Marketing is essential for every plumbing company, but knowing where to start and how to allocate resources can be challenging. Too often, businesses waste money on strategies that don’t align with their stage of growth, leaving them wondering why they’re not seeing results. At Mammoth Marketing, we’re here to help. We’ve developed a roadmap outlining the stages of marketing that every new plumbing business should follow. By using this blueprint, you’ll avoid costly mistakes and create a strong marketing presence to fuel your growth.
Stage 1: Get Your Foundation in Place
Before investing in any marketing tactics, it’s crucial that your plumbing business is easily searchable. This doesn’t mean immediately ranking at the top for “plumber near me,” but ensuring that when someone searches for your company name, it appears without issue.
To achieve this, you’ll need:
- A simple, user-friendly website
- A Google Business profile
- Social media accounts (starting with Facebook and Instagram, though TikTok and Nextdoor may also work depending on your audience)
These components don’t have to be perfect from the start, but they need to exist. Without an online presence, even the best marketing efforts won’t drive results.
Stage 2: Build Credibility Through Reviews
With your digital foundation in place, it’s time to start collecting reviews. Positive reviews are essential for building trust and improving your rankings on Google. They also play a major role in customer decision-making.
Ask every customer—whether they’ve paid for services or not—to leave a review. You can even encourage friends and family who have used your services to contribute. Aim to gather at least 10 reviews quickly and continue building on that.
Stage 3: Launch Google Local Service Ads (LSAs)
Now that you have a solid foundation, you can start running Google Local Service Ads (LSAs). These ads appear at the top of search results with the “Google Guaranteed” badge, providing prime visibility for potential clients. LSAs are an effective, budget-friendly way to attract high-quality leads ready to convert into paying customers.
Stage 4: Utilize Grassroots and Guerrilla Marketing
For businesses still working with a tight budget, grassroots marketing can be a game-changer. This involves low-cost tactics to get your company noticed. Consider:
- Participating in local Facebook groups
- Wrapping your van with branding and parking it at community events
- Door-to-door introductions
- Partnering with electricians, drywall installers, and realtors who can refer you to clients
These efforts help build awareness and connections in your community.
Stage 5: Invest in Social Media Ads
Once you’ve gained some traction, it’s time to leverage social media ads. Facebook and Instagram are ideal platforms for plumbing companies, allowing you to target specific neighborhoods and demographics (like women aged 30-60, who often make household decisions).
Start with a modest budget—$1,000 can reach thousands of people. This stage is less about generating immediate leads and more about building trust and credibility by showcasing your reviews and expertise.
Stage 6: Retarget Visitors with Display Ads
As potential customers start visiting your website and interacting with your social media, it’s time to retarget them with display ads. These ads follow users across the internet, from YouTube to news sites, keeping your business top-of-mind for when they eventually need plumbing services.
Stage 7: Choose Between PPC and SEO
Deciding between pay-per-click (PPC) advertising and search engine optimization (SEO) can be tricky. PPC provides instant results but can be costly, especially in competitive markets. SEO, on the other hand, is a long-term investment that can take months or even years to show significant results.
Our advice? Start with PPC for immediate visibility, but plan to invest in SEO for sustainable growth down the line.
Stage 8: Analyze, Adjust, and Expand
By this stage, you should have data to assess your results and determine your next steps. Ask yourself:
- Should I invest more in social media ads?
- Is it time to explore direct mail or local sponsorships?
- Do I need to hire a dedicated marketing professional?
Now is the time to adjust your strategy and scale up as your business allows.
Conclusion
Marketing is a marathon, not a sprint. You can’t do everything at once, and it’s important to master each stage before moving on to the next. Prioritize building visibility and credibility through reviews, grassroots efforts, and social media ads before diving into more advanced strategies like SEO and PPC.
Not sure where to begin or how to refine your strategy? Visit Mammoth Marketing for Plumbers to schedule a consultation. Let us help you design a custom marketing plan that accelerates your growth while avoiding costly missteps.
