Posted by Kindra K., Marketing Coordinator
July 5, 2019
Proper plumbing and plumbing services are things every homeowner needs. Whether it's making sure that the toilet is working properly or saving money on the cost of water, your business plays a crucial role in the lives of millions of Americans. The industry as a whole is growing. With a strong home sector, the plumbing industry is growing at a rate far faster than other home services industries.
So then why are you finding it difficult to grow your business through lead generation? Perhaps you've been a staple business in the community for years, but the phone doesn't ring off the hook they way you know it's capable of. Sure you're able to keep your business running smoothly, but growing it to levels that can bring superior quality to the community and provide ultimate comfort for your loved ones. That's what you've been gunning for.
The problem lies in how you've been generating your leads. Whether you're just starting out or you've been in this business for years, the lead generation landscape has changed. Only the plumbing businesses that can adapt and actualize the best lead generation strategies will grow their business. In this article, you'll discover the best tricks, tips and strategies to help grow your lead base and lead your company to market dominance.
Generating new plumbing leads that keep the phone ringing and the email inbox full are simple. Take a look at our list of lead generating strategies and adopt all or the strategies that you can implement into your business now.
A cornerstone of successful businesses in the digital age, SEO is number one on our list for a reason. Much of today's searching and shopping is done online. In fact, research done by the Ecommerce Foundation noted that 88% of consumers do research online before making their purchase. If your SEO ranks low, no one will be able to find you. Increase your SEO by:
Making sure your site loads quickly
Making it mobile ready
Keyword targeting for organic searches (most important)
Make sure your site is chock full of keywords that your potential customer will use in their search:
"Plumbing near me"
If you don't have an email list and an email service provider to help broadcast free promotional material to your customer base, you're losing out on thousands of dollars. In fact, email marketing yields an ROI for $44 for every $1 spent.
Building an email list isn't hard, you've probably been collecting emails for some time already. Think about it, on any project order or invoice, you already have a section asking for their email. To build your list, send out a preliminary email asking your customer to "confirm" themselves to your new list. From there, you can send out industry related material including:
Cost saving tips
New and innovative technology
Educational and DIY material
If you can send your base free information over a given amount of time, you may not see the dollars right away, however, what you're doing is building trust and when a customer trusts you, they open up their wallet.
You probably have a plumbing website. That's great.
But do you have a conversion-based plumbing website? Maybe not.
A conversion-based website is a website specifically designed and constructed to keep potential on the site and offer them value as to convert them into a paying customer. So what does that look like exactly?
Start a plumbing blog if you don't already have one. With a blog you're both helping your SEO rank in a positive way as well as offering trustworthy content to your potential customers.
Use videos on your site and make sure you syndicate them with Youtube and other social media sites
Link to other sites of authority in the plumbing industry
Ensure the design of your site is fast and easy to navigate
Your site should have a clear call to action (CTA) informing the site visitor what step they should take
You should have multiple opt-in forms that help your customer join your emailing list
In order to build long term growth with your business, you need a customer base that trusts you over the competition. When you build trust, you have customers coming to you over and over. Review content will help build trust. A study conducted by Bazaarvoice shows that over half of all shoppers use reviews to help influence their purchase.
By using your email list, you have the ability to send past customers follow up emails requesting a review or testimonial. From there, you can showcase that content on your site for potential customers to see and verify your work.
Nielsen notesthat people are 4 times more likely to buy when referred by a friend. So a surefire way to bolster your lead generation is to get your current and past happy customers to do the referring for you. Set up a referral program that gets new customers in the door by offering deals to the people who have already done business with you. You can do this by:
Asking for referrals through social media
Asking via follow up email material
Asking in person with a business card and other promotional material
Giving a presentation to the local hardware store and ask for them to use you as a referral if customers need plumbing work
Running a plumbing business takes planning, strategy and hard work. Running a successful plumbing business takes all of that and more. It takes mapping out certain revenue goals, mapping how fast you can grow in a given time, how many customers you new customers you need to bring on in order to scale and increase your employee base and more.
When you have new leads hammering the phone lines and blasting your email inbox, you're well on your way to becoming a successful and long-lasting plumbing business in the community. When you offer an experience that goes beyond a customer's expectations, you build trust. When you build trust, you give your customers a reason to believe in your company. From there, you've created an automated marketing machine.
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