Finding ways to market your plumbing business during the holidays can be a challenge. Consumers are inundated with advertising this time of year, so home service businesses might have a hard time penetrating the noise to get their messages across.
If your work has slowed down for the season after a busy summer and fall, you might be tempted to let your marketing efforts take a break for the holidays, too. But that is a mistake. Your marketing can take a different tone for the holidays, but you need to keep your company at the forefront of homeowners’ minds for winter emergencies and spring improvement projects.
Here are some marketing tips to carry you through the holidays and into the New Year.
1. Helpful, seasonal content. Think about posting seasonal tips and information online. Think about plumbing problems or questions your clients are likely to have during the holidays. Take weather into account, along with the demands of houseguests and extra cooking on household plumbing. Try fine-tuning your blogs to make the most of Google’s current algorithm, which favors question-and-answer formats for voice search optimization.
Your social media posts should also reflect the season with festive photos, holiday themes and conversation-starters to boost engagement.
2. Give back. It’s the season of giving, so why not take this opportunity to volunteer or support a good cause? Find a local nonprofit that reflects the values you and your employees hold dear, then craft a project to help out. If you can use your company’s expertise, that’s even better.
While you’re at it, you can encourage others to help your chosen cause. Partner with a nonprofit for a food or toy drive and offer a discount or other reward to clients who donate.
While supporting a good cause is rewarding in itself, be sure to let your clients and community know about it through social media posts, blogging and PR. Taking the holidays to help those in need shows you are a concerned and caring member of the community, which helps potential clients feel a connection with you.
3. Give interviews. Another way to stay visible over the holidays is to leverage the power of PR. Earned media on TV gives you and your company credibility, making homeowners more likely to turn to you when they need a plumber. In addition, when the news stories appear online, they will often include a link to your website, which boosts your SEO.
4. Thank your clients. Everyone likes to feel appreciated, and the holidays are the perfect time to show your gratitude to your loyal clients.
As Brian Buffini wrote for Entrepreneur (www.entrepreneur.com/article/302650):
“Personal notes expressing gratitude have incredible power. When people open their mail, a personal note is always the first thing they read. After all, it stands out among all the junk mail and bills! And in this high-tech, social media-driven world, I find personal notes are even more powerful and better received than ever before. I've often saved a meaningful note or letter that someone has written to me, and I know I'm not alone.”
Sending out holiday cards is a simple way to acknowledge those whose business has kept your doors open this year. You could also stand out from the crowd with a small gift for your best clients or those who have completed large projects with you. Another way to show appreciation is to host an event such as a holiday breakfast or photos with Santa for the kids.
Letting your clients know you appreciate them will grow goodwill between you and keep them coming back when they need a plumber.
5. Try video marketing. Embrace the fun side of the holidays and add some video marketing into the mix. Videos are well-received on social media and boost engagement. Video also helps your website SEO when added to blogs.
Try making informative how-to videos and tutorials or festive video greeting cards with music. Short videos can become your Instagram story for the day. Longer videos can go on YouTube, Facebook and your blog. Get creative and have fun.
6. Have a plan. Before the holidays end, have a solid marketing plan for the entire new year, complete with events, mailers, interview pitches, blogs and social media. Starting your planning earlier helps keep marketing from getting lost to the holiday rush.
You can craft a plan yourself, or you can partner with a public relations and marketing agency with plenty of home service industry experience. A PR professional will know the trends and topics that will give you excellent holiday marketing coverage and bring plenty of work your way in the first quarter of next year.