Content Marketing Tips for Plumbers

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Content, from reviews to videos to blogs, profoundly impacts potential customers. People research, read testimonials, and are influenced by content before purchasing decisions.

So, to become the go-to plumber in your neighborhood or city, we’ve listed some vital content marketing strategies to grow your business and get customers.

7 Content Marketing Strategies To Boost Your Plumbing Business 

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1. Know your Client

Before you foray into content marketing, you must create a buyer persona. You need to know what your clients are looking for - their interests, habits, problems, etc. 

Take a look at the below screenshot showing a buyer persona that typically requires plumbers in their business. 

Creating content based on this information will engage and yield quality leads. For example, a plumbing company that writes blogs about very technical aspects of a project might attract other plumbers. 

However, technical blogs might not attract their desired clientele if the company intends to get more clients. 

Making a content strategy canvas is a great way to clarify your clients, goals, and the type of content you require. It answers these vital questions: 

• Who you are creating it for - understand your clients
• You are creating it - sales, growth, lead generation, etc. 
• Where will this content go - Select platforms your demographic use
• What you’re creating - select content clients like, e.g., blogs, podcasts, etc. 
• How will it be created - an agency, content writers, etc.

2. Publish Consistently

No matter the platform, it's essential to have a publishing schedule that promotes content relevant to your clients. 

Existing and potential clients like to see a thriving social media profile or website. It gives the impression that your plumbing business is up to date on all the latest methods and techniques in your niche. 

Say, for example, you're up against a competing plumbing business. 

However, you've invested in content marketing and publish regular high-quality blogs, social media posts, adverts, videos, etc.

Therefore, you get more exposure, convert leads, and rank higher on search engines through the above content streams. So, publishing content regularly gives you the edge over your competition. 

The easiest way to stay consistent:

• Have a content meeting -Curate and finalize the month/week content.
• Create a content calendar - Organize the content according to date/ events/ marketing plans etc. 
• Have a publishing schedule - post content regularly using this schedule.

3. Create Content with Search Traffic Potential

Your plumbing company's social media posts, PPC ads, or newsletters will garner traffic. However, it's short-term. You must create content with search traffic potential to get more consistent traffic and results. 

For example, a newsletter about your company's plumbing services does add value. 

However, it's not something users will necessarily come back to. Therefore, you get short-lived traffic. Alternatively, a blog about ‘how to choose a good plumber’, ' how to snake a drain', or 'how to unclog a toilet for beginners' will give you passive, long-term traffic. 

Look at the screenshot showing a blog outranking several competitors and pulling a larger audience. 

Long-term, consistent results/traffic is one of the main benefits of content marketing. That's why 88% of marketers use content marketing in their strategy. 

So, here's how you can find topics with search traffic potential:

• Keyword research
• Competitor analysis
• Demographic research. 

Additionally, you can use marketing tools like SEMrush, Moz, or Ahrefs with keyword research features. 

Tip: On Ahrefs, their 'matching terms' report has a 'questions' tab. You can turn topics in that report into blogs, social posts, etc.

4. Create a Website

As a plumbing business, your company is dependent on finding clients who live in your serviceable area. So, you need to show where/when they're looking for you. 

How to do that? Through a website!

According to Bright Local, since 2021, 99% of consumers go online for information about a local business.

Therefore, having an SEO-friendly website on search result pages is an absolute must for a local plumbing business. Plus, a website is a crucial component in content marketing.

For example, a potential client knows about your company but doesn't have contact information. They can check your website and find your NAP information through a 'name brand' or 'plumber near me' search. 

Take a look at the below screenshot; the audience can view the services offered, contact number, address, and many other details. 

A website is like a business card; it's a source for all your valuable company information that can be optimized for local searches. 

Therefore, publish relevant content such as: 

• Name, Address, and Phone Number (NAP) info,
• Blogs, 
• How-to-videos,
• Reviews, etc.

5. Pay Attention to Search Intent

Search engines focus on search intent when ranking content. Therefore, implementing the three Cs of search intent (below) will help you rank high on SERPs. 

Maximize your content marketing strategy by curating content that focuses on:

1. Content-Type - the type of content that comes up for a search term. For example, the first result for 'how to use a plunger' brings up a video. However, the result for 'when to use a plunger' is a blog. 

Take a look at the below screenshot or try searching the same yourself. 

2. Content Format - Knowing the content type that ranks for a specific search term determines what format works best for content to rank on SERPs. Using the example above, creating a video for the term 'how to use a plunger' will help you rank for that search term.

3. Content Angle - Note the 'angle' for each search term. For example, 'how to use a plunger' might bring up blogs with the word 'Easy' in the title—indicating that people searching for that content want an easy tutorial. 

Read: Types of Content That Help Local SEO

6. Make your Content SEO-Friendly 

Even the most expertly written content needs to be promoted. Content needs to appear where interested clients will see it. 

And the best way to organically promote content is through SEO. It's the most preferred method online marketers use to promote a business. Even small businesses, such as locally-owned plumbing companies, can benefit. 

In particular, local SEO is very beneficial for plumbers because it targets clients in your serviceable area. For example, say a homeowner in your neighborhood needs a plumber. 

They search and find various plumbing companies. However, you appear in local searches, as shown below screenshot because you've optimized for local SEO. 

Therefore, you get more quality leads. That's the power of local SEO. 

You can optimize your content for local SEO by:

• Adding location keywords to content
• Add Name, Address, and Phone number (NAP) details to your pages and listings. 
• Claiming your Google My Business listing. 
• Geo-tagging your posts on social media etc.

7. Repurpose High-Quality Content

Unless you hire a content marketing agency, most plumbing companies don't have time to create valuable and relevant content consistently. Therefore, repurposing your existing content is the best way to make the most of it. 

However, before repurposing content, conducting a content audit is advisable. This analysis shows which content worked and which will perform better in a different format. 

For example, repurposing a 'how to fix the sink' blog into a 'how-to' video is a smart way to get the most of this content. According to a survey by Databox, 75% of marketers said that videos are better than blog posts for lead generation.

So, milk your content by repurposing it. Here are some ideas:

• Turn blog content into infographics and publish them on social media as they are visually appealing to the audience

• Transcribe video testimonials into reviews that can be published on your website, social media, etc. 
• Promote your content via newsletters to existing clients, etc.

FAQs on Content Marketing for Plumbers

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Q: What's The Best Content For My Plumbing Company?

A: The most beneficial content for plumbers are:

• How-to videos on plumbing topics
• Individual web pages about plumbing services
• Testimonials/reviews posts on social media and listings. 

Q: What Content Marketing Tactics Work For Plumbers?

A: Just like any small business, plumbers too can benefit from content marketing tactics such as:

• Optimizing their website
• Claiming a listing on Google My Business, Foursquare, and Bing Places. 
• Running Google ads,
• Asking for reviews, etc. 

Q: How Can I Get More Customers For My Plumbing Business Using Content Marketing?

A: Here's how plumbers can generate quality leads through content marketing:

1. Claim your Google My Business and Google Maps listing.
2. Optimize your website for local SEO.
3. Create location-specific blogs, videos, etc. 
4. Repurpose content into formats that your demographic resonates with. 

Key Takeaways

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• Create a buyer persona before you start producing content.
• Conduct a content audit of your existing content to see which should be recreated or repurposed. 
• Have a content schedule to publish content consistently on various platforms. 
• Use the three Cs of search intent as a blueprint for creating your content. 
• Build a website that can be optimized for local SEO.
• Repurpose old content so that it's shareable on various platforms. 
• Focus on content topics that have search traffic potential. 
• Hire a content marketing agency.