Marketing Ideas for Plumbers – The Essential Guide to Accurate Marketing

In this article we provide marketing ideas for plumbers.  We show you how to segment your target audience and use the right marketing tactics for each segment.

By better targeting your marketing activity you will get more calls for your plumbing business.

Download your copy of the Essential Guide to Accurate Marketing.

This article appeared in the June 2016 issue of Australian Plumbing Magazine. The original article can be found here. We have reprinted the article below.

 

The Essential Guide to Accurate Marketing

How to spend your marketing dollars wisely.

Are you concerned that you are wasting your marketing dollars by advertising to the wrong people?

Are you holding back from marketing your business because you don’t know exactly who to target?

In this article I will show you how to advertise only to the people who are most likely to buy your services. I will also show you how to avoid wasting money advertising to people who will not buy your services.

The key is “accuracy”. Accurate marketing produces the best results for the lowest cost.

“Accurate marketing” is about connecting with the right people at the right time. You need precise aim to get the best results from your marketing dollars.

Who should you be targeting?

People are at different stages of the buying process. You need to aim for the people who are most likely to become a customer. Some customers are much cheaper to acquire than others.

Think about all the people in Australia. The diagram below represents everyone in the country. We can put everyone into one of four categories:

  1. People who are looking for you by name, right now.
  2. People show need your services in your area, right now.
  3. People who will one day need your services, but not right now.
  4. People who will never need your services

Let’s look at each of these groups.

Essential guide to accurate marketing by Rise Local

 

#1 – Top Priority

This is the smallest group but they are also the cheapest customers to acquire. These people are searching for you by name. They have already decided to use your services and just need to call you.

These days most people will look you up on Google. You must connect with all of the people looking for you by name. Secure all the clicks, all the calls and all the jobs. They are your lowest cost sales.

Key Marketing Activities:

  • Google Adwords
  • Search Engine Optimisation (SEO)
  • Listings on major directories (Yellow Pages, True Local etc)

Tip: Do a search of your own business name on Google. Is a competitor’s ad appearing above your listing? They could be poaching some of your leads. You must run an ad on Google for your own name to make sure no one picks off your customers.


#2 – High Priority

These people are searching for your service in your area. If someone needs a plumber in a suburb or town that you service, you want them to find you. This group is very important to the growth of your business.

Most people use Google to find a plumber. They might not be searching for you by name, but they are searching for the next best thing – a plumber to help them. They are ready to buy.

This group is much larger than than the Top Priority group who search for you by name. Before you do any other marketing, make sure you are connecting with this group. They are some of your best leads.

Key Marketing Activities:

  • Google Adwords
  • Search Engine Optimisation (SEO)
  • Listings on major directories (Yellow Pages, True Local etc)
  • Lead generation websites (HiPages, Service Seeking etc)

Tip: Do a few searches on Google for the word “plumber” plus a few of the suburbs or towns you service. Does your website appear anywhere on the first page? It is possible to appear up to three times on page one of Google and drive a lot more sales.

 

#3 – Lower Priority

These people will one day need your services but not right now. They are the vast majority of the people in your service area. Most people don’t need a plumber today, but they may need one in the future.

When you use these marketing tactics you are trying to get someone to think about your business, even though they don’t need you right now. You are trying to build awareness of your brand and your services.

There is a place for this sort of marketing and it can be effective. But you should spend money on this sort of marketing only after your higher priority groups have been completely covered.

Key Marketing Activities:

  • Email Marketing
  • Facebook Advertising
  • Social Media
  • Direct Mail
  • Vehicle & Building Signage
  • Print, Radio, Outdoor

Tip: Write a list of all your current marketing activities. How much of your marketing budget is being spent on people who don’t need your services right now? Could that budget be put to better use targeting people who need your services immediately?

 

#4 – Don’t Bother

This group is made up of all the people in Australia who will never buy from you. It is the largest group by far. It puts the size of your actual market into perspective.

It may sound obvious, but it is important you do not spend on the people who will never buy from you. Ensure no leakage of your marketing budget into this group.

There are many reasons why some people will never buy from you. For example, they are too far away or they don’t own a property or they DIY everything.

Proper management of your marketing will make sure you don’t waste money marketing to this group.


Tip: Do you get calls from people who are outside your service area? Do you get calls from people who are looking for services that you don’t offer? This could be a sign of mis-directed marketing activities.

 

Next Steps

Now is the time to focus on accurate marketing. By getting your priorities right you can invest in marketing with confidence, knowing that you are targeting the right people at the right time.

You can download a Digital Marketing Checklist for Plumbers, by visiting riselocal.com.au/plumbers-checklist  

Bio

Darren Urquhart is the founder of Rise Local, a digital marketing agency. Darren has over 20 years experience in marketing, including 10 years in digital marketing.

Rise Local provides accurate marketing for plumbers and hot water specialists. Rise Local has contributed to the growth of many plumbing businesses by improving their marketing.