Just as the tools of the trade have evolved, so have the tools that homeowners use to find a plumber. Today, 97 percent of consumers search online for local businesses. If potential customers tap “plumber near me” into a search engine, will they find you? If you’re not on the first page of results, you’re missing out on countless opportunities to connect with customers.
Invest in your online visibility
To increase your visibility online, your business must invest in numerous channels. It’s not enough to simply have a website: Your website should motivate visitors to contact you and be search-engine friendly. To drive potential clients to your website, your business should be active on social media, leverage search campaigns and embrace email marketing.
Designing an effective website
Your business website is the centerpiece of your marketing strategy. Whether you’re building a new website or evaluating your current one, these five attributes determine how well it attracts visitors, promotes your services and builds trust:
Does your website load within 2 to 3 seconds? Does your website look professional and reflect a positive image? Can visitors easily find the information they need? Does your website contain words and phrases that people use to find local plumbers? Is your website readable on a mobile device?
These factors will greatly determine how well your site ranks when potential customers use a search engine. They also influence whether visitors will stay on the site long enough to gauge your qualities as a plumber. If your website falls short on these crucial elements, it’s time for a tuneup.
Driving traffic to your website
In addition to having a website that attracts and keeps visitors, you will likely have to expand your online presence beyond just your website. The more places that direct visitors to your site, the greater your opportunity to generate leads.
Your website must be “located” where your customers are:
On search engines: Online users should be able to find your business when they type certain keywords into Google or Bing. On social media: Post content on social media platforms like Facebook and Twitter to build brand awareness and drive traffic to your website. On service directories: List your business in third-party directories where people look for plumbers, like Yelp, HomeAdvisor and Same Day Pros.
The possibilities for reaching customers through search, social media and service directories are endless.
Earning repeat business and referrals
With all that’s changed in the last 20 years, one thing about the plumbing business has remained constant: You still depend heavily on repeat business and referrals. To earn that repeat business, you have to stay consistently engaged with your customers. After all, it may be several years before the client you helped today is ready for your services again. When that time comes, you want to be remembered.
Your social media efforts will help. Another way to stay engaged with clients is email marketing. Both these channels can help you turn your customers into ambassadors who spread the word to their friends, co-workers and social media acquaintances.
Establishing a powerful brand
When your customers encounter your business — be it on your website, social media or email marketing — it’s crucial to make a memorable impression. A logo is a foundational way to pique a prospective client’s interest. It can help them identify and trust you and set you apart from competitors. It can communicate that you’re reliable, reputable and able to help them with what they need. A memorable logo will reinforce your brand image every time customers see it online or around town.
Whether you’re redesigning your existing logo or getting an entirely new one, there are several factors you should consider.
Finding a partner
Deluxe digital marketing experts are ready to help you expand your online presence, build your brand, and stay connected with customers and prospects. We partner with business owners to build websites, boost branding and create search engine and social media marketing plans.