There have always been differences between companies of the same background. The distinction between the two companies can be weighed by factors like yearly turnover of the companies, profit margin, ability to retain customers, the number of business deals made successful by the company, the number of loyal customers a company has, and reach of the brand to the target consumers of the specific industrial sector. The things that make a difference in the success of two companies are the efforts that a company makes to seem responsible and proactive in the eyes of the collective audience. A company that creates a better image for the market by actively reaching out to consumers and providing tangible and intangible services after or before a deal is made, will gain more business and profits than its competitors. A fruitful firm would not create itself by just providing smoother services to whatever customers they can get from the market. It will merely mean that the company might have to wait for days on end to get a customer. Leaving things to fortune like this will not take your firm anywhere on the graphs, and a business that stays the same without defeating its margins on the charts is not a healthy business.
A lot of small and midsize businesses are made and considered obsolete every day. The reason for being declared obsolete by the consumers themselves is not making a proper impact on the psyche of the consumers. Any company should know how to be in the priority list of their consumers by securing a place in their subconscious. Whenever they think about the line of work that you’re in, they must be reminded of you. This can only be done by interacting with the consumers on a regular basis and giving them updates on your day-to-day challenges and accomplishments. Also, a very significant reason for not getting enough leads can be not considering your customers to have a say in what you do. Opinions of the consumers matter when you need to know what your consumers expect of you and what are the things that you have been excellent or imperfect at. But, you can’t be holding public balls and parties for all your consumers and invite other people to convert them into leads. That would be a ridiculous expense for the firm, and the ROI cannot be really trusted with just one day of public interaction. This is the biggest reason why almost every business today is trying to get on the internet.
How Internet And Social Media Have Helped Businesses?
The internet today is actually a second world. People from every section and community of the world are on the internet today. This year, in the month of October, Google will have completed 19 years of associating itself with businesses. Google Adwords (now Google Ads) was launched in 2000, and over the decade, the boost in technology and provisions being owned by the population has made the World Wide Web available to the common public and the industries. Since the time of this alternate advertising media, businesses and even governments have come across the vast surplus of advertising options on the internet. The most refined work of connecting the whole world together was done by social media. In the earlier days, there has been a lot of advertising on social media websites of the past. Sites like Myspace and Orkut, which very few people know of today, was a great place for freelancers and small businesses to advertise their work. However, the advertisement on those websites had to be pushed to people who you already know, and due to underdeveloped technology, there weren’t many people whom the business owners could reach. After the initiation of today’s social media giant, Facebook, marketing media took a new turn.
Now there are a number of social media platforms that make it easier for the creators and business owners to showcase whatever they have to a broader audience without having to go door-to-door with a sales pitch and convincing people about your work, your products, and your services. You can now not only present your ideas to a large audience, but you can also depend on the reactions of the audience to make decisions about your business plans. Knowing how your consumers react to a service or product will help you identify which services and products are in demand. If you’re a company that is into manufacturing products, ideas for innovation can come from the minds of your consumers that have used your products and want improvements that you might be able to provide. In the course of these actions, it also becomes convenient to share daily insights into your product developments and convey gratitude by offering online promotions and discount prices. Visual interactions of the audience with your products and services will increase the number of queries that your business will get. The more the number of queries you get, the more opportunities you have to make a conversion.
Since plumbers are mostly service-oriented, there has to be the conveyance of information on the technicalities of plumbing that makes you more presentable as an expert in your trade. Sharing educational information or DIY ideas on little repairs and cleaning procedures will increase brand loyalty for your firm and people will seek out your services when they cannot handle an issue on their own. Seeking more customers out of a large audience requires increases the reach of the brand. When you do that, the viewers on social media also get new solutions to their problems, which is the reason why it’s necessary to have social media marketing for plumbers and HVAC servicing firms. The millennials who look for solutions to everything online will like to see a firm make a lot of social engagement with their customers and other audiences. Seeing interactions with the public on a variety of issues builds the confidence of a person that comes across your Facebook or Instagram page while looking for solutions online. When you build customer confidence, you get to negotiate with the customer in your own way, and it keeps things balanced as you will already have shown your work to this new customer that you have made.
What are the Benefits of Social Media Marketing and How Does It Work?
Social media marketing for plumbers will benefit them in different stages and along with various factors, that are required to have a well-performing business.
Making Your Customers Recall Your Brand – The most significant effect of social media is that your customers will never forget about your brand once you have connected with them. Social media has choices for all its users. If a user likes or follows a page on social media, they get regular updates and insight news from you on their feeds. When they interact with your company’s posts regularly, the preference to use your experience gets stuck in their minds, but for that, it is essential that you post updates and content related to your line of work regularly. So, that whenever someone has an emergency plumbing issue at their home, they are reminded of you through the everyday posts you have been sharing.
Lead Generation – When you advertise on social media, you can easily keep track of the people that have liked your posts or interacted with content on your social media pages. Now that you have a mode of contact with these people, you can really just spot the most enthusiastic audiences and get their credentials to start a more personal email marketing to turn them into hot leads. These people might even become your long term, loyal customers. For plumbing and HVAC companies, social media makes it easier to find legit leads that are sure to turn into customers as people who would really want plumbing services, will make direct queries through your social media, and you can raise conversations and deals in a few minutes.
Keeping Updates of Industry News – Let’s suppose there is a new collection of designer faucets is launched in the market. Being a plumber, you are supposed to answer when an inquisitive customer or audience asks you about the new range of taps and faucets. For instances like these, you need to be on social media, researching what your competitors are posting. Following other suppliers and manufacturing companies gives you updates about upcoming products and components that you can use for your plumbing services. You can initiate the sale of products and fixtures that you see are trending among the consumers.
Reputation Management – When you prioritize the opinions of your consumers, you get a better reputation than your competition. Engaging with customers through their feedback on your posts builds goodwill with the customers, and they appreciate the posts that you make about some of the work that you did for other customers. This creates a better image in the perception of other audiences looking for plumbing jobs. This helps your business to be suggested by a lot of your customers to their friends and acquaintances.
Keeping Up With The Competition – It is a close possibility that your local competitors will also be using social media marketing. So when you are spending a considerable amount of time on the social media platform, you will also come across the marketing endeavours of your competition. If you watch closely, you could come up with ideas that go face-to-face with those of your competitors or improvise on the idea to create a better marketing campaign to overtake the one created by your rival.
How Does Social Media Marketing Work?
There are step-by-step processes involved in the induction of social media marketing for plumbers. All-Round analysis of the firm, the target audience, the line of trade, and the competitor market has to be done in order to plan the perfect marketing strategy and designing the best content required for display on social media pages. Social Media marketing for plumbers begins with an analysis of the other companies in the sector that are considered as competition.
The first step before preparing a marketing plan for your firm is the analysis of your competition’s activities. It means that for a few days, there will be a close watch on all your competitors functioning in the area that you provide services in. The first step in this process is to categorize your competitors. There are basically three kinds of competitors for a firm.
Primary Competition – A primary competitor is the one that is targeting the same audience that you have planned for. They can also be proprietors selling the same products and services to the customers.
Secondary Competition – A secondary competitor is a business that might be selling better or low-end services than what you do. It is possible in this case that the competitor might be playing on a whole different market like providing services to only industrial office complexes or specializing only in emergency plumbing solutions.
Tertiary Competition – A tertiary competition is one that might be related to your line of work through a branch of trade that your firm might require at some point. These types of competition can help you develop your product catalogue further, and along the line, you can also be partnering with these companies increase the list of services and products you supply. For example, if you’re a plumbing company, your tertiary competition can be specializing in faucets and sinks.
To analyze the competitors’ business, there are certain tasks to be taken care of.
Examining Website and Customer Experience – Before you move to check into the social media accounts of your competition, you must first know what is unique about their website and how they are interacting with customers on their landing pages. Have a look at their product display, see how their photography is compared to your ideas. Read their product descriptions, give attention to the kind of lingo they use to describe their products. It will provide you with an insight into what type of language your audience would like to have, and you can also determine if there is a lack of information on their descriptions. Check for attempts to build a mailer list with the use of newsletter subscription prompts. You must have a close watch on how often do they conduct promotions and what are the advantages of such advertisements to the firm and the audience. Knowing about all such factors will let you know where exactly can you make additions to your own website or come up with something that the competition is not eyeing.
Noting Prices – One of the reasons why a lot of consumers nowadays are going online for all kinds of shopping is because of the pricing. For e-commerce projects, it is crucial to keep a check on the pricing strategy. Take note of the pricing of your competitor’s product list. Doing so will give you insights on how much the customers are willing to pay for particular products and how much you can pitch for your product or service line. Keep checking for multiple company websites while you’re at it. Observe what the consumer class is paying for, is it just for convenient pricing or experience as well. It is probable that the audience might go for the website experience before considering the prices when it comes to social media marketing for plumbers. Reason being, the products and services you sell are supposed to be beautified when being displayed. For example, the product display and description of a designer sink with a trendy faucet.
Look for Reviews – Customer reviews are an effective way of ascertaining your competitor’s success or failure with their business. In this step, you must go through the whole website of your rival. Look for comments on products first. See if the consumers have been troubled by faulty products or have been affected by the way it was shipped. Look for reviews and comments on the services provided by the competitor. It will help you improvise on the areas where your competition is failing. If there are a lot of comments or reviews on specific products or services, you’ll know what audiences are interested in. Look for blogs on the website and see the comments. If their blogs have negative comments on the information they have provided, you will know what your consumers would really like to know about the services and products you’ve been providing.
Review Social Media – Once you have the information about what your competitions online presence is doing for them, you can move on to reviewing their social media activities. Responses on their social media accounts will give you an idea about two essential things; the market for your product and the kind of response that your competition is getting from the consumer class. So, if your rival has many followers, and get engagements on their posts, it is time you step up your planning and come up with some new strategies for creative content that brings the consumer market closer to you. If your competition doesn’t have a significant number of followers, it might mean that the demand for your services is deficient on the internet, or you must be looking for a different class of customers altogether to run your social media marketing campaign. From the website of your competitor, you can know which are the social media platforms are they using for engagement. Keep a check on the platforms that your rivals are using the most. This will give you an idea about where the consumers are more active for the industry that you’re specializing in. Also, if you find that a platform is being used next to none by the competition, you can start your marketing campaign on those platforms to gain a market apart from the one that your competition is working for. If you are fortunately the only one to be there, you will eventually gain loyal consumers that might not be using other social media except the one you’re posting on.
Organic Social Campaign
Organic social media marketing is an effective and inexpensive way of marketing your brand through social media. Regular engagements with the audience through a variety of content that relates to your company is the main agenda of organic social campaigns. Posting daily updates on your social media pages can get you followers, and a lot of them will convert to be loyal customers eventually. With organic social campaigns, you get various options of content to be posted on the social media pages. Blogs, product analysis, videos, polls, and interactive competitions for your audience will increase your reach through the consumer market and help you make conversions. Though due to a lot of paid media campaigns being used by companies, there has been a downfall in the engagement emphasis of organic social campaigns. But social media marketing for plumbers cannot be complete without engaging your audience through free unpaid content. Organic campaigns make it easier for you to focus more on how to engage customers, and the creativity required for the same. This is how organic social campaigns work for your business –
Positions Your brand as Authority – When you’re working on organic social campaigns, you get more chances to focus on the kind of content that you’re creating. You will have better opportunities to do extensive research on your own line of work. When the audience observes you posting regular updates with useful information, they stick to your posts for their queries and will even ask you to create something that quenches their curiosity. This gives you an authority on social media as an expert on the matter. So when you have a line of followers looking up to you as a solution to their problems, you get significant conversion based on your content.
Builds Brand Personality – Organic social campaigns give you an opportunity to present your brand as a personality rather than just a company. In social media marketing for plumbers, the firm could be shown as an experienced plumber or HVAC technician, that imparts a certain aesthetic fundamental in its work and likes to value what the customers want doing — appeasing your customers and audiences with content that serves as an after-purchase care technique or enticing useful data about the industrial changes being brought to your sector is what builds brand personality. So even if a person has supposedly bought a toilet piece from a general retailer, when they see what you know and how you outdo on that specific piece of sanitaryware, the next time they have trouble with the toilet, they will recall your company and send queries for advice or servicing.
Organic campaigns might not be so popular among the fast-growing economy where are agenda is to spend money to make money, but organic marketing stays with you long term and gives dividends long after you have posted updates.
Paid Social Campaign
Organic social campaigns might be exciting enough, but they don’t make sure that you’re getting the proper ROI on the time you have spent to create the content or the money you have paid to third party content creators. Paid social media marketing for plumbers will result in an increase in the number of conversions per post. Any firm paying for a marketing campaign would like to have access to the development that their advertisements are making. Paid social campaigns utilize concrete targeting tools that increase the impact of your posts. Since the posts are being pushed through the feeds of your customers, as well as people that might come under the target audience that you set, you don’t have to rely on word of mouth for your advertisements and content to work. With paid social campaigns you can do the following;
For the announcements of new products or flash purchases on services, you can draw immediate traffic on your website
Use gated content that generates leads through form fill ups for downloads
Boost brand awareness by posting flashy ads that attract conversions
Post limited-time promotional offers that will improve visibility of your content and expand your customer list
You must choose carefully when selecting the type of content that you want to post on your social media pages. For example, Facebook users like to chat and be entertained, so you can have humorous content-based ads that entertain as well as develop opinions in the mind of the audience. But when on Linkedin or Twitter, you would want something like white-papers or information-centric blogs as these sites are more business-oriented.
Social media marketing for plumbers and HVAC service companies is a necessity today because most of the upcoming generation, that has been buying or renting homes don’t want to go to the yellow pages and then select a plumber. For the price that these consumers will pay, they will want to make sure that you are experienced in your job. The strategy of social media marketing for plumbers should be showcasing the issues that they can fix and by sharing facts that might help consumers understand the issue with their plumbing fixtures. Sharing data about the way your plumbing firm has worked for other clients who have been loyal to you, can get you new customers from the number of people looking for the same issue that you have posted on social media.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.