Forums » Help » MARKETING FOR PLUMBERS: 9 STRATEGIES TO GROW YOUR BUSINESS
Running a plumbing business has its unique challenges. Unlike other industries that can target a specific audience or rely on seasonal upticks, you need to reach two distinct markets all year round:
The panicked customer with a burst pipe or other emergency who needs to find a nearby plumber ASAP The routine maintenance or install customer, who takes their time to research and compare plumbing companies to find the best fit for their project To grow your plumbing business, you need marketing strategies to address both types of customer, all while competing in a crowded market.
We won’t pretend there’s a one-size-fits-all solution. The good news is, you can start small and still get great results.
Marketing for plumbers: where to start? Online marketing is the best place to start because it’s easy to scale: you can reach a very wide audience with little cost and effort. (Versus offline marketing, which may require you to go door-to-door, pay for physical materials, and invest a lot of time.)
Even if you’re just starting your plumbing business and have zero experience with digital marketing, you can get started without hiring an expensive agency. The plumbers we spoke with said they don’t spend any money on SEO.
The nine best plumber marketing strategies for any stage of your business are:
Claim your Google Business listing Create a plumbing website that converts Set up a Facebook page Gather and manage online reviews Use call-only ads Create expert plumbing content Get more leads with work requests Use customer service as a marketing tool We’ll show how these strategies can address ‘emergency market’ and the ‘researching market’ so you can grow every aspect of your plumbing business.
Before we get into these strategies, let’s nail down some plumber marketing fundamentals.
Plumber Marketing Fundamentals You probably didn’t start your plumbing business to sit behind a computer all day and analyze ad traffic. That’s okay, because marketing is much more than that!
In fact, you probably know more about marketing than you think: coming up with you plumbing business name and logo, spreading the word to friends and family, and asking existing customers for referrals are all solid marketing practices.
To get the most out of your marketing efforts, we suggest you start at the very beginning: your brand.
“We started out just making sure we have our branding in place,” says Paige Grover, who started an award-winning plumbing business from scratch in under 3 years. “An eye catching logo and tagline. Then it was making sure that people know how to get a hold of us and where to read our reviews. Those were the most important things to me.”
Your brand is the promise you make to your customers. It’s what makes you different from your competitors, and the reason customers will choose you over any of the 50 other businesses that come up when they Google “plumber near me.”
To establish your plumbing business brand, see if you can easily answer these questions:
What unique service or offering do you bring to the market? What do you specialize in or do differently than anyone else in the area? (For example, you might offer 24/7 service in an underserved neighborhood, or have more on-call technicians than any competitor.) Who is the ideal customer you are trying to reach? What statements, values, or beliefs resonate strongly with both you and your clients? How do you reflect these values in your business’ day-to-day? See if you can turn this insight into your tagline. Though it didn’t come right away, Modern Plumbing went with “Serviced Once, a Customer for Life” to reflect their commitment to amazing customer service and high quality work.
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