Plumbing is an in-person, hands-on business. A lot of your work takes place inside your clients’ homes while you’re fixing a specific concern or issue.
However, this doesn’t mean all of your business happens face-to-face. In fact, a lot of it happens on the internet — including many points of contact that help attract and retain customers. This is why it’s critical to embrace digital marketing for plumbers — including establishing an online presence for your plumbing business. Your website is just the start. Also vital? A strong social media strategy.
Here’s a closer look at the many benefits of social media marketing, along with why it’s an especially important marketing strategy for plumbers.
Why Social Media Matters
Think your plumbing business doesn’t need social media? Think again. The latest data on social media usage speaks for itself, including that well over half of the global population uses social media with an average daily use time of just under 2.5 hours.
Prior to the pandemic, social media use was already escalating. However, it experienced a major boom over the past 1.5 years. Today, 43 percent of people are spending more time on social media than they did prior to COVID-19.
The benefits of social media marketing are many, and include the following:
- Improved brand visibility and awarness
- Increased inbound traffic
- Improved SEO rankings
- Higher conversion rates
- Enhanced customer satisfaction
- Better brand loyalty
- Brand authority and thought leadership
- Access to marketplace insights
- High return on investment
7 Ways to Make The Most of Social Media
Now that we’ve established the benefits of social media, it begs the question: How can your plumbing business make the most of it? Start with these seven tips:
Understand your target audience
The more you know about your target audience and what they care about, the more you can get inside their heads to deliver content that will drive them to take the action(s) you want them to take.
Choose your platforms wisely
All social media platforms aren’t created equal, nor are they populated by the same demographics.
For example, Facebook is by far the most used social platform, and it’s a smart choice if your goal is to engage middle-age audiences with disposable income.
Looking to interact with a younger crowd? Instagram, TikTok, and Snapchat may be more appropriate.
Understanding the pros and cons of each platform can help you zero in on the best platforms for your target audience and goals.
Consistency is essential to relationship building. Blitzing your audience with a bunch of posts and then disappearing for weeks at a time can lead to a disconnect between you and your customers. Whether you’re posting every day or once a week, set a schedule and stick to it.
Make your content count
As important as consistency when building a social media strategy? Quality over quantity. Relevant and useful content will give your followers a reason to stay connected with you. It will also boost your authority and build customer loyalty.
On that note, keep advertising to a minimum. We recommend the 80/20 rule: 80 percent valuable content/20 percent product posts.
Include pictures and videos
Not only do pictures and videos capture the attention of an audience, but they also perform well SEO-wise.
Be strategic about paid ads
While the free price tag of social media posts is appealing, paid advertising has unique benefits. Experimenting with paid advertising can help you build a more effective and impactful social media strategy.
Embrace the “social” in social
There’s a reason why it’s called social media: It’s intended for interacting. Create content aimed at starting conversations; share and like posts; join online plumbing groups; and be responsive. If a user asks a question or raises a concern, be sure to address it in a timely manner.
Another way to think of it? Treat your social media as you would treat a friend. It’s not enough to ask for positive reviews online. You must also commit yourself to responding to reviews — good and bad alike.
Social Media for Plumbers
Navigating social media can seem overwhelming if you’re new to it. But we’ve got good news for you. Plumbing internet marketing isn’t as complicated as you might think — especially if you use the tips above.
One especially useful way to manage it all is to create a social media content calendar. This approach plans out your social media for the subsequent month. Doing so can help ensure a consistent social media campaign. However, it can also help you achieve the most compelling content mix.
Speaking of your content mix, the different types of social media include:
- Links to external content
- Live videos
- Testimonials and reviews
Don’t be afraid to experiment and try new things. Over time, you’ll see that certain types of content perform better because they resonate more with your audience. If you’ve ever asked yourself how to increase sales leads or how to build a brand online, social media may be the answer.
You may still be asking yourself the question: What, exactly, should I be posting about? We’ve got good news for you here, too. As a plumber, you have many options when it comes to the type of content you create and share, including:
- Informational and educational posts about your business/the plumbing industry
- How-to and DIY videos
- Behind-the-scenes stories, photos, and videos
- Stories about your contributions to the community
- Company and team achievements and milestones
- Industry news and trends
- Anecdotes, jokes, and funny memes and gifs
One last thing to keep in mind as you go? Always keep value at the forefront. The goal of social media marketing is not to sell, but to establish yourself as a trustworthy, authoritative, and helpful brand.
If you’re not yet using social media as part of your marketing strategies for your plumbing business, you’re missing out on a major opportunity to connect with customers, build your brand, drive traffic to your website, and generate revenue.
Not sure where to begin? Let social media marketing agency The Light Digital help. Our experienced team of digital marketing experts will get your social accounts up and running, curate unique content, and manage your accounts so you can focus on what you do best.
To learn more about how The Light Digital team can help your plumbing business put social media marketing to work for you, contact us today.