Maybe you’re trying to spy on your plumbing competitors so you can copy their tactics—or you want to figure out exactly where they’re advertising so you can do the same thing. We have some bad news: Copying the competition isn’t going to do anything for your business.
There’s no way to gain a competitive advantage if you’re just following along with the competition. Sure, you might generate a few leads here and there, but you’re not going to stand out from the crowd. Instead of copying their strategy, you need to figure out where they’re spending money—and how it’s impacting their marketing plan.
Once you’ve identified some key industry trends, it’s time to start finetuning your advertising strategy. But you’re not going to copy the competition. You’re going to take a different approach. You’re going to dominate the competition with an innovative, head-turning, conversion-driving advertising strategy.
So, where are the heaviest plumbing competitors advertising in the space—and what does that mean for your plumbing business? Here’s what you need to know to craft a powerful advertising strategy and step out in front of the competition.
In the last year, plumbing businesses spent over $3 million on Facebook ads, and it’s easy to see why. Facebook is one of the biggest social networks, making it a must-have for marketers across almost every industry. It’s home to 2.74 billion monthly active users—there’s simply no other platform that offers that kind of reach.
You need to embrace the digital age—and your first step should be Facebook. If you want to survive and thrive in today’s competitive digital landscape, Facebook should be a cornerstone of your advertising strategy.
It’s not too late to start with social media, but you need to start now to reap all the benefits it has to offer for your business. In 2018, Facebook made some changes to its algorithm to only show you things you want to see. So, even if your Facebook business page already has a lot of followers, your reach might not be that great.
The only way to get your posts seen is with engaging content. Sure, it might seem hard to create captivating content as a plumbing business, but you need to get people liking, sharing, and commenting. The trick is to make content that you would also want to engage with.
If you don’t have the time to spend building your social media presence, there’s an alternative: Facebook ads. This is a solid approach, even if you’re just trying to reach your current following. Facebook ads can help you get the engagement you’re after. Plus, it’s one of the best ways to extend your reach so you can start reaching your ideal leads. Not sure where to begin? We have a resource guide designed to help you start advertising on Facebook.
You see display ads everywhere, every single time you browse the Internet. They play a huge role in how local businesses, including plumbing contractors, build brand awareness with potential customers. According to MediaRadar, plumbing businesses spent $3.27 million on display ads in the last year—and this number is only going to keep growing.
Of course, before you decide whether display ads fit into your marketing strategy, you’ll need to know exactly what benefits they can provide for your business. Display ads are run through Google, Facebook, Instagram, and even mobile apps. They’re basically the equivalent of an online billboard for your plumbing business.
You can target specific websites and users who meet specific criteria (i.e., 50-year-old male homeowners living in Cleveland). And if that’s not convincing enough, you can target specific users who have demonstrated an interest in a specific topic, like home improvement.
You shouldn’t use display ads as a standalone strategy, but they’re a valuable addition to a comprehensive digital marketing strategy. Avoid starting with display ads if you’re not already investing in Google Local Services ads, PPC ads, and SEO. You’ll need to work your way up the advertising pipeline to get the most out of display ads.
You want local homeowners to see your display ad, notice your Local Services ads, and then find you when they search for a “plumber near me.” And when they’re ready to take the next step, they’ll already know your business by name.
You’ve heard it a million times, and we’ll say it again: It’s time to start making video content. But don’t take it from us. In 2020, 96 percent of consumers increased their online video consumption, and 90 percent of viewers said they wanted to see more videos from businesses. As of 2021, the average person is predicted to watch 100 minutes per day watching online videos.
Online video is taking over in the home services industry, where blog posts and boring text ads aren’t always enough to catch the attention of local homeowners. In today’s fiercely competitive digital landscape—where so many brands are competing for consumers’ attention—video is one of the best tools to cut through the noise and get noticed.
Over the last year, video content accounted for $1.87 million of plumbing business ad spend, according to MediaRadar.
Take WyattWorks Plumbing, a local, family-owned plumbing company in Northeast Ohio, as an example. When they needed to set their plumbing business apart, they turned to digital video. Through informative and engaging video content, they were able to shine a spotlight on their plumbing experts, showcase a day in the life of one of their technicians to attract new employees, and ultimately let their customers peek behind the curtain and see the talented and dedicated family behind the WyattWorks name.
Whether it’s a behind-the-scenes vlog or a DIY plumbing tutorial on unclogging drains, videos represent a powerful medium for home services companies today. And if you’ve already grown your following on Facebook or Instagram, it’s time to start harnessing the power of live video. Facebook encourages creators to embrace Facebook Live to create captivating, real-time content for their audiences. When you start a live video, your fans and followers get notifications, which helps drive engagement.
At the end of the day, homeowners want a contractor they can trust—and you want to show them that you’re the best choice for the job. So, hop on Facebook Live, host a Q&A session, and connect with your followers. It’s a great way to add a face to your brand, earn trust, and stay at the top of your followers’ minds. Then, when their pipes start leaking, you’ll be the one they call.
Putting Your Advertising Strategy Into Action
Tweaking your advertising strategy to stay up-to-date with the latest trends? Looking to spend your marketing budget more effectively? Regardless of your goals, you want to hit the ground running. And to do that, you’ll need to keep it simple to start.
Forget about all of the marketing jargon thrown around like PPC, SEO, and SEM. Advertising isn’t exactly rocket science, but crafting the right strategy for your plumbing business requires some time and effort. You want to nail it so you can spend less time generating new leads and more time working in the field.
If you’re ready to take your advertising strategy to the next level, reach out to our team. Whether you’re looking to fuel your lead generation with video content or create eye-catching display ads, we’re here to help you dominate the competition.
