Understanding the Role of Social Media For Plumbers’ Digital Marketing Strategy

Written by Matthew Ludden / March 29, 2022 / 9 Minute Read
Article Preview

Explore how plumbers can use social media for lead generation, with tips on organic and paid campaigns, platform selection, and integrating it into a broader digital marketing strategy.


Transform Your Social Media into a Lead Generation Tool

Wondering how your social media presence can generate plumbing leads?

Potential customers spend hours each day on social media platforms. Savvy plumbing businesses utilize organic and paid social media campaigns to connect with these audiences.

The key to social media success is research, tracking, and persistence.

In this article, Valve+Meter’s performance marketing experts offer insights into how to leverage social media marketing efforts for plumbers.

What is performance marketing?

First, let’s clarify how our marketing strategists collaborate with plumbers to build profitable and scalable marketing.

Performance marketing is a data-driven approach.

This means that all marketing activities must be tracked and measured. A successful marketing campaign not only raises brand awareness but also generates revenue for your business.

Social media for plumbers requires more than just scheduling a content calendar and picking your favorite memes and hashtags.

This guide aims to help you understand how social media fits into your overall digital marketing strategy and how to start investing in measurable, sustainable, and profitable marketing.

Key Takeaways: Leveraging Social Media for Plumbing Success

  • Digital Presence is Essential: In today’s world, nearly everyone uses the internet to find local businesses, including plumbers. A strong online presence is non-negotiable.
  • Meet Customers Where They Are: Social media and search engines are where people go to find services. Marketing should focus on these platforms.
  • Social Media Offers Numerous Benefits: Increased brand visibility, customer engagement, credibility building, and a competitive advantage.
  • Strategic Planning is Key: Define your audience, goals, situation, and the best ways to connect before launching campaigns.
  • Organic and Paid Tactics Work Together: Organic social builds long-term connections, while paid ads generate immediate leads.
  • Choose the Right Platforms: Facebook, Instagram, LinkedIn, and YouTube each offer unique strengths for plumbers.
  • Clear Goals Lead to Success: Set specific, measurable objectives to guide your strategy.
  • 5 Steps for Sustainable Social Media: (1) Set Goals, (2) Develop Strategy, (3) Implement, (4) Monitor Results, (5) Adapt Over Time.
  • Adaptability is Essential: Social media trends change rapidly. Stay informed and adjust your strategy accordingly.
  • Partnering with an Agency: Consider working with a marketing agency specializing in plumbing to maximize your social media efforts.
  • Think Beyond Social: While social media is powerful, a complete digital marketing strategy offers the best long-term results.

Can You Leverage Social Media For Plumbers To Drive Sales?

Traditional marketing for plumbing companies included word-of-mouth referrals, billboards, newspaper ads, and yellow pages listings. The internet has transformed how existing and potential customers engage with home service businesses.

In the digital era, having a robust online presence is non-negotiable. Nearly all consumers use the internet to discover local businesses.

Digital marketing, encompassing all online platforms including search engine optimization, paid digital media, email, and social media.

In a recent study, 86% of consumers use search engines to discover products and services. 35% of people in the same survey use or prefer to search using social media.

Effective marketing is about meeting your audience where they spend time.

A strong online presence, particularly on search engines and social media, offers numerous benefits for your plumbing business.

Social Media Users 4.8 BN
Worldwide there are an estimated 4.8 billion social media users. (University of Maine)
Daily Use 2 hrs 15 mins
Average person in the United States uses social media for 2 hours and 15 minutes each day. (HubSpot)

Integrating Social Media into Your Overall Marketing Plan

Before investing any time and resources into marketing campaigns, you need to define:

  1. Who is your target audience?
  2. What is your current situation?
  3. What are your goals?
  4. What are the most effective strategies to reach your audience and achieve your goals?

For plumbing business owners and leads, this focus helps define the best marketing channels and messages to connect with new customers.

For a local business, integrating social media into your marketing plan isn’t just about posting random photos of plumbing installs and updates on service promotions.

When you understand how people within your service area use the internet and social media, you can speak their language, pique their curiosity, address their pain points, and resonate more deeply than generic advertising.

Marketing is not static and what works for one plumbing business may not work for you.

Regularly analyzing results, reassessing your situation, and setting clear goals allows for optimization and staying ahead of trends.

Marketing enhances your visibility, making it easier for potential customers to find you when they need your services.

Integrating social media builds credibility and trust, as positive reviews and engaging content can reassure customers of your expertise.

Additionally, it provides a platform for direct communication with your audience, allowing you to address their concerns, answer their questions, and build lasting relationships that can lead to repeat business and referrals.

Different Types Of Social Media Marketing

Social media for plumbers utilizes two main tactics: organic and paid advertising.

  • Organic Social Media: Focuses on creating and sharing valuable content (posts, images, videos) on platforms like Facebook, Instagram, and Twitter without paying for extra reach. This helps build brand awareness, establish credibility, and foster customer relationships over time.
  • Paid Social Media Advertising: Involves paying to display ads or sponsored content through target advertising. Options include pay-per-click (PPC) campaigns, sponsored posts, and promoted content. This approach rapidly expands your reach, allows for precise targeting, and provides real-time performance tracking.

A successful social media strategy for plumbers leverages both organic and paid tactics. Organic social builds long-term audience connection, while paid campaigns drive immediate traffic, leads, and sales.

What Social Media Platforms Are Best For Plumbers?

Choosing the right social media platforms is essential for success. Each network offers a distinct audience and unique features for connecting with potential customers.

All platforms provide targeted advertising options and opportunities to reach new customers through organic posts.

Here’s a breakdown of the top options for plumbers:


The most popular social media platform for plumbers, Facebook offers significant advantages:

  • Massive Reach: Connects you with a wide audience in your community.
  • Content Variety: Share photos, videos, promotions, testimonials, and more.
  • Local Targeting: Ideal for focusing your reach on your service area.


A visually driven platform, Instagram is perfect for showcasing the visual aspects of plumbing work:

  • Visually Appealing: Highlight your work with stunning before-and-after photos and videos.
  • Engaging Content: Share quick tips, behind-the-scenes glimpses, or even humorous plumbing memes.
  • Hashtags: Increase visibility using relevant hashtags.


LinkedIn serves as the professional hub for plumbers, offering opportunities for networking and business growth with contractors and B2B decision makers:

  • Professional Focus: Build credibility and connect with other businesses and potential commercial clients.
  • Expertise Showcase: Share industry insights and long-form articles.
  • Employee Recruitment: Find qualified technicians, support staff, and other team members.


The go-to platform for video content, YouTube allows plumbers to demonstrate their expertise and engage uniquely with audiences through:

  • Video Power: Create how-to videos, troubleshoot common plumbing issues, or offer customer advice.
  • Education That Builds Trust: Demonstrate your knowledge and establish yourself as an expert.
  • Search Visibility: Optimized videos can appear in Google search results.

Ultimately, the best social media platforms for plumbers depend on the goal of your plumbing business.

Let’s examine how to set a clear vision and develop your social media presence.

How To Use Social Media For Plumbers

It can be challenging to stand out in competitive markets. Investing in a plumbing company website and effective search engine optimization takes time. While the benefits of your own website are key to long-term success, social media offers immediate value.

With little to no setup required to claim your social media account, you can optimize your profile and start connecting with your target audience quickly.

As a local business, plumbers can promote their social media accounts through paid advertising and build an audience much faster than with a traditional website.

Enhancing Brand Visibility and Credibility

Social media can significantly boost your brand’s visibility, bringing your plumbing business to the attention of potential customers who might not have discovered you otherwise.

Social media marketing services design paid ads that can generate leads for homeowners in need of emergency plumbing services.

It also serves as a platform to demonstrate your expertise and professionalism. Sharing tips, how-to guides, or customer testimonials can enhance your credibility, making potential customers more likely to choose your services when they need them.

Engaging with Potential and Existing Customers

Social media is not just a tool for promotion and brand building. It offers a platform for two-way communication through posts, reels, and YouTube videos.

For plumbers, social media is an opportunity to develop your reputation as a local business that prioritizes customer service.

By actively engaging with both potential and existing customers—responding to comments, answering questions, and addressing concerns in real-time—you can build trust and demonstrate your commitment to your brand values.

Gaining a Competitive Advantage

One of the key benefits of social media marketing is the ability to gain a competitive advantage. By studying the marketplace, understanding your competitors’ strategies, and listening to your customers’ feedback, you can identify opportunities to set your plumbing business apart.

Implementing innovative campaigns on social media allows you to differentiate yourself from the competition, capturing the attention of potential customers and positioning your brand as a leader in the industry.

Written Strategy 4/10
Only 40% of marketers have a written content strategy (Content Marketing Institute).
Online Reviews 49%
49% of customers trust online reviews as much as personal recommendations.
Personalization 85%
Personalized experiences are expected by 85% of consumers.

5 Steps To Sustainable Social Media for Plumbers

There is clear value in social media for plumbers, but many company’s struggle because of lack of planning and proper resources.

Without a written marketing strategy, it’s easy to waste advertising dollars on efforts that don’t yield results.

A sustainable social media campaign is not just achieving goals; it’s about creating a plan that is effective, manageable, and adaptable to the ever-changing digital landscape.

Step 1: Setting Clear Goals and Objectives

As previously mentioned, any successful social media campaign starts with setting clear goals.

Whether you’re looking to increase brand awareness, drive traffic to your website, or generate leads, your goals should be measurable and aligned with your overall business objectives.

The difference between plumbing businesses with a few dozen followers and plumbing influencers with thousands of fans is time, planning, and consistency.

Step 2: Developing a Comprehensive Social Media Strategy

A well-structured social media strategy for plumbers should include both paid and organic components:

Paid Social:

  • Audience Segmentation: Local businesses can identify and target specific segments within your service area and based on interests and behaviors. This ensures that your ads reach the right people who are most likely to need your services.
  • Paid Ads: Utilize various ad formats such as image ads, video ads, and carousel ads to showcase your services, special offers, and customer testimonials about your plumbing company.
  • Custom Landing Pages: Create landing pages specifically for your ad campaigns. These pages provide a seamless experience for users clicking through from your ads to your website.

Organic Social:

  • Content Calendar: Plan and schedule your content in advance to maintain a consistent posting schedule. This helps keep your audience engaged and ensures you cover a variety of topics related to plumbing.
  • Types of Posts: Mix up your content with educational tips, before-and-after images and videos, customer testimonials, and local news. This variety keeps your content fresh and interesting for your audience.
  • Content Creation: Invest time in creating high-quality, visually appealing content that showcases your expertise and the quality of your work. Use images, videos, infographics, and other formats to make your content stand out.
  • Audience Engagement: Actively engage with your audience by responding to comments, messages, and reviews. This builds trust and fosters a sense of community, turning followers into loyal customers.

Step 3: Implementing the Strategy

To effectively execute your social media strategy, start by assigning roles and responsibilities within your team.

Ensure everyone understands their tasks, from content creation to audience engagement.

Utilize social media management tools to schedule posts, monitor engagement, and streamline communication.

Consistently apply your strategy across all chosen platforms, maintaining a unified brand voice and message.

Step 4: Monitoring and Measuring Success

Some social media posts resonate with audiences and others will be duds.

Tracking the performance of your social media campaigns is crucial for understanding their impact.

Use analytics tools provided by social media platforms to monitor metrics such as reach, engagement, and conversions. Analyze this data regularly to gauge the success of your campaigns and identify areas for improvement.

This will enable you to make informed decisions and refine your strategy for better results.

Step 5: Adapting the Strategy Over Time

The social media landscape is constantly evolving, so it’s essential to keep your strategy flexible. Stay informed about the latest trends, platform updates, and user preferences.

Be open to experimenting with new content formats, posting times, and engagement techniques. Regularly review and adjust your strategy to ensure it remains relevant and effective in achieving your business goals.


A well-executed social media strategy can significantly enhance your plumbing business’s online presence, attracting potential customers and building a loyal following.

By establishing trust and showcasing your expertise through engaging content and active interaction, you can solidify your reputation in the plumbing industry. Remember, consistency and adaptability are key to leveraging social media effectively and achieving long-term success.

How To Hire A Social Media Marketing Partner

Time, planning, expertise, and the rapid pace of technology are just a few of the common challenges plumber businesses confront when launching social media campaigns.

Working with a digital marketing agency helps to maximize results and allows your team to stay focused on running your plumbing business. Partnering with the right marketing agency can make all the difference, ensuring your social media efforts are strategic, effective, and aligned with your business goals.

What To Look For In A Plumber Marketing Agency?

When selecting a marketing agency for your plumbing business, look for one that has expertise in social media for plumbers and offers a process tailored to your specific needs.

Just as plumbing requires the right tools, successful digital marketing relies on careful planning, thorough research, and specialized expertise.

At Valve+Meter, we dedicate time to understanding your business, target audience, competitors, and the unique challenges you face.

While social media platforms are popular and social media campaigns can drive revenue, a complete digital marketing strategy extends far beyond social media posts and videos.

The best agency provides a comprehensive approach that includes content creation, analytics, and more. Transparency, communication, and a collaborative partnership are crucial qualities to ensure success.

In conclusion, while social media is an important component of your marketing strategy, plumbers should not rely exclusively on it. Look for an agency that builds versatile and adaptable marketing strategies to ensure your business thrives in the ever-changing digital landscape.

The Benefits Of Performance Marketing

For your plumbing company to thrive you need skilled plumbers, cutting-edge tools, and a commitment to excellence.

Why should your marketing be different?

Performance marketing uses the right tools for the job. A comprehensive marketing assessment can provide valuable insights into the effectiveness of your current efforts, identify areas for improvement, and uncover opportunities for growth.

Valve+Meter’s ThinkFirst plays a pivotal role in this process. Our strategists collaborate with plumbing businesses to identify the best social media platforms and design campaigns that earn results.

With subject matter expertise across all digital marketing channels, our team identifies the marketing strategies that drive revenue.

Build Your Custom Social Media Marketing

Curious how performance marketing and plumber social media can benefit your bottom line? Start with a free marketing assessment with Valve+Meter.

Connect With Our Team

FAQs: Navigating Social Media Marketing as a Plumber

Plumbers often find success on platforms focused on visual elements, including images and videos.

Platforms like Facebook, Instagram, and YouTube allow plumbers to showcase successful projects, offer DIY videos, and build their online visibility.

Facebook is great for connecting with local communities, Instagram is ideal for showcasing visual content like before-and-after photos, and YouTube is perfect for sharing how-to videos and plumbing tips.

Online marketing should focus on where your target audience spends their time.

To effectively market your plumbing services on search engines and social media, create engaging content that showcases your expertise, such as tips for maintaining a plumbing system or tutorials on simple fixes.

Targeted search engine and social media advertising help reach your ideal audience. Working with a digital marketing agency gives you access to tools and expertise to help identify the best methods to attract potential customers.

Partnering with a social media marketing agency can be highly beneficial. Search for an agency with experience in the plumbing industry, a track record of successful campaigns, and a clear understanding of your business goals.

The best marketing agencies for plumbers offer a comprehensive strategy that includes social media content creation, analytics, and ongoing support.

Working with a digital marketing agency with complete services can save money, consolidate resources, and offer better lead generation.