Not all plumbing marketing takes place online, though it helps to generate online interest in the real world. For example, printing your website URL onto your truck wrap creates a mobile billboard for your online brand. As more users search for your website or directly visit it on their browser, the more Google acknowledges your brand as an entity.
A new local SEO tool called BrandREVU helps plumbers generate leads online. The tool is a 2-in-1 for reputation management and on-page SEO. The tool empowers plumbers to perform jobsite check-ins which then publish to the corresponding webpage with embedded schema markup. The results serve as both social proofs for conversion and SEO for traffic.
10) Discounts / Promotions
Running seasonal discounts and promotions can create urgency for potential customers. Ensure your deals appear prominently across all of your marketing platforms, including your website, Google My Business, and social media profiles. You can even run live webinars to get consumers to sign-up on the spot.
11) Email Marketing
Building an email list can pay off for plumbing contractors in 2021. With new email marketing tools available to everyone, personalized email blasts often inspire action. Marketing through email is particularly effective for existing customers who are likely to use your service again if they can recall your brand and its authority. Email helps remind them while creating urgency for action.
12) Referral Partnerships
Referrals make marketing more effortless than ever for plumbing contractors. Building relationships with referral partners like real estate companies, plumbing suppliers, and other local contractors can help your company circumvent the heaviest lifting. When you combine referrals with a robust online presence, your brand begins to multiply its authority online.