There was once a time when if you wanted people to find your business, you simply had to do good work and rely on word of mouth.
Then for decades, the Yellow Pages were key. You made sure your listing stood out. You’d also add some radio and television ad spots to your marketing mix perhaps.
Then websites. And search engines. And social media.
Now we’re talking about AI answering customers’ questions, recommending contractors and, in some cases, even calling businesses on a customer’s behalf.
The Better Business feature in this month’s issue by regular contributor Anne Lackey dives into Google’s constantly evolving search experience and what it means for contractors. If you’ve spent any time trying to understand SEO, Google Business Profiles or online reviews, you already know the feeling. Just when you think you’ve figured out the rules, Google changes them.
That’s the frustrating part about digital marketing. You’re playing on someone else’s field, and they get to move the goalposts. But contractors today have to pay attention to these changes. A website can’t sit untouched for five years. Online reviews matter. Photos matter. Accurate business listings matter. If AI is becoming another gateway between customers and contractors, then understanding how it works isn’t optional.
At the same time, fundamentals haven’t changed nearly as much as we sometimes think. Take Petri Plumbing featured in this month’s issue. This year marks 120 years in business. That’s a company that has spanned world wars, recessions, countless technological revolutions and every marketing trend imaginable.
How did the founders build the business before Google, websites or social media existed? Simple. Word of mouth.
Today, Petri Plumbing embraces modern marketing. The company has a social media presence. They work with a public relations firm. Representatives appear on local television sharing seasonal plumbing advice. They understand that visibility to potential customers matters and they utilize the full spectrum of marketing tools.
Yet when asked about the secret to lasting 120 years, they still focus on staying true to the values that built the company in the first place and continuing to do great work.
It’s easy to think marketing is something separate from the work itself, but it isn’t. Marketing starts the moment someone calls your office. It continues when you arrive to the job on time, communicate clearly and solve the customer’s problem. It finishes when that customer tells a neighbor, leaves a thoughtful review or remembers your name the next time someone asks, “Know a good plumber?”
Yes, today’s marketing tools are different, but they ultimately can’t compensate for poor service. Great service has always had a way of finding an audience, whether through neighbors talking over backyard fences a century ago or homeowners posting recommendations online today.
Technology will keep changing. AI will evolve. Google will undoubtedly rewrite the rules again. The companies that thrive won’t be the ones chasing every algorithm. They’ll be the ones willing to learn the new tools while never forgetting the old truths.
Enjoy this month’s issue.
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