The digital age brings with it incredible access and quick results, with information literally being at our fingertips. And this has directly affected how consumers are searching for and finding the right businesses who can meet their needs.
The plumbing industry is no different. It needs to be seen and found by potential clients. And right now, digital marketing is the best way to achieve that.
Though most plumbing companies have already made the shift into digital marketing, there are a few who still remain hesitant and unconvinced about the value and efficacy of digital marketing. While even those have made the move, are yet to utilise it to its full potential.
Whichever way you lean, it is quickly becoming extremely evident that the power and potential of digital marketing to boost business and sales cannot be denied.
Like any business, the plumbing industry depends upon the strength of its customer base.
To build and sustain a substantial client base, it is imperative that the business, and the services provided, are marketed to the target audience effectively. This is where digital marketing plays a crucial role.
Digital marketing helps you to reach your target customer base like never before. It helps you to find your audience, while helping potential clients find you.
Simply put digital marketing allows you to be seen by the right people, ultimately leading to more leads, conversions, and sales.
Whether you are an established plumbing company, or just starting out, digital marketing can do wonders for your business.
This is because online marketing not only helps you to focus on the type of business you want to create, but also allows you to target your niche audience. Best of all, you can customise your marketing strategy based on your target customer base, as well as your marketing budget.
Digital marketing allows you to create awareness, increase brand visibility and credibility, generate leads, and maximise conversions.
Traditional marketing mediums such as television, radio, newspaper, billboard, or magazine ads are incredibly expensive and can only achieve so much.
When you have a limited marketing budget, and are hoping to reach the masses, digital marketing is the way forward. Why?
All of this allows you to create a comprehensive marketing strategy for your plumbing business that increases visibility, credibility, and conversions.
Digital marketing is a multi-pronged strategy that employs and encompasses many mediums to effectively market your plumbing business. Some of the most vitals tools in initiating a comprehensive digital marketing strategy include:
1. An incredible website-
It may seem obvious, but the need for an incredibly well-designed website cannot be underscored enough. It is the first impression your business makes to potential clients, and as such, needs to be designed to be an asset.
Some important aspects to remember when designing a great website are:
In the digital age, pace is everything. You should aim for a page loading time of 2-3 seconds (after which bounce rates rise drastically), as it heavily influences customer engagement.
With over half of all online searches originating from mobile devices, it becomes imperative that the website is optimised for mobile devices and even voice searches. This makes your plumbing business more accessible and increases your reach.
Designing the website to be easy to use and navigate, with well-placed drop-down menus, FAQ pages, and contact forms, help in further building user engagement and lead to greater conversions.
With online security a high priority for all users, ensuring your website is secure is an effective way to increase traffic.
By this we mean that the website should be designed to elevate user experience. Clean, uncluttered landing pages with useful content and important details, including client testimonials and reviews.
These factors help users get a clear picture of the business behind the website, while at the same time building trust and credibility.
2. Search engine optimisation-
A great website is only as effective as its visibility, the traffic it creates, and the leads it generates.
And with the top three search results receiving more than 75% of all clicks, it is not enough to be seen on the first page of a Google search, but rather to be seen in the top spots. This is where SEO comes in.
SEO or search engine optimisation involves optimising the website’s structure and content to increase its rankings in Google searches, and thereby increasing its visibility to potential customers.
SEO is perhaps the most important tool digital marketers possess. It also impacts every other marketing strategy and is truly an epitome of conscious, need-based marketing.
SEO makes your plumbing business more visible to create greater leads, engagement, and eventually, conversions.
3. Email marketing-
This is the modern-day equivalent of passing out fliers in order to create interest around, and boost your plumbing business; except on a much more personalised and larger scale.
Sending out regular emails enables your plumbing company to maintain contact with existing clients, while at the same time generating increased engagement. These email lists allow you to:
Email marketing has incredible reach, is cost-effective, and is specific to your target audience. All of which make it an effective marketing instrument.
4. Wielding the power of social media-
In order to utilise the full potential of digital marketing, it is important that a comprehensive social media strategy is also implemented. This should ideally include business pages on social media platforms such as Instagram, Facebook, and LinkedIn.
Social media pages allow you to create a unique brand identity. With the right content, that includes useful tips and tricks, promotions, giveaways, and even team profiles, your plumbing business can create interest and increase user engagement.
5. Employing Google AdWords-
One of the most measurable and affordable marketing strategies is pay-per-click advertising. PPC is an advertising medium in which the advertiser only pays a publisher when a user clicks on their ad. This means you are only paying for actual, verified leads!
AdWords is Google’s platform for pay-per-click advertising. It brings in committed buyers while building your online presence.
Some of the incredible advantages of utilising Google AdWords include:
6. Creating useful content-
A large part of implementing and maintaining a healthy online presence is achieved through the content you provide. Blog posts are therefore ideal for introducing quality content to your online plumbing presence. This in turn leads to an increase in leads which results in an increase in sales.
The content should aim to be valuable, interesting and informative. Blogs that contain answers to commonly asked “How to?” questions, or those that provide solutions to plumbing problems such leaky faucets or clogged drains, help foster brand trust and customer loyalty.
In fact, the effectiveness of well-written posts, that are useful and relevant, quickly becomes obvious in the traffic it generates to your website. This is unsurprising as studies show over 60% of consumers are willing to make purchasers based solely on blog posts.
With almost 90% of consumers searching online before making a purchase or procuring a service, companies have quickly realised the value and effectiveness of digital marketing. But digital marketing is more than just having a website or a Facebook page. It has evolved to incorporate a wide range of tools and mediums that need to be optimised and tailored to target your customers and clients.
And when done right, the incredible potential of online marketing is quickly realised. It effectively increases brand visibility and credibility, while generating leads, user engagement and conversions. All of which translate to profitability and growth in your plumbing business.
If you are looking to employ and exploit the incredible benefits offered by online marketing, contact the incredible team at Serendipity Int. today! We create exceptional, bespoke digital marketing solutions and strategies that will elevate your plumbing business.
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