Local Marketing Targeting Plumbers

21 replies
Good day everyone,

I have collected a list of local plumbers and I am looking for you advice on how to best approach them for better success.

My plan is to offer them the following services:

1. Website setup
2. Mail list service integration
3. Create and run campaign aimed at bringing the referrals from their current clients
4. Introduce USSD mobile dial string service as part of their overall marketing (*120*5654#)
5. Video marketing services. This will be through either good and high quality PLR/MRR video content

Okay, this is just to mention a few services.

Now my request is for advice on how can I best approach them. Most of them do not have a website while some have not so much optimized websites.

Their websites are not mobile friendly and their have no lead collection system in place.

Thank you in advance
#local #marketing #plumbers #targeting
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  • Hellor Richard,

    Originally Posted by Richard Ndlovu View Post

    Good day everyone,

    I have collected a list of local plumbers and I am looking for you advice on how to best approach them for better success.

    My plan is to offer them the following services:

    1. Website setup
    2. Mail list service integration
    3. Create and run campaign aimed at bringing the referrals from their current clients
    4. Introduce USSD mobile dial string service as part of their overall marketing (*120*5654#)
    5. Video marketing services. This will be through either good and high quality PLR/MRR video content

    Okay, this is just to mention a few services.

    Now my request is for advice on how can I best approach them. Most of them do not have a website while some have not so much optimized websites.

    Their websites are not mobile friendly and their have no lead collection system in place.

    Thank you in advance
    First off, welcome to the forum.

    Gary Halbert was one of the most revered direct response copywriters of all time and gave the best advice about finding clients who want, what you're selling.

    He used to ask students in his seminars...

    "If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?"

    Some of the students said "superior meat." Others "sesame seed buns." Others "good location." Still others "the lowest price."

    When they finished, Gary would say, "O.K., I'll give you every single advantage you have asked for. I only want one advantage and I'll whip the pants off all of you."

    What was the advantage? A starving crowd.

    * * * * *

    So, Richard, which of these plumbers represents your starving crowd? Once you figure out what draws this crowd, then you can move in that direction.

    After that, there are multiple ways to reach out.
    1. Email
    2. Cold Call
    3. Direct Mail/Sales Letter
    4. Coupon
    5. Post Card
    Chinchilla
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  • Profile picture of the author animal44
    Originally Posted by Richard Ndlovu View Post

    Now my request is for advice on how can I best approach them. Most of them do not have a website while some have not so much optimized websites.
    Take a step back. Get out there and talk to those plumbers. Ask them why they don't have a website. You might get an education...

    Tradesmen of any kind are notoriously cynical about online marketing of any kind. You'll have a job and a half overcoming that...

    To answer your question, use your website building skills. Those who want a website will find you on Google. Then you'll just have to persuade them (though good copy), that you're the one they need...
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  • Profile picture of the author Richard Ndlovu
    Thank you for your response, I think I am on the track to discovering their pain points and target them accordingly.

    Thank you,
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  • Profile picture of the author Richard Ndlovu
    @Animal44 thank you for your response.

    I will be getting in touch with a few selection of these plumbers and find out why they don't have a site.

    You suggestion is very good and will save much time.

    Thank you.
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  • Profile picture of the author Claude Whitacre
    Have you already performed all these services for yourself? You are going to need a very strong online presence. If you are selling "online marketing", you better have plenty of samples to show prospects, at least promoting yourself.
    Why? Because no matter how you market to them, some of them (the most serious prospects) will look your services up online. They better find you everywhere.

    How many are on your list? are they within travel distance from your home, or are they nationwide?

    How you approach them will depend on the last two questions.
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    • Profile picture of the author Richard Ndlovu
      Claude thank you for your reply.

      Yes, I am currently setting up my own online channels to show up very easily against search queries.

      The list has more than 30 but, there are still plenty others who, according to my research have some online presence but very little at all.

      Some plumbers run sponsored listings on industry directories and they do not have their own sites to capture their leads, these make ideal potential clients.
      Are they local or national?

      I compile the list according to local target towns and cities to narrow down and make for better offers.

      But I will focus on strengthening my own online presence given that there seem to be a few marketing companies locally catering specific to this niche.
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Richard Ndlovu View Post


        I compile the list according to local target towns and cities to narrow down and make for better offers.
        .
        You have a list of 30 local (to you) prospects?

        Then you need to talk to them personally.

        Invite them all to a seminar that you give on "Promoting Your Plumbing Business Locally",

        If they all belong to a local organization, that meets regularly, offer your seminar as a special event, and you pay for dinner. Deliver great information, selling them on the need for your services. Make appointments with them at the end of the seminar. These are your buyers.

        If there is no local organization of plumbers, just go see them individually.

        Personally, I would concentrate on the ones that already have a website...and are listed in several directories. They already know the value of online marketing.

        Check the Homeadvisor listings. The businesses listed there are great prospects. They are already paying for leads.

        The best prospects aren't people that don't have what you sell. The best prospects are the ones that are used to buying what you sell. Just a thought.
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        • Profile picture of the author Richard Ndlovu
          Thoughtful insight Claude, thank you for your engagement.
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  • Profile picture of the author savidge4
    Originally Posted by Richard Ndlovu View Post

    Good day everyone,

    I have collected a list of local plumbers and I am looking for you advice on how to best approach them for better success.

    My plan is to offer them the following services:

    1. Website setup
    2. Mail list service integration
    3. Create and run campaign aimed at bringing the referrals from their current clients
    4. Introduce USSD mobile dial string service as part of their overall marketing (*120*5654#)
    5. Video marketing services. This will be through either good and high quality PLR/MRR video content

    Okay, this is just to mention a few services.

    Now my request is for advice on how can I best approach them. Most of them do not have a website while some have not so much optimized websites.

    Their websites are not mobile friendly and their have no lead collection system in place.

    Thank you in advance
    Do you know anyone that is a plumber? Are you familiar with the industry at all? Do you REALLY know what a LEAD generally looks like in this industry?

    I would say the web development would be a start ( to make mobile friendly ) and MAYBE #5 in terms of content to be placed on youtube and hopefully migrates to Googles search listings.

    More than generally speaking a "LEAD" in the Plumbing business is a PHONE CALL. So all of the text yada yada and mailing list is of no use. How many plumbers do you get e-mail from?

    The reality is when you need a plumber you get onto google and search plumber.. so from the point of CONVERSION.. the plumber had better be listed in the 3 pack.

    Something that I use as an indicator of a good match for my services for a potential plumber / roofer / electrician / handyman / builder type client.. If I call them.. they had better answer the phone - you will be suprised hopw many dont.

    THAT translates into doing any amount of work for these guys and them saying they are not getting any leads.. and that is because they dont answer thier phone.

    If this is something you are going to move forward with.. you need to find a friend that is in the trade, OR find a friend of a friend and have a sit down to determine what they consider to be services they would want.
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    • Profile picture of the author Richard Ndlovu
      Thoughtful response and thank you Savidge4,

      You have mentioned a number of important elements and "appearance of a lead" in the industry.

      The anchor is to educate plumbers of the need to develop marketing strategies that are current and will have noticable impact on their business.

      As we all know and have noticed, the marketing environment changes like a weather and business need to adapt like a Chameleon would against it immediate environment .

      My view is that I may not win all but those would see the value thereof would make for an engaged client.
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      • Profile picture of the author savidge4
        Originally Posted by Richard Ndlovu View Post

        Thoughtful response and thank you Savidge4,

        You have mentioned a number of important elements and "appearance of a lead" in the industry.

        The anchor is to educate plumbers of the need to develop marketing strategies that are current and will have noticable impact on their business.

        As we all know and have noticed, the marketing environment changes like a weather and business need to adapt like a Chameleon would against it immediate environment .

        My view is that I may not win all but those would see the value thereof would make for an engaged client.
        I am going to disagreee with you here. I am all for an education process. Read through my body of work on the WF and I am for the most part all about it. However... Education is a 2 way street and often times I find, it is myself that needs the education to meet my clients needs.

        Over the course of years I have determined there are only 2 variables that determine a whole lot of things in marketing. There is WANT and NEED.

        So how do the variables want and need apply to marketing?

        Wants are generally planned for... you want to get a hair cut... you want a new TV... you want a new car. This is the portion of marketing where list building and text messaging and sales funnels and reports and social media and this and that and the other come to life. You can draw in your potential client.. you can educate them, you can provide value, and close the deal.

        Needs are a whole other ball game. Let me ask you this.. when was the last time you called a plumber? When was the last time you called a HVAC company? or here is a even better example.. when was the last time you called a lock smith? Bottom line here, you DONT WANT to call these people.. you ONLY call when you NEED to.

        When its 100 degrees outside and your AC stopped working, are you going to sign up for a free report? OR are you going to call and see how fast they can get to you? The PHONE will win every time.

        So WHY you ask would these people be on some industry directory and not leave a website link? THEY want you to CALL.. THEY, the service provider UNDERSTAND you need them NOW and not at some point in the future. And THAT is the page you need to get on to win thier business.

        Let me take this even a step further.. aside from the website platform, the rest of your services are just short of out dated. I am sure you have heard the term "The internet of things" THAT internet is not so slowly creaping up on us.

        Do you have a Google home or Alexa at home? an experiment.. say Hey Google / Hey Alexa "I have a frozen pipe and need a plumber" What YOU as a marketer need to figure out is HOW you get your client on that VERY SHORT list. and developing an e-mail list or text strategy is not on any list of things to do in THAT world.

        "Empty your mind, be formless, shapeless -- like water. Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot. Now water can flow or it can crash. Be water, my friend." - Bruce Lee

        You need to put yourself in your clients shoes, and not your client into yours.

        Hope that Helps!
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        • Profile picture of the author Richard Ndlovu
          Thank you again,

          I kind of think you have a point and at the sametime I suppose you are aware of the pace at which marketing is changing.

          However your thoughtful input os welcome and will find a way to see how best can I use all this valuable info you guys are giving.
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  • Profile picture of the author max5ty
    Originally Posted by Richard Ndlovu View Post

    Good day everyone,

    I have collected a list of local plumbers and I am looking for you advice on how to best approach them for better success.

    My plan is to offer them the following services:

    1. Website setup
    2. Mail list service integration
    3. Create and run campaign aimed at bringing the referrals from their current clients
    4. Introduce USSD mobile dial string service as part of their overall marketing (*120*5654#)
    5. Video marketing services. This will be through either good and high quality PLR/MRR video content

    Okay, this is just to mention a few services.

    Now my request is for advice on how can I best approach them. Most of them do not have a website while some have not so much optimized websites.

    Their websites are not mobile friendly and their have no lead collection system in place.

    Thank you in advance
    As someone that owns several businesses...and having just talked about this exact problem at a small seminar last week...

    I have a question for you.

    You want to get plumbers more customers, but you don't know how to get plumbers as your customers?

    You want to bring them leads but you don't know how to get your own leads?

    I'm not trying to be mean or talk down to you -- just trying to get you to think about this from a business owners perspective.

    You say you know how to get the leads:

    You set up your website.

    You do your mailing list.

    You do the text messaging thing.

    You do the video thing.

    So why aren't you doing this for yourself?

    and here's the answer...

    because you're not sure you can make it work? Or maybe it hasn't worked?

    If you know for a fact your plan works and can make loads of cash...you'd have started this for yourself yesterday. You'd be so pumped about making all that cash with your ideas, you'd stay awake all night tonight and start implementing it. Then once it worked for you, you would have zero fear of marching into any business and telling them how you could help them. You not only would be marching in...you'd be wearing a bright red suit with a big smile on your face and nothing would deter you.

    Sadly, a lot of fear and hesitancy is because we haven't made our plan work for ourselves.

    Now, having said that long rant...

    let me tell you something else.

    If you had a Facebook business page set up. Had a good landing page. And either boosted some posts or used organic reach to maybe give away a free report on plumbing...

    maybe something like, "How To Find A Plumber Without Their Butt Crack Hanging Out"...just kidding about the title...but the idea is to get people asking for the info.

    Then when you get a list of people (could be small) asking for your info, you simply contact your local plumbers and tell them you've got a list of leads looking for a plumber and you need a place to send them. Would they be interested? Doubt you get a lot of no's. This is not just a local thing...it's something you could take global.

    So, I know I'm getting long-winded...but instead of asking them if you can set up a system to get them leads, you tell them you already have them leads.

    Show don't tell.

    This works.

    Unlike loads of current webinars right now that want to sell you this system for a chit load of cash, You can implement it yourself. It's not new, but like most things in the marketing world cycle, this seems to be the latest, greatest webinar to teach right now.

    If you want to be successful, have them begging to work with you. Not you begging to work with them.

    Best wishes.
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    • Profile picture of the author Richard Ndlovu
      Thank you Max5ty, while I have a few ideas on how to approach them I figured that it won't hurt to ask for something beyond what I already know.

      I want to have expert views like your and see if i can't strengthen my offering or even the go get strategy.

      My plans include activating my social media channels and have deffering content on each channel.

      One channel would be for plumbing tips related tips, twitter to be exact, linkedin for sharing industry insights and marketing content in general and use facebook for contests and other in between activities while using youtube for content repurposing.

      And your idea of sharing related content and approach plumbers with leads on hand makes it even better.

      Would I have tought it by myself? Well, I honestly don't think so.

      And thank you, you can throw one more idea in, just kidding but true, would appreciate another shot.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by max5ty View Post


      Unlike loads of current webinars right now that want to sell you this system for a chit load of cash, You can implement it yourself. It's not new, but like most things in the marketing world cycle, this seems to be the latest, greatest webinar to teach right now.

      If you want to be successful, have them begging to work with you. Not you begging to work with them.

      .
      The webinar could sell the "Do it yourself" system to plumbers nationwide, or you could sell your services by webinar.

      The fantastic book Money On Demand: The 16 Fastest Ways to Becoming a Millionaire Online tells you everything you need to know to host webinars, and sell directly from the webinar.

      You just have to make sure you can deliver these services without visiting the business

      I've seen plenty of information courses and services sold for a few thousand dollars, right from the webinar. You don't need to do it live, but you do need to know how to sell.
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  • Profile picture of the author DonWiedman
    Cold calling works great for me. Let me know if anything else works grreat for you.
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  • Profile picture of the author Johnarcher
    I'm reminded of my tenure at a micro market Radio Station. I was selling PSA sponsorships and one of my clients was a septic tank company. She wanted her tag to be "For all your septic needs". It was in 2001, and I've never forgotten her comment. I suggested something along the lines of "Before you find yourself up to your eyeballs in stuff or bleeep, let us check your system. She laughed and actually liked it. Think Roto Rooter. Most people don't want to hear or read a generic ad about a plumber. There needs to be something to grab their attention. Another could be a sexy man or woman graphic next to Heyyyy, you wanna get your pipes cleaned? Have fun with it.
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  • Profile picture of the author Chris-
    I recommend offering them what they want and need MOST, which is more LEADS.

    Google phone-call ads are one great way to get them leads at often less than the cost of a mere click to a website.

    Offer leads first, then when you've got them lots of work, offer to help them with other services.

    Chris
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  • Profile picture of the author misterme
    Originally Posted by Richard Ndlovu View Post


    2. Mail list service integration
    Oh! A Drip Campaign, eh?
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    "Best book on answering objections I have seen... it's for photographers but it has brilliant techniques you can use in any business." - Claude Whitacre. When They Say That, You Say This (Amazon Kindle)
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