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Let’s look at each of these groups:

1 Top priority

2 High priority

3 Lower priority

4 Don’t bother

This is the smallest group but they are also the cheapest customers to acquire. These people are searching for you by name. They have already decided to use your services and just need to call you.

These people are searching for your service in your area. If someone needs a plumber in a suburb or town that you service, you want them to find you. This group is very important to the growth of your business.

These people will one day need your services but not right now. They are the vast majority of the people in your service area. Most people don’t need a plumber today, but they may need one in the future.

This group is made up of all the people in Australia who will never buy from you. It is by far the largest group. It puts the size of your actual market into perspective.

Most people use Google to find a plumber. They might not be searching for you by name, but they are searching for the next best thing – a plumber to help them. They are ready to buy.

When you use these marketing tactics you are trying to get someone to think about your business, even though they don’t need you right now. You are trying to build awareness of your brand and your services.

These days most people will look you up on Google. You must connect with all of the people looking for you by name. Secure all the clicks, all the calls and all the jobs. They are your lowest cost sales. Key Marketing Activities: • Google Adwords • Search Engine Optimisation (SEO) • Listings on major directories (Yellow Pages, True Local etc) Tip Do a search of your own business name on Google. Is a competitor’s ad appearing above your listing? They could be poaching some of your leads. You must run an ad on Google for your own name to make sure no one picks off your customers.

This group is much larger than than the Top Priority group who search for you by name. Before you do any other marketing, make sure you are connecting with this group. They are some of your best leads.

There is a place for this sort of marketing and it can be effective. But you should spend money on this sort of marketing only after your higher priority groups have been completely covered.

Key Marketing Activities:

Key Marketing Activities:

• Google Adwords

• Email Marketing

• Search Engine Optimisation (SEO)

• Facebook Advertising

• Listings on major directories (Yellow Pages, True Local etc)

• Direct Mail

• Lead generation websites (HiPages, Service Seeking etc) Tip Do a few searches on Google for the word “plumber” plus a few of the suburbs or towns you service. Does your website appear anywhere on the first page? It is possible to appear up to three times on page one of Google and drive a lot more sales.

• Social Media • Vehicle & Building Signage

It may sound obvious, but it is important you do not spend on the people who will never buy from you. Ensure no leakage of your marketing budget into this group. There are many reasons why some people will never buy from you. For example, they are too far away or they don’t own a property or they DIY everything. Proper management of your marketing will make sure you don’t waste money marketing to this group. Tip Do you get calls from people who are outside your service area? Do you get calls from people who are looking for services that you don’t offer? This could be a sign of mis-directed marketing activities.

• Print, Radio, Outdoor Tip Write a list of all your current marketing activities. How much of your marketing budget is being spent on people who don’t need your services right now? Could that budget be put to better use targeting people who need your services immediately?

The next step Now is the time to focus on accurate marketing. By getting your priorities right you can invest in marketing with confidence, knowing that you are targeting the right people at the right time. You can download a Digital Marketing Checklist for Plumbers, by visiting riselocal.com.au/plumbers-checklist Darren Urquhart is the founder of Rise Local, a digital marketing agency. Darren has over 20 years experience in marketing, including 10 years in digital marketing. Rise Local provides accurate marketing for plumbers and hot water specialists. Rise Local has contributed to the growth of many plumbing businesses by improving their marketing. Find out more at riselocal.com.au

www.plumber.com.au | 47

Profile for Salt Creative

Australian Plumbing June 2016  

For over 25 years, Australian Plumbing has been the industry’s leading publication, delivering independent coverage of news and events.

Australian Plumbing June 2016  

For over 25 years, Australian Plumbing has been the industry’s leading publication, delivering independent coverage of news and events.

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