With an increased demand for products and services comes increased traffic and distortion. With less attention being paid to traditional forms of media, plumbers and other trades have to adapt in order to get their services in front of the people who need them. That's where inbound marketing comes in. Inbound marketing is designed to get your plumbing company in front of the right clients who are most likely to utilize your expertise. In this article, we are discussing five key reasons for plumbers to start utilizing inbound marketing.
1) Traditional Advertising is Dying
Traditional or “outbound” marketing is advertising through newspapers, billboards, phonebooks, television, and radio. These methods of broadcasting your company’s name are not without merit; however, their effectiveness is declining in an increasingly digital age. Two alarming statistics effectively prove traditional advertising is dying.
- 81% of shoppers search online for the product or service they need before making a significant purchase [ultimate marketing statistics 2017]
- Print Advertising revenue is down 75% from the year 2000. [source]
Consumers are not paying attention to television, radio, and print ads, because they don’t have to pay attention to it. Fewer consumers are purchasing print newspapers. With digital streaming services and DVR recorded television, people just aren’t watching commercials, especially for local advertising spots. Podcasting and music streaming services are replacing traditional AM/FM radio, and Google searches have replaced the phonebook.
For plumbers, traditional advertising proves to be increasingly expensive, while yielding fewer results. Inbound marketing provides plumbers a better, more effective means for finding prospects and customers.
[blockquote] Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t want, inbound marketing forms connections they’re looking for and solves problems they already have [/blockquote] Hubspot
2) Inbound Reaches Prospect Where They Are
Does your plumbing company have a website? If so, it is your most valuable marketing asset. If not, you need a website ASAP. Your website allows you a virtually unlimited amount of space to tell your company’s story, explain who you are, and why your plumbing services are so valuable. No other form of advertising can do that for you.
However, your website will not be effective if your customers cannot find it. Inbound marketing focuses on creating valuable content, answering the questions people are asking, in part, because they are asking Google those questions. Search Engine Optimization is a term that simply means utilizing strategies that help your website show up on Google when your customers and potential customers search for terms related to your business.
Creating content like blogs and e-books that answer people’s questions related to your industry helps your website show up when people search for terms like, “plumbers near me.” Even more important, inbound marketing focuses on creating the content that helps you show up in the “organic search results.” People often overlook the three “paid” search results, but if they see your company sitting in the next spot, you can gain their trust.
- 70-80% of search engine users are only focusing on the organic results (source)
3) You're Probably Already Doing It
You are an expert; therefore, it stands to reason that people call you often with questions about their plumbing. You probably answer their questions honestly, while determining whether the fix would be worth you and your company’s time. Chances are when you’re answering that question, you do not put the person on the other end of the line on the clock. But for them, you have positioned yourself as a subject matter expert.
Inbound Marketing positions you as a subject matter expert for plumbing, while getting your expertise in front of more eyes than other methods of advertising. Rather than hoping a quippy jingle will convince people to call you from a radio ad, they will find your 750-word blogpost and know you are an expert plumber they can trust.
4) Inbound Marketing Provides the Best ROI
Ads on television, in print, and on the radio have a shelf life. You are only on for a certain amount of time before you have to pay for more time. Furthermore, traditional advertisers rarely provide statistics about how many people saw your ad and responded.
Inbound marketing is much easier to track. You can see how whether people saw you on search engines, opened your emails, clicked on the links therein, filled out your contact form, saw and clicked on your social media posts, and who became prospects and ultimately clients.
Furthermore, as long as your website is alive, those blog posts and e-books are there for people to discover. Inbound marketing is evergreen.
5) Inbound Marketing Keeps Helps Retain Customers
As you continue providing valuable content, your existing customers will continue to be reminded of your expertise. You will be their plumber and the one they recommend to others. Existing customers can share your emails, blogs, and social media posts, making it even easier to refer you.
If you would like to know more about how inbound marketing can attract and convert leads for your plumbing company, contact Cube Creative Design.
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