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Why plumbers need multi-channel advertising
For modern plumbers, it’s no longer enough to rely solely on word of mouth from your customers, an ad in the local paper or a listing on Yellow Pages. In today's digital world, there are multiple channels roofers can and should use to reach their target audience.
Smart plumber marketing is about building a visible presence wherever prospective leads and customers in your area are already looking for plumbing services. Multi-channel advertising can help you do just that.
Connect with potential customers at every stage of the marketing funnel, convert leads and capture market share with multi-channel advertising for your plumbing business.
7 benefits of multi-channel advertising for plumbers
1. Drive high-quality leads
Some plumber leads are ready to convert right away, while others may never convert no matter how much time or energy you put into them. With a targeted multi-channel advertising strategy across the right channels, you can drive the best leads — the people most likely to want or need your plumbing services — for your business.
2. Increase your visibility
When someone has a plumbing emergency, they’re not going to take their time sorting through a list of plumbers to find the best one. They’re going to choose the first plumber they find. The more visible your plumbing business is, the more likely you are to be that plumber. Multi-channel advertising helps you be more visible on the channels most popular with plumbing leads.
3. Get found
The search for local plumbing services often starts on Google, Bing or another search engine. People rarely look past the first few search results, let alone the first page. Plumbers who want to get found need to show up at the top of page one. Search advertising as a part of a greater multi-channel advertising ensures that you outrank your competitors and get found.
4. Capture market share
Most plumbing contractors are competing in saturated markets for the same groups of plumber leads. By building a visible presence across the most popular channels, plumbers can expand their reach, win valuable leads that would otherwise go with their competitors and capture market share.
5. Target the right audience
Not all plumbing leads are made equal. The best leads for your plumbing business are people in your area who want or need your plumbing services. With an effective multi-channel advertising strategy, you can make the biggest impact and maximize your success by starting the right audience for your plumbing business.
6. Stay top of mind
Some plumber leads will be ready to convert right away, while others may take some time to nurture into paying customers. Multi-channel advertising is powerful because it allows you to stay top of mind with plumbing leads throughout every stage of the sales funnel. That way, when they’re ready to schedule a service, you’ll be the plumber they think of.
7. Monitor and maximize your performance
Multi-channel advertising is an excellent marketing tool for plumbers because it’s easy to track. By keeping track of what’s working and what’s not, plumbers can let the data guide their advertising strategy and budget. This means a higher ROI and more high-quality plumber leads for your business.
The best digital advertising campaigns for plumbers
Local advertising campaigns, like Local Service Ads on Google, are a great way for plumbers to connect with leads in their area. These ads appear in the local search results, and they allow plumbing businesses to target their ads to searchers based on their location.
Search and maps advertising
When someone in your area does a “near-me” search for a plumber or plumbing services, you want to make sure that your plumbing business shows up at the top of the search results. With search and maps advertising, you can outrank your competition and get in front of these high-quality leads.
Sometimes, people need to do a little research before hiring a plumber. Retargeting helps you stay connected with people who have engaged with your website or ads in the past, keeping you top of mind throughout every stage of the sales funnel. This way, when they’re ready to convert, they think of you first.
Social media advertising
These days, most people are spending the majority of their time online on social media platforms, like Facebook and Instagram. By taking advantage of social media advertising, plumbers can build a more visible presence where their prospective leads and customers are already spending their time online.
Want to reach your target audience wherever they’re spending their time online? Display advertising can help. With display advertising, plumbers can target their audience with ads across many different websites, apps and social media platforms, increasing brand awareness, generating leads and driving website traffic.
Digital TV advertising
Digital TV advertising — also called OTT (over-the-top) advertising — can help plumbers boost their visibility on popular streaming platforms, like Roku, Apple TV and Amazon Fire TV. These ads can be targeted to exactly the right audience with pinpoint precision, and they’re also unskippable, drastically increasing the likelihood they’ll be seen.
Digital radio advertising
Digital radio advertising is a fantastic way to reach people in your community who may want or need your plumbing services. People listen to digital radio on their commute, while they're cooking, cleaning or working, and as they’re getting ready for the day. And, digital radio advertising can be targeted, ensuring better results.
Want to get found in your community? Run ads on digital billboards in your area to increase brand awareness and confidence in your plumbing business. Gain access to digital billboards in high-traffic areas and become the first plumber people in your community think of when they need plumbing services.
Multi-channel advertising tips for plumbers
Define your audience
Knowing who your target audience is will help to inform your multi-channel advertising strategy. By getting to know your audience, you’ll know which channels to use, pain points to address and marketing message to focus on in your ads. It will help you create a more effective strategy and drive better results for your plumbing business.
Set your goals
What do you hope to get out of multi-channel advertising? Do you want to build recognition in your plumbing business, drive traffic to your website or increase plumber leads? Regardless of what your advertising goals may be, you need to identify them before you actually start advertising. This will help you enhance your strategy and drive success.
Use targeting to get in front of the right people
Not everyone wants or needs your plumbing services, and there’s not much point in targeting those people with your ads. You’ll see much better results if you target your ads to the right audience — the people in your area who are most likely to want or need your plumbing services.
Budget for success
Every modern plumber should invest in multi-channel marketing. It’s critical to success in this day and age, but it’s not free. If you want your multi-channel advertising to pay off for your plumbing business and drive success, you need to budget for success.
Maximize your visibility across the most popular channels
It’s really not worth your time and money to advertise on channels that are unpopular with your customer base. Identifying who your target audience is also allows you to identify where they are spending the majority of their time online. That can help you maximize your impact and get more out of multi-channel advertising.
Build exact-match landing pages
Plumbers often make the mistake of linking an ad to the homepage of the plumbing website, which can lead to lost leads and sales. People who click on your ads are much more likely to convert into leads if they are directed to a landing page that matches the message in the ad exactly.
Bid on branded keywords
People who are searching for your plumbing business by name are highly likely to convert, and the last thing you want is to lose out to a competitor who is bidding on keywords related to your brand. Bidding on your own branded keywords is a smart search advertising strategy for driving high-quality plumber leads.
Measure your results
One of the biggest benefits of multi-channel advertising is how trackable it is. By monitoring the results of your campaigns, you can see exactly what’s working and what’s not. That will allow you to make data-driven decisions about your multi-channel advertising strategy and budget, maximizing your ROI and lead generation.
Work with a dedicated Ad Specialist
Multi-channel advertising can get complicated, fast. Even with the best analytics software, it can be difficult to understand how to drive the best results and get the most out of your strategy. By working with an Ad Specialist, you’ll gain the experience and expertise you need to win. Plus, it can help you save time and money.
Multi-channel advertising FAQs for plumbers
What is multi-channel advertising?
Multi-channel advertising is an advertising strategy that employs multiple channels to reach a target audience. With multi-channel advertising, plumbers can expand their reach, increase awareness of their brand, drive the best plumber leads and capture market share from their competitors.
What are the best advertising channels for plumbers?
The best advertising channels for your plumbing business will depend on who your target audience is, where they spend their time and what your advertising goals are. But in general, Google, Bing, Facebook and Instagram are some of the best channels for driving high-quality plumber leads.
How much should you budget for multi-channel advertising?
The ideal multi-channel advertising budget for your plumbing business depends on many different factors, including your goals, target audience and the channels you're using. That said, it's important to make sure you have enough budget to support a successful multi-channel advertising campaign.
How do you know if multi-channel advertising is working for your business?
The only way to know whether or not your multi-channel advertising strategy is actually working for your plumbing business is to consistently monitor your performance. This will help you see what’s working and what’s not, which channels are driving your best results and where to focus your advertising efforts.