Most customers don’t give much thought to their plumbing systems. That is, until an emergency strikes. When customers face a problem, 90% will go online to find an expert solution.
With so many plumbing companies competing for their attention online, how do you stand out from the crowd? The answer is content marketing.
Content marketing means crafting plumbing content that attracts and engages your ideal customer, inspiring them to take action — like booking your services. It’s one of the best ways to make sure your plumbing company is the first one people think of when it’s time to call for help.
That said, it takes the right content to make an impression and drive actual results for your plumbing company. Here are four top tips for creating content to attract new plumbing customers to your business.
1. Always Provide Value
From Instagram Reels to blog posts, all your content should have one thing in common: value. Too many home services businesses make the mistake of filling their blogs with content that doesn’t bring anything to the table. Vague and unhelpful content will have customers clicking away or scrolling past.
Instead, consider the kind of content that might convince a customer to stick around. Most importantly, the kind that might persuade a customer to reach out when they need you.
Here are a few types of value-driven content that can attract new plumbing customers.
Present Solutions
When homeowners face a plumbing problem, most will turn to Google or other search engines to find a reliable local plumber. Most will use search terms specific to their issue, like “leaky faucet” or “broken water line.” One of the best ways to capture these potential customers' attention is by having a blog post or page readily available to address common plumbing problems.
Consider the most pressing plumbing issues your customers might call about, and be prepared to provide a solution. Help them identify the cause of their problem, explain what needs to be done to resolve it, and then present your plumbing company as the solution.
This doesn’t just present your company to customers who are most in need. It also showcases your company as a reliable source of help, building trust with people during an important stage of their customer journey.
Establish Authority
Helpful, informative content can provide great value, but your strategy may also benefit from a more authoritative tone. Aim for well-researched, knowledgeable content that takes a unique approach to important issues in your industry or community. That means instead of reproducing the same plumbing questions and answers people can find elsewhere online, think about how you can set yourself apart as an authority on the subject.
For example, try showcasing your work through case studies. Anything from a burst pipe to a complex sewer installation can become a showcase of your team's effectiveness on-the-job.
2. Answer Relevant Questions
As part of your value-driven content strategy, address your customers' exact questions. After all, these are the questions they’ll likely be typing into Google. You want to ensure your plumbing company has all the answers.
Start by making a list of all the questions your customers might have. For example:
Why does my toilet keep clogging?
How do I fix a leaky faucet?
How can I tell if I have hard water?
What are the signs my water heater needs to be replaced?
How can I keep my pipes from freezing in the winter?
How do I unclog a shower drain?
What do I do if my dishwasher doesn't drain?
While you can frame your content with these questions, there are other attention-grabbing ways to address these topics. Like “X Things You Should Never Put Down Your Drain” or “How To Unclog a Sink in X Easy Steps.” Get creative with your titles to draw customers in.
Another great strategy is to focus on location-specific topics within your plumbing niche. For example, “Is it Cold Enough To Freeze Pipes in Greensboro, North Carolina?” This will help you capture the attention of people within your service area and boost your local search engine optimization (SEO). Having a good search engine optimization strategy will help to make sure your content is found on Google and Bing.
3. Don’t Take a Sales Approach
Content is an essential part of your strategy because, in many cases, it’s the first thing potential customers will see. First impressions matter. So if you come across as too pushy or sales-focused, readers may leave the site without reading your call to action (CTA).
Remember, you’re not making a sales pitch. First and foremost, you’re educating and assisting a potential customer, whether with an explanatory DIY article or an Instagram post highlighting a common plumbing emergency.
Once you’ve delivered the most important part of your content, it’s time for a brief and tasteful sales pitch. Drop a short paragraph (or even just a sentence or two) about why your plumbing company can provide a solution, and leave a link to encourage readers to act. Let your content speak for itself.
4. Embrace Video Content
In the plumbing industry, it can sometimes feel like blog content is the most important. And while blogs are an excellent medium for the informative, helpful content plumbing customers seek, there’s so much more to the world of content creation.
Especially in 2023, video marketing is taking the spotlight. 91% of businesses use videos as a marketing tool, and plumbing marketing should be no exception. Whether on your website or featured on a TikTok account, videos are a powerful tool to grab your audience's attention.
There are plenty of ways video can showcase your best work. Film your team while on-the-job to develop trust with your customers. Or do a “meet the team” look behind the scenes with your staff — everyone from plumbing techs to secretaries.
Taking Your Plumbing Content Strategy to the Next Level
Today's plumbing market is competitive. It takes more than the average content marketing strategy to stand out. That means crafting meaningful, value-packed content that focuses on your customers’ needs.
But you don’t have to do it alone. Scorpion takes care of your content marketing strategy so that you can focus on what matters most — running your plumbing company. Learn more about our content creation services, or get started today.
