The trades have always been competitive and very word-of-mouth and reputation-led, even in these online times. This means that it’s essentially important for any business, no matter if they’re involved in construction, repairs or specialized outfitting, to focus on how to gain, retain, and satisfy their clients. This much is obvious. That said, there are Read more
SEO
The trades have always been competitive and very word-of-mouth and reputation-led, even in these online times. This means that it’s essentially important for any business, no matter if they’re involved in construction, repairs or specialized outfitting, to focus on how to gain, retain, and satisfy their clients. This much is obvious.
That said, there are many competing businesses out there doing the exact same thing. Unfortunately, if you’re not first choice for a client, then odds are you won’t secure work from them. In this post, we’ll discuss a few strategies you can take to help your trade business become more competitive, deliver a better result, and enhance the value that you provide to the end client.
We hope to gear these tips for mostly everyone no matter where they are in the industry, from a somewhat humble outfit to a larger, multi-state operation that can attend many houses or commercial buildings rain or shine. In this respect, we can more competently understand how to move forward and deliver the full weight of our productivity going forward:
Offer Aftercare Services
Of course, it’s important to note that the work we commit to is not always the work that will remain. This isn’t to say that your quality assurance is lacking or that you should be expected to make continual repairs ad nauseum, but an aftercare service can be essential. Perhaps, after fully servicing a roof, you find it worthwhile to come back and inspect it after five years, making adjustments and repairs where necessary as part of your bargain.
This kind of longevity of service not only ensures that your client feels they can trust you in the long term, but it helps them refer to you as their only port of call if other issues take place. Not only that, but coming back to inspect or repair within your acceptable window is often seen to as a mark of trustworthiness, and it’ll keep your repairs or installations looking as good as possible for as long as possible. This can help emphasize yourself not only as a trade or construction service but that of a craftsman who may gain new clients via word of mouth alone.
Use Trustworthy Contractors
It’s very important to use trustworthy contractors where appropriate. This might involve hiring the best concrete contractors https://www.keflatwork.com/ to sort out a commercial building project’s drive-in area or foundations, or it might mean utilizing a service to come and finish off your structure with decorations and the installation of various utilities.
Trustworthy suppliers are also essential. Make sure you inspect the quality of your materials used, and services rendered. This might involve the kind of wood you use to implement fixtures, or it may mean investing in worthwhile safety equipment to protect your staff from difficult conditions. Ultimately, the services and tools we use to help deliver our product speaks to the competence and coherence of our brand, and that’s going to be a large part of what you have to offer.
Repeat Project Discounts
Of course, the only thing better than a new customer is a returning customer. For this reason, it’s a good idea to try and figure out how to make this a possibility. For instance, you might decide that if they return to you the next time they need their driveway servicing, you’ll offer them a 20% discount.
This can be achieved by simply having your client recorded on your books, or offering discount codes and seasonal promotions where necessary, using your website as a key instance. That kind of approach can be tremendously useful.
Promotions, Offers, Marketing Possibilities
Of course, all businesses are having to inspire further consumer confidence after Covid-19 has rocked many homeowner’s spending power. For this reason, getting the word out there is important. This can involve the use of promotions, offers, and additional marketing possibilities. The latter, for instance, might involve knocking off a certain price from work conducted if they advertise using a sign in their garden or driveway.
This way, the whole neighborhood can see the extent of a job well done, while also becoming aware of once again aware of your services in the local community. That may help drum up additional business, or simply give you the justification you need to begin opening those possible conversations.
Utilize SEO Techniques
Utilizing SEO techniques to help build your brand and become seen as the ‘default’ entity in your local area can be a great use of your time. SEO stands for Search Engine Optimization, which is a process of moderating your content and web presence to ultimately be favored by Google’s search algorithm, raising you higher in the search term rankings of your local area.
It’s perfectly safe and completely legal if done right, in fact, Google actively encourage this approach and industries have spawned around it. Companies can utilize the services of SEO firms, or they can help their own stature by methods such as running a business website blog with informative articles. Through writing their landing pages well, having essential information on hand and using keywords, they can also make sure their actual website pages raise higher in the search term rankings, too. This means that you’re much more likely to be seen by others when they’re searching for services like yours in the area, as simply being one search ranking above another service could potentially secure you the client, and vice versa.
As such, service-oriented businesses like yours could prosper in their marketing strategy provided they’re willing to utilize the best SEO practices and habits geared at getting them there.
Attend Trade Events & Shows
It’s good to be seen as a face of and in your industry, and that means attending trade shows and events can be a great idea. This might involve showing off a product you have designed, or your portfolio, giving a talk, or just being a presence there, promoting your business and talking to other players in your field. It might be, for instance, that you’re an officially approved vendor of a certain product, and as such, it’s a good idea to be there to discuss its very many applications.
Not only is this a good place to network and be seen, but you may learn more about the movers and shakers in your industry, the standards they set, and more. As such, industry trade events are more than worth your time.
Become Licensed With Certain Manufacturers
Of course, contractors, builders and construction outfits work hand in hand with manufacturers to make sure that adequate services are rendered and the best products are installed. From proprietary driveway resin materials to certain double glazing options, manufacturers may require official approval before you are entitled to order or install their products.
It’s not uncommon for our potential clients to be aware of this arrangement, or at least the brand name of a certain product they would like, and so investing in our firm to be able to install those products is essential. This might involve sending your staff to training seminars, completing qualifications yourself, or perhaps entering into an exclusivity deal with such a manufacturer. Then, and perhaps only then, may you be able to adequately provide the manufacturer’s product as required. It can’t hurt to follow this process, as it both could and should raise your attractiveness to particularly informed clients.
With this advice, you’re sure to make your trade firm that much more competitive. After a year like 2020 and the first half of 2021, that’s more important than ever.
Plumbing is one of those industries that will always be needed. People are always going to need plumbing services for their homes, offices and other premises. Yet it is also so important to know how to promote and market yourself. Without having a voice and putting yourself out there you could be missing out on Read more
Plumbing is one of those industries that will always be needed. People are always going to need plumbing services for their homes, offices and other premises. Yet it is also so important to know how to promote and market yourself. Without having a voice and putting yourself out there you could be missing out on a whole host of prospective clients who need you to do some work on their home. Whether people are looking for someone to fit a new vacuum generator or sort out a blocked sink, you want to show that you can help. Here are just a few ways that you can market your plumbing business.
Sort out Google my business
Google My Business is vital for anyone looking to market themselves. By adding yourself to Google my Business it means you will be more likely to show up in Google searches. It also means that you will have a more comprehensive search result for those that find you. You can show your details such as your website, phone, photos and reviews. It will also recommend you in local search results so people in your area will see you first. This helps you to get local jobs and for locals to find you too.
Have a great website
A great website is vital for marketing your plumbing business. It is essentially your shop front and therefore needs to show potential clients all the information they need. It needs to be easy to navigate, have all the relevant services that you offer and all of your contact details. It is a good idea to have some attractive imagery and ensure that it fulfils its purpose.
Get an SEO strategy
Once you have your website sorted, you need an SEO strategy. Without this you might have the best website that has ever been created, but no one will find it. You can build up your SEO a number of ways. You need to ensure you have a quick loading speed – this can be improved by reducing your image sizes and having a CDN. By having a good website host and by having guest posts published on other websites.
Ask customers to leave testimonials
Word of mouth will always be a very successful way to get new business. Asking customers to leave testimonials is a great way to show others how past customers have been pleased with what you’ve done. This works as an addition to word of mouth and helps to spread the word of your services. You can have these testimonials on your website, on an external review site and also on your Google my Business listing.
These are just a few top tips for how you can effectively market your plumbing business. By doing this you will find that it is much easier to generate new business and attract new customers. This leaves you to do what you do best – plumbing. What are some top ways that you have found work for attracting new customers? Let us know!
When Dana Spears assumed full ownership of Cornerstone Pros in 2009, it was a very different company than it is today. She credits much of her Tampa Bay, FL business’ increased success to her relationship with KickCharge Creative, a New Jersey-based marketing agency that serves small businesses across the country. The partnership began in 2013 Read more
When Dana Spears assumed full ownership of Cornerstone Pros in 2009, it was a very different company than it is today. She credits much of her Tampa Bay, FL business’ increased success to her relationship with KickCharge Creative, a New Jersey-based marketing agency that serves small businesses across the country.
The partnership began in 2013 when Cornerstone sought KickCharge’s expertise to rebrand the heating and cooling company. As the company expanded its services to include plumbing and electrical, its name changed from Cornerstone Air to Cornerstone Pros. The team at KickCharge created a dapper, friendly retro technician mascot to communicate Cornerstone’s differentiator—old-fashioned quality service in today’s fast-paced world. KickCharge Creative wove the retro brand into all of Cornerstone’s marketing efforts, including its service vehicles, initial brand announcement, brochures, blogs, print ads, billboards and stationery.
Cornerstone Pros had five service vehicles when its rebranded fleet first hit the streets in 2014. But Spears said the visibility and power of the new brand made customers feel like there were many more vehicles out there. Today, Cornerstone has roughly 56 vehicles in its fleet. Spears said the increased visibility has helped with employee recruitment efforts, too.
During the eight years since this partnership began, the new brand continues to pay dividends, including a 300% boost in revenue. Spears said annual revenue was $3 million before the rebrand and it jumped quickly to $5 million within the first year after introducing the retro brand and new services.
Since 2016, KickCharge has been managing Cornerstone’s highly successful digital marketing campaigns, which include search engine optimization, email marketing and pay-per-click advertising. KickCharge also launched a retro-themed, custom-designed website for this brand.
THE STATS:
- 300% growth in annual revenue since rebrand\
- Increase from 5 to 35 service vehicles
Spears’ goal is slow-based growth. As of 2020, the company had more than $12 million in annual revenue and roughly 78 employees. Cornerstone has nearly 2,000 reviews on Google with a 4.8/5 average rating. Its closing ratio is 87 percent even when the team has too much work to tackle same-day appointments.
For Cornerstone, newspaper ads were once a primary driver of leads and Spears relied heavily on print, billboards and home-based advertising as well as some radio spots. These days, digital marketing is the dominant force. Google is the leading source of call volume (80 percent of leads), followed by repeat and referral customers.
“I am now dominating online so I don’t need to spend as much in other marketing areas,” she said.
Digital marketing campaigns offer more control over lead volume because they can be targeted specifically and adjusted instantly based on demand and seasonality. Those are factors Spears likes. It’s also easier to track these campaigns and to evaluate results.
“Although I was reluctant to turn my marketing over to an agency,” Spears said. “I’m glad that I did.”
People have been spending a lot more time at home due to the covid pandemic, and even though things are beginning to level out a little, it still means there is more plumbing work to be done because people are using more water and heating their homes more often. However, due to the unfortunate amount Read more
People have been spending a lot more time at home due to the covid pandemic, and even though things are beginning to level out a little, it still means there is more plumbing work to be done because people are using more water and heating their homes more often. However, due to the unfortunate amount of people who have been put out of work due to covid, there are a lot more plumbers out there who have just started out and are eating into the sales of long term plumbers. There’s nothing wrong with this, it’s just business. But it does mean plumbers are looking for extra work. Here are some tips worth considering.
Check Professionalism Standards
This isn’t to say you aren’t professional. It’s just to reaffirm a couple of areas which you may want to pick up on. It doesn’t even concern the work you carry out (which will of course be to a high standard), or whether you’re using a tennant t7 or a titanium tubing cutter. It’s the simple things. Following up on a job with a text or email to ask how things are looking and whether the repair held or if it completely sorted the issue. This also builds on the chance of you receiving a positive review. Wearing shoe covers so you don’t walk mud through a home, keeping a mask on with regional regulations, etc. These little things are what can leave a big impact on a lot of people and lead them to recommending you to others. Keep them in mind and you’ll see more sales role in.
Use Social Media
So many people will search for tradespeople on social media these days instead of searching on Google or Bing. That’s how powerful social media has become. It’s why you really need to ensure you have a presence. Set up your business page with a powerful logo and your key business information including number, email address, or instant messaging facilities. It also provides a great platform for reviews. If they find you on Facebook, when you’ve completed the job you can ask for a review on Facebook which will again pull in more sales. It’s a great way of interacting with your local community.
Build Search Engine Visibility
Go to google and search for plumber in … (wherever you operate) and see what comes up. That’s where you need to be. On the first page, offering a free quotation, or no obligation quotation. How? You need a website, you can create one for free. You then need to build some useful content on your website. Being searchable is huge and will directly increase your sales. You can get help with this from SEO specialists but in reality you can do it yourself if you have the time so long as you can get some decent content on there. It also builds on the professionalism of you and your business. People do look for websites these days and having one will set you apart from those that don’t.
Finding and retaining customers in the plumbing industry is on the forefront of every owner’s mind. The days of expensive television commercials, billboards, and phone book ads are gone, but the idea of growing your business through digital marketing can seem overwhelming. Fortunately, there are many simple strategies you can start today to increase web Read more
Finding and retaining customers in the plumbing industry is on the forefront of every owner’s mind. The days of expensive television commercials, billboards, and phone book ads are gone, but the idea of growing your business through digital marketing can seem overwhelming. Fortunately, there are many simple strategies you can start today to increase web traffic and generate more customers. Read on to learn more about making the most of your digital marketing campaigns.
Why You Should Invest in Digital Marketing
Our industry is constantly shifting. From technology changes like the tankless water heater to aesthetic changes and global initiatives like water conservation. As we move to a more digital society, our approach to finding customers must shift as well. Traditional ads in newspapers, on television, and even direct mailers are expensive, and may no longer be as effective as they once were. In order to find new customers and retain existing customers, then, we must go where they are—online. These tips will help you to grow your business through simple digital marketing strategies.
Optimize Your Website for SEO and Local SEO
Because the majority of customers today look for service providers online, it’s critical that they find your plumbing business in a crowded market. If someone has a plumbing emergency, whether a leaking pipe, a broken water heater, or a clogged toilet, they probably aren’t going to scroll through several pages of results, researching multiple plumbers, so how can your website make it to the top of the list? Search Engine Optimization, or SEO, is essential to the process. A strong SEO strategy will help improve your online presence, bring more traffic to your site, and convert clicks to customers.
The ultimate goal of your SEO strategy will be higher rankings on search sites like Google. However, this can only be effective if your site has the content needed for customers to find you. Think about how your customers might search Google to find your business, whether they search “Leaky faucet Charlotte” or “Water heater repair Austin.” Service pages, then, are essential to SEO. Be sure the person in your city searching for help with a leaking faucet will find you through a dedicated service page for faucet repair, and anyone looking for what to do about a broken water heater can be directed to your site as well.
You may also want to increase your local SEO through location pages. Don’t just dedicate your site to the city your business resides, especially if you want to reach customers in surrounding areas. Having unique content for each city, town, or neighborhood you want to target will help generate customers as well. Don’t underestimate the usefulness of blogs either. Short, 1,000-word pieces that can be updated often are another effective way to help customers find you. It might seem intimidating to take on blogging, but it doesn’t need to be. Your team has a wealth of knowledge on a variety of plumbing subjects, from the latest gadgets, to simple repairs, and even seasonal plumbing issues. The increased traffic your blog generates will also help to optimize searches in the future.
Generate Leads with PPC (Pay-Per-Click)
Another cost-effective digital marketing strategy is PPC, or pay-per-click advertising. Unlike print media, where you will pay the same, often hefty, price for ad space regardless of how many people actually see it or act on it, PPC allows you to advertise your business on Google, but you’ll only pay an advertising cost when someone clicks on the ad! People tend to only research plumbing companies when they are in immediate need of service, which means you’ll pay for PPC only when there’s a high likelihood that you’ll generate business through the ad.
Not only is PPC cost effective, it’s extremely targeted. Your ad will only appear when potential customers search for plumbing services in your area. This means you’ll be reaching customers that are looking for service in the very near future, likely today. Unlike other digital marketing tools, you should see the results of your PPC right away, as well.
Humanize Your Business
In the plumbing industry, gaining and retaining customers is based on trust. People want to feel that they know their service providers and can trust them to do honest work. One way to establish trust with the community is to share your story. Every business has one. Use your digital marketing tools to explain how you got into plumbing and what drives your work ethic, as well as information about the team you’ve assembled to represent your brand.
One way to effectively humanize your business is through your blog. Showcase team members with years of experience and write about issues and trends in your service area. Use real photos rather than stock photos when possible, so customers can get to know you and your employees better. Find ways to serve your community as well. Volunteering your time or sponsoring a youth sports league are always beneficial to the neighborhoods you serve, but from a digital marketing perspective, you have options as well. Join local online forums and respond to questions in your skillset. Don’t simply provide your contact information, but add value to the conversation by giving experienced insight into common plumbing issues. When customers see you care about the community you serve, they are likely to remember your name when their own plumbing issue arises.
Establish a Brand Personality across Social Media Platforms
Most people today access at least one social media platform a day, and when utilized effectively, social media can be a great way to get your name out to potential customers. A strong presence on social media will help you get customers today and will keep you in the minds of prospective customers in the future.
These platforms can also be a quick and easy tool for communicated sales, promotions, or important news. Rather than updating your website, which can be time intensive, even for the tech savvy business owner, a simple post about discounts or promotions can be done in a matter of seconds, generating customers quickly. Most people immediately think of Facebook for promotion, but don’t underestimate Twitter, Instagram, and even YouTube. Once you’ve established your business on these platforms, be sure to include links in the footers of your website and emails as well.
Avoid Using Social Media Exclusively for Sales
While social media platforms are great tools for getting customers and promoting your business, it’s important to remember your long-term strategies and goals. You can certainly use your social media to communicate specials, but if that’s the only way you utilize these sites, you will lose the followers you worked hard to attain. Always remember to communicate your story to the community.
Use Facebook, for instance, to show the culture of your work family. It’s a great place to showcase a work anniversary or introduce a new employee. Instagram is the place to feature photos of recent installations, before and after shots, and new trends in the industry. People typically use Twitter to seek and share information, which gives your plumbing business the opportunity to provide general plumbing related tips, like which foods to avoid putting in a garbage disposal or even an article about how flushable wipes may really not be that flushable. Even YouTube can be used to engage the community by demonstrating some simple repairs. Use your customers as a guide. If they are asking the questions, chances are your followers have the same questions or concerns.
Utilize Email Marketing to Stay Top of Mind
Getting new customers is essential, but how can your plumbing business keep customers, especially when services calls are so infrequent? Fortunately, it can be easier, and often less expensive to retain existing customers. In addition to social media, email marketing is an effective strategy for customer retention. There’s no need to blast a customer’s inbox with spam, of course, but a simple monthly newsletter can be enough to keep you in the forefront of your customers’ minds. You can include monthly specials, publish your recent blog post, and even share reviews from satisfied customers. Subscribers will then know just where to go when a plumbing issue arises.
Growing Your Business through Digital Marketing
In today’s online economy, digital marketing is the best way to reach new customers and keep them as well. With so many people heading to the computer or smartphone to find service providers, it’s important to make it easy for them to find you in a crowded field. Utilizing SEO strategies, PPC, social media, and even email marketing will ensure customers find you the first time and return to you every time they need a trustworthy plumber.
Consider implementing some of these digital marketing strategies to grow your plumbing business today and if you’re reading this, connect with the Mechanical Hub team as they are leaders in the industry.
Author Bio: Alan Smith is the Marketing Coordinator of Spartan Plumbing, Heating & Air Conditioning. Spartan is a leading plumbing / HVAC company that assists all types of businesses and residences throughout the Washington D.C. region and parts of Maryland. Spartan has an A+ rating by the Better Business Bureau and was voted Best Plumber in D.C. for four years in a row.