Unlocking the Potential: Innovative Plumbing Advertising Ideas

Written by Matthew Ludden / November 17, 2023 / 11 Minute Read
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Explore essential plumbing advertising ideas to navigate the digital marketing landscape for plumbing services. Learn effective strategies to attract and retain customers, from optimizing your online presence to leveraging social media and PPC ads. Unlock the secrets to sustainable growth and a solid marketing plan for your plumbing business.


How Do Plumbers Get Clients?

If you are a small business owner or leading a marketing team, this question is constantly ringing in your ear. Plumbing marketing has been transformed by the internet and it continues to evolve.

Gone are the days when a simple ad in the local paper or a catchy jingle on the radio was enough to keep your plumbing business in the minds of potential customers. Today, the world has gone digital from desktop computers to tablets and smartphones, and it’s a whole new ballgame.

Plumbing customers now turn to the vast expanse of the internet to find their next service provider. This shift demands new plumbing marketing efforts.

Valve+Meter Performance Marketing partners with plumbing companies to build a digital marketing strategy that is customized, adaptive, and yields better ROI than traditional marketing.

The best plumbing marketing ideas are founded on research and focused on the long-term growth of your business. A custom marketing campaign includes a wide array of marketing activities including a lead generation website driven by organic search engine optimization, paid ads, social media pages, and other efforts.

In this exploration, our team considers why a comprehensive strategy is key to sustainable growth and then dives into innovative plumbing advertising. If you are a plumbing business owner or leading a team, this article offers a blueprint for online marketing that not only draws customers in but keeps them coming back for more.

Why Plumbing Companies Need a Solid Marketing Strategy

What makes your plumbing service great?

For most business owners and leaders, hard work, talented personnel, and exceptional customer service come to mind. It is not your marketing budget that expands your customer base and helps you achieve your goals.

A traditional approach to plumber marketing is to spend on activities. Print ads, billboards, and direct mail marketing can capture leads, but half of all small businesses operate without a written marketing plan.

With numerous plumbing services vying for attention, advertising your plumbing business without a plan can lead to high costs per lead.

Here’s a new perspective on plumber marketing: Design marketing programs that generate new leads, measure the results of your marketing efforts and scale your plumber advertising based on the data.

A solid marketing strategy does more than ensure your advertisements attract potential customers and raise your company’s visibility. You can find the plumbing marketing ideas that earn the ideal return on investment (ROI).

At Valve+Meter we explain our plumber marketing strategy in terms of the Flywheel Effect. A flywheel requires a push to move. In business, marketing is the primary push that captures leads for your sales and operations. One push, a single set of PPC ads or a direct mail campaign, can build momentum, but a flywheel needs more energy to gain momentum. When you measure the results of marketing, your financial department can invest in the next push. As you plan, measure, test, and invest in marketing strategies that work, the flywheel in your business gains momentum and inertia.

Ultimately, savvy plumbing businesses build marketing strategies to adapt to build your brand, meet the evolving customer needs of customers, and ensure long-term growth and success. By continuously analyzing the effectiveness of your marketing efforts, you can refine your strategies, invest in what works, and phase out what doesn’t, keeping your business ahead of the curve.

For a plumbing business to thrive, business owners need to know the right questions to ask and the key elements of a plumbing marketing strategy.

Let’s first consider the most fundamental elements: digital marketing and target audience.

The Role of Digital Marketing in Plumbing Services

How are potential customers searching for your plumbing service?

The term “plumber near me” is searched over 135,000 times each month on Google. More than 87% of consumers discover local businesses through an online search.

Plumber marketing ideas focus on these search results including Google, Bing, social media, and your local business directories.

Digital marketing is not just about having an online presence; it’s about leveraging the internet to maximize visibility and attract new customers.

Through search engine optimization (SEO) marketing tools, your website can rank higher in local search results including map packs and organic positions. Paid ads including pay-per-click (PPC) ads, your online advertising appears at the top of searches and social media.

This holistic approach raises your visibility with prospective customers and unlike traditional advertising, every effort can be measured, repeated, and scaled to push the flywheel in your business.

Understanding Your Target Audience

To build a digital marketing strategy, you must understand your prospective customers. While many marketing agencies eagerly offer statistics about the plumbing industry, your plumbing company is unique.

Knowing your actual audience and your service area is foundational in crafting marketing strategies that resonate. For your plumbing company to succeed your content must demonstrate value. Understanding not just who needs plumbing services, but when, why, and how they decide to hire a plumbing business sets you apart from competitors and national brands.

Start with your current customer knowledge. What do your plumbers hear from satisfied customers? Look at online reviews and social media comments. Does your customer service team document common questions from service calls?

When you listen to your customers, your advertising ideas will be more impactful and authentic.

Personalized ads make your marketing efforts not just heard, but listened to. It’s the difference between a potential customer scrolling past your ad or stopping to see what you have to offer.

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Performance marketing demands continuous improvement and results-driven decisions. Our team offers a free marketing assessment for plumbing companies to evaluate your current situation and explore new possibilities.

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Online Reviews 99.9%
More than 99.9% of consumers read online reviews.
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Almost half (49%) of consumers trust online reviews as much as personal recommendations.

6 Plumbing Advertising Ideas Every Business Owner Should Understand

Let’s now examine the tools that make a plumbing marketing plan. This list starts with the basics and builds to more complex advertising. We will cover inbound activities that attract leads to your website and some outbound activities to keep existing customers happy and engaged.

Every plumbing business provides services within a specific geographic area. Each of these strategies helps you build a strong online presence within a local area. Finally, these plumbing marketing ideas are organized with owners and decision-makers in mind.

What questions should you ask your plumbing agency or the internal marketing team that is executing these advertising efforts?

Google Business Profile

Establishing a strong local online presence is pivotal, and optimizing your Google Business Profile (GBP) stands as the cornerstone of this endeavor. A well-optimized GBP can significantly enhance your local SEO, making your business more visible to potential customers in your area.

Your GBP appears in the Local Pack and Google Maps. When potential customers search for plumbing services, your GBP offers them a snapshot of your business, including your location, contact information, hours of operation, and customer reviews.

A professionally optimized and maintained GBP can propel your brand name ahead of nearby competitors. The more relevant and credible your products and services are to a customer’s search, the more likely your plumbing business will appear in the results. This immediate access to information can be the difference between someone choosing your services or moving on to a competitor.

Optimizing Your Plumbing Business Website

The best plumbing website design projects serve as more than just digital brochures; they are lead-generation powerhouses engineered to attract, engage, and convert visitors into customers.

A lead generation website is meticulously crafted with the user journey in mind, featuring intuitive navigation, compelling calls-to-action (CTAs), and informative content that addresses the common needs and questions of potential customers. The goal is to make it as easy as possible for visitors to understand what services you offer and how to avail themselves of them, whether that’s through filling out a contact form, calling a phone number, or scheduling an appointment online.

Your plumbing website should be audited regularly for search engine optimization (SEO) and conversion rate optimization (CRO).

  • SEO: Optimizing a plumbing business website for SEO is crucial because it ensures your site is visible in organic searches in your service area. A typical digital marketing agency will create location pages, but there’s more to local SEO than just generic content about your services and your service area. High-quality SEO drives organic traffic from search results and also converts leads. Evaluating content marketing, site speed, mobile responsiveness, and other technical elements optimizes your site.
  • CRO: Conversion rate optimization (CRO) takes this a step further by focusing on turning those visitors into leads or customers. For a plumbing company website, this means analyzing user behavior to identify and remove any friction points in the conversion process, optimizing landing pages to be more persuasive, and A/B testing different elements of the site to see what results in higher engagement and conversion rates.

By combining SEO and CRO strategies, plumbing business websites can not only attract more traffic but also maximize the potential of every visit, turning casual browsers into committed customers.

PPC To Power Your Website and Sales Pipeline

Pay-per-click (PPC) advertising is a dynamic tool for plumbing businesses looking to boost their website traffic and sales pipeline swiftly. It encompasses various ad types across multiple platforms, each with its unique advantages. Most marketing ideas include some form of PPC, but general digital marketing can lose sight of your target audience and ultimate goals.

Here’s what every plumbing business owner needs to know about the various PPC platforms:

  • Google Ads: The most recognizable form of PPC is paid search and Google is a dominant force. These are the sponsored ads that appear in search results. To reach your target audience in your service area, PPC specialists perform extensive research before spending any marketing dollars. Great plumbing ads include bidding on the right keyword phrases to capture high-intent buyers, engage them with the right ad copy, and design landing pages that distinguish your plumbing brand as the leader in your service area.
  • Bing Ads: Bing Ads are often overlooked by traditional digital marketers. Performance marketing seizes on competitive advantages for your plumbing business. By including Bing Ads in your PPC strategy, you can capture additional traffic and leads that your competitors might miss, potentially at a lower cost per click due to less competition.
  • Google Local Services Ads: When first taking your business online, Google Local Services Ads (LSAs), can build your credibility with consumers. These paid ads include a verification process. Ensuring you meet Google’s eligibility requirements for plumbers delivers a tacit endorsement of your plumbing brand. LSAs also prioritize businesses with high ratings and reviews, so like your GBP satisfied customers who leave positive feedback can drive growth.
  • Social Media Marketing: Paid ads on social media work by allowing plumbers to target their advertising to users based on detailed criteria, including location, interests, and past behavior. Platforms like Facebook and Instagram offer tools to create visually appealing ads that can be shown in users’ feeds, stories, or as sponsored messages. Like PPC on search engines, the key is to craft engaging content that resonates with your target audience, complemented by a strategic bidding approach to maximize exposure and conversions within your budget.

The power of PPC ads for plumbers lies in their ability to target specific audiences with precision, offering measurable results that traditional advertising can’t match.

A digital marketing strategy should continuously maintain and optimize PPC campaigns including bid strategies and landing page CRO. By harnessing the full potential of PPC advertising, plumbing businesses can significantly enhance their online visibility, attract more leads, and ultimately, drive more sales.

Maximizing Referrals and Repeat Business

In the realm of plumbing services, the dual challenge of acquiring new customers and nurturing repeat business presents a classic dilemma. However, seasoned marketers know that repeat customers are not just easier to sell to; they also bring a higher ROI.

Unlike the broad net cast by SEO and PPC to attract new eyes, repeat business thrives on established relationships and trust. The magic here lies in turning satisfied customers into vocal advocates for your business.

Implementing a robust customer referral program sweetens the deal by offering incentives for customers to share their positive experiences with friends and family. This strategy doesn’t just cut down on the cost of acquiring new customers; it also leverages the most authentic form of marketing—word of mouth.

Kickstarting a customer referral program can turn your satisfied clients into your most enthusiastic promoters. Consider offering discounts on future services or even a small reward for both the referrer and the referee. This gesture not only shows appreciation but also encourages a cycle of loyalty and advocacy. The key is simplicity; make referring easy and rewarding, and watch as your customer base pushes your flywheel.

Leveraging Social Media Platforms

Social media ads are effective forms of PPC, and there is no debate that Americans love spending time on social media, including Facebook and Instagram.

But can a plumbing business leverage these platforms effectively?

Paid social ads are effective when properly researched, planned, and managed. Organic social media for home services especially plumbing services can be more complex. As a tool for referral and repeat business, social media can help you develop a following.

But do homeowners really follow their favorite plumber?

Some of the best plumbing marketing ideas for social focus on sharing helpful plumbing tips and engaging with users through comments and messages.

Showcasing before-and-after photos of your work, sharing quick video tips, and using stories to give a behind-the-scenes look at your plumbing projects can help build a base of DIY fans. The key to evaluating social media for use in your plumbing advertising is understanding that each platform is highly visual and interactive. You need to cater content to the platform and stay engaged with likes, shares, and comments.

By providing valuable content and engaging with your audience on social media platforms, you can build trust and position your plumbing company as a go-to resource.

Email Marketing Strategies

Email marketing remains a powerful tool for plumbers to maintain relationships with existing customers and attract new ones.

A well-structured email marketing program will keep your audience engaged with regular updates, special offers, maintenance tips, and reminders for maintenance checks.

However, a plumbing business owner should evaluate email beyond offers and leads. Personalized communication and increasing the relevance and effectiveness of your messages keep happy customers engaged.

When properly designed, email has one of the highest ROIs of all marketing ideas because you are building a relationship with your audience. Email provides consistent value and keeps your plumbing company top-of-mind, email marketing can significantly enhance customer loyalty and drive repeat business.

Plumbing Marketing Plan

Crafting a comprehensive plumbing marketing plan means stitching together the fabric of digital prowess with the timeless threads of customer service.

From the initial dive into the digital realm with Google Business Profile to ongoing local SEO and PPC campaigns, owners and leaders within the plumbing industry can power the flywheel in your business with dozens of digital marketing tools.

Measurable marketing not only illuminates the path to success but also pinpoints areas for optimization, significantly reducing overall costs. Consulting with a marketing professional opens the door to tailored strategies, including performance marketing—a model where you only pay for results, ensuring every dollar spent works harder for your business.

The flywheel method further propels this approach, creating a self-sustaining cycle of engagement, satisfaction, and referral that accelerates over time.

Are You Seeing The Flywheel Effect In Your Business?

Ready to turn the valve on your plumbing business’s potential? Connect with Valve+Meter today for a comprehensive plumbing marketing strategy that aligns with your goals, budget, and the unique demands of the plumbing industry. Let’s create a flow of success together.

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FAQs: Expert Answers to Your Plumbing Advertising Questions

If you are striking out on your own as an individual plumber or dreaming of taking your small plumbing business to the next level, partnering with a professional plumbing marketing firm may be a few years away.

To effectively advertise your plumbing business or yourself as a plumber, start by establishing a strong online presence with free tools including Google Business Profile, social media, and online directories. Investing in a professional website should also be a priority. With a website, you can grow your plumbing business online through SEO and PPC ads within your service area.

Creating a compelling plumbing advertisement involves far more than ad copy on a PPC ad.

Landing pages must highlight your unique selling points—why customers should choose you over competitors.

Include testimonials, before-and-after photos, and any special offers or guarantees.

Make sure the landing pages for your ads are monitored and performance is evaluated. Google Ads, social media, or traditional print, and always have a clear call to action, such as calling for a free estimate or visiting your website.

Attracting more customers involves a mix of digital marketing strategies and traditional methods. Optimize your website for search engines, engage potential customers on social media, and utilize email marketing to keep your business top-of-mind. Invest in PPC advertising for immediate visibility and consider partnering with local businesses for referrals. Exceptional service leads to positive reviews and word-of-mouth recommendations, which are invaluable.