Targeting Seasonal Plumbing Customers
Is your plumbing business doing okay, but could be doing better? Do you get a ton of customers one season, then none the next?
Let’s face it: Without plumbing, our society in the modern era wouldn’t exist! Plumbing provides much-needed sanitation and hydration within each of our domiciles.
In short, plumbing is an essential business. However, it being an essential business doesn’t necessarily mean you will automatically keep busy at all times of the year just by existing. As more and more houses are being built, flipped, sold, and bought, plumbers will continue to rise in demand.
Will you be able to fulfill as much of that demand as you can when it comes?
If you are unsure of the answer, it may be a good idea to take a look at your digital marketing strategy for plumbers. If your plumbing business fails to show up on relevant searches like “plumbing services near me,” you are missing out on a ton of potential work.
Attaining success in online sales means dominating relevant searches for plumbing services in your area. Climbing on top of the Google ranks does take a bit of work and strategy, however.
Here are some ways you can target your customers seasonally!
Retargeting Ad Campaign
Make sure you keep in contact with anyone who has visited your site through a retargeting ad campaign. When you use the right tracking codes on your website, you allow any visitor to see one of your retargeted ads as they through Google or Facebook.
When you want to engage with website visitors and previous customers in a non-aggressive way, retargeting ad campaigns offer a veil of subtlety. Eventually, they will have top-notch plumbing service and, when they do, they will think of yours.
Here are some key components of a successful retargeting ad campaign:
- Eye-catching headlines
- Consistent content that is helpful and engaging
- Several calls to action (CTA)
- Personalized ads on specific services or sales
One of the key ways to target customers seasonally and stay relevant on local search year-round is to create and optimize a “Google My Business” account.
The main way we sell things is through the internet now. Google is the gatekeeper of the internet, and the exposure it provides for businesses is now an important commodity. A Google My Business account lets you communicate directly with Google’s algorithm. You’re essentially filling out a profile for Google to read and learn the fine details of your business.
A GMB account is completely free. In fact, there’s probably an account already set up for your plumbing business! All you have to do is verify that it is your business, and you’ll gain access.
When you have access to your GMB account, you want to start optimization by adding some photos of your service. Original photos are a great way for Google’s algorithm to pick up on the authenticity of your business.
Next, you will want to add your service hours, location, and a link out to your original website and its subsequent pages. Most importantly, add your contact information to your account as well!
Google Ads is a great way for your plumbing business to see a sharp increase in traffic to your website. These paid aids increase the chances of your website appearing on searches not directly related to plumbing service.
Google Ads are a low-risk and high-reward investment. These ads are pay-per-click (PPC), meaning the volume of traffic it generates is equally related to the price you will have to pay. If the ad is successful, you will have to pay a higher price but. However, if it doesn’t do well, you won’t be paying an inflated price for an unsuccessful advertisement.
Finally, keeping your Google Map listing optimized is all about keeping your GMB account optimized! Additionally, embedding your Google Map Listing on your main website will create another pathway between it and Google’s algorithm.
Email Marketing Campaigns
Now that your GMB account is working for you to stay relevant on local plumbing searches, it’s time to implement an email marketing campaign. Compiling an email list of past, current, and potential customers is the first step. Next, it’s time to think about the timing and the content of your email ads.
For example, you can run an email marketing campaign during the slow season to drum up business. You can advertise a deal in the campaign to further entice that reader to reach out.
Here are some further details of a successful email marketing campaign:
- Promote email sign-ups on social media
- Add an email newsletter subscription service to your website
- Collect email addresses through Google or Facebook ads
- Require an email signature for estimates requests
- Offer special deals through emails
- Offer incentives for subscribers to share newsletters
Encourage Your Customers to Take Action
Now that you have search engine relevance and your targeted potential customer base, it’s time to take the final action by persuading them to take action!
An enticing call to action, or CTA, can help boost your plumbing business’ conversion rate.
Here are some elements to make effective CTAs:
- Mobile-friendly website design
- Compelling and clearly placed calls to action
- Accessible and contact information or service request forms
- Your value propositions clearly visible on your website.
The call to action, in a sense, is a way of motivating a customer into finally requesting the plumbing work that their house so desperately needs. When you’ve convinced them of your quality service, all that’s standing in the way is a little encouragement!
Successfully Target Plumbing Customers With Triton
To successfully target customers who need your plumbing service, your website must be accessible as possible. Optimizing your website is no easy feat, and you already have a business to run.
When it comes to targeting customers and digital marketing, Triton Commerce is a team you can trust! We have years of experience in assisting companies in the plumbing industry to optimize their websites and dominate local search results.