By Clint Sanchez · Published · Updated · 9 min read
Quick answer
Content marketing for plumbers means publishing useful material, blog posts, how-to videos, infographics, and social updates, that answers the questions homeowners ask, so your company is the one they call when a pipe bursts. It raises search rankings, costs less than print or radio ads, builds authority and trust, and keeps your name in front of customers. Start with a blog, share it on social media, and write about the questions you already get asked.
Key takeaways
- According to the Content Marketing Institute, content marketing is a strategic approach focused on creating valuable, relevant, consistent content to attract a defined audience and drive profitable action.
- Websites with blogs and unique content rank higher than plumbing sites without them, and rankings turn into leads.
- Content marketing costs far less than magazine, newspaper, and radio ads, which frees budget for equipment or a better website.
- Content that explains what happens during a service call makes customers more comfortable booking you.
- Relevance beats frequency: a blog only works if the topics are ones customers care about.
- Questions customers have asked you over the years are a ready-made list of blog topics.
- Local topics, such as if South Louisiana winters freeze pipes, earn local SEO benefits and reach the people most likely to hire you.
A plumber in Denham Springs gets the same questions every year: will a hard freeze burst my pipes, why does my water heater struggle after a flood, and what is that smell after heavy rain. Each one is a blog post that ranks for Livingston Parish searches and puts your company in front of the homeowner before the emergency, which is exactly when they decide who to call.
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Content marketing for plumbers is one of the easiest ways that you can use to generate sales leads and brand awareness.
When someone needs plumbing services, they need them ASAP. But how will they know that you exist? How will they know that you’re the one that they should call?
Plumber content marketing is how to make sure that you’re the one that they think of when they need your services.
You probably already know how competitive the plumbing industry is. But, just like with HVAC repair companies, electricians, and professional contractors, every plumbing company is different. You can show customers that you’re an expert in your field by using content marketing.
This post will explain how you can include content generation in your plumbing company’s internet marketing campaigns to boost your online presence and, ultimately, your bottom line.
Ready? Let’s Go!
What is Content Marketing?
According to the Content Marketing Institute, “content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and, ultimately, to drive profitable customer action.”
Content marketing is the practice of creating online content that your potential customers will find useful. The ultimate goal of this content is to make customers interested in your plumbing company and pushes them to take some kind of action, such as calling you for help.
Content that you create and share online can take many forms, such as:
- Blogs
- Articles
- How-to Videos
- Infographics
- Whitepapers
- Ebooks
No matter what topic or format you decide to use, all great content shares one thing in common: it provides value to its audience.
Want this handled for you? We build and market websites for Louisiana businesses, and we will tell you honestly if you do not need us.
Rather than waiting for your customers to contact you to buy your products or services, you go to them and provide the types and kinds of information that makes them want to reach out to you when they need you.
Now that you have a general idea of what content marketing is, we’ll look at how it can benefit your plumbing business. Keep reading to learn how digital marketing is a better approach than traditional marketing for your plumbing company.
Why does a plumbing company need content marketing?
You might be asking, “Do I need to use content marketing for my plumbing company? If someone needs me, they’ll call.”
But, you’ve got to make sure that you’re the one that they call.
It’s no longer safe to assume that your business will increase because you have a website and, maybe, even a listing on Google Business Profile.
If you don’t have an awesome website for your plumbing company or have one that needs redesigning. We’d love to help. Just fill out the form at the bottom of this page, and let’s talk about what we have to do to get your plumbing company online and beating out your competition.
You need to be creating excellent content regularly.
Don’t get me wrong; plumbing websites CAN increase your business. But a website will only get you so far.
Consider hiring a professional plumbing company copywriter.
If you want to do it yourself, here’s a recent post to get you started: “Use Your Words – Writing Awesome Web Content.”
You need content to help you reach potential and current customers if you want to see:
Increased Website Traffic and Leads
It’s no surprise that websites with blogs and unique content rank higher in search results that don’t have them. If your competition has a blog and you don’t, they will be attracting more website visitors (which convert into business leads).
By creating fresh and relevant content, you’ll not only provide something of value to those who visit your website (or social media profiles), but by making this content filled with relevant keywords, you’ll rank higher in search engines.
In otherwords: your business needs a blog!
Here are some plumbing blog post ideas to help you get started.
The higher your website ranks in search engine results pages, the more likely it is to be visited by people looking for a plumbing company in their area.
Savings on marketing campaigns
Traditional marketing, like magazine ads, newspaper ads, and radio spots, costs a lot of money. But in today’s digital age, there is a cheaper, more effective way to grow your plumbing business – digital marketing campaigns.
You should consider investing in digital marketing campaigns because people (your customers) are spending more time online.
The good news is that content marketing costs way less than traditional marketing services so that you can get a better return on investment on your dollars spent.
Plus, the lower cost of producing content allows you to spend the money you would have spent on digital marketing on something else, such as designing a new website for your plumbing company or purchasing new equipment.
A Competitive Edge
Consumers are drawn to online content that provides valuable information. For example, how to fix a leaky faucet.
People will find it if your company creates this type of content and shares it on your website and social media channels.
As your online presence grows, your local visitors will lean on your expertise to answer their questions. When searching for a plumber, they may choose you over your competition because you’ve given them such valuable content in the past.
Increased Brand Awareness
Effective content marketing keeps your business’s name fresh in people’s minds when they need to hire a plumber.
Increased Authority
Your content will show previous, current, and potential customers that you have the knowledge and skill to tackle their plumbing problems and needs.
Increased Customer Comfort
The content you create will educate customers about what you’ll be doing when you visit their homes. They’ll know what to expect and feel more at ease with doing business with you.
More Trust
Your content will demonstrate the character of some of the people working at your plumbing company and allow clients to have a personal connection with your brand.
Customer Engagement
When you create excellent and informative content, users are more likely to share it on their social media profiles. This helps you expand your reach (plus you get added SEO benefits from these social signals.)
How Can a Plumbing Company Get Started with Content Marketing?
If you create content yourself or hire a team to manage the process, content marketing is the key to bringing in more customers. Although it takes time to reach your goals, we’re going to show you some actionable steps that you can take right now to get started.
Just remember that as you create content for the web, you’ll generate more sales leads and revenue without having to spend a fortune on advertising costs.
Don’t get discouraged if you don’t see results overnight. Content marketing requires time and effort to reap the benefits of increased conversions from your online visitors.
Ok, now on to those steps that you can take to begin a successful content marketing plan.
Also, check out our recent article: Internet Marketing For Plumbers: How To Get Started.
Start a Blog
Starting a blog for your plumbing company is usually the first step in creating a content marketing strategy.
And that’s for a good reason; it’s a useful step.
People trust websites with blogs.
Blog posts create the perfect opportunity to show that you are an expert in your craft while showing off your plumbing expertise.
When you create and update your blog regularly, you create fresh and relevant content for your website that is likely to rank in search engines such as Google.
Higher search engine rankings will keep current and potential customers returning to your site week after week, but only if the content you are creating is exciting and relevant to them.
Become active on Social Media
Your website isn’t the only channel online that can bring you, new customers.
Your social media profiles can also attract tons of potential leads.
Plus, social media platforms like Facebook, Twitter, and Instagram can be an excellent way to distribute the content you are producing.
If your plumbing company is not using social media, start now! You don’t have to run out and sign up on every social media network out there, just the ones that your customer base uses.
Once you’ve created your profiles, pages, or whatever the particular platform calls it, start posting status updates, links to your content, and even links to content on other sites.
The more active your business is on social media now, the better the likelihood of attracting people who may need a plumber in the future.
Your website isn’t the only thing online that can bring in new customers!
Your social media pages can attract potential customers, too, and they can be a important component in the distribution of the content you are producing.
Be sure to learn our article on 6 Steps to Social Media Success for Plumbers.
Content Marketing Tips for Plumbers
Now that you know why your plumbing company should use content marketing and where you should post it, let us give you some tips on creating content:
Focus on relevant topics
Remember, the success of your content marketing relies on relevance, not frequency.
Your blog has to focus on the topics that your readers care about. It has to provide value to the reader, or else they’ll move along to the next site.
If you’re stumped for content ideas, you can use a paid tool like BuzzSumo to see what topics are trending, which ones have the most engagement, and which are shared the most – a good indication of relevance.
Answer your customers questions
When trying to find ideas to write about, start by making a list of the questions that customers have asked you over the years.
These could be anything from fixing a dripping faucet to replacing a water heater (or any other plumbing-related issues.)
Sample articles for plumbers could be:
- How do I stop a faucet from leaking?
- How do I replace a water heater?
- How can I keep my pipes from freezing in the winter?
- What toilet uses the least amount of water?
Add to the list whenever you think of (or get asked) other questions. Pretty soon, you’ll have enough topics to produce new content for months to come.
If you think of a relevant question that you haven’t been asked yet, but think it would be helpful to a customer, write it down. Write a post about it.
You can also write content that focuses on questions or concerns exclusive to your area or locale. For example:
Are South Louisiana winters cold enough to freeze my pipes?
By using geographic-specific topics and keywords, you’ll reap the added Local SEO benefits in search engines and reach those most likely to use your services.
Websites with blogs and unique content rank higher than plumbing sites without them, and rankings turn into leads.
Content Marketing for Plumbers is a MUST!
If you think that content marketing for plumbers is an excellent but unnecessary addition to your marketing plan, just know this: Your competitors are already using it.
If they are using it, they’re getting more clients, referrals, and leads than you could be getting.
We Can Help!
If you’re not using content to market your plumbing business, want to get started using it, or need to get help from someone who can handle it for you, we can help.
BlakSheep Creative is a leading online marketing agency for plumbers. We have plumbing company marketing experts ready to help you take your plumbing business to the next level.
Call us at 225.505.3834 or contact us today for your free consultation.
Trying to figure out what marketing actually moves the needle for your business? Book a no-pitch Discovery Call and we’ll talk through your specific situation.
About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common questions about plumbers
What kind of content should a plumber create?
How does content marketing bring plumbing leads?
Is content marketing cheaper than traditional advertising for plumbers?
Where should a plumbing company share its content?
How do I find topics for a plumbing blog?
How long before content marketing shows results for a plumber?
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