Long gone are the days when word-of-mouth referrals alone were sufficient to drive business growth.

That said, these days, it’s easy to get distracted with all the “new” stuff the media and industry influencers are talking about. So much so that we forget there are tried and truly effective marketing strategies already in place for pumping and plumbing contractors. 

It continues to be a very competitive business landscape in most local markets, and effective marketing is crucial for contractors to stand out from the crowd and attract customers. But that doesn’t mean you have to buy into all the hype. Something as simple as building a strong online presence to nurture customer relationships can work wonders for your marketing game. 

Develop a professional website

Today, if you don’t have a professional website as the foundation of your online presence, you’re missing the boat. Your website should be the center of the universe for your business. It allows you to showcase your services and expertise, and it gives your customer (hopefully) multiple ways to contact your company.

What sets a good website apart from a bad one?

• It should be visually appealing, user-friendly, and mobile-responsive. 
• It should display high-quality images of both completed projects and before-and-after projects.
• It should provide detailed service descriptions.
• It should incorporate testimonials from satisfied customers.
• It should include location-specific keywords to improve your visibility in search engine results.

Invest in local search engine optimization

Because septic pumping and plumbing is such a competitive industry, local SEO is a very important part of marketing. What can you do to ensure your website is properly optimized for local search? 

As stated above, include location-specific keywords throughout your website content, meta title tags and image alt tags. We also suggest submitting your business to online directories and local citation listings to boost your visibility in local search results.  

In addition, don’t forget to claim and optimize your Google Business Profile listing by making sure the information about your business is correct. Include contact details and service areas, and don’t underestimate the importance of choosing the correct categories. 

Don’t underestimate content marketing and blogging

Experience, expertise, authoritativeness, and trust are very real and important elements to consider when developing your website, and it’s what Google looks for in your content and blog posts. Because of this, you will want to establish yourself as an expert in the industry to enhance your credibility and attract potential customers in your local area — and hopefully help you rank higher in search as Google picks up on those signals.

Good content and blogs allow you to share all types of information and tips that can make you and your company the go-to source in your area. Create informative and engaging blog posts on your website, covering topics like basic septic system maintenance, DIY tips and common plumbing problems to look out for. It’s also good to go back through old content and update it with new or interesting information.

But don’t stop there. Once you’ve got the pieces written, share your blog posts on social media platforms to expand your reach and point people back to your website. The more traffic you bring to your site, the better chance you have of getting more customers. As your website improves and gets more traffic, you should see a rise in the search engine rankings.  

Utilize social media

We can hear the collective sigh already. But as hard of a time some of us have with social media platforms, they offer immense opportunities to connect with your target audience and build brand awareness in your service area. 

Identify the platforms where your potential customers are most active, such as Facebook and Instagram. Create engaging social media profiles. Share relevant content, including project photos, plumbing tips, customer testimonials, and success stories. Encourage satisfied customers to leave reviews on your social media pages. Engage with your audience by responding to comments, messages and inquiries promptly. 

Finally, if you don’t have enough business, don’t forget about social media advertising. It can be an effective way to reach a larger audience and promote special offers or discounts.  

Online reputation management

One of the big things we see get overlooked (usually because owners don’t want to deal with it) is maintaining a positive online reputation. However, it is crucial to pay attention to what is being said about your business, you, and even your employees online. 

Manage your online reviews by actively monitoring and responding to customer feedback. Encourage satisfied customers to leave reviews on platforms like Google, Yelp or Facebook. Address any negative reviews or complaints quickly and professionally, demonstrating your commitment to customer satisfaction (and leaving your emotions behind). 

Positive reviews and ratings can significantly influence potential customers' decision-making process, so create a system around getting those reviews, and then managing the online reputation they create.

Local networking and partnerships

We have been amazed at how many agencies tell clients they don’t need to do any local networking or build referral partnerships because “Google is all you need.” We strongly disagree. Building relationships with other local businesses and professionals can significantly expand your customer base and help in generating referrals. 

Connect with real estate agents, other contractors and property managers who may require pumping and plumbing services for their clients. Attend local business networking events or join professional organizations to establish connections and showcase your expertise. Collaborate with complementary businesses, such as bathroom or kitchen remodeling companies, to cross-promote one another's services. 

Anything you do offline to drive traffic to your website will help you with your online presence. This is really a win-win scenario for all parties involved.

Why the basics matter

By embracing effective marketing strategies, such as developing a professional website, implementing local SEO techniques, leveraging content marketing, utilizing social media, managing your online reputation, and establishing local partnerships, you are building a base for a sustainable company.

At the same time, consistency and adaptability are key because things do change very quickly online, and you will need to be ready for them when they come. Do this by regularly assessing the effectiveness of your marketing efforts and making changes and tweaks, as needed. By not relying on just “one thing,” you will be in a good marketing position if and when changes come about. With a well-balanced approach, you will have multiple ways to reach and serve your customers. 

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About the authors
Carter Harkins and Taylor Hill are the authors of Blue Collar Proud: 10 Principles for Building a Kickass Business You Love and the owners of Spark Marketer, a "no bull" digital marketing company that’s been getting sh*t done for home service businesses across the nation for a decade. They’re trusted thought leaders in the industries they serve, which is why you’ll find them regularly speaking at service industry trade shows and conferences and writing for trade magazines. Tired of empty promises and ready for focused digital marketing and balls-to-the-wall dedication that gets your business seen? Visit www.sparkmarketer.com.