6 Plumber Advertising Tips to Drive More Leads in 2023

Plumbing is a solid career choice. That’s as true today as it’s been for decades.

In fact, a new report shows a thriving behind-the-wall plumbing market. According to the latest plumbing industry trends, the industry is set to grow 8.1% annually, reaching $17.9 billion by 2025. 

However, while the plumbing market is big with plenty of customers, there’s plenty of competition, too.

There are over 120,000 plumbing businesses registered in the country. That much competition can make things challenging. That’s true for both new and established plumbers.

Getting (and keeping) solid footing in the plumbing industry is no easy thing.

To stand out and get ahead, you need to use every tool available. That includes smart marketing strategies—even if you don’t consider yourself much of a marketer.

Effective marketing can put your plumbing services in the spotlight. It’s a powerful way to draw an audience and convert leads.

This article is all about plumber advertising. Below, we’ll cover marketing techniques that will work for plumbers in 2023. These are our best low-cost recommendations for marketing that actually generates leads.

Read on to learn 6 practical ways to generate more leads for your plumbing business.

You Don’t Have to Go at It Alone

Before we get started exploring marketing tips, there’s a pivotal piece of information you should keep in mind. If at any point all of this starts to feel overwhelming, remember that marketing is outsourceable.

In fact, marketing is the most outsourced business process after accounting and IT services. Advertiser outsourcing is a massive enterprise too. It’s valued at over $2.7 billion globally.

If you have the budget to outsource your marketing, it’s a smart move.

In most cases, marketing pros will be able to deliver results more quickly and more cost-effectively than you’ll be able to on your own. Plus, outsourcing lets you focus on running the business.

What’s more, a Semrush survey reveals that 52.5% of businesses work with a marketing agency. Businesses outsource marketing for the following reasons:

• To augment in-house staff with inexpensive marketing specialists
• To bring a fresh perspective to the marketing strategy
• To increase business agility in volatile consumer markets
• To cut time, effort, and overhead in marketing campaigns

Additionally, working with an agency eliminates a lot of trial and error, especially for new plumbers. And it helps with tracking results. A marketing agency will rely on predefined success metrics and detailed analytics.

But, of course, all of that can come with some significant up-front costs.

The point is you don’t have to be a marketing expert to run a successful advertising campaign. You could opt to sit back and keep doing what you do best.

However, if you have a limited marketing budget, then the DIY approach is perfectly valid. If that’s where you are, the tips below can help you quick-start your marketing efforts.

The Top 6 Plumber Advertising Tips 2023

A marketing strategy is more than a billboard or one-time ad.

A real marketing strategy will include multiple tactics. 73% of marketers use a multichannel approach. If you want to generate leads, you’ll need to approach your potential customers in a variety of ways.

What’s the point?

As you read over this list, don’t look for the one thing that resonates. Look for at least two or three. That’s the best way to ensure your marketing pays off.

With that in mind, here are 6 proven plumber marketing strategies for 2023.

1. Update Your Google Business Profile

Your Google Business Profile (GBP) is a free listing in Google’s online directory. This is the same directory Google pulls from when doing local searches.

Plus, your GBP is closely integrated with Google Search, Google Reviews, and Google Maps. It’s an essential tool for organic visibility across a wide range of Google users.

Once you’ve claimed and updated your GBP, your plumbing company may appear in the “Local 3-Pack.”  The Local 3-Pack (or the Google Map Pack) lists businesses at the top of some search results.

Each listing details the particular business with helpful information, such as contact info, opening hours, address, and location.

All you have to do is submit your business details to Google to enjoy this free advertising service. In fact, your business may already be there. You just want to make sure all the details about your business are accurate.

Complete your GBP, adding info potential customers would want to know. Things like your contact information, hours of operation, and service area.

2. Turn Your Plumbing Website Into a Lead Magnet

Your plumbing website is the hub of your online presence. Every marketing channel should point potential customers there.

From your website, potential customers can get a feel for your business, learn more about your plumbing services, or reach out to you.

A well-optimized website can definitely generate leads. Here are some tips for enhancing your website for lead generation:

• Make the site intuitive and mobile-friendly.
• Make sure your business name, address, and phone number are easy to find.
• Clearly describe the services you offer.
• Showcase customer reviews, testimonials, and case studies.
• Highlight any community involvement you’re engaged in.
• Make sure potential customers are never more than a click away from being able to contact you.

86% of consumers search for local businesses online. You need your website to stand out if you want to compete in that space.

3. Get On Nextdoor

Nextdoor is a neighborhood networking platform. Folks within local communities can connect and share useful info. That includes everything from details about local events to (you guessed it) recommendations for home services providers.

That makes it a great word-of-mouth marketing medium for local service businesses. According to Nextdoor’s website, there have been over 55 million business recommendations on the platform.

While that number is high, it makes sense. 88% of consumers trust word-of-mouth recommendations more than any other form of marketing.

And that’s why you should consider using Nextdoor to market your plumbing business.

To get started with Nextdoor, you just need to create a Nextdoor Business Page. That will let you connect and interact with neighbors.

Engagement is organic by default. But you can boost your visibility on the platform through paid advertising.

4. Focus on Your Existing Customers

A marketing strategy that leans on customer retention might seem counterproductive. But who says a lead has to be a new customer?

If anything, you’re more likely to generate convertible leads from your customer base than from new prospects.

That’s because the probability of selling to existing customers is between 60% and 70%, as opposed to 5% and 20% for new customers. Additionally, keeping an existing customer can be 5 times cheaper than acquiring a new one.

Encourage repeat business by retargeting past customers. Here’s how you can do that:

• Offer moderate service discounts and special deals to loyal customers.
• Create a loyalty program that rewards returning customers and builds a following around your brand
• Keep in touch with clients through newsletters, emails, and social media posts.
• Optimize the customer experience by offering excellent plumbing and customer support services, essentially giving clients a reason to return.
• Start a plumbing podcast and interview existing customers

5. Go After Positive Online Reviews

Local service businesses thrive on customer reviews. Online reviews on Google, social media, and company websites are closely related to word-of-mouth marketing.

We can’t overstate the power of reviews in generating leads.

To put it into perspective, consider these stats:

• 95% of customers read online reviews before shopping.
• 94% of customers know to avoid brands with bad online reviews
• 58% will readily pay more to support a company with good reviews.

Once your plumbing business goes online, reviews become a crucial and inevitable part of your brand image and reputation. Encourage your customers to leave feedback by simply asking for it.

As reviews start coming in, be sure to do your part. Respond to every single review, good or bad. When the reviews are good, say thank you. When they’re bad, say thank you and then ask how you can make the situation better.

Never argue with a customer in your response to their online review.

6. Build Referral Partnerships With Local Contractors

Think of referral partnerships as next level of word-of-mouth marketing.

A referral partner for a plumbing company is any business or contractor willing to directly recommend your business. Recommendations could go to other pros or even directly to homeowners.

Keep in mind, though, that referral marketing typically works both ways.

For instance, one of your referral partners might be a builder. They’ll also expect you to recommend their business.

While some referral partnerships are simple handshake agreements between two professionals, others are more sophisticated. Either way, referral partnerships can be a great source of high-quality leads for your plumbing business.

Besides their immense marketing power, these partnerships foster mutual growth, bonding, and meaningful relationships between non-competing brands.

Get Started On Your Plumber Advertising Journey

Are you ready to take your plumbing market to the next level in 2023? These are the key marketing strategies you’ll need to do that.

However, there’s more to marketing than what we’ve discussed here. Plus, marketing techniques aren’t set in stone. They change over time.

If you choose to tackle your marketing strategy on your own, you’ll need to revisit your tactics periodically. What works today may not work tomorrow. If you want to stay ahead of your competition, you’ll need to tweak your strategy as you go.

If you’re ready to get to work on your marketing strategy right away, here are some things you could do right now, today:

• Start with your Google Business Profile. You’ll be able to update the basics about your business in a matter of minutes.
• Explore your own website. Try visiting your site as though you were a potential customer. Can you find the services offered, hours, and contact info easily? What’s the experience like for visitors? If you see any potential issues, take some quick notes. These notes will serve as the starting point for updating your site.
• Reach out to a few recent customers. A quick follow-up call to verify they’re happy with your services is a nice touch. Plus, this is a good opportunity to ask them to leave an online review. You may even get the chance to sell additional services.
• Make plans to attend an upcoming networking event. Check out your chamber of commerce or even local professional networks to see what’s on the calendar. Networking events are great places to start building referral partnerships.

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About the Author
Tim is the President of EverConnect, a lead generation company that works with home services providers focused on a local customer base. He is a vibrant entrepreneurial spirit and years of experience helping business leaders achieve real results.