How to boost your Plumbing business with modern digital marketing?

In this episode of the Bless Web Designs Podcast, Sarah and Terry discuss the details of digital marketing for plumbers and HVAC professionals. Discover how to attract more customers, boost your online presence, and grow your business in Dallas market.

Sarah and Terry explore key strategies like optimizing your Google My Business profile, mastering SEO to rank higher in search results, and leveraging the power of online reviews. Learn how to use automation, text messaging, and a user-friendly website to streamline your operations and enhance customer communication.

They also discuss the importance of showcasing your brand personality and building trust through authentic storytelling. Plus, get practical tips on tracking your marketing ROI and implementing systems to maximize efficiency.

Tune in to gain valuable insights and actionable advice from Sarah and Terry to boost your plumbing or HVAC business in the competitive Dallas market.

Transcript: Digital Marketing for Plumbers & HVAC Contractors

[0:00] Sarah: So, you’re a plumber or maybe you’re running an HVAC company, right? And you want to get more customers. I mean, who doesn’t, right? Well, that’s exactly what this deep dive is all about. We’ve been digging into a ton of case studies and expert advice on how to really make digital marketing work for you. And what’s really interesting is this whole world of online marketing can seem a little intimidating at first, right? But the truth is, it’s a total game changer for this industry, for plumbing, for HVAC. Like it’s–it’s not just about those Yellow Pages ads anymore.

[0:32] Terry: And speaking of change, one of the experts we were looking at, Josh Nelson, he was saying that something like 97% of people go online to find local services. I mean, that’s huge.

[0:40] Sarah: Yeah, it really makes you think if you’re not online, you’re missing out on a lot of potential customers. And that’s where your Google My Business profile comes in. Have you heard of this?

[0:48]
Terry: Yeah, I’ve heard of it. What exactly is it, though?

[0:50]
Sarah: It’s like–think of it as your digital storefront. You know, it’s that first impression for people searching for plumbers, or you know HVAC technicians, in their area.

[0:59]
Terry: Oh, okay. So, it’s like having a prime location, but like online, kind of.

[1:03]
Sarah: Exactly, you got it. And then there’s SEO, which sounds kind of technical, I know. But–

[1:07]
Terry: Yeah, SEO, everyone’s always talking about SEO. But what does it actually mean?

[1:11]
Sarah: So basically, SEO is like– it’s how you get your website to show up on, you know, like the first page of Google when someone searches ‘plumber near me,’ or ‘AC repair.’

[1:20]
Terry: Ah, okay. So, it’s all about getting noticed.

[1:23]
Sarah: Exactly. You don’t want to be buried on, like, page ten of the search results.

[1:26]
Terry: Right. Nobody goes to page ten. Nobody. So SEO is how you climb to the top.

[1:31]
Sarah: So how do we actually do that? What’s the secret sauce of SEO?

[1:34]
Terry: Well, there are two main parts to it. On-page SEO, which is making sure your website itself is set up right. Clear descriptions of what you do, using the right keywords, and all that good stuff.

[1:43]
Sarah: Okay. So, it’s like making your website Google-friendly.

[1:46]
Terry: Yeah, exactly. And then there’s off-page SEO, which is more about like building your reputation online. You know, getting other websites to link back to you, managing your online reviews.

[1:55]
Sarah: Oh, reviews. Yeah, reviews can make or break you these days, right?

[1:59]
Terry: It really can. Think about it. When was the last time you hired someone, like a contractor or even chose a restaurant, without checking the reviews first?

[2:06]
Sarah: Never. I’m always checking reviews.

[2:08]
Terry: Exactly. Everyone does it. And in this line of work, plumbing, HVAC, reviews are everything. They build that trust. That’s so important because people need to know you’re going to do a good job.

[2:17]
Sarah: Yeah, and that you’re not going to rip them off.

[2:19]
Terry: Exactly. So, positive reviews are like gold, and one of the easiest ways to get more? Just ask.

[2:25]
Sarah: Seriously? Just ask.

[2:26]
Terry: Seriously. So many businesses forget this part. Just ask those happy customers to leave a review, you know, on Google, Yelp, wherever. You can even set up automated reminders through your CRM system.

[2:35]
Sarah: Oh, that’s a good idea because, let’s be real, we’re all busy. It’s easy to forget to ask.

[2:39]
Terry: Exactly. And you know what else is super effective these days? Text messaging. Like good old SMS. Really, texting, like appointment reminders and stuff.

[2:48]
Sarah: Exactly. People are glued to their phones. They see a text, they’re going to open it right away. It’s not like email that you might see, like, three days later.

[2:55]
Terry: Oh, for sure. I’m way more likely to respond to a text than an email.

[2:58]
Sarah: Right. So, plumbers, HVAC companies, they’re using it for appointment reminders, service updates, even asking for those all-important reviews we were talking about.

[3:05]
Terry: It’s like instant communication.

[3:07]
Sarah: Exactly. Meeting your customers where they’re at, which is on their phones. And you know, speaking of meeting customers where they’re at, we got to talk about your website.

[3:15]
Terry: Yeah, your website. I feel like that’s kind of your home base online, right?

[3:19]
Sarah: Totally. It’s more than just like, you know, a list of services, your contact info, all that. It’s a chance to really show what your business is all about.

[3:26]
Terry: Okay. So how do we make our websites stand out because there are a lot of plumbing and HVAC websites out there.

[3:32]
Sarah: That’s true. And a good place to start is to think about your website like a funnel.

[3:36]
Terry: A funnel. Okay. How so?

[3:38]
Sarah: Like, you want to guide people, right? They land on your site, and you want to lead them step by step to actually picking up the phone and calling you.

[3:45]
Terry: Oh, I like that. So, it’s like a journey for the customer.

[3:48]
Sarah: Yeah. Exactly. So, let’s say someone’s got a plumbing emergency, right? They’re on Google, they’re stressed, and bam, they find your site. What do they see? Yeah. What is the first thing they see? Right. Is it clear you can solve their problem, like right away? Is there a big “call now” button, that kind of thing?

[4:01]
Terry: Gotcha. So, don’t make them hunt for the information.

[4:04]
Sarah: Don’t make them work for it. And also, pictures. Good photos can make a huge difference.

[4:08]
Terry: Oh yeah. Like pictures of your team, your work, happy customers.

[4:12]
Sarah: Exactly. It makes you more, you know, human, relatable. People want to see who they’re dealing with.

[4:17]
Terry: Builds that trust.

[4:18]
Sarah: Exactly. Now, have you ever wondered about those, like, vanity phone numbers?

[4:21]
Terry: Oh yeah. Those 1-800 numbers that spell out a word.

[4:24]
Sarah: Yes. Those. They’re not just catchy, they’re actually really useful.

[4:27]
Terry: Really? Tell me more.

[4:29]
Sarah: They can help you track which marketing is working best. Like you put one vanity number on your flyers, right? A different one on your truck. Then you see which number gets more calls.

[4:37]
Terry: Oh, that’s clever. It’s like built-in tracking.

[4:40]
Sarah: Exactly. And speaking of tracking, something a lot of businesses miss is measuring their ROI.

[4:45]
Terry: ROI.

[4:46]
Sarah: Return on investment. Like, how much money are you actually making from all this marketing?

[4:50]
Terry: Right, you got to know if it’s working. But how do you measure that?

[4:53]
Sarah: It doesn’t have to be complicated. Start simple. Track your website visitors, how many leads you’re getting, you know, those basic things.

[4:59]
Terry: Okay. So, like how many people came to my website? How many of them actually called me?

[5:02]
Sarah: Exactly. And then you can start to connect the dots. Did a social media post make your website traffic go up? Yeah. Did those Google Ads lead to more sales? That kind of thing.

[5:11]
Terry: It’s like being a detective, figuring out what’s working.

[5:13]
Sarah: You got it. The more you track, the smarter you can be with your marketing budget.

[5:17]
Terry: This is great stuff, but I got to be honest, it’s a lot. Websites, SEO, reviews, now ROI tracking.

[5:23]
Sarah: It can feel overwhelming, for sure. But that’s why having systems is so key.

[5:27]
Terry: Systems. Okay. Give me an example.

[5:29]
Sarah: Remember how we talked about asking for reviews? Don’t leave it to chance. Automate it. Your CRM can send a text or email a few days after a job. You know, easy peasy.

[5:38]
Terry: Right. Like set it and forget it.

[5:40]
Sarah: Exactly. Or create a content calendar for your social media. Plan those posts ahead of time so you’re not scrambling every day.

[5:46]
Terry: Oh, that would save so much time and stress.

[5:48]
Sarah: Right? And don’t be afraid to ask for help, you know. Outsource the stuff that’s not your zone of genius. There are people who specialize in marketing for plumbers and HVAC companies. They can help with everything.

[5:57]
Terry: So, we’ve covered a ton of ground. If you had to pick the top three takeaways for our listeners, what would they be?

[6:03]
Sarah: Okay. Number one: Your online presence is everything. Get that Google My Business profile in tip-top shape. Make sure your website’s awesome, and really manage those online reviews. Number two: Automation, my friend. Automation. Use tech to make your life easier. Love it. And number three: Remember, people buy from people. Show your personality. Tell your story. Make those connections. It’s like what we were saying earlier about Richard the plumber, and that whole ‘Lovely Laura effect.’

[6:31]
Terry: Oh yeah. Right. His wife Laura, she really helped him make his marketing more, I don’t know, more human.

[6:36]
Sarah: Exactly. She helped him ditch those, like, generic boring messages and actually connect with people on an emotional level.

[6:42]
Terry: And it worked.

[6:43]
Sarah: It did, because people, they want to know who they’re doing business with. Right.

[6:46]
Terry: Totally. Nobody wants to hire a robot.

[6:48]
Sarah: Exactly. And that’s where storytelling comes in. Share your story on your website, your social media, everywhere.

[6:54]
Terry: So, don’t just tell people you’re the best plumber in town. Tell them why.

[6:57]
Sarah: Yeah. Tell them about that time you went above and beyond for a customer, or you know, how you got started in this business in the first place. Make it real. Make it personal.

[7:05]
Terry: This has been so helpful, but I have to say it’s a lot to take in. I mean, websites, SEO, reviews, social media, branding, it’s like whoa, where do I even start?

[7:14]
Sarah: I hear you. It can definitely feel overwhelming. And that’s why having systems in place can be a lifesaver.

[7:20]
Terry: Systems. Okay, like, what kind of systems?

[7:23]
Sarah: Well, we’ll take those review requests, for example. Instead of trying to remember to ask every single customer, automate it. Set it up in your CRM to send a text or email a few days after a job is done.

[7:33]
Terry: Well, that’s smart. So, I don’t even have to think about it.

[7:36]
Sarah: Exactly. Or create a content calendar for your social media, you know? Plan out your posts in advance, so you’re not like staring at your phone, panicked every day, trying to come up with something.

[7:44]
Terry: That would save so much time and stress. I’m all about that.

[7:47]
Sarah: Right. And you know, there’s no shame in asking for help, either. If there are parts of this whole marketing thing that just aren’t your jam, outsource them. There are pros out there who live and breathe this stuff, especially for plumbing and HVAC businesses.

[8:00]
Terry: That is such good advice.

[8:03]
Sarah: Yes.

[8:04]
Terry: So, as we wrap up this deep dive, if you could leave our listeners with just three main things to remember, what would they be?

[8:11]
Sarah: Okay, so number one: Your online presence is huge. Get your Google My Business profile set up right. Build a website that people actually want to use. And don’t let those reviews manage themselves.

[8:22]
Terry: Got it. What about number two?

[8:24]
Sarah: Automate, automate, automate. Use tech to do the heavy lifting for you. Love it. And finally, number three:

[8:31]
Terry: Remember people like doing business with people they like, so be yourself. Let your personality shine through. Tell those stories. And really build those relationships with your customers.

[8:40]
Sarah: So true. At the end of the day, it’s all about the relationships.

[8:43]
Terry: Couldn’t agree more. This has been such a great conversation. Thanks for sharing your expertise with us. And for everyone listening, we hope you’re feeling fired up and ready to level up your marketing game. We’ll see you next time for another deep dive.