Marketing a business on the web has its fair share of sunshine and bad days. And, your plumbing business is not exempt from these challenges. Scanning thick Yellow Pages is a thing of the past. We have moved on to a convenient way of getting assistance with plumbing fixtures.

Career opportunities for plumbers, pipefitters, and steamfitters are expected to expand by 16 percent in the coming years, far faster than the national average, according to the Bureau of Labor Statistics.

The demand for plumbers has surged because of new building construction. In addition, as building rules change, plumbers are needed to evaluate and install new systems to ensure that structures meet current safety standards. Plus, all households will eventually need plumbing services.

Plumbing works: a photo of a plumber starting to fix a kitchen sinkAs a plumbing business owner, this means you need to create an effective marketing technique to surpass your competition. All the more reason for you to develop and plan digital marketing for plumbers.

Before we get started, we should clarify that there is no one-size-fits-all approach on the front end. However, it’s always a good idea to start small and get profitable results.

What Is Internet Marketing?

The tactics used to advertise products and services online and through other digital means are referred to as internet marketing. Website content and design are examples of online platforms, tools, and content delivery systems — which are all important for plumbers’ marketing. Video marketing, SEO, social media, and market research are just a few of the services available.

It entails using the internet to promote its products and services to online audiences. You employ a combination of online methods to create stronger relationships with your audience and attract more interested leads.

With the technological advancements in marketing and advertising, it’s crucial to understand which approach is best for your business. For example, you need to find customers in your location if you manage a plumbing company.

While you can still use traditional marketing approaches like print ads and television commercials, learning how to use effective internet marketing strategies with your plumbing business is the best way to keep up with the trends and stay ahead of the competition.

The benefits of Internet Marketing are the following:

  • To increase appointments
  • To increase word-of-mouth recommendations
  • To identify new consumers
  • To emphasize customer testimonials
  • To spread the word about special discounts

Why Should Plumbers Use Digital Marketing?

One, it’s about understanding the customers, their pain points, and how to easily inform them about the services available to them. Then, because it’s easy to expand, online marketing is the greatest place to start. You can reach a large audience for little money and effort.

Plumbing is a competitive business, and because your customer base is primarily confined to residents, you must be laser-focused on generating more and more prospects.

The following are some of the advantages of incorporating digital marketing into your plumbing marketing strategy:

  • Keeping you in touch with your customers
  • Increasing sales through the integration of promotions, coupons, and rebates
  • Helping to raise brand awareness
Promoting your brand: a cork board with a sticky note asking, “Who am I?”

Traditional marketing methods, such as placing ads in local newspapers, distributing fliers, and sometimes even airing commercials on television, do not appear to be effective anymore and can be costly.

Apart from that, younger generations commonly turn to the internet to find answers to their daily problems. This necessitates investing in internet marketing and using it to expand your business.

To grow your plumbing company successfully, you’ll need to develop marketing techniques that cater to both sorts of consumers while remaining competitive in your industry.

What Is the Goal of Internet Marketing for Plumbers?

The goal of digital marketing is to increase your business’s traffic, leads, and sales by reaching out to people who are looking for your products and services. Web marketing is the process of promoting your business online to potential leads and high-value customers on its own.

Your plumbing business wants satisfied customers and revenue. But, unfortunately, you won’t be able to get your revenue without finding soon-to-be happy customers.

Ultimately, the goals of internet marketing are:

  • more inquiries
  • more engagements
  • a boosted online presence
  • closed sales

Why Is Internet Marketing Important for Plumbers?

The importance of internet marketing for plumbers stems from the fact that it best matches how people prefer to discover and use your plumbing services. Internet marketing broadens a company’s reach and helps it to engage with more potential customers.

You may communicate with customers (old and new) via their chosen communication channels using the internet. You can also use the internet to form deep and long-lasting relationships with your customers.

It’s importance can be summed up as follows:

  • It provides a higher and better return on investment (ROI).
  • Traditional marketing tactics are more costly than internet marketing strategies. (Internet marketing techniques have a higher return on investment because they target more qualified leads who are more likely to convert.)
  • It offers audiences simple and convenient ways to convert. (Your audience can easily convert thanks to the internet. To buy, sign up, download, or contact someone, all they have to do is press a button.)
  • You can reach out to people who are interested in using your services via internet marketing.
  • Interact with audiences at any time of day or night. (You can stay in touch with your audience 24/7 using automation and other internet marketing strategies, so you can be there whenever they’re ready to convert.)

How Should Plumbers Implement an Internet Marketing Strategy?

Plumbers require information, strategy, and labor to carry out a digital marketing plan. There is no realistic way to follow through or have trust in the future process without it. Unfortunately, most professionals and businesses are strapped for time and believe they don’t have enough time to spend on marketing efforts.

  1. Information

    One method of gathering information about marketplaces, target clients, and customer acquisition processes is research. Information is always at our fingertips, thanks to Google and technological breakthroughs.

    Plumbers may acquire information whenever and wherever they are using smartphones with Wi-Fi connection. However, there is a drawback to this because an overabundance of data leads to inaccuracies, misinformation, and even manipulation.

  2. Strategy

    Until it is arranged, formulated and analyzed, information is relatively raw. Reading about the cost of a plumbing website, for example, can provide you with some ideas and even cost estimates. Still, a website isn’t worth much unless you figure out how much you’re prepared to spend for it and how much revenue you want it to bring in.

    This issue can be solved by devising a strategy. For example, suppose you discover through study that you want to make a more significant amount of money through marketing. In that case, you can start creating a plan to attain that objective within a specific timeline.

  3. Labor

    There is a difference between planning and doing. Plumbers can have the most refined marketing strategy globally, but it’s all for nothing without the labor to complete the duties. You’ll learn later why a single person can’t possibly meet all of the tasks that make up a successful marketing campaign and why promoting plumbing services requires a team of people with diverse skill sets.

How to Start Internet Marketing for Plumbers

Understanding internet marketing: a photo of a woman doing some graphs on a whiteboard

The best place to begin marketing your plumbing services is on the internet. It’s simple to expand as your company grows, and you can reach a larger audience for less money and effort than you might with traditional marketing (door to door, billboards, print advertisements).

There are more digital choices for plumbing marketing than ever before. As a result, you may have the most impact on your organization by using digital marketing.

The following are some of the most typical digital marketing strategies that you can use to promote your plumbing business:

  1. Website Building

    A well-designed website can help you make a positive first impression on potential customers. It can also assist you in nurturing prospects and increasing sales. But more importantly, it improves the user experience and makes it easier for your website visitors to access and browse your site. For example, if a customer is panicking about their clogged toilet, they can quickly go through your website and contact you right away.Surreal representation of Building a website: an image of a hand trying to hold an internet search bar between the thumb and index fingerAdditionally, the way your audience perceives your brand is influenced by web design. The first impression you make on them will determine whether they stay on your page, learn about your business, or leave and go to a competitor’s. A decent site design keeps visitors on your page longer.

  2. Brand Awareness

    It’s all about branding! Have you passed a shop with a large white swoosh check? That is without a doubt Nike, as we all know. Engaging in active plumbing internet marketing to help draw attention to your business is what brand visibility is for.People start connecting symbols with brands since big corporations spend so much money on branding. However, if you don’t have a large budget like those businesses, there are a few additional ways to influence how your customers see you.

    What is the best way for a plumbing company to market itself?

    • Understand how you can distinguish yourself from the competition. Why should someone choose you if you’re just like the other plumber down the street?
    • Make a catchy tagline. In just a few words, it sums up what you do!
    • Create a fantastic logo that accurately portrays your business while remaining distinctive. (It does not have to be lavish.)
    • Define your brand’s corporate voice. It could be humorous, edgy, friendly, professional, or promotional.
    • Building a brand is a never-ending process, and you should include it in everything you do. Keep your brand’s voice consistent and continuously promote it.
  3. Content Marketing

    People frequently require plumbers in an emergency, and they do not have time to look at recommendations. They need to find someone who will assist them without hurting their budget. Content for plumbing businesses should be direct, to the point and accessible to its readers.Your audience’s inquiries are answered through content marketing. You can create trust with your audience, increase conversions, connect with customers, and generate leads via content marketing.One of the many aspects that determine the growth and success of your company is consistency in the brand message. Big brands understand how to present their image consistently across all customer touchpoints.The same logic applies to content marketing: your content must have a distinct voice, style, and pitch consistent across all distribution platforms.

    Consistency in content generates credibility, builds trust, and strengthens your brand.

    3.1 Social Media

    Social media activities: an overhead photo of a girl and two boys all holding and looking at their mobile phones while sitting side by side at a table

    Social media is rapidly increasing, and it is becoming vital in how customers and businesses communicate. For example, Facebook has approximately 500 million active users who spend over 700 billion minutes on the site each month. Therefore, it would be a mistake not to market your business on Facebook.

    For plumbers, organic posts on Instagram, LinkedIn, Twitter, and YouTube are still valuable assets. One of the benefits of social media marketing may not directly produce leads, but by sending signals to Google, they can raise brand recognition and potentially influence local SEO.

    Even if it only serves as a business listing, having a social media presence increases the authority and shows Google and its users that you are an actual company that has taken the time to engage with potential customers on social media.

    Content sharing allows on-page information to be distributed to external sources, which aids SEO in general. Plumbers can benefit by sharing original photos and videos.

    3.2. Blog

    Blogging for your business: A photo showing a lady’s hands typing in a laptop

    Every company, regardless of industry, should have a blog on its website. Use it to communicate with your customers about new products, experiences, news, and other helpful information.

    Content reigns supreme, and search engines adore it. So creating original and relevant information around your keywords can help you get the attention of your target audience.

    Plumbing companies can publish a blog on a variety of themes, including:

    • How can I lower my water bills?
    • How to install a toilet seat?
    • How can you keep pipes from breaking in sub-zero temperatures?
    • How to fix a leaking garbage disposal?
    • How do you unclog a clogged drain?

    3.3. Video

    Video marketing: a cropped image of a video player in YouTube showing a mouse cursor hovering on the play button

    DIY tutorials can be found all over the internet, and everyone is always looking for them on YouTube. While reading blogs and following step-by-step instructions might be beneficial, they can be time-consuming, and in a panic, they may not work. For example, when someone has a plumbing problem, they go to YouTube to find the solution. The importance of video content matters – you need to create content of high relevance.

    It’s a lot of fun to follow through with the directions while talking to someone on video. So, the next time you go to a customer’s house to address a plumbing situation, get their permission first and start filming what you’re doing. You can show a variety of things, such as:

    • How do you repair a leaking pipe?
    • How do you replace a shower head that has broken?
    • What is the best way to fix a leaky toilet?
    • What is the best way to replace a bathroom faucet?
    • Renovation ideas for the bathroom

    Here’s a helpful video from Mr. Rooter Plumbing on the causes of a smelly bathroom and how to fix it. The significant part of the video is when a call to action was introduced, “But, if it doesn’t fix that, call Mr. Rooter” gives a subtle instruction to the viewers of who to call if the suggestion didn’t work.

  4. Search Engine Optimization (SEO)

    One of the most effective strategies to increase the number of plumbing leads in your area is to use local SEO services.Have you tried searching for “Pipes Replacement + Location” on Google? If your plumbing company does not appear in the top three results in a search engine, you need SEO optimization.After you’ve created a lead-generating website, the first thing you should do is optimize it for search engines.

    Why should I put SEO first in my plumbing company?


    • SEO is responsible for 93 percent of online search results, with over 45 percent of consumers clicking on the top three results.
    • Because the plumbing sector is so competitive, you’ll need SEO to get your brand on the first page of Google.


  5. Email Marketing

    Email marketing is a critical aspect of any plumbing company’s internet marketing strategy, and it’s one of the most effective methods to stay in front of potential and current customers.

    Email marketing keeps you in touch with former customers while nurturing prospects down the marketing funnel. Therefore, email marketing is a fundamental process that should be a component of any digital marketing effort.

    Including email marketing in your digital marketing strategy will benefit you in the following ways:

    • Maintain contact with your clients
    • Offer promotions, coupons, and rebates to increase sales
    • Increase your brand’s awareness


  6. Target Market

    Internet marketing for plumbers focuses on two markets. You must target two different markets throughout the year, while other industries and businesses can target a specific demographic or rely on seasonal business. 

    • First Target Market: The customer who has a plumbing emergency, such as a burst pipe, requires immediate assistance from a plumber.
    • Second Target Market: The client who requires regular maintenance or a new installation.

    Customers who require emergency plumbing services will spend less time researching and comparing plumbing firms than those who do not.


  7. Online Reviews and Customer Feedback

    Positive online reviews are critical to the success of your plumbing company. Reviews and referrals account for 90-95 percent of the business. After all, you’re entering your clients’ homes or businesses, and they’re typically in uncomfortable or stressful situations. Therefore, they need to trust you before they hire you.

    Don’t be disheartened if you’re starting; 70% of local shoppers are confident in a business after reading less than seven online reviews. Here are a few pointers to help you get started gaining high-quality reviews:

    • After a job is finished, you might inform them that the work is completed and get feedback while you’re there.
    • You can send your customers a follow-up email. Include a kind request for a rating with a link to your Google Business or Facebook page if the feedback is positive. If you ask, most individuals will post a review.Online reviews and customer feedback - an image of five hands, all raised, and all are showing a thumbs up.

    Encourage customers to provide more information than just a 5-star rating. Ask them questions such as, “What was your favorite part of the service?” and “Why would you recommend us to your friends and family?”

  8. Pay Per Click (PPC)

    PPC stands at the crossroads of current and traditional marketing. The principle is standard, but its implementation is cutting-edge. You’re missing out if you’re not experimenting with and investing in pay-per-click (PPC) advertising. Savvy plumbers and plumbing businesses know that maximizing your first page on search engines like Google and Yahoo is the key to receiving more leads and booked jobs from the web.

    If you search Google for a keyword or keyword phrase related to your business and see plumbing advertisements for companies other than yours, you’ve chosen to drive potential consumers to competitors.Pay per click advertising: a clipart image of a computer mouse (white) in deep blue background with its wire connected to green dollar bills.Here are some PPC services you can incorporate into your plumbing business:

    • Paid Search Campaigns
    • Social Media Campaigns
    • Google Ads Management
    • Google Local Services Ads Management
    • YouTube Advertising

Your Next Step to Digital Success

For a small business like plumbing, customers can be challenging to come by, but it’s not impossible! These are just a few plumber marketing suggestions to get you started with your online marketing. Keep in mind that these suggestions are only as excellent as you make them; if you don’t stick to them, someone else’s plumbing company will take your place – and your customers.

Internet marketing for plumbers is one of those industries where you should find a reasonable number of customers if you target them correctly. Whether you are a long-time local establishment or a newcomer wanting to establish yourself as the “go-to plumber,” there’s a market segment you can tap into with online marketing.

Determine what makes your business special, and make sure your language and strategies speak to your target market. Then, spend a little time each week improving your marketing skills, and you’ll succeed.

While you may encounter a few DIY-loving customers who prefer to solve all their problems on their own, most people are looking for certified plumbers in their area who can come and save the day.

The Light Digital is here to help!

At The Light Digital, we work with plumbing companies of all sizes to help them expand their business and get measurable results from their digital marketing efforts.

While you may manage and coordinate your plumbing internet marketing initiatives yourself, it’s preferable to delegate the legwork to the pros. You can concentrate on operating your business while we take care of the rest. Discuss your goals and timetable with The Light Digital, and we’ll take care of the rest.

See the difference in how we handle digital marketing campaigns and take your digital presence to the next level. Please contact us at (510) 680-3300.