Original blog published July 17, 2015 | Blog updated October 11, 2022
“Out of sight, out of mind.” This popular saying is often true for plumbing: When pipes and fixtures are in working order, consumers don’t give them much thought. The same might be said about plumbers, when the general population doesn’t regularly need their services.
But then leaks, clogs, slow drains or hot water shortages strike. Or, the time has come for a complex kitchen or bathroom renovation. Suddenly, your target audience needs a convenient diagnosis and expert solution from someone they trust. Unsure of where to turn, more than 90% of consumers today are relying on the web to find answers through Google searches, apps and third-party directory sites, such as Porch, HomeAdvisor and Angi’s.
Building Brand Awareness Through Content Marketing
By acting as a source of valuable information, plumbing companies can build trust and confidence in their brand.
The best thing plumbing companies can do to increase demand is to educate consumers about the possibilities—maintenance, prevention, water efficiency, warning signs. When potential customers are more aware of their options, they’re more inclined to get those improvements. By acting as a source of valuable information, plumbing companies can build trust and confidence in their brand.
But, breaking through the noise on the web is no easy feat. Successful businesses turn to content marketing to ensure their services and capabilities are at the top of consumers’ minds when needs arise. It’s as vital as a plumber’s auger or wrench.
Content Marketing for a Purpose
So, where do you start? You would never plumb a bathroom without a plan. Well, the same holds true for your content. Content marketing without a strategy is simply content for content’s sake. Always be mindful of why you’re creating it, who it’s intended for and the unique value of that content. Crafting strategic content with a purpose lets you create countless opportunities to highlight your professional brand and relay the brand promise. Put simply, sharing useful information develops consumers’ trust and confidence.
Consider what others are doing and how you can do it even better.
To get started, think about your company and your industry. Consider what others are doing and how you can do it even better. Next, think about the customers and the questions you frequently field from them. Offer ways that they can avoid the most common plumbing problems, share trends in the plumbing industry and offer must-read insights. Try to go beyond any obvious or generic information in favor of specific details that could surprise or entice readers.
Need help getting started? Here are some questions to prime the writing process.
- What information should consumers have ready when they call a plumber?
- What maintenance, repairs or preventive steps can homeowners do on their own?
- Which plumbing tools should individuals own?
- When should homeowners call a plumber?
- How can people save time or money?
- What tips would help the do-it-yourself crowd?
- What safety concerns warrant warnings?
Think about business goals, too.
- Which plumbing services need to grow? Develop content around these services to gain more visibility.
- What jobs would a plumber prefer to avoid? Educate consumers on preventive maintenance of those problems so those jobs become less painful.
Now, you’re ready to build a successful content marketing campaign. Exceeding expectations in content will earn a plumbing company the opportunity to impress its customers with superb service. What happens next? They’ll tell their friends all about it.