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7 Marketing Strategies Every Plumbing Business Owner Should Know


A plumber who is stuck with no leads and is looking for a good digital marketing strategy to make his business grow

Did you know that there are approximately 120,467 plumbing businesses in the U.S.? That's a pretty competitive market, and if you're looking to grow your business, it's crucial to stand out from the crowd. With so many plumbing businesses vying for customers, how can you make sure your business gets noticed? The answer lies in digital marketing.


Digital marketing has become increasingly important for businesses of all sizes, including plumbing businesses. To help you make the most of your online presence, we've put together a comprehensive guide that covers 7 digital marketing strategies every plumbing business should know.


By following these strategies, you can position yourself as the go-to plumbing expert in your area, increase your visibility, and ultimately, make more money. So whether you're a seasoned pro or just starting, buckle up and get ready to dive into the exciting world of plumber marketing!


And don't forget, if you want personalized advice on how to market your plumbing business, be sure to book a 15-minute chat with me, Andrew Putilin, author of this article. I'll provide you with a custom strategy tailored to your business – 100% free of charge!


Now, let's get started on transforming your plumbing business through the power of digital marketing!



a plumber hard at work on the job he ot from digital marketing SEO he did on his website


Strategy #1: Optimize Your Website for Local SEO


As a plumbing business, your primary target audience is likely the local community. Therefore, it's essential to ensure that your website is optimized for local SEO. Local SEO (Search Engine Optimization) helps your business rank higher in search results when people in your area search for plumbing services.


Here are some tips to optimize your website for local SEO:


A. Set up and optimize your Google My Business profile

Google My Business (GMB) is a free tool that lets you manage your online presence across Google, including Search and Maps. Creating and optimizing your GMB profile is crucial for local SEO, as it's the primary way Google determines your business's relevance to a user's search query.


To optimize your GMB profile, make sure to:

  • Claim your business listing

  • Fill out all the relevant information (business name, address, phone number, website, hours of operation, etc.)

  • Add high-quality images of your business

  • Encourage customers to leave reviews

B. Incorporate local keywords into your website's content

When creating content for your website, be sure to include local keywords that your potential customers might use when searching for plumbing services in your area. For example, if you're a plumber in Boston, you could use keywords like "Boston plumber," "plumbing services in Boston," or "emergency plumber in Boston."


C. Get listed in local online directories

Make sure your plumbing business is listed in local online directories such as Yelp, Angie's List, and the Better Business Bureau. These directories not only help increase your online visibility but also contribute to your local SEO by providing valuable backlinks to your website.


D. Collect and showcase customer reviews

Remember that 86% of consumers read reviews of local businesses before choosing to work with them. Therefore, it's crucial to collect and showcase customer reviews on your website and GMB profile. Positive reviews can significantly boost your local SEO and help build trust with potential customers.


By optimizing your website for local SEO, you can make it easier for potential clients to find your plumbing business online. And considering that no individual plumbing company accounts for more than 1% of the market, this is an excellent opportunity to stand out and attract more customers. Don't miss out on the chance to grow your plumbing business – start implementing these local SEO tips today!



A plumber appearing on a persons facebook feed


Strategy #2: Leverage Social Media Platforms


Social media has become an essential tool for businesses in various industries, including plumbing. Utilizing social media platforms effectively can help you reach a broader audience, engage with potential customers, and showcase your expertise.


Here are some tips for leveraging social media platforms for your plumbing business:


A. Choose the right platforms

Not all social media platforms are created equal, and it's essential to select the ones that best align with your business goals and target audience. For plumbing businesses, Facebook and Instagram tend to be the most effective platforms. Facebook allows you to share updates, promotions, and customer reviews, while Instagram is perfect for showcasing your work through images and videos.


B. Create engaging content

Posting engaging content is key to building a strong presence on social media. Share before-and-after photos of your plumbing projects, how-to videos, and helpful tips to show off your expertise. You can also share customer testimonials and answer frequently asked questions to provide additional value to your followers.


C. Engage with your audience

Social media is a two-way street. Engage with your audience by responding to comments, answering questions, and even participating in relevant conversations on other accounts. This helps build trust and shows potential customers that you're not just a faceless business – you're an approachable expert who cares about their needs.


D. Post consistently

Consistency is key when it comes to social media marketing. Aim to post at least a few times per week to keep your audience engaged and maintain visibility. Use scheduling tools like Buffer or Hootsuite to help you plan and schedule your content in advance.


E. Use social media advertising

Consider using social media advertising to increase your reach and attract new customers. Platforms like Facebook and Instagram offer targeted advertising options that let you show your ads to users based on factors such as location, interests, and demographics.


Incorporating social media into your digital marketing strategy can significantly impact your plumbing business's growth. By showcasing your expertise and engaging with potential customers, you'll be able to establish yourself as a go-to plumbing expert in your area. And with a standard house having a small leak that can let out over 10,000 gallons of water a year, there's no shortage of potential clients needing your services. So, start leveraging social media platforms today to grow your plumbing business!



a plumbers CRM numbers go up after they implement Expand Media marketing strategy for local plumers


Strategy #3: Utilize Google Ads and Local Service Ads


Running paid advertising campaigns on Google can help you attract more customers and increase your plumbing business's visibility. Google offers two primary advertising options for plumbing businesses: Google Ads and Local Service Ads. Both can be highly effective, but they serve different purposes and have different pricing structures.


A. Google Ads

Google Ads, previously known as Google AdWords, is a pay-per-click (PPC) advertising platform that allows you to show your ads to users searching for specific keywords related to plumbing services. With Google Ads, you only pay when someone clicks on your ad.

To create effective Google Ads campaigns for your plumbing business, follow these tips:

  • Conduct keyword research to identify the most relevant and high-converting keywords for your plumbing services

  • Create compelling ad copy that highlights your unique selling points and includes a clear call to action

  • Set a daily budget and bid on keywords strategically to maximize your return on investment

  • Monitor and optimize your campaigns regularly to improve performance


B. Local Service Ads

Local Service Ads (LSAs) are a relatively new advertising option offered by Google, specifically designed for local service providers like plumbers. LSAs show up at the top of Google search results with a "Google Guaranteed" badge, which can help build trust with potential customers.

Instead of paying per click, you pay per lead with LSAs, which means you only pay when someone contacts you directly through the ad.

To get started with Local Service Ads, follow these steps:

  • Check if LSAs are available in your area and for your business category

  • Set up your Local Service Ads account and complete the verification process, including background checks and license verification

  • Set your weekly budget based on the estimated number of leads you want to receive

  • Respond to leads quickly, as your response time can impact your ad ranking


Both Google Ads and Local Service Ads can help drive more leads and customers to your plumbing business. By targeting potential clients actively searching for plumbing services, you can increase your chances of securing new jobs. Remember that a leaking toilet can waste 200 gallons of water every day, so there are plenty of homeowners who need your services right now. Utilize these advertising options to get in front of them and grow your plumbing business!



A plumber working on digital marketing by writing a blog post for their website


Strategy #4: Encourage and Manage Online Reviews


As mentioned earlier, 86% of consumers read reviews of local businesses before choosing to work with them. Positive reviews can significantly influence potential customers' decisions and help establish your plumbing business as a reliable, trustworthy choice. Additionally, online reviews can also impact your local SEO, so it's crucial to encourage and manage them effectively.


Here's how you can encourage and manage online reviews for your plumbing business:


A. Ask for reviews

The simplest way to get more reviews is to ask for them. After completing a job, kindly ask your customers if they'd be willing to leave a review on your Google My Business profile or other review platforms like Yelp or Angie's List. Many customers are happy to help out if they've had a positive experience with your service.


B. Automate review requests

Consider using a review management tool like Birdeye or Podium to automate the process of requesting reviews. These tools can send an email or text message to your customers after you've completed a job, prompting them to leave a review on your preferred platform.


C. Respond to reviews – both positive and negative

Make a habit of responding to all reviews, whether they're positive or negative. Thank your customers for their positive feedback, and address any concerns or issues brought up in negative reviews. Responding to negative reviews professionally and empathetically can help turn unhappy customers into satisfied ones and show potential customers that you're committed to resolving any issues.


D. Showcase your reviews

Once you've collected positive reviews, don't hesitate to showcase them on your website and social media channels. This can help build trust with potential customers and demonstrate your commitment to providing excellent service.


E. Monitor your online reputation

Regularly monitor your online reputation by keeping track of new reviews and mentions of your business on social media, forums, and other online platforms. This will help you address any negative feedback promptly and capitalize on positive reviews to further promote your business.


By actively encouraging and managing online reviews, you can improve your plumbing business's reputation and attract more customers. Positive reviews can make a significant difference when potential clients are deciding which plumber to hire, so it's essential to prioritize this aspect of your digital marketing strategy. Start encouraging and managing your online reviews today to grow your plumbing business and stand out from the competition!



happy plumber business owners after they implement Expand Media digital marketing strategy for plumbers


Strategy #5: Create Valuable Content through Blogging and Video


Content marketing is a powerful way to showcase your plumbing expertise and provide value to potential customers. By creating and sharing informative blog posts and videos, you can position yourself as a thought leader in the plumbing industry, attract more website visitors, and generate leads.


Here are some tips for creating valuable content for your plumbing business:


A. Start a blog

Creating a blog on your website is a great way to share your knowledge and expertise with your target audience. Write about topics that are relevant to your customers, such as how to fix common plumbing issues, plumbing maintenance tips, and the latest industry trends.


B. Optimize your blog content for SEO

To make sure your blog content reaches as many people as possible, optimize it for search engines by conducting keyword research and including relevant keywords throughout your content. Additionally, make sure your blog posts are well-structured, with clear headings and subheadings to make them easy to read and navigate.


C. Create how-to videos

How-to videos are incredibly popular and can help you reach a broader audience. Create videos that demonstrate how to fix simple plumbing issues, provide maintenance tips, or showcase your latest plumbing projects. You can share these videos on your website, social media platforms, and even YouTube.


D. Share your content on social media

Don't forget to share your blog posts and videos on your social media accounts to increase their visibility and drive more traffic to your website. This can help you reach new audiences and encourage engagement from your existing followers.


E. Collaborate with other local businesses

Consider partnering with other local businesses to create content together. For example, you could collaborate with a hardware store to create a video on selecting the best plumbing tools or write a joint blog post about water-saving tips for homeowners. This can help you tap into new audiences and increase your content's reach.


By creating valuable content, you can showcase your expertise, build trust with potential customers, and improve your website's search engine ranking. As a result, you'll be more likely to attract new clients and grow your plumbing business. So, roll up your sleeves and start creating engaging blog posts and videos today – your future customers are waiting!



A photo of a plumbers tools


Strategy #6: Utilize Email Marketing to Nurture Leads and Stay Top of Mind


Email marketing is an excellent way to stay connected with your existing customers and nurture potential leads. By sending regular email updates, you can keep your plumbing business top of mind, promote special offers, and share valuable information with your subscribers.


Here's how to utilize email marketing for your plumbing business:


A. Build an email list

Start by building an email list of your existing customers and encourage new visitors to your website to sign up for your newsletter. You can offer an incentive for signing up, such as a discount on their next service or a free plumbing guide.


B. Create engaging email content

Craft engaging email content that provides value to your subscribers. Share helpful tips, exclusive promotions, and updates on your latest projects. Keep your emails concise, visually appealing, and easy to read.


C. Segment your email list

Segmenting your email list based on factors like customer type, location, and service history can help you send more targeted email campaigns. This allows you to tailor your content to each segment's specific needs and preferences, which can lead to higher engagement and conversion rates.


D. Set up automated email campaigns

Automated email campaigns, also known as email drip campaigns, can save you time and ensure consistent communication with your subscribers. Set up automated campaigns to welcome new subscribers, follow up with leads, or remind customers about routine maintenance.


E. Monitor and optimize your email marketing efforts

Keep track of key email marketing metrics such as open rates, click-through rates, and conversions to gauge the effectiveness of your campaigns. Use this data to optimize your email content and strategy over time, continually improving your results.


By utilizing email marketing effectively, you can maintain a strong connection with your existing customers, nurture potential leads, and ultimately, drive more business. So, if you haven't already, start building your email list and crafting engaging email content to make the most of this powerful marketing tool!



A person looking for a plumber and seeing digital marketing ads


Strategy #7: Network and Build Relationships in Your Local Community


While digital marketing strategies are essential for growing your plumbing business, don't underestimate the power of networking and building relationships in your local community. By connecting with other businesses, attending local events, and getting involved in community initiatives, you can raise your business's profile and generate valuable word-of-mouth referrals.


Here's how to network and build relationships in your local community:


A. Join local business groups

Consider joining local business associations or networking groups, such as your local Chamber of Commerce or a BNI chapter. These groups can provide valuable opportunities to connect with other local business owners, share referrals, and learn about best practices in your industry.


B. Attend local events

Participate in local events, such as trade shows, home improvement expos, or community festivals. Set up a booth or table to showcase your services, offer promotional materials, and engage with potential customers face-to-face.


C. Sponsor local initiatives or events

Sponsoring a local event, sports team, or charity can help you build goodwill in your community and raise your business's profile. Choose initiatives or events that align with your values and target audience for the best results.


D. Collaborate with complementary businesses

Team up with complementary local businesses, such as real estate agents, home inspectors, or contractors, to cross-promote each other's services. You can share referrals, co-host events, or even create joint marketing materials.


E. Engage with your community on social media

In addition to leveraging social media for your digital marketing efforts, use it to connect with your local community. Follow and engage with local businesses, community organizations, and influencers on social media platforms to build relationships and increase your visibility.


F. Offer exceptional customer service

Finally, remember that providing top-notch customer service is one of the best ways to build relationships and generate word-of-mouth referrals. Treat your customers with respect, address their concerns promptly, and go above and beyond to ensure their satisfaction.


By networking and building relationships in your local community, you can increase your plumbing business's visibility, generate referrals, and ultimately, grow your customer base. So, start making connections today and watch your business thrive!



plumber on a consultation with Expand Media working together on their marketing strategy


Last Thoughts


In today's competitive market, having a solid digital marketing strategy is crucial for plumbing businesses. By implementing the seven strategies outlined in this article, you can increase your online presence, attract more clients, and ultimately, make more money.


Remember, your plumbing business's success relies on your ability to adapt and stay ahead of the competition.


If you found this article helpful and informative, please share it with another plumber you know who might benefit from these strategies. Spreading knowledge can help others in our industry to grow and succeed as well.


Finally, if you're ready to take your plumbing business to the next level and want expert guidance, don't hesitate to book a 15-minute chat with me. We'll discuss your marketing goals and help you develop a custom strategy for your business – 100% free of charge.


Take advantage of this opportunity to supercharge your plumber marketing efforts and grow your business. Schedule your chat with me today, and let's work together to achieve your business goals!

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