Many service providers spend a fortune on marketing without taking the time to dial in on what works and what doesn’t. As a result, the following great strategies are often overlooked.
Allow me to tell you something I’m really proud of.
One of the plumbing companies we worked with grew from a one-man operation to having 18 trucks within a year of us working together. And from there, their growth has been unstoppable! In fact, they’ve been adding one new truck to their fleet every nine months.
It’s not an isolated case, either.
Many of the clients we’ve worked with have gone from relative obscurity to being one of the dominant players in their local markets. And with some now seeing over a million dollars in revenue growth.
But can I let you in on a big secret?
The big secret is that there’s no secret. What brought all those companies to success is sound marketing—that’s it. With our guidance, our clients dialed in their marketing strategy and covered all their bases.
Sounds simple, right?
But after working with lots of different plumbing and HVAC companies, I know very well that many of them are doing something wrong without realizing it.
That is, they spend huge money on marketing without tracking down what works best and without covering all their bases. They simply go with the flow and run whatever shiny marketing strategy is trending at the moment.
As a result, they miss out on some underrated marketing strategies that could’ve produced amazing results for them when implemented well.
That’s why in this article, I’ll be sharing with you four marketing strategies plumbing & HVAC companies usually miss… but shouldn’t.
The 4 Marketing Strategies
Strategy #1 - Optimizing for longer-tail, high-intent search terms
Most home contractors, when they think about doing SEO or paid search for their plumbing or HVAC company, they just think it’s the use of terms like ‘plumber,’ ‘plumbing,’ ‘AC repair,’ or ‘HVAC contractor.’
But you have to understand that there are lots of different things that your customers may be typing in when they need your services.
Sometimes, those are high-intent, longer-tail terms that basically say “I need someone to come over and do something very specific for me as soon as possible.”
Perhaps they are typing in terms like ‘backflow certification.’ That’s a very high-intent search term that reflects a highly specific need. This means those who type that in their search bars need help right away.
So, while it’s important to pay attention to keywords that get tons of search volume, it’s equally as important to cover some of the longer-tail terms that might not seem too obvious.
Strategy #2 - Database marketing (marketing to past clients and inquiries)
Most home service companies spend good money chasing new leads month after month while neglecting a very bountiful source of leads they already have.
I’m talking about the company’s database.
See, you’ve got past customers, current customers, and people who’ve inquired about your services over the years. And isn’t it true that you’ve got their names, phone numbers, and email addresses in a spreadsheet somewhere?
Well, this simply means you could reach out to them via phone, SMS, or email virtually anytime.
These are some of the lowest-hanging fruit you could pick up for your business. Your previous and current clients have done business with you, and people who have inquired about your services in the past are already interested in what you’ve got to offer.
That means they’d be pretty much easier to convert than any fresh, new leads you could find.
So, just shake the nearest bushes a bit on a consistent basis. You could find yourself sitting on a lot of leads quicker than you could imagine.
Strategy #3 - Doubling down on local service ads
I’ve lost count of how many home service business owners I’ve heard say:
“No, I don’t need to get Google Guaranteed. I’m all about organic growth, and organic marketing is what’s going to get me there.”
You know what?
I respect that view. There’s really nothing more fulfilling than growing a business organically. But the thing with organic marketing and organic growth is that it could take decades to materialize.
If you want to see growth in your business in the next few months, you’ve really got to go the paid ads way.
That’s why I always say it’s a no-brainer to get into local service ads if you haven’t yet. And if you have, then it’s a no-brainer to get even more aggressive and invest more heavily in your paid ads strategy.
Strategy #4 - Tracking every penny of marketing spend to find out what’s working best
Finally, you’ve got to track every single penny you spend on marketing to find out what’s working for your home service business and what’s not.
At the end of the day, there’s no one marketing strategy that works exactly the same for every business. There will always be an element of trial and error before you could determine the best strategy for your business.
The amount of money that plumbing and HVAC businesses spend on marketing is no joke. So, it’s only prudent that you measure all the results you’re getting back from what you’re spending.
Cover All Your Marketing Bases
As you’ve learned from this article, it’s not always easy to zero in on a marketing strategy that works spectacularly.
On one hand, there will always be shiny objects that’ll threaten to distract you from what actually works. On the other hand, there are some underrated strategies that you might not have even thought of but could actually produce amazing results for your business.
The challenge, really, is finding the best combination of strategies that give your business the results you want to see.
Admittedly, it’s not going to be a walk in the park. So, if you need a hand to get started, we’re here to help. Just schedule a time to chat with us so we could come up with a plan together. Pick a time that works for you now by going to https://go.plumberseo.net/schedule.
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If you would like to have me and my team personally review your online marketing strategy and show you where you are ranking, where there is room for improvement and how we can work together to make this your best year ever and finally get your Internet marketing right, then click below to schedule your Leadflow Acceleration Session now.