If you run a plumbing business and want to differentiate yourself from your competition, customer service may not be enough. You should expect your competitors to provide high quality plumbing services to their customers. Your only chance to stand out is to reach potential customers first and make them want to choose your services over others that are cheaper or closer to home.
Digital marketing may hold the secret formula that will set your plumbing business apart from the competition. Social media, in particular, when used creatively, can make a huge difference without breaking the bank. For example, Google Ads is generally more expensive than Facebook Ads:
- the average CPC on Google Ads is $2.69 across all industries
- on Facebook, the average CPC (cost per click) is $0.45
For more data, see the following infographic from AgencyAnalytics.
So what do you do when you want to gain more leads and customers for your plumbing business? First, of course, you turn to Facebook for advertising, but social media offers many other opportunities that should not be missed; here are five tips to get you started:
Hire a social media writer
Strange as it may sound, you need a social media copywriter – someone who understands the type of posts that get people reacting and interacting on social media.
The copywriter you choose should also understand your business, your goals, your brand, and most importantly, your customers. Then, of course, you can try to do it yourself. Yet your lack of writing skills will show: typos and grammatical errors make people laugh, but they’re also inexcusable to serious business.
Share relevant and funny anecdotes
Whether on Facebook or elsewhere, try to put a smile on your followers’ faces. An update like this may do the trick:
It’s just an example. You know your customers and understand what makes them smile. Share enough to remind them that a plumbing problem, while frustrating, isn’t the end of the world—you’ll be there to help.
Fun facts are entertainment while you’re busy serving other customers.
Create engaging photo galleries
Twitter, Instagram, Facebook, Pinterest, and other social media networks give you tools to create engaging photo galleries.
When you think “compelling,” you can imagine magazine-perfect images of your best work. Of course, by doing so, you are setting very high expectations. But unfortunately, there will be times when your perfect gallery examples won’t find an equivalent for customers who aren’t ready or willing to pay high prices.
Selling dreams can be a tempting, if unrealistic business. Please don’t. Instead, show people your work behind the scenes. These images may not be pretty, but they are honest and your customers will appreciate your candor.
Use live video to communicate
You can use live video for anything you want potential customers to know about your business. Facebook, Twitter, Instagram and others have live video functionality to help entrepreneurs connect with their customer base.
You can use live video to answer FAQs, but use it for “behind the scenes” scenarios or show your clients how you work. They will appreciate seeing you “in action” because they know you have nothing to hide.
Live video isn’t required: it’s just more engaging than traditional formats. If you’re not comfortable with live video, hire someone to shoot professional clips for commercials and share them on social media.
DIY for social media videos also works. DIY videos are candid and worth more than staged clips.
Offer exclusive discounts and offers to your social media followers
Advertising on social networks (especially Facebook) can be more effective than using Google Ads. But if you don’t have the budget for pay per click, you can use social media to generate leads by enticing your followers with discounts, deals, and specials.
You can also use a platform like Woobox for giveaways – another Facebook marketing strategy, which few companies leverage.
And there’s more…
Along with the five social media strategies for plumbing businesses mentioned above, you can also consider adding a chatbot to respond to customer inquiries and FAQs around the clock. Surveys are another great way to engage your audience: most social networks offer quiz tools and multiple-choice questions. Finally, while memes are out of fashion, you can start a #hashtag-focused campaign.
Introduce your customers, especially those you have satisfied. Carter’s My Plumber’s “Testimonial Tuesday” is a good example of using social media to increase brand awareness while capitalizing on customer satisfaction.
Whatever you choose, remember to be true to yourself. Your customers will appreciate ingenuity, authenticity and reliability.