This guide sheds light on the essential aspects of digital marketing, equipping you to ask the right and better questions to gain actionable insights from your digital marketing campaign.
What are the Key Components of a Successful Digital Marketing Strategy for Plumbers?
A successful digital marketing strategy for plumbers typically includes several key components:
- Website: Your online storefront.
- SEO (Search Engine Optimisation): Getting your website to rank higher in search results.
- Local SEO: Focusing on local (suburban) searches and Google Maps visibility.
- Online Reviews: Building trust through positive customer feedback or social proofing.
- Social Media: Connecting with your community and building brand awareness on feed engine i.e. Facebook or Meta.
- Paid Advertising (e.g., Google Ads): Targeted advertising to reach specific customers quickly.
Your Plumbing Website: First Impressions Matter
Your website is often the first interaction a potential customer has with your business. Make it count. A great plumbing website is professional, informative, easy to use and addresses user pinpoints and concerns through:
- Mobile-Friendly: Critical! Most people will find you on their phones. Ensure you proceed with a mobile first design
- Content: People in need of a plumber face several paint points including: urgency, cost concerns, finding a trustworthy and skilled plumber, lack of clear communication and anxiety over hidden issues. Ensure your website’s content address these concerns without loading the user with walls of text.
- Clear Services: List exactly what you offer (from leaky faucets to full renovations).
- Easy Contact: Make your phone number and email prominent and require as few clicks as possible to reach.
- Trustworthy Reviews: Showcase those positive testimonials.
- Professional Look: A clean, modern design builds credibility.
Website Costs: What to Expect
- DIY: Website builders (Wix, Squarespace) offer monthly plans from $10-$50, but costs can rise with extra features.
- Freelancers: Custom sites range from $500-$5,000.
- Agencies: Comprehensive websites from agencies cost $2,000-$10,000+.
Don’t forget ongoing costs:
- Domain (your website address): $10-$30/year.
- Hosting (website storage): $20-$50/month.
- Maintenance: $50-$200/month if you need help.
Hiring an Agency? Ask These Questions!
Before signing anything, be sure to ask:
- Costs/Contracts: “Any hidden fees? Are they any ongoing costs?”
- Communication: “Who’s my contact? How often will we talk? How are clients involved? How accessible is your team?”
Also, ask about their experience with plumbers and what is their high-level marketing strategy for you – this should sound compelling and convincing. It’s your business – be informed.
What is Local SEO, and Why is it Crucial for Plumbers?
While SEO may appear mysterious, it’s essentially composed of Technical SEO (website’s backend), Content SEO (user-focused content), and Off-Page SEO (online authority building). To expand your understanding, we recommend reading our article on SEO for plumbers in New Zealand.
How Much Does SEO Cost?
SEO is an investment. “Cheap” SEO is usually a red flag. While overseas providers might offer low rates ($500/month or less), quality and communication can be an issue. Top NZ Local SEO agencies can charge $10,000+/month. Expect to pay $1,000-$5,000/month for solid SEO from a reputable local provider. Focus on value, not just price. A well run SEO campaign works works hand-in-hand with your Pay Per Click advertising to ensure your business appears in both the paid and organic section of Search Engine Results Pages (SERPs). This exponentially improves visibility and reinforces brand authority via your website dominating the top of the page.
How Can Online Reviews Impact My Plumbing Business, and How Do I Get More Positive Ones?
Online review are one your primary weapons’ to turn users into leads. We cannot emphasis enough the role online reviews play in customer decision-making. Positive reviews build trust and credibility.
Ask for Reviews
Don’t be afraid to politely request feedback from satisfied customers.
Make it Easy
Provide direct links to your review platforms.
Step 1: Access Your Google Business Profile Manager
- Log in: Go to your Google account and log in to the Google account that manages your Google Business Profile.
- Access GBP: There are a few ways to access your GBP manager:
- Search for “my business” on Google.
- Go directly to the Google Business Profile Manager website.
- If you manage it from google maps, find your business on google maps, and click on “your business profile”
Step 2: Find the “Ask for Reviews” Option
- Once you’re in your GBP manager, look for the “Ask for reviews” button. It is normally located on the home dashboard. Or it is located in the “Customers” tab.
Step 3: Copy the Direct Review Link
- A pop-up window or a section will appear with your direct review link.
- Click the “Copy link” button to copy the link to your clipboard.
Step 4: Share the Link
- Now that you have the direct review link, you can share it with your customers in various ways:
- Email: Include the link in your email signature or in follow-up emails to customers.
- Text Message (SMS): Send the link directly to customers via text message.
- Website: Add a “Leave a Review” button to your website that links to the direct review link.
- Social Media: Share the link on your social media profiles.
- QR Code: Use a QR code generator to create a QR code that directs customers to the review link.
- Printed Materials: Include the link or QR code on receipts, business cards, or other printed materials.
Respond to Reviews
Show customers you value their feedback.
Do Plumbers Need Social Media? Which Platforms are Best?
Social media can be a valuable tool for plumbers to connect with their local community, build brand awareness, and share helpful tips. While not always essential, a presence on platforms like Facebook can be beneficial for brand authority. Generally, the higher your brand authority, the cheaper your overall marketing cost is – as in you’ll spend less for every new customer acquired (Customer Acquisition Cost). Focus on:
- Sharing Useful Content: Tips on plumbing maintenance, water conservation, etc.
- Engaging with Your Community: Responding to comments and messages.
- Building Relationships: Connecting with other local businesses.
Pro tip
Short videos are the future of marketing, and they are here to stay. Don’t think that TikTok isn’t for your business type. Many New Zealand businesses have increased their sales and promoted their businesses using TikTok.
Here are some key points to remember:
- Short videos are more engaging than long videos.
- TikTok is a great platform for reaching a new audience.
- You don’t need to be a professional videographer to create great TikTok content.
- There are many resources available to help you get started with TikTok.
I encourage you to check out this business owner that has promoted his pressure washing business by creating engaging videos on Tiktok..
Are Google Ads Worth the Investment for Plumbers in NZ?
Google Ads can be a highly effective way to reach potential customers who are actively searching for plumbing services. They allow you to target specific keywords and geographic areas. However, it’s important to:
- Have a adequate website: Pay Per Click users cost and you want to ensure you’re website is organised in a way that improves the chances of turning PPC traffic into leads.
- Set a Budget: Determine how much you’re willing to spend.
- Target Your Ads: Focus on relevant keywords and your service area.
- Track Your Results: Monitor your ad performance through Cost Per Conversion, Cost Per Click, Search Terms and low performing keywords.
To help you understand the potential investment, we’ve analyzed key plumbing service keywords in Auckland and their costs. Based on this, we’ve created a budget estimate and projected outcomes. Remember, the plumbing market is highly competitive and experiences strong demand.
Pro tip:
You should expect your Google Ads agency to provide a forecast like this, created using Google Keyword Planner. This is a fundamental tool for any professional agency.
Can I Handle Digital Marketing Myself, or Should I Hire a Professional?
Some aspects of digital marketing can be managed in-house, especially for small businesses. However, as your business grows, or if you lack the time or expertise, hiring a professional digital marketing agency can be a worthwhile investment. When choosing an agency, look for:
- Experience with Plumbers: A proven track record of success in the plumbing industry.
- Transparency: Clear reporting and communication.
- Efficiency: How they can guarantee to run campaigns efficiently, i.e. ensure budget is going to keywords that are likely to acquire conversion.
How Can I Measure the Success of My Digital Marketing Efforts?
Tracking your results is crucial to determine the effectiveness of your digital marketing strategy. Key metrics to monitor include:
- Customer Acquisition Cost: the total expense incurred to acquire a new customer through paid search campaigns.
- Website Traffic: How many people are visiting your website?
- Leads: How many inquiries are you receiving?
- Phone Calls: How many calls are generated from your online presence?
- Online Bookings: How many appointments are booked through your website?
Conclusion
These are the key basics to understand when choosing a digital marketing agency or managing your plumbing business’s online presence. We’ll be diving deeper into each of these services in upcoming articles. If you have any questions, please comment below or contact us.
