It might not be flashy, but plumbing is undeniably one of humankind's greatest creations. Every home, office, and building in general has pipes that need to be installed and maintained to keep things flowing (literally). That means that the need for plumbers is constant, and the amount of business you can bring in comes down to how easy you are to find.
Whether you’re just starting a plumbing business or looking to expand, we’ll guide you through how to get plumbing leads.
Optimize your website for local SEO
A good foundation for any modern business looking to drive leads is establishing an SEO-friendly website. SEO stands for search engine optimization and is all about building your website around keywords that Google prioritizes to help people find what they’re searching for.
For a business like plumbing, your main focus is going to be on local SEO. By optimizing your website with relevant keywords, your business will have a higher chance of being at the top of plumbing-related searches for people in your geographic area. For example, people are probably going to search for something like “leak repair [city]” which means your website needs to convey to Google that your business can handle a leak repair, and also that your business is in said city.
Beyond having the right keywords and SEO structures throughout your website, you’ll also want to make sure you’ve set up your free Google Business Profile. When doing so, ensure that the profile includes your business categories (plumbing, plumber, etc.) and that the name, website, phone number, hours, and address for your business are all correctly listed.
Finally, to really maximize your organic reach through Google, keep your business profile active by posting photos, updates, and responses to reviews. Speaking of reviews, they are another good way to help boost your business to the top of Google. After completing a job, ask satisfied customers to leave a quick review if they are happy with your services, and be sure to publicly thank customers in the review section.
Use paid advertising (PPC)
When it comes to plumbing lead generation, paid advertising can be a worthy investment that translates to customer acquisition. Pay-per-click (PPC) options like Google ads, Nextdoor Ad Manager (NAM), and social media ads are great at targeting potential customers, resulting in higher conversation rates than many other lead sources. It does come with some costs, but by experimenting and honing your ad plan, it is likely to pay off.
When it comes to Google ads, there are a number of different approaches businesses can take. These ad campaigns are often done with some combination of the following:
- Search campaigns: These ads allow you to pick keywords to drive new leads and traffic to your business by putting your website in front of people actively looking at plumbing-related searches.
- Local services ads: These are like search ads, but specifically tuned to show at the top of Google when people are searching for specific services in your operating area — such as “plumber near me” searches. They are also designed for direct outreach from the customer, rather than just directing them to your website.
- Display campaigns: These are visual ads that are displayed on various relevant websites, apps, and Google-owned properties (like YouTube). They can help expand reach and also serve as follow-up reminders to people who have previously visited your website.
- Video campaigns: Similar to display campaigns, these are video ads that run on YouTube or other websites.
- Smart campaigns: A streamlined approach to getting your business in front of new leads, smart campaigns use AI to find the best targeting for you, so your ads end up in places that it deems most effective.
Effective paid advertising is all about getting your ads in front of the right people. That means not only making use of PPC, but also making sure that you are targeting the right demographics (such as homeowners), and that you are experimenting with retargeting ads for visitors who didn’t convert.
Build a strong social media presence
Outside of paid ads on social media apps, having an engaging social media presence is a beneficial (and free) way to increase business. With 4.8 billion social media users worldwide, it’s safe to say that being on social media will provide you with plenty of opportunities to get fresh eyes on your business.
While your goal likely isn’t to become plumbing influencers (hey, you never know), having a social media presence that allows local customers to familiarize themselves with your business can go a long way in converting them when they need your services. Some types of content to get started could be:
- Educational posts: As a plumber, you likely see regular mistakes that people are making. Create posts highlighting things like “tips for preventing leaks” that not only help viewers but also establish some authority for people who have found your content while searching for local professional help.
- How-to demonstration videos: When you’re out doing a simple fix, record what you’re doing and try to explain how it’s done. It’s safe to note that when it comes to plumbing, it’s best left to the pros.
- Promotions and discounts: If you’re ever running some sort of promotion or referral, make a post sharing the terms. People who have been waiting to get something fixed might see that as a sign to finally get some plumbing help.
Leverage referral programs
Getting your existing customers to refer new customers is one of, if not the most, effective ways to gain more business. By building a loyal customer base, you’ll create a strong customer funnel without having to spend more on direct marketing. In fact, 92% of consumers trust recommendations made by friends and family, and referred customers are up to 57% more likely to snowball into more referrals. That means the more you can get customers to spread the word about your services, the larger your client base is sure to grow.
Outside of delivering outstanding service, there are a few ways to encourage customer referrals. One of the easiest things you can do is offer some benefits for referrals, such as discounts or service credits. Another method is to partner with complementary businesses (such as real estate agents and contractors) that have clients who might need your services. Finally, you’ll also want to leverage customer relationship management (CRM) to track and reward referrals.
Network with local businesses and community organizations
They say business is about relationships, and that’s certainly the case when it comes to local businesses. By building relationships with other local businesses, you can help turn their customers into yours (and vice versa).
Good ways to start relationship building include:
- Joining local business associations.
- Attending or sponsoring local events.
- Reaching out to real estate agents, property managers, and insurance agents.
Utilize email marketing to stay top of mind
Another common and effective way to nurture leads and strengthen customer retention is by utilizing email marketing. By regularly sending targeted emails to your customers, you’ll be the first to come to mind when they find themselves in need of plumbing services.
When it comes to actual email marketing strategy, you’ll want to create and send emails such as seasonal reminders, maintenance tips, case studies/success stories, and even special promotions during slower seasons. This way, your content can be received as informational, rather than just spam.
Create engaging blog content
Circling back to SEO content, creating a blog around keywords can bring in new traffic, and help establish rapport with potential and existing clientele. By formulating content around common plumbing problems and solutions (i.e., “How to Fix a Clogged Drain” or “How to Fix a Leaky Pipe”) you’ll be able to simultaneously provide educational content while also showcasing your expertise. To really get the most out of your blog content, include case studies or testimonials to build trust and establish your business as the go-to plumbing problem solver.
Track and analyze lead generation efforts
Creating and implementing lead-generation strategies is an important step in growing your business — but it doesn’t stop there. Modern ad campaigns involve an in-depth amount of analytics that, when tracked and used correctly, can help tailor your ads into lead and conversion machines.
Successful lead generation involves a lot, which is why analytics can give you a window into what’s working, what needs to be adjusted, and what can be left behind. Ensure that you are staying on top of your website traffic and the rate at which you are converting visitors.
When creating goals for your website in Google Analytics, you’ll want to focus on which pages are getting the most clicks, how long people are staying on a page, how many different pages visitors are looking at, and what actions people are taking on your website (i.e., watching a video, clicking social media links, sharing a page).
By looking at this information and testing different types of content, you can learn what your customers are looking for and optimize your strategy based on performance.
Build your strategy & focus on your community
At some point, everyone needs a plumber. That’s why it’s important that you implement strategies and approaches your competitors might be slacking on as a plumbing business. SEO content and Google-focused strategies are a bare minimum, but the goal should be more.
Explore additional lead generation avenues, such as social media and local businesses. Another way to tap into your local community is through Nextdoor Business. With over 88 million verified users, Nextdoor ads put your business in front of your local target demographic. Beyond that, Nextdoor Ad Manager allows you to customize your approach with advanced analytic feedback to ensure your ad campaigns are running at maximum efficiency.
Between Google, social media, and local outreach, the right strategies will open your business to a steady flow of promising leads and new customers.
