If you're like the majority of plumbers I talk to, you do not precisely have a limitless marketing spending plan. So, although you understand marketing's a must-do (if you wish to grow your company, anyhow), you 'd really like to prevent wasting your hard-earned cash.
I'm with you on that.
But attempting to figure out what marketing techniques "work" is made complex. And if you've been following me for any length of time, you know my response to "Where should I invest my marketing cha-ching?" is, aggravatingly, it depends. There's merely no such thing as the "right" method to do marketing-- no one-size-fits-all service. So the mix of strategies you select needs to work for your company. And if does not? You've got ta attempt something various.
An aside: If you're currently working with a marketing business that can't (or won't) show you exactly what results you're getting for your cash, in plain language you can understand, it's time to move on. You deserve someone who utilizes your marketing dollars well-- whether that's me or somebody else.
OK, so let's get this party started! In part 1 of this series, we strolled through six plumbing professional marketing strategies related to customer service, your website, Google My Organisation, PPC advertisements, and credibility management. Today, we'll be taking a look at 4 additional choices: social media, directory sites, referrals, and email marketing for plumbing technicians.
Whether you select one of these methods-- or all of them-- you'll see growth in your consumer base and, of course, your bottom line.
Social Network for Plumbers
Nowadays, pipes business have no company not having an active, effective social networks presence. Why? Due to the fact that your consumers anticipate it. This is (likely) not news to you. All the way back in 2008 (when Flo Rida's "Low" was the # 1 song in the country), AdWeek reported 93% of Americans think companies need to have a social networks presence.
However there's an even much better factor to hang out on social: The cost of social media marketing is low, and the return on financial investment can be quite considerable (read: rewarding). When you put some muscle behind your social media, you get:
More people visiting your website.
Higher-quality interactions with your consumers and neighborhood.
Improved customer support and consumer loyalty.
Better insight into who your clients are and what they want-- so you can much better resolve their problems.
Every one of these translates to more service and more earnings. And ultimately, that's what we want, amiright?
I understand what you're believing right now: I hear you, Ryan. I get why having a social media presence is essential. But I don't have a great deal of time, and I require some quick things I can do today. I got you! Here are 3 easy things you can do today to increase your social networks presence without investing a lots of time or cash.
1. Establish your social media profiles.
OK, so this might look like an overly obvious step, however I have actually fulfilled plenty of plumbing professionals who have not handled to take the social media plunge. Start with Facebook, and after that-- as you have the ability to invest more time and energy appealing (not existing) on social-- include YouTube, then Instagram, and then Twitter.
Remember the type of material that works best on each platform. For instance, Facebook and YouTube are the location to share "how-to" videos. Twitter's 280-character limitation works best for short pointers.
Satisfy your target customer where they already are. Various demographics favor various platforms. Learn more about your specific clients and their choices, so you can meet them on the best platform.
2. React to customers on social media.
Every consumer comment and concern ought to get an action from you or somebody in your company. The more prompt the response, the better. If you have to, set an alarm to advise you to inspect your accounts, or put aside thirty minutes in the morning and another thirty minutes at night. Dedicate to it.
Real-time interaction makes clients happy. And pleased clients are more likely to tell everyone they understand how great your store is. (Do you hear that? It's your phone. And it's sounding off the hook.).
An active social media presence shows clients you care. It's what convinces them to call you when the sh * t strikes the fan. Or the basement flooring, as it were.
How you manage grievances on social networks will reveal your commitment to consumer service. Once again-- when consumers enjoy, they keep returning, and you keep getting their company.
3. Post important material-- routinely.
You are a specialist in your field, so share your competence! When you post useful content to social networks, it constructs trust. It likewise reveals your personality-- which will assist you squash your competitors. Keep in mind: Individuals do business with people, not with companies.
Your social posts need to offer a healthy mix of "offer" and "ask." To put it simply, do not just utilize your accounts to overtly promote your Click for more company; utilize them to educate and engage your consumers and prospects.
Consist of images and videos for increased exposure.
Take advantage of your material by repurposing it for your various platforms. A "how-to" video on YouTube can end up being an infographic for social media. Blog material can produce a series of fast suggestions for Twitter. Do not squander time re-inventing the wheel when you can repurpose the parts rather.
Get happy y' all: Next month, we'll be publishing a social media template for house services companies.
The Essential Directories First.
Recently, if you needed a plumbing technician, you took out the phone book. But nowadays, phone books have been changed by the online equivalent-- directories: Angie's List, Patio, HomeAdvisor, and so on.
So, should you pay to play? Good friend, I'm not gon na lie: Directories involve an enormous amount of cha-ching, and to add insult to injury, the leads you end up with tend to be high-cost and low-value. Sooooo, no. In basic, directory sites just aren't worth it.
However, there are 3 directory-ish alternatives you need to jump on:.
Google My Company: Getting listed on GMB is complimentary, and it gets your store on the map, literally. Discover more about GMB here and here.
Google Local Solutions: This alternative is extremely not complimentary, however it's 100% worth it. Like, more worth it than Google Advertisements, even. To get more bang for your buck, examine out these Google Resident Services hacks.
Yelp: People trust Yelp for recommendations for everything-- including plumbing technicians. Yelp creates leading 10 lists from consumer reviews, and those lists tend to reveal toward the top of Google searches. Plus, the majority of the details in Apple Maps originates from Yelp, and we understand how people loooooove their iPhones and iPads.
Expand Your Plumbing Client Base Through Referrals.
A great deal of "specialists" will tell you to incentivize people through gimmicky referral programs. After dealing with numerous stores all over the country, here's what I've discovered works best:.
Be the outright finest pipes store around.
Word-of-mouth marketing-- you know, when people inform their good friends and household how fanfreakingtastic you are-- is the most powerful method of all. And the only method to ensure that takes place isn't through loyalty or service programs; it's by doing the work of being excellent at what you do.
Focus your energy on systems that make you the go-to shop in your neighborhood:.
Managing customer relationships.
Collecting customer data.
Using technology to engage consumers and deal worth even before they're your paying customer.
Handling your online credibility.
There are no shortcuts when it pertains to referrals, and all the giveaways, commitment programs and rewards worldwide will not grow a store that doesn't have their act together.