Most plumbing companies did not start with private equity money. They started with one guy in a truck. So when we hear plumbers speak about the fear of the bigger companies, it’s a misconception on their part. So what’s really separating the so-called top companies, from your own?
Marketing for Plumbers
They aren’t better plumbers than you. They aren’t better people than you. What they are better than you at is marketing. Usually this is because they hired assistance for digital marketing services. But not your neighbor down the street, or your son-in-law’s brother fresh out of college. We’re talking about legitimate and verifiable marketing firms and website designers. The difference is almost always that simple. So what does a professional marketing firm do?
- Content Marketing
- Google My Business Optimization
- Organic SEO
- Paid Advertising
- Website Design
Google My Business
Google My Business is an organic search element. In other words, when locals search for plumbing services, they’ll find nearby companies via Google My Business / Google Maps, which come up as organic results. You cannot pay your way to a top 3 Map ranking, it is a determination that Google grades algorithmically. You need the help of professional marketers is you hope to rank at the top of Maps results, and you need a professionally optimized Google My Business page. What does that entail? See below:
- Address Verification
- Google Posts
- NAP Consistency
- Website Affiliation
Get Dominate as Hell
To take your plumbing business to the next level, a dedication to excellence must be present. When the owner of the company does not call for marketing him or herself, they have their lackeys do it. This shows that they aren’t serious about marketing. Domination requires dedication. Having someone who doesn’t know what you go through on a daily basis invest in marketing on your behalf won’t get you dominate as hell, but in leads hell instead. You will never get page one rankings with this kind of subpar effort. How to be dominant:
- Eliminate Excuses: Stop worrying about a bigger company and go do it
- Invest in Yourself: Hiring a real marketer is an investment in yourself, hiring your nephew is a favor
- Take Control: Call the marketer yourself, don’t have a lackey do it
Organic is Not Dead
76% of consumers still use organic search. Rumors of its demise are false. When you look for an avenue for marketing success, organic is as opportunistic as its ever been. Yes, PPC is still available to plumbers. But organic is the most cost effective. Remember, organic includes Google Maps results as well as the knowledge graph and featured snippets. There’s many opportunities available. Some of them include:
- Google Maps Results
- Knowledge Graph
- Traditional Organic Results (1-10)
- Featured Snippets
Spend Money to Make Money
Organic is so inexpensive. So why refuse to pay for it? Still, some plumbers tend to avoid spending any money on marketing whatsoever. The trick to making money, is spending it. That doesn’t mean you have to break the bank on SEO either. All you need is custom design, custom content, structured URL, on page SEO, and local SEO. You can then add paid advertising as a bonus. If you spend money wisely, you’ll make all of it back along with a major profit.
One misnomer is that being a great plumber and person will help you rank. I can assure you there are worse plumbers ahead of you on the results. There is no Google algorithm metric for morality or quality. Sure, Google Reviews help define a company’s overall standing, but many times companies who’ve been around for 20+ years have earned that rep on consistent marketing alone. Oftentimes they have been passed down to new generations who are worse at their job. You can pass them with regular marketing efforts.