Social media lets businesses showcase their services and the work they can provide for a client while also allowing companies and customers unprecedented access to one another.

Smart use of social media is an opportunity for plumbers and drain cleaners to showcase their experience, share success stories, offer tips or advice, and become more relatable. It can build trust before the homeowner even opens their front door. 

Think of social media this way:

• It’s great for promoting your business.
• It provides faster and more direct communication.
• It can make you and your company more relatable.
• It allows you to network with others in your industry. 
• It helps you manage your reputation. 

There are many social platforms, each with its own strengths. You don’t need to be on all of them, but here are the ones that provide plumbers the most benefits:

• Instagram: Allows you to use photos and videos to share your experiences so customers can see the type of work your company does. Strong community ties allow you to easily engage with peers and industry leaders.
• Facebook: Helps you attract an audience and build customer relationships. It’s also good for building professional relationships through private members-only pages that let you connect with mentors and learn from others.
• Twitter: Lets you share information quickly with customers.
• LinkedIn: Allows you to engage with other industry professionals.

If your company is not active on these platforms but would like to be, do this first:

• Outline your goals: Do you want to generate leads? Create a way for existing customers to review your services? Having a clear idea of what you hope to accomplish goes a long way in ensuring the content you share aligns with your business goals.
• Start with a few simple tools: Using Google My Business is critical for ensuring potential customers doing a search will see your correct phone number and location. The Facebook for Business home page gives advertising tips, best practices and case studies to help you get started, including their Ad Manager.
• Consider what marketers call “content”: Once you have outlined your goals consider what news or information you want to share. Use your expertise to provide valuable and helpful information for your followers. Give them a reason to follow you. Content with images and/or video tends to perform better and should be part of your overall content strategy.
• Don’t overdo it: Create a content publishing schedule that is maintainable. It’s important to be consistent but start slow and build up how frequently you post. There’s no need to post daily unless you’re giving truly valuable content.
• Follow some of your favorite brands: This provides two benefits. First, you can see the types of content they share on their social media channels, how their followers engage with it and use that knowledge in developing your own content; secondly, you can share their content on your own platforms, providing a quick and cost-effective way to generate content.
• Keep it to business-related activities only: Personal opinions should be avoided unless they’re about a piece of equipment or new technology related to your business. For example, “Here are 10 reasons I tell my customers to avoid flushable wipes.”
• Stay on top of conversations on your platforms: Regularly monitor conversations on your channels. Acknowledge comments with a “like” or a response as appropriate; it will go a long way toward building customer loyalty. 

As you begin engaging on social, expect to get feedback that’s both flattering and critical. Key things to remember as you respond: 

• Do not take anything personally: With this in mind, respond as a business owner and a professional. Address the issue, contact the customer if needed, and post a resolution. Many times, the most critical customers will return to let others know how you handled a situation. That’s just as important as the initial review. Don’t engage in feuds or name calling.
• Consult an expert: It’s a good idea to consult with an expert when it comes to responding to social posts. This allows you to focus on your business while they focus on the public relations side of things. An outside opinion can provide objective ways to keep the dialogue professional.

Following these rules will help make social media a beneficial part of your marketing strategy. It can help you to strengthen existing customer relationships, expand your reach to potential clients and let you learn from others in the industry. 

About the Author

Mikayla Pleuss is the social media marketing specialist for RIDGID, a part of Emerson’s professional tools portfolio that also includes the Greenlee brand. RIDGID is a global manufacturer of more than 300 dependable and innovative tools, trusted by professional trades in over 100 countries. Learn more at RIDGID.com.