Plumbing Marketing: 8 Ways for Plumbers to Market Themselves

If you want to be successful in the plumbing business, then you need to understand the business of plumbing marketing.

There are plenty of advantages to investing in plumber marketing. By leveraging effective marketing tactics, your small business has the potential to:

• Get more customer referrals from your current client base
• Get more plumbing leads from other channels
• Convert plumbing leads and referrals into new customers
• Retain new customers as loyal clients

If you’re ready to grow your plumbing business, this blog will walk you through 15 proven plumbing marketing strategies designed to help you attract more leads, turn referrals into paying customers, and build lasting relationships with your client base. From boosting your online presence to leveraging AI-powered tools, you’ll discover actionable tactics to take your business to the next level.

How Can Marketing Help Plumbers Get More Customers?

Researchers asked small business owners for their insights on the best ways to get more customers, and 100% of the 7,500 participants responded with answers related to some type of marketing strategy. The majority, 85% of respondents, cited word-of-mouth referrals as their top driver for new customers and the other 15% favored local ads, social media ads, and direct mail.

Marketing efforts can help your plumbing business get more customers by helping you amplify your word-of-mouth referrals. You can also boost the number of potential clients you’re able to target and convert via other marketing channels. 

By getting more plumbing leads and successfully converting a percentage of these new leads into first-time bookings, you’ll grow your business quickly.

Wondering where to begin? Check out these five simple but powerful plumbing marketing strategies you can put into place ASAP.

Top 15 Marketing Strategies for Plumbers

If you want to grow your small business by getting more customer referrals and plumbing leads from other channels, give these nine marketing ideas a try. This cross-channel approach will help you maximize your reach while going easy on your budget.

1. Upgrade Your Plumbing Website 

Even if you have loads of referrals from satisfied clients, many potential customers may want to check out your online presence before hiring you for a job. That’s one reason why your most important digital marketing channel is your own plumbing company’s website. 

When visitors land on your website, make sure it’s easy for potential customers to:

• Learn more about the plumbing services you offer
• Look up your plumbing company’s service areas 
• Read testimonials from happy customers who have used your home services
• Book home services, on-site consultations, and free estimates
• See your contact information, phone number, and email
• Find and follow your plumbing business on popular social media platforms
• Subscribe to your email list

Be sure to add sign-up forms to your homepage and key landing pages, so plumbing leads can share their contact information, provide details about the home services they need, and opt into receiving your email marketing campaigns.

2. Improve Your Website’s SEO

With some search engine optimization (SEO) savvy, your plumbing business can appear at the top of search engine results in your service area, raising brand awareness and helping you gain new customers. 

Use Broadly’s SEO checklist to show up at the top of Google Search and other local search engine results:

• Have a mobile-friendly website design, so customers can do everything right from their smartphones
• Lean into content marketing and video marketing (think DIY blogs and how-to videos) to keep your website fresh and up-to-date
• Get more customer reviews on your company’s Google Business Profile (formerly Google My Business), Yelp and other online review sites
• Use the same contact information for your plumbing business across online directories, social media (LinkedIn, Facebook, etc.) and your company’s website

3. Grow Your Social Media Following and Email Marketing List

In today’s digital age, no plumber marketing strategy is complete without a robust email and social media marketing strategy. Leverage both of these digital marketing channels to stay in touch with existing customers and educate new customers about your home services.

Since small businesses rely so heavily on referrals, social media is a great way to get more referrals. Email marketing helps inform current and prospective customers about specials and offers.

So what’s your marketing plan for these channels? 

• Get to know your customer base. Who is following you on social media? Who are your email subscribers? Are your lists made up of customers, leads who haven’t booked your home services yet, or a mix of both? How will you create content that engages your different customer segments?
• Determine what results you want to achieve with your email and social media marketing tactics. Are you hoping to use these channels to increase your brand awareness, get more online reviews and referrals for your business, drive more visits to your company’s website, or encourage more bookings?
• Consider your content marketing plan. What types of content will you share on these channels? Which types of content will generate strong engagement and encourage homeowners to do business with your plumbing company?
• Leverage video content. Creating compelling video content is now easier than ever, and you don’t even need a professional studio setup to do it. Simply grab your smartphone and start recording. Short-form video content is booming on platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms provide an excellent opportunity to reach a wider audience.
• Target High-Competition Keywords. In the highly competitive home services markets, it’s important to focus on high-competition keywords that potential customers are actively searching for. Keywords like “fix leak” or “water heater repair” can help your content stand out and attract more views, making your plumbing services more discoverable.

More marketing tips on using these channels effectively:

• 5 Email Marketing Campaigns to Engage and Retain Your Best Customers
• How to Use Social Media for Small Business 

4. Ask For Customer Reviews to Increase Your Referrals from Google Search and Online Reviews Websites

Happy customers are your greatest advocates, and their positive experiences can drive more business your way. With the power of word-of-mouth marketing amplified through Google Search and online reviews, you can establish your plumbing company as a trusted name in the industry. Encouraging customers to leave reviews on platforms like your Google Business Profile, Yelp, and other online directories is essential.

This is where Broadly shines. Our platform automates the process of sending timely and personalized review requests to your customers, saving you time and ensuring no opportunity is missed. By integrating with your existing systems, Broadly makes it easy for you to collect reviews across key platforms such as:

• Google Business Profile (reviews that appear in Google Search and Google Maps)
• Yelp
• Social media channels
• Online directories

Imagine the impact of consistent 5-star reviews showing up in search engines whenever potential customers search for “plumbing services” in your area. Broadly’s AI-powered tools not only simplify review management but also help boost your online reputation effortlessly.

Learn more about using AI tools to grow your online presence and how automation can transform your customer service strategy. With Broadly, you can secure more reviews, attract new customers, and stay ahead of the competition.

Let Broadly help you turn satisfied customers into brand advocates, ensuring your digital marketing efforts drive real results.

5. Reach Homeowners Looking For Plumbing Services via Pay-Per-Click Ads (PPC Ads) And Google Local Services Ads

Many small businesses supplement their organic marketing strategies with paid marketing tactics to reach their target audience. Google offers two options that can help your plumbing company show up at the top of Google Search results when potential customers are looking for plumbing services in your service area:

• Google Ads are pay-per-click ads that feature small businesses in the sponsored section of Google Search results for keywords related to their business. Companies pay a fee every time an individual clicks on these ads, whether or not the person becomes a paying customer.
• Google local services ads are pay-per-lead ads that also help small businesses show up at the top of Google Search results when searchers are looking for keywords related to their business. 

What’s the difference between Google Ads and Google Local Service Ads? Companies only pay when they get new leads from Google Local Service Ads. For instance, a charge is incurred when a plumbing lead shares their contact information with your company or successfully books a home service. 

6. Get Business Cards and Keep Them on Hand When You’re on the Go

Digital marketing tactics get all the buzz, but traditional marketing tactics are also important for local businesses that rely on referrals, especially for business owners who are active in their communities. 

You can hand out business cards when you meet professionals who offer similar home services, such as real estate agents, cleaners, electricians, and painters who will be happy to send business your way if you do the same.

7. Use Direct Mailing

When everything seems to be digital nowadays, it’s easy to overlook the power of direct mail. However, you might be surprised to learn that, according to one study, it remains a potent tool for plumbers looking to reach their target audience. 

To successfully employ direct mail in your marketing strategy, consider the following:

Leverage Mailing Partnerships

Every Door Direct Mail (EDDM), for example, is an economical advertising service from USPS, ideal for local businesses promoting sales, openings, or discounts. It allows you to send postcards, menus, and flyers to the right customers by targeting demographics based on U.S. Census data. The great thing about EDDM is that it offers options for both small and large businesses.

Eye-Catching Designs, Taglines, or Offers

Your direct mail materials should grab recipients’ attention. Try experimenting with vibrant colors, engaging graphics, and snappy taglines to ensure your message doesn’t go unnoticed. Consider offering exclusive deals, discounts, or promotions that encourage potential customers to take action.

The Tangible Advantage

While email marketing is convenient and widespread, there’s something undeniably impactful about holding a piece of marketing material in your hand. Direct mail allows you to place your message directly in your audience’s homes, creating a tactile connection and acting as a constant reminder that you are there to help when they need you most. When your marketing piece lands on their doorstep, it can pique their interest in ways that emails might not.

All in all, when done right, direct mail can provide a memorable touchpoint that complements your digital marketing efforts, making it a valuable tool in your plumbing marketing toolbox.

8. Send Service Reminders via Email

Staying connected with your existing customer base is important for any plumbing business, and email campaigns are a fantastic way to achieve this. Here’s how you can effectively send service reminders via email:

Leverage Existing Customers

 Your current customers are a goldmine of opportunity. You’ve already established a relationship with them, and they’re more likely to continue using your services if you stay top of mind. Use email campaigns to gently remind them of upcoming maintenance visits or other relevant services.

Offer Seasonal Deals

Timing is everything, and seasonal deals can be a powerful motivator. Tailor your email reminders to offer special deals that coincide with the time of year or the specific needs of your customers. For instance, you can send out reminders for furnace maintenance as winter approaches or air conditioning check-ups in late spring. These timely offers can drive customers to book your services proactively.

By combining the convenience of email marketing with a thoughtful approach that caters to your existing customer base, you can make the most of your marketing efforts.

9. Use a Plumbing Marketing Tool

Marketing tools designed specifically for plumbers can revolutionize the way you manage your business. These tools streamline lead generation, reputation management, and customer retention, ensuring you can focus on delivering exceptional service. With all-in-one platforms like Broadly, you can:

• Capture leads effectively and nurture them through your marketing funnel.
• Respond to customer reviews across multiple platforms in one place, improving your online reputation management.
• Track customer interactions and engagement, so you’re always in the loop.

Broadly’s plumbing marketing tools save you time and money by automating processes that used to require manual effort. This means you can achieve better results with fewer resources, letting you focus on growing your business while Broadly handles the heavy lifting.

Learn more about marketing automation and how Broadly empowers plumbing businesses like yours to succeed.

10. Make Your Plumbing Website Mobile-Friendly

Most potential customers searching for plumbing services are doing so on their phones, especially in emergencies. If your website isn’t mobile-friendly, you risk losing valuable business.

Why a Mobile-Friendly Website is Crucial:

• Google Search Rankings: Google prioritizes mobile-friendly websites, ensuring you appear higher in local search results.
• Customer Experience: A responsive design makes it easier for users to navigate your site and find what they need, like your phone number or service offerings.
• Higher Conversions: Mobile-friendly websites ensure customers can contact you or book services effortlessly.

Tips for Optimizing Your Website:

1. Use a responsive design: Your site should adjust to different screen sizes seamlessly.
2. Optimize loading speed: Compress images and reduce scripts to make your site load quickly.
3. Prioritize navigation: Ensure important information like services and contact details are easily accessible.
4. Test regularly: Use tools like Google’s Mobile-Friendly Test to maintain performance.

Pro Tip: A mobile-friendly website paired with Broadly’s local lead generation tools ensures that potential customers can find and connect with you instantly.

11. Implement Lead Tracking and Reporting

Understanding where your customers come from and which campaigns are driving results is key to optimizing your digital marketing efforts. Implementing lead tracking and reporting tools can help you:

• Identify the most effective marketing channels, whether it’s Google ads, social media marketing, or organic search.
• Measure the ROI of your campaigns.
• Optimize your marketing strategies based on data-driven insights.

Broadly’s tools simplify lead tracking and reporting, giving you a clear picture of your customer journey and helping you refine your strategies to grow your plumbing business.

12. Verify Your Google Business Profile

Your Google Business Profile is one of the most powerful tools for plumbers to boost their local visibility. A verified and optimized profile ensures your business appears in Google Search results and on Google Maps, making it easier for customers to find you.

Steps to Optimize Your Profile:

1. Claim and verify your listing: This ensures your business is listed correctly and gains credibility.
2. Update your details: Include accurate information like your phone number, address, and business hours.
3. Add photos: High-quality images of your work make your profile stand out.
4. Use relevant keywords: Include terms like “plumbing services” in your business description.

Broadly’s local SEO features help you maintain an optimized profile, ensuring your plumbing business stays visible and competitive. 

13. Deliver Outstanding Customer Service

Exceptional customer service is a cornerstone of any successful plumbing business. It not only drives repeat business but also encourages customers to leave glowing reviews, boosting your online reputation.

Tips for Outstanding Customer Service:

• Be responsive: Answer inquiries promptly, whether they come through Google Business, email, or phone.
• Follow up: Reach out to customers after completing a job to ensure their satisfaction.
• Go the extra mile: Small gestures, like explaining your process, build trust and loyalty.

Broadly’s tools help you deliver stellar customer experiences by automating review requests and follow-ups, ensuring every customer feels valued. Discover how our AI tools for small businesses can elevate your customer interactions.

14. Implement a Chatbot on Your Website

Your customers want quick answers, especially when they’re dealing with plumbing emergencies. Adding a chatbot to your website ensures you’re available to help 24/7, even when you’re not in the office.

Why Chatbots Are a Must for Plumbers

• Answer Questions Fast: Chatbots can handle common questions about pricing, availability, and services.
• Book Appointments Anytime: Customers can schedule appointments instantly, without waiting for a callback.
• Capture Leads 24/7: Even after hours, a chatbot collects contact info and service details from potential customers.

How Broadly Can Help

Broadly’s AI-powered Web Chat makes engaging with website visitors easy. It responds in real-time, collects leads, and helps you book more jobs—all while providing excellent customer service. Explore how Broadly’s local AI chatbots can boost your plumbing business today.

15. Set up Your Facebook Business Page

Social media platforms like Facebook are essential for building your digital marketing presence. A professional Facebook Business Page can help you connect with local customers and showcase your services.

Tips for Optimizing Your Page:

1. Post regularly: Share updates, promotions, and useful plumbing tips to keep your audience engaged.
2. Highlight customer reviews: Build trust by showcasing positive feedback from satisfied clients.
3. Run targeted ads: Use Facebook’s advanced targeting options to reach local homeowners who may need plumbing services.

Broadly can help you manage your social media marketing strategy with ease, ensuring your efforts are consistent and effective. Check out our social media strategy for small businesses for more insights.

Before we let you go, make sure to check out this hand-picked list of resources to help you on your marketing journey:

• Plumber Email Marketing Best Practices
• Online Review and Team Management for Plumbing Businesses
• Top 11 Plumbing Marketing Ideas
• Guide to Marketing Your Plumbing Business
• Digital Marketing for Plumbers: Strategies to Grow Your Business
• Definitive Guide to Plumbing Marketing
• 5 Powerful Marketing Methods for Plumbers
• Ultimate Guide to Plumbing Lead Generation

Let Broadly Help You Streamline Your Plumbing Marketing

Broadly is your ultimate partner for all your plumbing marketing needs, offering advanced AI-powered tools and features tailored specifically to the plumbing industry. From managing customer interactions to growing your online presence, Broadly simplifies marketing, helping you focus on what you do best—serving your customers.

Campaigns: Drive Engagement and Build Customer Loyalty

Broadly enables you to create targeted SMS and email campaigns that engage customers and drive results. These campaigns allow you to:

• Promote seasonal offers and discounts to encourage bookings.
• Send appointment reminders to minimize no-shows.
• Build stronger relationships with customers through personalized messaging.

With measurable outcomes, you can track the success of each campaign and refine your approach for maximum impact.

Website: Build a Professional, Mobile-Friendly Presence

Your website is often the first impression your customers have of your plumbing business. Broadly helps you build a modern, mobile-friendly website that:

• Highlights your services with a sleek, professional design.
• Makes it easy for customers to book appointments with clear call-to-action buttons.
• Loads quickly and is optimized for Google search to improve your rankings.

A well-designed website can make the difference between converting a visitor into a paying customer or losing them to a competitor.

Web Chat: Capture Leads and Answer Questions Instantly

With Broadly’s AI-powered Web Chat, you can connect with visitors the moment they land on your site. Web Chat allows you to:

• Answer customer questions in real-time.
• Book services and collect leads 24/7, ensuring no opportunity is missed.
• Streamline the communication process, helping you respond faster and more efficiently.

This tool is perfect for plumbers looking to increase engagement and improve lead capture rates.

Reviews: Boost Your Online Reputation

Broadly’s automated review request feature helps you gather more positive reviews across platforms like Google and Yelp. Benefits include:

• Turning satisfied customers into brand advocates through glowing testimonials.
• Increasing your online visibility with a steady stream of new reviews.
• Building trust and credibility with potential customers.

With Broadly, requesting reviews via SMS and email is simple and effective, ensuring feedback is collected shortly after services are completed.

Monitor and Respond to Reviews Across Channels

Broadly’s Dashboard makes managing your online reputation effortless. From one central location, you can:

• Monitor reviews from Google, Yelp, and other platforms.
• Track your average star ratings and overall performance.
• Respond promptly to reviews, showing customers that their feedback matters.

Build Trust, Gain Leads, and Grow Your Plumbing Business

Did you know that 88% of consumers trust online reviews as much as personal recommendations? For plumbing businesses, this means that your online reputation could be your greatest asset—or your biggest obstacle.

With Broadly, you can build a steady stream of positive reviews, connect with leads instantly, and create a professional online presence that makes your business stand out. It’s not just about keeping up with the competition—it’s about staying ahead.

Don’t wait to grow your business. Schedule a free demo today and see how Broadly can transform your plumbing marketing! 

This article was updated on December 20th, 2024.