If my pipe bursts, or I've got a leaky faucet, the first thing I do is type:
"Plumbers near me"
in my search engine.
Plumbing is fundamentally a local business. You aren't driving to different regions of the country or flying across the ocean to do plumbing work, like you might for consulting or software sales. You might cross state lines if you live in a border suburb near a state line, like Kansas City, Missouri vs. Kansas City, Kansas. But, for the most part, you're staying in your city and within a 45-minute radius.
So, local SEO is of paramount importance. More on that later.
In this article, we'll break down the different types of digital marketing for plumbers, where you can advertise your plumbing work, as well as what platforms and social media are best for plumbers to use.
- 6 Types of Digital Marketing for Plumbers
- How can I advertise my plumbing work?
- What is the best platform to advertise a plumbing business?
- What social media is best for plumbers?
6 Types of Digital Marketing
- SEO
- PPC
- Social Media
- Website
- Text
SEO stands for Search Engine Optimization. Basically, you want your business to come up first in a search when someone types in "plumbers near me." You also want to show up on the map, with your reviews, phone number, website, and pictures. If you have a blog or other digital content, you want those blog articles and digital content to rank for key terms.
PPC stands for pay-per-click advertising. This means you're paying for ads on a prominent platform, for specific keywords or to display to a specific type of audience. These can be lucrative if done right. But done wrong, you can burn through money quickly. Make sure you have a professional handling this by reading the 10x ROAS formula.
Social media is usually recognized as the big 5: Facebook, YouTube, Instagram, X-Twitter, TikTok. You don't need to be on all of them. But the more present you are, the more top of mind you can be to your customers. Plus, you can combine PPC with these social media platforms to have both organic content and paid content.
Your website doesn't have to be super fancy. But you definitely don't want it to scare away a potential customer. Your plumbing website should be simple, easy to navigate, and the call to action should be clear - message or call. Don't overcomplicate it. Do include the essentials. What are the essentials for a plumbing website?
- phone number
- chat
- reviews / awards
- your business name and logo
- relevant pictures (clean plumbing lines, your smiling team, techs interacting with happy customers, before and after, etc)
Email and text are pretty straightforward. The biggest thing here is that you want to make sure you have a clear channel for mass communications. Then you want to have lines for individual dispatchers, techs, etc. to have direct communication with an individual. Ideally, you have a job management software or CRM, where you can monitor all communication. This comes in handy if someone has to call in sick, a tech gets delayed in the field so you need to switch a new tech over to service that client, etc.
How can I advertise my plumbing work?
- Digital
- Video
- Direct Mail
- Partnerships
Print advertising for your plumbing business can look like business cards, billboards, magnets, coffee mugs, industry magazine ads, wrapping your company fleet vehicles, or local news placements.
Digital advertising for your plumbing business can be much the same as print, but just in an online world. Your website is obviously the most central business card / advertisement. But you can also use social media, display ads, podcasts, or get backlinks on other sites in your space.
Video advertising for your plumbing business can be TV commercials, YouTube ads, or posting videos on other social media like Instagram reels or TikTok.
Direct mail for your plumbing business can look like sending flyers for special seasonal promotions, holiday cards to loyal customers, or postcards to everyone in your zip code.
Partnerships for your plumbing business can look like finding an HOA and being their "go-to plumber." Or, partnering with a construction company to be the preferred subcontractor for new builds and room additions. You could even partner with local sports teams: youth, high school, or colleges to get a logo on their shirts, a banner at their field, gym, etc.
In all of your marketing and advertising, just remember that for the most part, plumbing is an as-needed, just-in-time business. You're called because something is broken and they don't know how to fix it. They're out of water, there's a leak, something burst.
Or, they're building a new home or renovating a section of the home (like a kitchen or bathroom) and they're on a timeline, needing a professional. New construction, remodel, repair. Those are your buckets.
What is the best platform to advertise a plumbing business?
- Google, optimized for local SEO
- Angi's List
- Yelp
- Facebook Business Page (with ability to message directly)
These platforms account for the majority of traffic when someone is looking for a plumber. Make sure you have a listing on each of them and that you have good reviews for them.
Of course, if you're on all of these platforms, but you're slow to respond to client messages and calls, you're not going to get any business. So make sure you have a good customer service and dispatching team to make your advertising efforts worthwhile.
Speed matters in the service industry, especially with plumbing. A potential customer may be able to wait for an electrician for a couple weeks. But people won't wait 48 hours for a call back when their basement is flooding.
What social media is best for plumbers?
- YouTube
It's as simple as that.
The reason Facebook is essential for plumbing digital marketing is that nearly every adult in the U.S. has the app. And all their friends and family are on it too. So, if they need a plumber referral, they make a quick post and you either get lots of mentions or nothing.
The reason YouTube is essential for plumbers is that if you have some basic how-to plumbing videos, and some solid customer testimonials in video form, you're going to be head and shoulders above your competition.
What is your goal in marketing?
You may have certain goals or metrics for your marketing. You may have a budget from which you're trying to generate a certain amount of revenue for the plumbing business.
But regardless of your company's individual performance metrics...
Your goal, with your marketing, is to be the first person they call. Either because you come up first in search, they've seen an ad from you somewhere, and/or you've been reliable with a friend or neighbor, so you get the referral.
So, your goal with marketing your plumbing business is to be the first person they call.
Your goal, with the service, is to be the first person who answers or calls them back. That's what gets you the job 90% of the time. Rare is the person who calls around and price shops.
Reviews & Referrals: A Good Name Goes a Long Way
If you have awards that separate you from the next guy, feature them on your website. If you have positive reviews, plaster those things everywhere! Put them on your website, Angi's List, Google My Business, Yelp, Facebook Business Page, etc.
Show that you have the credibility, expertise, and trust of dozens of other customers, local news sources, and trade organizations. This goes a long way in the plumbers' digital marketing space.
After all, that's what will set Mr. and Mrs. Jones at ease. They don't spend their days studying and researching plumbing businesses. They're in a pinch, they don't know what to do and who to trust, so they do a quick search or ask a friend who they recommend. And then, they visit the website or call.
You can wow them and win them over, or lose them, based on the quality of your website and what other people are saying about you.
At the end of the day, the best marketing for plumbers will always be referrals.
But in the meantime, you'll need to keep plugging away at these digital marketing ideas.
Marketing, especially digital marketing, for plumbers never stops.
Plumbers will always be needed. Be the plumber they call when they need help.
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