If your plumbing business has a website, you should support it with multiple marketing tools. Marketing efforts relying solely on one platform slow business growth and development.
If this sounds like your marketing strategy, it’s time to diversify your plumbing advertising to generate new leads and prospects.
What is an Ad Stack?
An ad stack is the collection of technologies and tools advertisers use to manage and optimize their ads. The multi-layered system helps businesses buy, sell, and deliver digital ads across multiple channels and platforms.
An ad stack usually includes components that work together to streamline the process and improve the effectiveness of advertising campaigns. This multi-faceted approach includes interlocking technology like ad tech software, agency and consultancy services, and even artificial intelligence.
In this article, we discuss the most important steps in developing a diversified plumbing ad stack that will suit your growing business needs. Let’s dive in.
Diversification is important for two reasons: one, it mitigates risk. By diversifying your marketing budget, you aren’t too reliant on one platform. Two, it helps plumbers expand into new markets and industries and achieve greater profitability.
In today’s competitive world, plumbing and home service businesses need multiple channels for customers to find your business. Enter the diverse ad stack. A diverse ad stack can include-
- Search engine tools
- Paid social media campaigns
- Pay-per-click ads
- Artificial Intelligence (AI)
Search Engine Tools
Step one of your multi-faceted marketing approach is attracting new clients and customers through online searches. You already have a website, but is it effectively and efficiently optimized so potential new customers can find your plumbing business? Utilize SEO and SEM tools to get your eyes on your business through keyword searches.
Search engine optimization is critical in any plumber’s digital marketing efforts as it directly impacts your brand’s online visibility. If your home service business appears on the first page of a Google search result when someone searches for a relevant keyword, your plumbing business appears more trustworthy and legitimate. Well-constructed, well-executed SEO efforts can yield invaluable returns in attracting new plumbing clients.
Paid advertising on search engines has become a popular lead-generation tactic amongst marketers, and for good reason. Search engine marketing (SEM), refers to a system where businesses pay Google to show their ads in the search results, and done right, it’s one of the most effective ways to grow your business in a competitive environment.
SEM offers advertisers the benefit of placing their plumbing advertisement in front of motivated customers who are ready to purchase. If you’re willing to budget for paid ads, consider incorporating SEM tools into your ad stack.
Pay-per-click (PPC) ad campaigns fall under the SEM umbrella and are critical in improving your search ranking and diversifying your marketing ad stack. In a pay-per-click ad platform, the advertiser pays a fee each time your ads are clicked. Essentially, you’re paying for visits to your landing page or app. PPC ads are not exclusive to Google, but Google ads are the most common type of pay-per-click campaign.
As the leading U.S. search engine, Google’s reach is expansive, so chances are high that you and your customers have seen and likely clicked on a Google ad. And like SEM, PPC ads benefit your plumbing business, driving qualified, ready-to-buy traffic to your home services site.
Pay-per-click ads make it easy to promote your plumbing services to people in your local area and help bring you new customers. Social media PPC ads have the potential to increase page likes, drive traffic to your website, and boost your business.
PPC ads come in various ways, including text, images, videos, or a combination of media. They can appear on search engines, websites, social platforms, and more. Read on to learn more about paid campaigns on social platforms.
Content Creations Tools
Content creation is key to gaining organic traffic and boosting organic search engine results (SEO). Social media marketing and content creation are easy, effective ways to diversify your plumbing advertising.
Social media in itself is inherently personal. Because users are encouraged to express interests and share their lives on a digital platform, targeting ads to a particular demographic or location is accessible on social apps. A diversified home services ad stack should include multiple social media platforms.
Paid Social Media Campaigns
Social ads are a valuable, dynamic marketing tool because they are easily targetable, interactive, adjusted, and adapted, making them incredibly efficient. When choosing a platform for your campaign, research each option and keep your objective and target audience in mind.
Aside from attracting new customers, paid social ads can also help re-engage your home services brand with existing customers or followers. With so many different platforms and types of ads, paid social advertising allows you to cater to different audiences and preferences, attracting and engaging more potential customers. Don’t forget to consider local-specific sites when considering paid social media campaigns.
In addition to Facebook, Instagram, TikTok, and other heavy-hitting social platforms, sites like Nextdoor and your local classifieds sites can also help local plumbers attract nearby customers.
Incorporate various ad forms and experiment with different forms of multi-media when building your plumbing ad stack. Try static display ads, video advertisements, native ads, and interactive ads. Different formats cater to different audiences and user preferences and provide a more engaging ad experience for your user. Track the engagement with your various ad strategies to see which resonates most with your audience, and cater your content accordingly.
Artificial Intelligence Tools
Artificial intelligence (AI) marketing is achieving new advancements at a groundbreaking speed, reshaping plumbing businesses and traditional marketing strategies. AI can be overwhelming, but it’s here to stay, and it can help your home services business rank faster and higher by analyzing keywords.
Here are a few ways to utilize artificial intelligence marketing in your plumbing ad stack.
Research with AI
Automate time-consuming tasks with artificial intelligence. Keyword research, trends in your local market, and implementing an SEO strategy can all be automated with Scorpion’s Ranking AI tool. By implementing an AI-powered SEO tool, you can get faster results by improving your SEO and keyword distribution.
In addition to improving your SEO strategy through an AI-powered tool, artificial intelligence can help improve your website content for better keyword visibility, improving your placement on organic Google searches. Researching is one of the most time-consuming aspects of a marketing strategy, and with AI technology, you can streamline your research efforts and maximize your efficiency.
Attracting new customers is one component of building your plumbing business, but engaging clients and continuing their customer experience is another important factor in customer retention. Artificial intelligence can help. Through AI, chatbots can be an exceptional first layer of the customer experience. Chatbots can guide potential customers and help them navigate questions about your product, service, or business.
Scorpion’s AI Chat allows your business to engage with customers automatically and demonstrates that it is well-managed, up-to-date with current trends and technologies, and able to provide efficient customer support.
Need Some Extra Help?
When building a diverse plumbing ad stack, there isn’t a ‘one size fits all’ approach. With any marketing strategy, it may take trial and error and determining what works best for your brand and your marketing budget. Are you ready to take your marketing to the next level? Let us help. The experts at Scorpion can help boost your business to the top of Google with SEO and paid advertising. Our team uses artificial intelligence, content, and SEO techniques to help you take your business to new levels of success. Get started with Scorpion today.