There’s more to winning work in 2016 than just being skilled at your trade. Jonny Lawrence, Digital Marketing expert at Logic4training, explains how digital marketing can marry together with traditional methods to make a powerful combination.
There’s no doubt that word-of-mouth is and will remain the preferred method of finding work for plumbers. But the world is changing, and the internet satisfies our growing thirst for instant information, connection and shared experiences. Even the least tech-savvy of customers are using internet search engines to find services, and this is particularly important for plumbers, whose customers may be seeking them out due to an emergency situation. The bottom line is, if you don’t feature in the search engine listings, you will lose business to a competitor who does.
Untangling the web
The basis of your online business profile is a professional website. There are plenty of affordable platforms online to help you get set up, or perhaps you already have a website that needs a re-think. You need to make sure your website is easy to find through search engines, successfully engages visitors and converts them into business:
- Easy contact: Make sure your contact details are displayed on every page
- Be mobile friendly: mobile searching is increasingly popular, so your website must be compatible with smartphones.
- Search Engine Optimisation: make sure the website platform you use is SEO friendly, or no-one will find you! Think about what customers will be searching for e.g. “Plumbers in Birmingham” and be clear about the type of services you offer and your locality in the web copy.
- Add a visual element: photos attract the eye of customers, but make sure they’re relevant and of decent quality. A good smartphone will do the trick nicely.
- Post fresh content: establishing a basic blog will ensure you rank highly on Google, as well as showing you’re busy and engaged with the industry, why not post pictures and info about your latest jobs?
Spreading the word
Every professional plumber should have a Facebook page linked to their website. Facebook is free and simple to use and presents plenty of opportunities for loyal customers to say nice things about you on a platform they feel comfortable with. Twitter and Google+ can also work well for plumbers, increasing your online profile, making you more contactable and bumping you up the all-important search engine rankings.
Online review sites are also worth considering, many of which are designed specifically for the trades, for example Checkatrade.com. Although it will cost you to be involved, the association with an already trusted brand with a reputation for excellence might make it worth your while.
And don’t forget, top notch customer service is absolutely key to building a your digital reputation, so never dismiss the value of being human – reply promptly and communicate clearly; whether digital, or face to face - and always exceed your customers’ expectations.
Get stuck in
An all-round approach to marketing is needed to maximise the potential of the internet, but it needn’t be complicated. With a decent website, a little social media management and some online reviews, you can create a positive online profile, reach more customers and most importantly, win more work.
Logic4training provides training courses and business advice to the building services sector. To help plumbers get online, Logic4training has partnered with SoleTrader.com, which provides fast and affordable websites for the trades. Visit https://www.logic4training.co.uk/blog/technology/train-with-logic4training-and-get-15-off-a-soletrader-com-website/ to get a 15% off a new website.
Add new comment