Plumbing business owners often face confusion when it comes to choosing the best digital marketing campaigns.

With so many options available, the introduction of AI technology has added to the complexity. As such, local businesses typically opt for organic or paid marketing on search engines and social media. Organic search strategies are used to create a long-term impact on the mind of the target audience. These methods rely on community engagement and the distribution of high-quality content across all platforms.

This path yields results if you are patient. Paid advertising campaigns can bring immediate results. However, this shortcut works when you pay equal attention to the budget and lead generation. Both social media and search require the proper use of time, cost, and resources.

Search Engine Marketing Techniques

A reputable plumbing marketing agency like topmarketingagency.com knows what will work best for your business and how to implement it effectively. 

Organic local SEO

Typically, organic local SEO practices focus on increasing a business’s visibility in local search results and the Local Map Pack, where there is a demand for their offerings. Although many aspects of local SEO are similar to traditional SEO, it requires additional efforts. 

• Choose relevant keywords for your business, competition, and location 
• Design a mobile-friendly local website with title tags, meta descriptions, headings, and content
• Maintain your Google Business Profile (GBP) and ensure consistency in NAP (Name, Address, Phone number) across all directories
• Respond to customer feedback and reviews immediately 
• Source inbound links from relevant, local, and sector-specific businesses to establish authority
• Produce content targeting the local market and the audience’s queries

Local paid search 

These initiatives involve the use of engaging text, photo, and video ads on Bing, Google, or display networks. Service businesses, such as plumbing, can also purchase Google’s Local Services Ads (LSAs). You can leverage this only after completing the verification process. Again, this strategy can be implemented by performing a set of activities.

• Select pertinent keywords that have better search volumes but are less competitive
• Write a thorough ad copy with a value proposition
• Design landing pages based on the ad copy with a focus on conversions
• Apply remarketing tactics for those who have already visited and interacted with your site after seeing ads 

Social media marketing techniques

Despite the growing popularity of social media, many local businesses struggle to incorporate it into their marketing plans. A credible digital marketing agency can be trusted to leverage these platforms after analyzing the nature of your business, audience behavior, and more. Again, the two marketing options include organic and paid social media campaigns.

Organic social media

This type of marketing strategy encompasses the use of various media, including text, photos, videos, audio, and links, across multiple platforms. However, all these efforts should be targeted at building a social following. To achieve this, a set of steps can be performed.

• Incorporate high-quality videos and photos in the content to draw customers’ attention
• Regularly post on social media, leveraging a content calendar
• Add keyword-rich hashtags to extend your business’s reach to a broader audience 
• Encourage visitors to take action – click, visit, or purchase 
• Include the content of other related local businesses and content creators
• Engage with viewers through mentions, comments, and messages

Paid social media

Like paid search, paid social media requires distributing various types of ads across social networks to achieve higher engagement. You may need to do the following:

• Target hyper-local audiences on social networks per their interests, behaviors, and location
• Select the accurate ad format for your campaign. It can be video, carousel, or image ads.
• Add a value proposition in the ad copy
• Optimize the landing page based on the ad copy to influence conversions

Final words

Many local businesses get stuck due to limited budget and resources. With a trusted digital marketing agency, you don’t have to worry about anything. Make sure that you hire the best one in the business.