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Online Marketing for Plumbers
Plumbers are always going to be needed, right? So, what’s the point in spending time and money on internet marketing? When someone needs a plumber, they just head to the Yellow Pages, surely. Well, in times past, yes.
Now, however, directory listings and flyers won’t help you to rise above your competition. You’ll need dynamic, ever-changing and interactive advertising that builds a relationship between you and your clients.
Plumbers need the internet
Advertising in newspapers or on TV is really expensive, especially if you’re a sole trader; these forms of advertising are also being superseded by the internet. It’s almost reflexive now – a pipe bursts and everyone jumps online to find a local, well-regarded plumber.
Plumbing is competitive, so you need to stand out from your rivals. You need to make sure that your enterprise is among the first search results and that your website is friendly and easy to use.
Start a blog
Yes, really! Your website shouldn’t just be your details and a list of services, it should market you and your expertise. A blog can contain helpful information and tips for your clients, as by helping them to avoid calling you, they’ll actually trust you more!
It’s not 100% altruism, though! Having a blog does amazing things for your internet presence. Your posts can be shared, linked to, included in your newsletters and so on, helping you to reach a huge audience pretty much for free!
Updating your blog gives search engines lots of new content, which they love; it also shows customers that you’re still out there, ready for action. You can sort out all your best keywords and write a post around all of them, drawing in traffic to your site.
Long-form content
Long-form means 1,500 words or over. This might seem a bit, well, long, but Google loves it, as long as it’s quality information. A plumbing glossary, or a few how-to articles, for example, add credibility to your site. It also keeps people on your page for longer, which works well to boost your ranking and slash your bounce rate.
Long-form articles are more likely to be linked to from other sites than any other type of content, as it’s authoritative. When this starts to happen, you’re not just a plumber, you’re on your way to becoming a plumbing expert!
Make sure you have a social media presence
By using social media, you have your very own public announcement channel! You can offer a daily tip, or tell customers about your latest discounts, or new services and products if you do installations.
By inviting people to like or follow you, you’re also reaching all their contacts, so you’re casting a very wide web indeed!
Your Twitter or Facebook page is also a great way to deal with customer feedback and to make all your great reviews public.
About the author
PAUL SMITH - For over 20 years I have worked with businesses, enterprises and brands in Australia, NZ, UK and US to drive digital marketing growth using organic and paid traffic strategies. No fluff or BS, just straight-forward return on investment.
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