You don’t want to just start a business; you want to kill it. You crave lasting, deep success for your plumbing business. The world has enough mediocre performers out there. Why not create something fantastic?
Here at the Plumbing Webmasters, we’ve crafted a handy guide to launch your plumbing startup into the online marketplace with faster, more sustainable, and overall better results. It all revolves around one singular strategy: specialization.
Listen closely as Nolen and Madison reveal how focusing your marketing efforts on one plumbing category can produce incredible revenue opportunities. Be sure to take notes and read the supporting guide below!
Takeaways for Plumbing Professionals
- Specialization produces operational and marketing efficiencies.
- It’s faster and easier to rank up in a plumbing specialty.
- Specializing doesn’t mean you can’t offer other services later on.
Specializing for Success
“How can I be successful in plumbing?” That’s a question that Small Business Trends tried to tackle. In their guide How to Start a Plumbing Business, Small Biz offers a few tidbits on building a long-term plan for triumph in the industry. Step number 3 (after getting certified and apprenticed) involves discovering your personal specialty.
Perhaps, you’ve discovered that the inner workings of residential water heaters naturally bend to your every whim. Maybe you’ve got a knack for repairing underground sewer lines without digging up the whole yard. Possibly, you’re the fastest pipe clog relief around.
Some plumbers might see specialization as a limiter on their ability to make money, but the opposite is often true. You can take a focused skill and use it as a launchpad for your startup. Now let’s zoom in on the benefits of specialization, then show you how to get started online (which was Small Biz’ step number 8, by the way).
Why Specialize as a Plumber?
Why do we recommend anything in these sort of guides? To make your life easier and/or more profitable. Multiple areas of your business can benefit from a specialized structure, so let’s break a few of them down here.
The first benefits you’ll realize when it comes to specialization are operational. If you confine your portfolio of services to a particular subcategory of plumbing, that means fewer tools to purchase and fewer individuals to hire. That, in turn, leads to fewer service vehicles and fewer driving demands.
You could potentially earn as much or more revenue with three water heater specialists than you would with a generalized staff of five. Prospective customers will also view your brand and crew differently as a specialized group.
Any plumber can fix a leaky sink. Very few have what it takes to manage a slab leak repair project. Ask any homeowner if they would rather have a generalist or a specialist fixing the multi-thousand dollar ruptured pipe beneath their foundation. Ask them the same question for a busted water heater or a fractured sewer line.
When you become the specialist for a given plumbing sub-category, the choice suddenly becomes clear for homeowners. Plus, experts generally enjoy higher pricing ranges for the same projects!
Let’s face it, plumbing is a very competitive industry. If your prices, ratings, or uniform don’t meet a prospective customer’s demands, they have a dozen other alternatives available at the push of a button. Unless you operate in a smaller service area, breaking into the market is tough!
While generalist plumbers may be a dime a dozen, local specialists in your field are probably in the single digits. Medium to small sized towns may not even have a specialist in your particular focus. It’s much easier to stand out in the online marketing world when only a couple others are standing next to you.
The How of Plumbing Specialization
Now, we are specifically looking at how to market your specialized plumbing services in your service area. Once you’ve picked a field, it’s time to start laying the foundation for your company to build off of.
- First, you’ll claim and/or purchase the digital assets you’ll need to mold your brand.
- Next, you’ll start developing the content on your website to communicate who you are and what you do to prospective clients.
- Finally. you’ll complete support activities as you go along to grow your reputation even more.
Phase 1: Lining Your Digital Ducks in a Row
Everything starts with your website, at least when it comes to earning plumbing leads online. You’ll need a domain name (web address) that sums up your specialty with your unique brand. Speaking of brands, make sure that your plumbing company’s legal name is easily distinguishable from typical industry terms. That will make it much easier to show up in local search results in the future.
While the visual and graphic elements of your brand (such as your logo) contribute to the identity of your company, your website’s content is just as important.
Phase 2: Building Relevance and Authority
You’ve spent years earning your certifications and learning the trade. Now it’s time to share that knowledge with the world. We’re not just talking about consulting with customers in the field. You’ve got to share it with prospects visiting your website too.
Build a healthy collection of pages dedicated to explaining (in layman’s terms) each of the critical services you provide. Explain how your team’s experience makes all the difference during an installation or repair project. Pepper in those specialized plumbing keywords into your paragraphs, headers, and picture captions. A lot of hard work and research flows into writing a website, but doing it right is worth the results!
Finally, spend a little time each month adding to the old company blog. Believe it or not, these blogs still provides some valuable juice for your local SEO. Of course, if you don’t have time for any of these activities, you can always hire a team to do it for you.
Phase 3: Supporting Your Continued Growth
Even your website needs a little help in kicking off your online marketing. If you really want to build a healthy brand, you’ll need three things:
- Citations (local listings),
- Reviews, and
Hundreds of businesses offer cheap listings for your company, but your specialized plumbing company should only require a handful. Yelp, the BBB, and Facebook are all great places to start. Listings add credibility to your website, and they provide more paths back towards your services. You may even receive the odd call here and there for immediate plumbing help!
Most plumbers comprehend the value behind reviews, but they don’t know how to harness them effectively. We’ve found that a smattering of reviews across different sources tends to earn more recognition from Google, rather than keeping all your eggs in one basket.
Last and least known among plumbers is the check-in. Utilizing a tool like DataPins, check-ins provide coordinates, tags, and pictures to showcase the fantastic work you perform throughout the community. This offers exceptionally high-quality evidence that your company is active and trusted. Use this tool consistently, and you’ll notice powerful ranking improvements in a matter of months.
Specialization offers speed, focus, and simplicity to plumbing professionals looking to break into the industry. Not only can you cut down on the number of tools and personnel required for day to day work, you can potentially command a higher price average on each of your services.
On the marketing side, specializing also helps by limiting the number of competitors you face in local search results. Water heater experts, slab leak gurus, and hydrojetting aces tend to stand out against the herd, in the eyes of Google and consumers alike. With a proper website foundation and continued support, you can produce some astounding results in a relatively short period of time.
Need help getting the ball rolling on your digital marketing? A seasoned (one might even say specialized) plumbing SEO company can make all the difference! Give the Plumbing Webmasters a call anytime at (877) 388-9884 to learn more about your options.