5 Tips to Get More Commercial Leads for your Plumbing Business
Getting commercial leads for your plumbing business can be a huge win as these accounts can be extremely lucrative. Especially if you consider that one commercial client might have several different properties and supply a multitude of work orders over the long-term.
But while commercial leads are the gold standard for many plumbing companies, they can be difficult to get! There’s a lot of competition, and because commercial clients will normally stay with one company for years, plumbers have to work fast to win contracts.
So how exactly do you get a step ahead of the competition? It all starts with consulting the experts which is why we’ve invited John Dubay, Managing Partner at Leads at Scale to offer us his expertise. He’s been helping B2B companies generate well-qualified leads at scale, ready to be closed via outsourced sales support for years now and he’s got the inside knowledge to turn your lead gathering ideas into a winning strategy.
So, without further ado, we’ll let John present 5 proven methods plumbers can use to fill their pipeline with commercial leads. If you’re already getting leads to your website but aren’t sure how to convert them into paying customers, check out our conversion guide here!
Skip to what matters most to you:
1. Focus on getting positive online reviews.
2. Optimize your local SEO.
3. Design a conversion-driving website.
4. Gain trust and nurture leads with content marketing.
5. Engage a lead generation service
Online reviews matter more than ever. In fact, studies have shown that 84% of people trust online reviews as much as they’d trust a recommendation from a friend.
In the plumbing world, this is especially important! Plumbing is a specialized skill, which means the majority of customers and vendors who seek out plumbers don’t understand the ins and outs of the job. They need to trust that the company they choose to work with has their best interest in mind.
If someone from a commercial organization is appointed to find a plumbing company, they are putting their reputation on the line in making a recommendation. They need to be assured that they are making the best possible choice. Online reviews help build that trust.
Online reviews also help bolster your SEO, which we’ll dive into next.
An overwhelming majority (93%) of all online experiences begin with a search engine. This gives search engines (like Google, Yahoo, and Bing) a lot of power when it comes to which companies and organizations customers find and choose to work with. And in order to use that power to your advantage, you need to invest in your SEO.
SEO (search engine optimization) is the process of improving the quality and quantity of website traffic to a website or a web page by making it easier to find by search engines. In layman’s terms, it means making adjustments to your website content, web pages, so search engine bots can better crawl and index your site.
One of the most important aspects of SEO for plumbing companies is focusing on building local SEO. This strategy helps your business become more visible in local search results on Google.
For example, if your plumbing company only operates in Orange County, California, then showing up in search results for plumbers in North Carolina is not very helpful. Instead, you want to focus specifically on showing up for search results for customers looking for plumbers in Orange County.
There are a few ways to improve your ranking in local search:
- First (and most importantly) create and fully optimize your Google My Business listing
- Get positive reviews for Google My Business and other review websites (see point #1)
- When you create content for your website or blog, use keyword phrases that include your business’s location
- Make sure your location is accurately listed on your website and social media channels
SEO is a pretty complex content marketing strategy with a lot of layers. You can make great progress just by following the suggestions listed above, but if you want to dive deeper, check out this guide.
Your website can make your plumbing company’s ability to capture great commercial leads. Your website is the first impression of your business to commercial vendors. And unfortunately, if you don’t immediately capture their attention and gain their trust, you could lose the lead forever!
Similar to SEO, there is quite a bit of research you can do to educate yourself on best practices for creating a conversion-capturing website. But here are just a few quick tips to get you started:
- Keep your design simple and attractive to the eye
- Use easy to read fonts and colors
- Use effective headlines and calls-to-action in your website text
- Use a simple navigation menu
- Keep an eye on your page load speeds and how you can make them faster
- Optimize your entire website for mobile
- Display content that builds trust (like testimonials, reviews, etc.) on your web pages
- Keep your conversion forms short and sweet (collect only the most vital details upfront)
Again, there’s a lot you can do here, but these points are a great place to start!
As we mentioned above, garnering trust with commercial customers is vital due to the fact that they’re not only trusting you with their plumbing — but also their reputation. And sometimes, trust takes a while to build. That’s where content and email marketing come in handy.
Say a lead visits your website but doesn’t yet convert to setting a meeting with you or your sales team. If you can capture their information in some other way, you’ll be able to continue nurturing that lead — hopefully all the way to a conversion.
Using content marketing and email marketing is a great way to achieve this. Here’s an example:
Say you write a blog about the top things a company should look for when hiring a plumber for their commercial project. At the end of the blog, you have a call to action for readers to subscribe to your blog for more content similar to that post. Now, you know two things about this lead:
- They’re interested in hiring a commercial plumber
- Their email address
You can then start an email campaign to this lead explaining why your company offers the best plumbers for the job, and how to take next steps.
This type of marketing requires a lot of consistency and ongoing effort, but the payoff can be substantial.
If your company wants more commercial leads, but simply doesn’t have the time or bandwidth to dedicate to generating them, consider bringing in a B2B lead generation service who can help.
These companies can perform services like cold calling, B2B appointment setting and lead qualification to reach thousands more prospects than you may have been able to reach on your own.
The takeaway on how to get more commercial plumbing leads
Personalization can be an excellent tool to help you create a more personal relationship with the leads you manage to win with these 5 tips. Offering a quality service is good, but offering it at the right time, to the right person can increase your chances of converting them into a paying customer significantly.
To help you get started, we’ve put together an infographic to count down 12 easy-to-implement ideas that will change the way you look at customer experience. Keep in mind that all it takes is a forward-thinking leader to start: the benefits will take no time to come on their own!