How to Build a Plumber Marketing Plan – Service Direct
July 03, 2024 by Service Direct

How to Build a Marketing Plan for Your Plumbing Business

Plumbing is a highly competitive field, with numerous businesses aiming for the attention of the same customer base. To stand out in such a crowded market, it's crucial to strategize the right marketing campaign. 

A well-planned digital marketing campaign can help your plumbing business stand out from the rest, attract new customers, and generate valuable leads.

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Build Leads through a plumbing marketing campaign

When it comes to marketing for plumbers, you will aim to generate leads, turning potential customers into actual clients. For plumbers, the best results come from a combination of strategies, each targeting different aspects of the customer journey. 

Content Marketing

A solid content marketing strategy can help your plumbing business do the following online:

  • Answer Customer Questions: Publish informative blog posts addressing common plumbing issues and solutions. This not only positions you as an expert but also builds trust with potential customers. 
  • Maintain Accessibility: Ensure your content is easy to read and understand, using simple language and clear instructions. Incorporate visuals like images, infographics, and videos and follow accessibility guidelines to reach a wide audience.
  • Direct the Sales Pipeline: Use call-to-action buttons to guide visitors toward booking your services or contacting you. Your CTAs should have actionable wordings to make it easy for customers to know what to do such as call you or fill out a form.

With nearly half of small businesses not using content marketing in their strategy, this is a great way to get ahead of the competition.

Nearly half of small businesses do not report using content marketing in their strategy.

Social Media Marketing

Social media platforms are powerful tools for engaging with your audience. You can run targeted ads on platforms like Facebook and Instagram to reach local customers. 

Use targeting to ensure your ads are seen by the right people. For example, you can target new homeowners in your area who are searching for plumbing services.

Partner with local micro-influencers who can endorse your services to their followers. This can help you reach a wider audience and build credibility. 

Respond to comments and messages promptly to build a loyal online community. Engage with your followers by asking questions, hosting giveaways, or running polls to gather their opinions.

Online Directories

Online directories are websites where businesses are listed for customers to find. They can help you gain increased visibility because these platforms are one of the first places people will look when searching for local plumbers. 

Your plumbing business can gain exposure through online directories since they often rank well in search results. Ensure your business information is accurate and up-to-date on these listings to improve your local plumber SEO.

It’s important to encourage satisfied customers to leave positive reviews on directories as it boosts your credibility. Positive reviews can significantly influence potential customers' decisions to choose your services.

71% of consumers are likely to leave a positive review if a business makes it easy for them to do so.

Email Marketing

Email marketing is an effective way to stay in touch with your customers. Here are some tactics you can use:

  • Newsletters: Send out regular newsletters with plumbing tips, company news, and special offers. This keeps your audience informed and engaged with your brand. You might include seasonal maintenance reminders or highlight new services you offer.

  • Personalized Emails: Address customers by name and tailor the content to their interests or past interactions with your business. Personalization increases the likelihood of your emails being opened areferrnd read.

  • Follow-Up Emails: Send follow-up emails after a service is completed to ask for feedback and encourage repeat business. Request reviews and offer discounts for referrals to incentivize customer loyalty.

Pay-Per-Click Advertising

PPC advertising involves paying for ads that appear on search engines and other websites. Paid ads can be an effective part of your plumber marketing strategy, according to 87% of small businesses. 

Paid Search effectiveness

To create ads that appear when potential customers search for plumbing services in your area, use keywords like "plumber near me" or "emergency plumbing services”.

If you have a limited budget you can start small and adjust based on the performance of your ads. Monitor key metrics like click-through rates and conversion rates to optimize your plumber PPC campaigns.

Word-of-Mouth Marketing

Word-of-mouth marketing remains one of the most trusted forms of advertising. In fact, 92% of consumers trust recommendations over a company’s messaging.

92% of consumers trust recommendations over a company's messaging

Encourage referrals by offering incentives for existing customers who refer new clients to your business. This could be in the form of discounts, free services, or gift cards.

Real-life stories from satisfied customers can build trust and attract new clients. Don’t forget to respond to all reviews. Address negative reviews professionally and thank customers for positive feedback.


Search Engine Optimization is vital for improving your website's visibility on search engines like Google and Bing. It’s also reportedly an effective part of 83% of small business marketing strategies

83% of small businesses report that SEO is an effective part of their overall marketing strategy

There are various parts to consider when building out a plumbing SEO strategy:

  • On-Page SEO: Optimize your website’s content with relevant keywords, meta descriptions, and internal links. Ensure each page is focused on specific keywords that potential customers are likely to search for.

  • Off-Page SEO: Build backlinks from reputable websites to improve your site’s authority. Use SEO tools like to find easy ways to generate backlinks. 

  • Technical SEO: Ensure your website loads quickly, is mobile-friendly, and has a clear site structure. A well-optimized site provides a better user experience and improves your search engine rankings.

  • Keyword Analysis: Research and use the most relevant keywords that potential customers are searching for. Use tools like Google Keyword Planner or SEMrush to identify high-traffic keywords related to your services.

Understand Your Audience

Before implementing your plumbing marketing strategy, it's essential to understand your audience. Knowing your potential customers, what they need, and how they behave can significantly influence your marketing efforts.

Take time to create detailed profiles of your ideal customers. Include information such as their demographics, interests, content preferences, and typical behaviors. This helps you tailor your plumber marketing messages to resonate with them.

Look at the characteristics of your past customers and directly ask them for feedback. This can provide valuable insights into who your audience is and allows you to gather firsthand information about their needs, expectations, and experiences.

Analyze Your Plumbing Competition

Understanding your competition is crucial in crafting a successful marketing strategy. By analyzing your competitors, you can learn what they are doing right and identify areas where you can improve. 

Take a look at your competitors' websites, social media profiles, and online reviews. Note what they do well and where they fall short. This can help you position your services more effectively and identify areas where you can offer more value to customers.

Try to determine which marketing channels your competitors are using. Are they investing heavily in social media or lead generation services?

Understanding their strategies can help you identify opportunities for your own business.

Establish Concrete Marketing Goals

Your marketing goals provide direction, help you measure progress, and ensure all your marketing efforts are aligned. It’s critical that you and your team knows what the small and large goals are for the future of your plumbing business. 

When setting marketing goals, consider using the objectives and key results (OKR) goal planning methodology. This helps you focus on both a big-picture objective as well as the smaller pieces (key results) and tasks that help achieve those goals.

OKR framework starts with an overall objective, which is broken down into Key Results that are accomplished through various Tasks

Factor in Your Budget

When establishing your marketing goals, it's important to factor in your budget. Your budget will influence the scope and scale of your marketing activities. 

Determine how much you can afford to spend on each marketing channel. Prioritize channels that have shown the best return on investment (ROI) in the past.

Use budgeting tools or software to monitor spending and be flexible with your budget. If a particular strategy isn’t delivering results, reallocate those funds to more effective channels.

Measure Your Success

To evaluate your progress and determine if you are meeting your marketing goals, it's essential to measure your success using various marketing tools. Here are some tools plumbers can use:

  • Google Analytics: Track website traffic, user behavior, and conversion rates. Google Analytics provides detailed insights into how visitors interact with your site.
  • Social Media Insights: Use built-in analytics tools on social media platforms to measure engagement metrics such as likes, shares, comments, and follower growth.
  • Email Marketing Software: Tools like Mailchimp or Constant Contact can track open rates, click-through rates, and conversions from your email campaigns.
  • CRM Systems: Customer relationship management systems like Salesforce or HubSpot can help you track interactions with leads and customers, manage follow-ups, and measure sales performance.
  • PPC Advertising Platforms: Monitor the performance of your plumbing PPC campaigns through platforms like Google Ads or Facebook Ads Manager.

Make Lead Generation More Effective

Even plumbers with an existing marketing plan may not see results for various reasons, such as a lack of lead volume, personalization, or other issues. To improve lead generation, look at your competitors, use marketing tools, and gather customer feedback.

Cater to Current Customers

Current customers can be the most powerful influence in several different aspects of marketing—from word-of-mouth to social media posts. Investing in your current customers can help build leads in the following ways:

  • Referral Programs: Encourage satisfied customers to refer friends and family by offering incentives. 
  • Discounts and Loyalty Programs: Reward repeat customers with discounts or loyalty points. Implement a loyalty program where customers earn points for each service that can be redeemed for discounts or free services.
  • Engagement: Keep in touch with your current customers through personalized communications and special offers. Send birthday greetings, holiday wishes, or exclusive deals to show appreciation and maintain a strong relationship.

Optimize Your Sales Process

Even if potential customers find their way through the sales funnel, they may turn away if they find the sales process and customer service ineffective. Seamlessly connecting marketing with other aspects of your plumbing business is crucial.

  • Streamline Customer Service: Ensure your customer service is efficient, friendly, and helpful. Train your staff to handle inquiries professionally and resolve issues promptly.
  • Follow-Up: Always follow up with potential leads promptly. A quick response can make a significant difference in securing new business.
  • Integration: Use CRM tools to keep track of interactions and follow-ups, ensuring a smooth experience from marketing to sales. CRM systems can help you manage customer data, track communication history, and automate follow-up processes.

Should You Outsource Marketing for Your Plumbing Business?

Outsourcing your marketing can be a significant decision for your plumbing business.  Looking closely at the pros and cons should help you decide. 

Pros and Cons of Working with a Marketing Agency Plumbing (1)


  • Expert Insight: Marketing professionals have more experience and knowledge in marketing and lead generation strategies. They can offer valuable insights and implement effective campaigns beyond your expertise.
  • Focus on Core Activities: By outsourcing marketing, you can focus more on sales and operations, ensuring your plumbing services are top-notch without the distraction of managing marketing efforts.
  • High ROI: Agencies can use their skills to generate revenue quickly, offsetting higher upfront costs. 


  • Budget Constraints: Not all plumbers may have the budget to outsource their marketing. It can be a significant investment, and small businesses might find it challenging to allocate funds.
  • Limited Control: When you outsource your marketing efforts, you are relinquishing some control over your marketing efforts. 
  • Continued Efforts: Because agencies have access to advanced tools, you might not be able to recreate the marketing strategies without having to learn how to use them.

In COnclusion

Creating a successful plumber marketing plan might seem daunting, but breaking it down into manageable strategies makes it more approachable. 

Remember, consistency is key. Keep your online presence active and engage with your audience regularly and you’re sure to see success with your plumbing marketing plan.

Author's note: This post was originally published in February 2022 and has been updated to reflect current market trends and data.

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FAQs about marketing for plumbing businesses

What Are the Key Components of a Successful Marketing Strategy for a Plumbing Business?

A successful marketing strategy for a plumbing business should include a well-defined target audience, a strong online presence through a professional website and social media profiles, search engine optimization (SEO) to improve visibility on search engines, online reviews and testimonials, PPC marketing, and online directories.

How Can I Improve My Plumbing Business's Online Presence?

Improving your online presence involves creating a professional and user-friendly website, maintaining active and engaging social media profiles, optimizing your website for search engines (SEO), encouraging satisfied customers to leave positive reviews, and listing your business in online directories and local listings like Google Business Profile.

Why Is Local SEO Important for a Plumbing Business?

Local SEO is crucial for a plumbing business because it helps you attract customers in your specific service area. By optimizing your website and online profiles for local search terms, you increase the chances of appearing in local search results when potential customers look for plumbing services nearby.

How Can I Generate Positive Reviews for My Plumbing Business?

You can generate positive reviews by providing exceptional service, asking satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook, making the review process easy by providing direct links to your review pages, and responding to reviews (both positive and negative) to show you value customer feedback.

What Types of Content Should I Include on My Plumbing Business Website?

Your website should include content that addresses common customer questions and concerns, such as blog posts about plumbing maintenance tips, detailed service descriptions, case studies or project showcases, customer testimonials, and an FAQ section. This content helps with SEO and establishes your business as an authority in the plumbing industry.

How Can Social Media Benefit My Plumbing Business?

Social media can benefit your plumbing business by allowing you to connect with potential and existing customers, share valuable content, showcase your work, run targeted ads, and build a community around your brand. It also provides a platform for customers to share their experiences and refer your services to others.

How Do I Measure the Success of My Marketing Efforts?

You can measure the success of your marketing efforts by tracking key performance indicators (KPIs) such as website traffic, conversion rates, lead generation, customer acquisition costs, return on investment (ROI), and the number of new and repeat customers. Tools like Google Analytics, customer relationship management (CRM) software, and social media insights can help you monitor these metrics.

What Role Does Content Marketing Play in Promoting a Plumbing Business?

Content marketing plays a significant role in promoting a plumbing business by providing valuable information to potential customers, building trust and credibility, improving SEO rankings, and driving traffic to your website. Creating and sharing informative content, such as blog posts, videos, and infographics, can help attract and engage your target audience.

How Can I Use Email Marketing to Grow My Plumbing Business?

Email marketing can grow your plumbing business by keeping your audience informed about your services, promotions, and industry news. Build an email list by collecting contact information from your website visitors and customers, and send regular newsletters, special offers, and helpful tips to nurture relationships and encourage repeat business.

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